There
are four main types of keynote speakers to choose from; celebrity,
motivational, industry mavens, and sales experts. Celebrities
(entertainment stars, sports heroes, business icons, politicians, etc.)
will speak mainly about their personal experiences. Conversely, industry
mavens are analysts and consultants who talk about current issues and
future business trends. Meanwhile, motivational speakers exuberantly try
to touch listeners’ emotions. And finally, there are sales experts who
share their specific sales-related wisdom and knowledge with the
audience.
So,
how do you decide which one is right for you? Here are five questions to
ask a potential keynote speaker in order to help you determine whether
or not he or she is right for your meeting.
1. What is the profile of the typical audience you present to?
There
aren’t any two sales forces that are exactly alike. Every sales force
is unique in three different ways; complexity of the sales process, the
average level of sales experience, and the state of morale. Perhaps the
biggest mistake when selecting a sales kickoff presenter is picking one
whose main message doesn’t apply to the products you sell or resonate
with the sophistication of the sales force. For instance, even though a
keynote speaker has successfully presented to mid-western real estate
agents in the past, he or she would not be a good fit to for a software
company.
Ensuring
that the speaker is in tune with the sales forces’ morale is another
critically important consideration. Even though it is an imperfect
world, you are in charge of creating the perfect experience for an
audience that is in a variety of states of contentment. Many salespeople
are happy, some are apathetic, and others are downright despondent.
Ideally, you want a speaker who is experienced in speaking in this type
of difficult circumstance. For example, if your company has been part of
a recent merger you want a speaker who is familiar with the intricacies
of this situation and how it affects morale.
2. How would you prepare for our meeting?
Even
though you may sell the same products as several other companies, your
sales force faces distinctive competitive challenges. For instance,
there’s a big difference between selling for an
eight-hundred-pound-gorilla-sized company than an upstart competitor.
The
successful keynote presentation should include major messages that are
applicable to the realities of your company’s competitive situation.
Therefore, the presenter should conduct extensive pre-presentation
interviews and diligent background research to ensure he or she
understands your marketplace, products, and salespeople.
3. Do you customize your presentation?
Since
salespeople present for a living they know when they are being fed a
“canned” presentation. The most successful keynote presentation will
incorporate elements of the salespeople’s daily lives into the actual
presentation. This may include tangible advice to defeat your
archenemies and tactics to present your products more effectively. As a
result, the presentation needs to be customized so that it helps address
the toughest obstacles your sales force faces.
A
one size fits all presentation delivered exactly in the same way over
the past five years has a high likelihood of falling flat today.
Audiences appreciate a presenter who has taken the time to understand
their challenges and provides them with strategies they can put to use
immediately.
4. When do you typically present at sales kickoffs? At the beginning, a nightly dinner, or the meeting’s end?
You
wouldn’t use a screwdriver to hammer in a nail. Similarly, the
particular speaking slot you are trying to fill requires a specific type
of keynote speaker. If the speaking slot is at the meeting opening, you
most likely want a powerful presenter with an impactful message
(because he or she is probably speaking right after your company’s
chairman, CEO, or VP of sales). A keynote to be delivered during a
dinner gathering should be fast-paced, up-tempo and include a healthy
dose of humor. Conversely, a closing speaker needs to be able to rally
the troops and reinvigorate them with a sense of purpose.
5. What takeaway materials do you provide?
A
typical keynote presentation will last just an hour or two at most.
Given such a short timeframe, how can it be more than just a “feel good”
experience? The best way to achieve lasting impact is by providing
takeaway materials that the salespeople can reference over the long-run.
That’s why I’m a big fan of presenters who provide copies of their
books, informational CD’s, and PowerPoint presentations to the audience.
Finally,
one of the most important factors you should continually remind
yourself of during the selection process is how well does the speaker
dovetail with your sales kickoff theme. The best speaker will center
their presentation on your theme and work his or her material around it.
If you’re still not one-hundred percent certain what your theme should
be, they should possess the practical experience to help brainstorm with
you on an appropriate theme. Because the best speakers understand that
your success and their success are intimately intertwined.
