Becoming a Motivational Speaker: An All-Inclusive Checklist
Then came Part 2: How to Become a Professional Speaker dealing with points 3, 4 and 5 and more specifically: vibrant marketing ingredients for building your brand e.g. a promo video. Various factors are highlighted that can influence your professional fee and lastly the support of a Professional Speaker Association.
6. Becoming a Motivational Speaker: Partnering with Agents, Event Professionals and Speaker Bureaus
Don’t call us, we’ll call you. Event professionals, speaker bureaus and agents are inundated with the question of becoming a motivational speaker, so let’s set the stage – they won’t fall over their feet to meet you. Speaker bureaus are booking agencies who exclusively represent professional speakers of their choice. Event professionals and meeting planners put together all kinds of conferences. Their rationale for sourcing the best motivational speakers repeatedly is solid.
Let’s refer to all role players who book speakers as “agents”. Astonishingly many new speakers seem to think that agents owe them something. Let’s say it as it is. No one owes any new speaker anything.
Everyone runs distinctively different businesses with a variety of preferences and factors at play. A speaker just out of the starting blocks shouldn’t approach these opinion leaders with all kinds of demands.
Pause for a moment. Analyse the ancient wisdom from Sun Tzu  the Chinese warrior-philosopher over 2000 years ago. He explained that a superior soldier chooses a position that cannot be overrun. A triumphant army “first wins and then seeks battle”. An inexperienced army “first battles and then seeks victory”. This strategy has a bearing on those who desire a speaking career. Preparation, competency building and experience come way before launching one’s career as a speaker. Many inexperienced individuals naively believe that you first become a speaker and then by default success will follow.
Industry experience dictates that it is more realistic to develop your own speaking momentum first. Agents might eventually join you along the way out of their own accord. That’s not to say that you shouldn’t approach those who book speakers. Be realistic in becoming a motivational speaker and don’t put your hopes too high too soon.
6.1 Agents Don’t Create the Demand for Your Services
Agents will start approaching you based on the demand out there for your services. You have to create that demand first. Like any business relationship, professional chemistry and shared values will influence the way forward.
Ensure that you have “agent friendly” material available. This means your promotional material should not contain any contact info for clients to contact you directly. Why would an agent put you forward and enable clients to skip them and deal with you in person? Take into account that agents ask commission and depending on a variety of factors, the range will probably fall somewhere between 10 – 25%. When an agent books you for a gig and follow-up business sprouts from it, it is still considered to be generated by the agent and further commission is owed to them. When clients approach you directly in such a case, declare it to the agent and let them take over the booking process.
This cliché is still applicable – start volunteering and speak for free. It brings us to the fundamental, but true paradox in becoming a motivational speaker and the speaking industry. It is eloquently expressed in Dottie Walters’s “Speak and Grow Rich” , a book that can be the definitive kick-off. She explains that agents and bureaus will only start looking at representing an individual, when he or she does not really need their services anymore. In other words, it means that the communicator has to be successful in his or her own right first. This book also has an excellent chapter on “The Advantages of Working with Speakers’ Bureaus and Agents” and it includes detailed sample contracts.
7. Setting Up an Office and Travelling
7.1 Establishing Your Own Place of Work
- You have ultimate flexibility and can determine your own schedule.
- It offers a convenient counter balance to the rigours of business travel. You return to a place where you can rest when you want to.
- Every now and then you can visit a coffee shop for a change of scenery – catching up on emails over a Latte.
- Huge chunks of time are saved in not travelling to and back from work. Peak traffic is side-stepped and stress is reduced.
- You don’t have to dress up in business attire. Maybe wearing pyjamas the whole day is pushing it.
- Technology enables you to stay pretty much where you want to.
There are also challenges though. As convenient as it might be, it can be very lonely. If your temperament is outgoing and expressive (and chances are that it is), then you have to make plans to counter the isolation. The distinction can get blurred very easily.
If you won’t exercise discipline and maintain boundaries between work and personal life, you will never be leaving the office.
7.2 The Excitement (or Dread) of Business Travel
If airports fill you with a sense of excitement, prepare yourself because those feelings might change becoming a motivational speaker.
