I encourage having a diverse network with all my clients, and try to practice the same. If you build a network, your interests and expertise will build your brand. And doing so will yield individuals from a variety of areas who may be interested in speaking at an event. I apply this approach to offering guest spots on my podcast - The Soft Skills Salon - and it has proven effective in attracting a breadth of professionals to participate.

Assuming you are looking for a speaker who is not a paid professional, but someone from another business or industry that you’d like to hear speak at your event, you need to ensure you can offer them a substantive set of reasons for their doing so. It does indeed require extensive research and a carefully crafted invitation which would then follow. Both are intrinsically linked to the process. Why do you want them to speak? What do they offer your audience? Why your audience would benefit from their address? What would the intended ‘walk-away’ be for the audience? In addition you would need to consider why the speaker would attend: things like philanthropy, prestige, community, honour or charity.

As a conference speaker, connecting with fellow speakers from other sectors can add valuable perspectives to your network. I normally start by researching their profiles on LinkedIn to understand their expertise, speaking style, and recent topics. And I also dive into their published content, such as articles, videos, or podcasts, to get insights into their key messages and areas of interest. Follow their posts, engage with their content meaningfully, and share relevant insights from your own field. Attend their webinars or public speaking events to observe their approach and connect directly afterward. Sending a personalized message highlighting a specific point from their work can make your outreach more authentic and engaging.

When crafting a personalized invitation to connect with a target speaker on LinkedIn, start by introducing yourself briefly and mentioning your role as a conference speaker. Reference a specific aspect of their work that resonated with you—whether it's a recent talk, an article, or a shared interest in a particular topic. For example, “Hi [Name], I recently listened to your keynote on [Topic] and was inspired by your insights on [specific point]. As a fellow speaker in [your sector], I’d love to connect and exchange ideas.” This approach shows genuine interest and sets the stage for a meaningful connection.

Bottom line is that your research into the client's business and their industry is the make or break factor. As a guideline, a sixty minute talk probably needs at least 10 hours of research, and that not only includes desktop reading and internet scans, but also interviews with others. I love the principle used by Dixon, Toman et al in their book "The Challenger Sale": What can you tell them about their business and their industry that they didn't know before you arrived? That's a great start. Oh, and don't forget to also ensure that the speaker knows what the taboo topics are in the business. Language is powerful.

Once your personalized invite is accepted, start the conversation by expressing gratitude for connecting. Reference the initial point of connection, like their recent talk or post, and share a brief insight or question that reflects your interest in their work. For example, “Thank you for connecting, [Name]! I found your perspective on [specific topic] thought-provoking, especially your point about [detail]. I’d love to hear more about how you approach [related subject].” This approach keeps the conversation relevant and encourages a natural dialogue, fostering a deeper professional relationship.

"Aki, do you mind terribly if we put you on after lunch?" It's a real challenge trying to keep everyone engaged after a hearty meal, and I don't mind because nobody else wants to do it, ergo you can really impress. However, as the other Michael Jackson implies, being the entertainer leads to results that are incredibly short lived. So find out exactly what the speaker will do before and afterwards to reinforce the key messages. Will they write some bespoke articles or content exclusively for you? Can they offer a free follow-up session sometime in the next few weeks? Can they shoot a series of private videos for delegates to watch later? Is there an element of personal coaching for people who'd like to take it further?

There is a description of non-engaged speakers; ‘Pandas’. In other words they’re the ones who ‘eats,shoots and leaves’. Whether a professional speaker or a related business speaker, you want people who are going to fully engage in your event. Will they attend for the duration? Will they engage in creating upfront or post event materials for promotion for you? Will they mix and mingle with delegates? Will they engage in Q&A? If the answers to the majority of questions is no, perhaps you ought to reevaluate the need for that particular individual. As a professional speaker, even if only delivering a keynote, I work on a concept where I’m fully involved in fuelling excitement in advance, igniting the event itself and generating takeaway value.