Booking a Speaker through an Agency or Directly via Speaker: Which Approach is Better?

ⓘ This article is part of the "Complete handbook for finding and booking the right speaker"

The choice between booking through a speakers bureau or direct contact with the speaker influences the expertise you receive, the costs, the process, and the certainty. 

The right approach depends on your experience, available time, and how much guidance you want when organizing your event.

Below you will find a practical comparison between both booking methods.

Speakers Bureau versus Direct Booking: The Main Differences

The main difference lies in professional guidance versus independent organization. When booking a speaker through a speakers bureau, you receive expertise, a broad network, and support throughout the entire booking process. Direct booking gives you more control over every step but also requires more individual effort.

Both approaches can lead to a successful presentation, but the experience and responsibilities differ significantly. A speakers bureau acts as an intermediary between speakers and their potential clients, providing expertise and guidance. With direct contact, you arrange everything yourself with the speaker or their management.

For a corporate conference or congress with high requirements, a bureau is often the safe choice. For a smaller internal meeting where you know the speaker personally, direct booking can work perfectly fine.

Expertise and Advice

Booking via a Speakers Bureau

A speakers bureau offers professional advice in finding the right speaker for your target audience and theme. The advisors have years of experience and extensive knowledge of various speakers, their specialties, and presentation styles.

When choosing a speaker, it is important to clearly define the objectives and the target audience of the event, as the perfect match between speaker and audience is essential for a successful presentation. A bureau helps you with this selection process and often offers advice free of obligation.

Bureaus often work only with professional speakers, which increases the chance of a strong, substantive presentation. They have insight into which expert speakers are successful for similar events and can act quickly using their extensive network.

Direct Contact with the Speaker

With direct booking, you have direct contact with the speaker for personal coordination. This gives you the opportunity to communicate directly about the topic, the message, and the content of the lecture.

You are personally responsible for researching suitability and references. Without professional advice, you have limited options for comparison. However, with specific preferences or good previous experiences, direct contact with the speaker can feel faster.

Costs and Price Transparency

Costs via Speakers Bureau

When booking through a bureau, one usually pays the same price as when booking with the speaker directly. The bureau receives a commission from the speaker, not from the client. You receive a transparent quote with all costs and conditions, without hidden fees.

The commission for bureaus usually ranges between 10-35% of the speaker fee, depending on the speaker and services. For beginners, costs can range between €1,250 and €2,000, while professional speakers cost on average between €2,500 and €5,000. Well-known speakers and top-tier speakers can charge significantly more.

Costs with Direct Booking

Direct booking means negotiating the fee and conditions yourself. You arrange all extra costs such as travel expenses, accommodation, and materials yourself. This can be advantageous if you have good negotiation skills.

However, there is a risk of lack of clarity regarding total costs beforehand. Direct booking can be beneficial for small, informal events where the organizer knows the speaker personally.

ⓘ Learn more about the costs involved in booking a speaker

Process and Administration

Process via Speakers Bureau

A bureau offers complete peace of mind: from selection to evaluation after the event. The bureau arranges contracts, the preliminary briefing, and practical matters. You receive support with publicity material such as photos and biographies.

The selection process for choosing the right speaker involves several phases, where it is important to consider which style and content best align with the event's requirements. Bureaus have access to a wide range of speakers and moderators.

Process with Direct Booking

With direct booking, you perform all administrative tasks yourself: contract, planning, and coordination. You have direct contact for the preliminary briefing and substantive coordination regarding the theme.

You are responsible for timely planning, communication, and practical matters such as transport and accommodation. This requires more time and organizational skills.

Certainty and Backup Options

Certainty via Speakers Bureau

Booking a speaker through a specialized bureau provides security in case of last-minute changes. In the event of a cancellation due to illness or unforeseen circumstances, a bureau can quickly arrange an alternative through their broad network.

Bureaus often maintain clear cancellation conditions. Cancellations more than 30 days in advance usually cost 50% of the assignment fee; within 14 days, 100% is usually due. You have a guarantee of the quality and expertise of the proposed speakers.

Certainty with Direct Booking

With direct booking, the risk lies entirely with the organizer. If the speaker cancels, you must quickly find a replacement yourself. You have limited options for quick alternatives without a professional network.

There is personal risk in case of disappointing performance or miscommunication. You are fully dependent on one speaker without a backup plan.

Time Investment and Experience

Time Investment with Bureaus

A bureau saves you an enormous amount of time. You get a quick selection from pre-selected speakers that fit your event. The bureau takes over many administrative tasks, so you have more time to focus on other aspects of your event.

Popular speakers often have a full agenda, especially during peak periods such as spring and autumn. Therefore, the advice is to book a speaker at least 2 to 3 months in advance for the most choice and preparation time.

Time Investment with Direct Booking

Direct booking requires extensive time for research, selection, and comparison of speakers. You coordinate all communication and planning yourself and invest time in building a relationship with the speaker.

Without professional knowledge, you run the risk of an inefficient search. This can be a challenge for organizers with little experience.

Speakers Bureau vs. Direct Booking: Which Choice Do You Make?

Choose a speakers bureau if you want professional advice, have limited experience booking speakers, and seek complete management. A keynote speaker can make the difference between an ordinary meeting and a memorable experience by bringing expertise, inspiration, and energy that take an event to a higher level.

Choose direct booking if you have experience organizing events, already know the speaker, and want full control over the process. However, speakers are often only bookable through speakers bureaus and are not directly accessible to the public.

The right keynote speaker can hold the audience's attention and reinforce the core message of an event. Make your considerations based on available time, budget, and desired level of support. Both methods can lead to an inspiring lecture when they suit your situation and needs.

ⓘ Learn more in our "Complete handbook for finding and booking the right speaker"