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The speaking industry has similarities and differences in every country. Here is another great speakers bureau interview with J.J. Jackson of Performing Artistes, located in London:

1. Can you give us some info on your background and how Performing Artistes got started?
We started in 1992, initially putting on sporting dinners (where people buy tables and there are former sportsmen and women giving speeches after dinner). We quickly got asked to supply people for their own events, often non sport, and it went from there. That original experience of having put on events ourselves is incredibly useful when dealing with planners. We can honestly say we’ve been there!
2. How is the speaking industry different in Europe than the U.S.?
Bureaux in the States seems to be much more talent led. They are set up to push talent exclusive to them, while the European model is client/organiser led – most of us have a few exclusives, but the majority of our business is booking people independent of the bureau. We are answerable to the clients.
3. When should a speaker start approaching speakers bureaus and how would you like to be approached?
In theory, as soon as they like, however unless they have a TV profile they really need to have done a good few speeches (20 plus) to be taken seriously. Decent video footage of them speaking is also a must – it doesn’t need to be a full production, but more than a hand held camera at the back of a church hall.
4. What is the one thing you wish speakers knew about working with a speakers bureau?
That our job is to come up with ideas for speakers in the first place. Rarely do clients ring up asking for a specific person, they normally ask for a list of people who would be appropriate and take it from there, so by the time they end up booking the speaker we’ve already done a lot of work getting them to that stage. Same goes for agents, they often say “why did the company not come to us directly” to which the response is of course “because they didn’t know they wanted you until we explained why you/your client was ideal”.
5. Who is your perfect speaker client?
In terms of the talent, someone who engages with the client beforehand on a briefing call, turns up on time and is modest in their demands re staging, transport etc (accepting they want to deliver a good presentation and do require certain things). In terms of bookers/planners, someone you can develop a relationship with and starts to trust you…occasionally taking a leftfield choice because they know you haven’t let them down in the past. I always say I have never knowingly supplied a bad speaker, although that’s not to say we haven’t had to odd issue over the years!
6. Is there one book you would recommend all speakers read?
Now there is a question! It’s been around a while, but one of the original business books, How to Win Friends and Influence People takes some beating!
7. What do you see changing for speakers, meeting planners and speakers bureaus and how would you use innovation to improve the speaking industry?
The level of interactivity of audiences. The days of the passive audience are long gone, now a days the audience will be tweeting about the speech as it is happening, asking questions in real time etc. In terms of improving the industry, transparency is key. If a speaker has had a number of enquiries from rival bureaux for the same job, they should say; similarly meeting planners shouldn’t try and play us off against each other. By all means compare costs, but once you’ve decided which bureau to use, stick with them.

JJ Jackson
Performing Artistes – London

www.performingartistes.co.uk
Follow us on Twitter: http://twitter.com/PerfArtistes

From time to time Speaker Sponsor will be featuring a Speaker Spotlight profile from professional speakers. If you’re new to speaking you will benefit from their inside knowledge of how the speaking industry works. And even if you’ve been around a while there is always something you can learn from the learning curve of other speakers.

Networking expert Diane Darling didn’t plan her career as a public speaker. She tells Speaker Sponsor how she became an “accidental” speaker who learned from trial and error how to constantly improve her skills as a speaker.

Why did you decide to become a speaker?

It was a total accident …. I was asked by a women’s group to explain how I got meetings with key decision makers. I innocently didn’t think I did anything unique or special. So I gave a talk and people in the audience told their friends/colleagues and it went from there.

Do you remember your first speaking engagement?

Do I ever! I was TERRIFIED. I prepared a grid with 3 boxes to help my nerves.

Copy of the slide
Bullet points of my remarks
Words that would help me relax – e.g SMILE, WHEW, It’s almost over (I usually had that first to help my nerves)

I had JUST started, I put the papers on a clipboard because my hands were shaking. A few minutes into my talk a woman spoke up and said, “I’m sorry to interrupt. I’m concerned you’ve eaten something you’re allergic to. You’re neck has red blotches.”

I was mortified. I continued and everyone empathized with my nerves. I went and bought a bunch of red turtlenecks and wore them for a long time.

How have you changed as a speaker?

I’m much more relaxed for sure. I also realize that I can’t possibly share EVERYTHING I know – no matter how long the talk. Editing what I’m not going to say is difficult, but I’m getting better.

How have you seen the speaking industry change?

It seems that everyone wants to be a speaker but maybe that’s just because it’s the business I’m in. People glamorize it. Others seem attracted to it as a way to vent or get attention.

What’s the best advice you would give someone who is just entering the speaking business?

Start with top content. Just being funny or good in front of an audience doesn’t mean you have something people will want to hear. Then work on your delivery. I closely watch comedians. The best have something to say – they write, practice, rewrite, practice again. It’s hard work.

What methods do you use to get speaking engagements? Cold calling, inbound marketing, speaker’s bureaus, direct mail, all of the above, or something else?

I’m not enough of a celebrity to be of interest to speaker’s bureaus. Or at least that’s what they’ve told me – directly or indirectly. Most of my work comes from referrals from people who have seen me speak before. Rarely, but on occasions, someone will find me on the web.

Where do you expect to be as a speaker in 5 years?

I’d like to find someone who gets the clients and I can focus on writing more talks. In due time, I’d like to have time mentoring others but that’s a ways off. I have a variety of talks I’d like to give outside of my current topics and I’d like to be delivering more of them. I guess I’d like to be known as a good speaker – no matter the topic. Not just an expert on networking.