The difference between a good speaker search and a great one usually comes down to preparation. Planners who come to us with clear goals, a defined audience, and a realistic budget consistently get better results—faster—than those who start with just a name or a topic in mind.
Before you start investigating potential speakers, take time to work through the following.
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Establish a Clear Theme
Every speaker at your event should be able to relate their presentation back to a central theme. Without one, your program can feel fragmented—a collection of presentations rather than a cohesive experience. Define your theme early and communicate it clearly to any bureau or speaker you work with.
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Define Your Goals for Each Session
The more specific you can be, the better. It's not enough to say you need a "leadership speaker." A stronger brief might look like this: "We need someone who can address the challenges of succession planning for family farm operations—preferably with a mix of practical guidance and some levity—for approximately 120 producers and their adult children."
That level of specificity helps bureaus narrow the search quickly and helps speakers determine whether the engagement is a genuine fit for their expertise. It also reduces the likelihood of getting a canned presentation that misses your audience entirely.
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Know Your Event Details Before You Start
Have the following ready before reaching out to a bureau or speaker:
- Exact date and time
- Location and venue
- Length of presentation
- Format (keynote, breakout session, workshop, banquet address)
- Audience size and makeup
- Budget range
- Any special requirements or constraints
The more complete your information, the faster and more accurately a bureau can match you with the right options.
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Decide Between a Keynote Speaker and a Seminarist
These are genuinely different skill sets. Keynote speakers are typically high-energy presenters built for 45-75 minutes—they're designed to set a tone, inspire, or entertain a full room. Seminar speakers are often more content-heavy, working through material over longer periods with audience interaction and takeaways.
Some speakers do both well; many don't. Knowing which format you need before you search will save you time and prevent a mismatch on stage.
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Keep Records of Past Programs
If your organization books speakers annually, a short record of past speakers—name, topic, audience feedback—serves two purposes. First, it helps you avoid booking the same person twice (or, conversely, intentionally bringing back someone who landed well). Second, it gives new speakers useful context about what has and hasn't resonated with your audience in the past.
Consider saving past programs to share with speakers as background material during their preparation.
A Note on Budget
Speaker fees for agricultural events typically range from a few thousand dollars to six figures, depending on the speaker's profile, expertise, and demand. Travel expenses are often separate unless a flat-rate arrangement is negotiated. Be honest about your budget early—it helps bureaus steer you toward realistic options rather than building expectations around someone who's out of range.
"Everything was handled very professionally and your recommendation for a speaker was amazing."
—Planner, AvonBank
For more guidance on fees and contracts, see Speaker Negotiations: Fees, Expenses & Contracts. Or if you're ready to start a search, contact ASN—we're happy to talk through your event before you commit to anything.