A love for business trips is not something that tops the list for most seasoned speakers. It rather becomes a cumbersome task to get done, as quick and painless as possible.
Start out by watching the weather and news. Rainstorms can disrupt flights and labour strikes can block roads. Think ahead and have a Plan A, B and C. If things can go wrong, they will.
A best practise is to fly in the day before your speech, if possible. It provides ample time to implement contingency plans in the case of disruptions. The same principal applies in testing equipment, the quality of the data projector etc. before you speak. Don’t wait to the last minute. Getting on stage, totally stressed out is not good for business. Arrive early at all the stopping points along the way. An early cuppachino at the airport is preferable to biting your nails in the traffic, hoping not to miss your flight.
Persistent travelling is severely tiring. Pace yourself. A multitude of speaking engagements might lure you into an illusion of self-importance. Before long, you assume it’s OK to do a keynote speech when you are not on top of your game. You have to be rested and in tip-top shape. After an international flight, a red-eyed corporate executive can still walk into a business meeting and wing it. Not a professional speaker that has 250 audience members waiting in anticipation at a global conference. Clients don’t pay to listen to tired speakers.
7.2.1 Gadgets to Make Your Life a Little Easier
Language barriers – The awesome tool Google Translate will assist with language hurdles that you might come across. You enter the text from a foreign language and it instantly translates into your own language. You can do it the other way around as well and over 100 languages are available.
Noise pollution – Noise-cancelling headphones are quite pricey, but what the heck? The great thing about these headphones is that you get three birds with one stone: a noise-cancelling function, the ability to listen to your own music and replacing the aircraft’s pair (usually not great quality).
Luggage weight – No one wants to be horrified by an unplanned overweight suitcase and the accompanying penalty fees. A small suitcase scale also known as a “mini luggage scale” is a digital gadget that one can use to avoid nasty surprises.
Oh yes, and remember your battery-charging power bank or even two of them.
8. Before You Get Behind the Podium
A “technical rider” or more simply your technical needs is something to be sent off to the client way before your talk. Usually, they pass it on again to whoever will be in charge of audio, visual and other tech matters at the event.
Have your speaker intro ready in printed form, but ideally get it to the client in advance. If the audience knows more or less who you are, it provides a flying start. It should be interesting and short. When you don’t have a speaker introduction ready, the MC will usually attempt to read your long CV that they got off the internet. It really wastes precious time and ask yourself whether the audience really want to listen to a lengthy introduction.
Get permission beforehand to sell your products (if you have already) at the conference. Typically, the answer is “yes, you can”. One wouldn’t like to get into the embarrassing situation to display your books on a table, just to be asked to remove it.
9. Embracing Life-Long Learning and Reading
It is rare to find an established communicator who has not been in some form of a mentor relationship in the past or present. Peter Senge  coined the phrase “Superior performance depends on superior learning”. Embracing ongoing learning will be one of the pillars in becoming a motivational speaker and of your future success.
Articles and especially books are like trusted advisors. They are always on stand-by for a consultation, especially when it gets to how to become a motivational speaker. Bear in mind that a speaking professional needs to convey a message that is not deemed to be from “la-la-land”. Be sound in your subject material. Build and treasure your library whether in hard copy or in electronic format.
Look at online feedback and recommendations from those who have already read specific books. Use your own discernment.
Some literature on building a speaking career will guarantee the moon and stars. Rather trust those resources which don’t hide the difficult path to success. If you come across books or learning material that promise outright accomplishment and seem to be designed only to get hold of your cash, steer away.
9.1 Books are Your Most Trusted Advisors
- Paid To Speak: Best Practices For Building A Successful Speaking Business  was authored by the National Speakers Association (available as a physical book and on Kindle). At the time of compiling this resource guide it received a 4.5 out of 5 stars on Amazon (not many readers participated in the reviews though). Over thirty NSA members contributed to the chapters. It covers all the basics including having a closer look at developing a trustworthy brand, how to position within your niche and leveraging the online world. Their constant prompting of ethical behaviour is highly commendable.
