Speaker selection is one of the most important elements of a successful education event. But selecting the right speaker can be a daunting task. They’re available in every fee range and specialty topic. These tips, adapted from the National Speakers Association, can help you find, book, and deliver to your audience a speaker who will strike just the right chord.

1. Know what your audience wants

A thorough knowledge of the needs of your group is essential in selecting the right speaker. Does your seminar require that the audience leave with specific information required for continuing education credits, or do you need someone who will motivate and inspire? Try including a few questions on your registration forms, such as, What do you hope to learn from this program? or ask for more specific information, such as, What computer software do you use at home? Answers to these questions will help the speaker understand the expectations and experience of the audience.

2. Plan ahead, and be flexible

Start looking for a speaker or trainer as soon as possible. Many speakers book engagements up to a year in advance. Also, consider how much time you have to fill and where that time falls in your overall program. If you’re offering a program for three hours of continuing education credits, be sure the speaker has at least that much material. If your time slot is flexible, a speaker can often tell you the right amount of time for the job and can also make recommendations about the order of topics or speakers if one presentation will follow another.

Factor speakers’ fees into your annual budget early. Determine the amount you’re willing or able to pay for a speaker well in advance. Your search for a speaker can be narrowed or broadened on the basis of your budget.

3. Match your speaker to the needs of your audience

A speaker’s expertise in a given field may be the big draw, but a well-known name doesn’t guarantee a professional presentation. High prices don’t always mean high quality, either.

Consider whether your audience and the overall program will benefit most from a celebrity, an expert in the field, a best-selling author, or a professional speaker who has knowledge of the topic. If speakers are engaging but lacking in specific knowledge, consider having them moderate a panel discussion with topic experts. Similarly, if issue gurus lack presentation flair, partner them with a lively staff person or member to facilitate the program.

4. Network in person and online to find speakers

Personal referrals are a great way to narrow your search. Ask colleagues and other associations for recommendations. Speakers bureaus can also be a valuable resource for locating and booking speakers according to your specifications and needs. A bureau can locate and prescreen speakers and quote fees, which saves time and effort, and many bureaus specialize in particular speakers such as celebrities, authors, or athletes.

The Internet is also a great way to find speakers (see “Speaker on the Web” sidebar).

5. Interview speaker candidates

Ask your speaker candidates for references, and if they’re speaking in your area, ask whether you can attend the program and observe them in action. Assure that potential speakers have addressed groups similar to yours and talk with them about their experience. Ask for a biography, testimonials, and videos of their presentations, preferably before a live audience. Ask the speakers whether they belong to professional associations and what awards or certifications they’ve earned. The National Speakers Association’s designation is the Certified Speaking Professional ( CSP ).

6. Stay within your budget

When selecting your speakers, keep in mind that you’re paying not only for the time they’re on the platform but also for the hours spent researching, preparing, and customizing the presentation. Some speakers may negotiate their fees when they’re doing more than one program for you or when they’re allowed to sell their products. Ask about your options.

When it comes to the intricacies of real estate and related topics, asking a local expert to present a seminar can work in your favor. Successful local REALTORS® can be more of a draw than well-known speakers, especially when they promise to divulge their secrets to success. Another advantage of local speakers is that they often won’t charge a fee. Not only do they appreciate the exposure in the marketplace, but networking with potential clients and referrals is an extra incentive.

7. Get it in writing

Once you’ve chosen a speaker, whether it’s a professional or a local expert, write a contract that clearly outlines the expectations of both you and your speaker. The expectations include travel arrangements and transportation; accommodations and meals; expense reimbursements and payment terms; speaker attendance at social networking events; speaker options to sell products and how that would be handled; an agreement on any audiotaping or videotaping of the presentation for use or sale at a later date; cancellation and no-show policies; audio, visual, or Internet access requirements; and any legal implications.

In addition, include a statement in your contract about appropriateness of language, advising the speaker to refrain from using any ethnic, obscene, profane, religious, sexual, or political humor or content in the presentation. Failure to observe these rules could result in cancellation of the speaker’ ;s fee and the loss of any repeat business.

For a sample speaker contract from the National Speakers Association, go to http://www.nsaspeaker.org/sampldoc/lecture.html.

8. Educate your speakers

Your speakers need to become as knowledgeable about your association as possible to help them customize their presentation. Even if you’ve chosen members to conduct classes, don’t assume they’re familiar with all association policies and goals. To help speakers get a feel for the audience, send them your newsletter, the correct pronunciation of reel-tor , and anything else that would include key people, buzzwords, or insider news and views. Give the speaker a clear outline of what you expect and be specific about the size and demographics of your audience. Let the speaker know in advance about other speakers on the program—that gives the speaker the opportunity to build on (and not duplicate) what the other speakers say.

9. Set the stage

Make sure the room is set up for optimum impact. Consider the number of chairs and how they’re arranged. Also consider room temperature, lighting, and things that could detract from the presentation such as lunch or coffee service.

10. Evaluate the results

Have your audience complete evaluations on every speaker, trainer, and educator in your program. Have quick multiple-choice ranking forms available, and if your response rate is low, phone members and ask for their input. That will allow you to gauge your results and plan for future programs. Send copies of the evaluations to your speakers.