- Their second book Speak More! Marketing Strategies to Get More Speaking Business  continues to build on “road-tested” and more technical tactics like influencing through social media, media interviews, mobile promotion via QR codes and going global.
Professor Michael Vitale points out that it is just a question of time before you are “going to be on your own managing as best as you can”. This is where “The Management Bible”  by him and Jarvis Finger enters the resource list. This proactive step-by-step book covers success factors relating to both your personal and professional life.
They put forward a whopping 608 how to’s. Here are just 9 of them: “cultivate a better professional image for yourself”; “take the initiative and make things happen”; “prepare a professional portfolio”; “get the most out of networking”; “convey your message in print”; “prepare your next speech”; “develop a business plan”; “develop a successful website” and “safeguard your intellectual property”.
10. Decide if You Have What It Takes in Becoming a Motivational Speaker
10.1 What Makes You Different?
Why would audiences want to listen to you? Most hopeful candidates are at a loss for words when trying to answer this. Obviously, there has to be a differentiating reason like a ground-breaking solution to a problem, an incredible life story, success in business or sport, a new discovery, awesome theme-weaving etc. etc. etc.
Decide in advance not to constantly move in the shadow of other speakers. Dropping names and “fake it until you make it” are taking shortcuts that will come back to bite you in future. Stand on your own legs without superficially attaching yourself to the brands of others.
10.2 Puncturing Unrealistic Expectations
No one but yourself can eventually make a call whether this journey is yours to take. The supposed glamour and glitz should rather not be determining factors in your decision-making process.
Responsible choices are made on responsible advice and hence the wisdom of doing your factfinding early on.
10.3 Becoming a Motivational Speaker:
Taking the Plunge
The timing of one’s entry onto the speaking circuit is critical. Jump in too soon and you will sink together with your dream. Patience is painful, but it is a force multiplier. It will reward you handsomely in the long term.
Take it slow at first. Mark McCormack in “What They Don’t Teach You at Harvard Business School”  refers to the principal frequently. Patience, he says, was 90% of the time part of their business success. The reverse was also true. 90% of their failures included doses of impatience
10.4 Quitting Has Never Fuelled a Successful Speaking Career
Most aspiring speakers throw in the towel due to the biggest challenge: enduring the pain of not quitting.
The “warts and all” of making it in this industry is curiously absent from most literature on the “becoming a motivational speaker” subject matter. The speaking journey is no different from any other endeavour in life. One cannot idealistically presume to start at the top. The bottom beckons with free talks first, then building up career momentum and after years, rather than months, reach critical mass, when clients contact you directly.
Last Words (not literally) 🙂
Get hold of the resources in this guide and work unhurriedly through it over the next year. Take it slow.
It won’t be an easy journey becoming a motivational speaker, but remember the words of Og Mandino: “Each rebuff is an opportunity to move forward; turn away from them, avoid them, and you throw away your future.” 
- The Art of War [Book] / auth. Sun Tsu / trans. Cleary Thomas. – Boston : Shambhala Publications, Inc, 1991. – p. 29.
- Speak and Grow Rich [Book] / auth. Walters Dottie and Walters Lilly. – New Jersey : Prentice Hall, Inc, 1997.
- The Leader’s New Work: Building Learning Organizations [Journal] / auth. Senge Peter // MIT Sloan Management Review. – Cambridge : Massachusetts Institute of Technology, 1990. – Issue # 1 : Vol. Volume 32.
- Paid To Speak: Best Practices For Building A Successful Speaking Business [Book] / auth. National Speakers Association. – Austin : Greenleaf Book Group Press, 2011.
- Speak More!: Marketing Strategies to Get More Speaking Business [Book] / auth. National Speakers Association. – Austin : River Grove Books, 2012.
- The Management Bible [Book] / auth. Flanagan Neil and Finger Jarvis. – Cape Town : Zebra Press, 2004. – p. V.
- What They Don’t Teach You At Harvard Business School [Book] / auth. McCormack Mark H. – Glasgow : Fontana / Collins / John Boswell Associates, 1984. – p. 69.
22. The Greatest Salesman in the World [Book] / auth. Mandino Og. – New York : Bantam Books, Inc, 1980. – Frederick Fell : p. 23.