Dear Innovation Women: How Much Should I Charge for Speaking?

Dear Innovation Women: How Much Should I Charge for Speaking?

Advice for My First Paid Speaking Engagement

Dear Innovation Women,

“Help! A group asked me to come speak early next year to their group. I am known for the content I write about my experiences but not as a speaker - yet. The group asked me for more information, specifically my speaking fees. I have never been paid to speak before but am very interested. Do you have any resources you can point me to? What should I tell them?” ~ Natalie

Dear Natalie,

We get this question a lot. The easiest way to deal with this is ask what their budget is and see if it makes sense for you. But it’s rarely that simple. This is more art than science. Here are a few questions to ask and some different ways to think about it.

1)  Find out more about the speaking engagement. How big is the audience and who is in it? Are the audience members of a particular group? Is the event open to the public? Is the organizer selling tickets? How much are the tickets? Is it part of a larger event? Are there other speakers or activities? Where will the event be held? (There's a big difference between an event held at a convention center and one in the local church basement, for example.) This information gives you an indication of what range the potential budget might be.

2)  Who has spoken to this group in the past? Is there someone of comparable experience you could ask about their fees to the same group? Are the previous speakers people who speak for a living, or people who do something else interesting and who get asked to share their story?

3)  What kind of a group is it? Is the organizing body a corporation, a professional organization, an individual or a nonprofit? What is the purpose of the event? Is it a marketing function? Are events the organizer's only way of making money? Or, are events a side hustle for an individual?

4)  What value do you derive from speaking?

  • Is the audience one that is full of your potential customers and you will walk out the door with a pocketful of leads? If so, your 'walk in the door' price may well be low or free.
  • Can you sell a product or book at the event? Will the organizers purchase your book or product for every member of the audience? (Even better.)
  • Do you get a table, a booth, free tickets to the event, travel expenses, a hotel room, a trip to a “I always wanted to go there” location? Is it right down the street or across the country? (Location. Location. Location.)
  • Do you have an already prepared presentation, one that you can just show up and give, no extensive preparation needed? (Before you give it away, recall that you most likely spent YEARS developing the skills necessary to give that presentation, and recall that even your standard presentation needs practice, tailoring and preparation.)
  • Will they be shooting video or live streaming, and can you get that video to use on your speaker profile or website? 
  • Will you be able to drum up other business nearby while at the event?
  • Will there be media in attendance who might write about you?
  • Is it in support of a cause with personal meaning for you?

5)  And speaking of value…how much value do you really bring to the table?

  • Are you the only person able to give this presentation or can anyone in your industry do the same thing? Do you have a unique perspective or experience?
  • How experienced are you? Have you been presenting for years or is this a new thing?
  • Are you bringing in bonus stuff? (A workbook or handouts?) Is it a speech or a workshop?
  • Will your name or company name bring in an audience? Are you better known than the organization? Will your name put butts in seats?

6)  Now, calculate your speaking fee. Choose one:

  • Method One – Years of experience x $100 = base fee
  • Method Two – Works if you are a consultant or service provider and you already have an hourly rate. Your hourly rate x (hours spent in prep + time out of the office) = base fee
  • Method Three – Start at $1500 and add or subtract based on experience and “other” factors = base fee.

You’ll notice I said base fee here. Your baseline is a starting point only – now take into account all the information you collected in Steps 1-5. As you get more established as a speaker, you might find that your “usual” speaking fee doesn’t work for some nonprofits, Meetups, and other casual groups but they still might be groups you want to speak to for other reasons.

Speaking fees are highly subjective and there is no perfect formula for every opportunity. You'll have to see what works for you and be flexible.

(Note: There's also a school of thought that says, "Pick a number and stick with it." Just understand that you will be hearing a lot of "no thanks" if the number you pick is higher than the group's budget.)

Bobbie Carlton is the founder of Innovation Women, a self-service online speaker bureau connecting entrepreneurial, innovative and technical women seeking visibility and speaking engagements with event managers looking for diversity onstage.


Johanna Voss

Talent Manager, Fractional COO

5y

In my world of negotiating this for my clients, it starts with asking - lots of Q's that you suggested above, including what the event's budget is. Q's are a great way to dig in a bit, to learn more about where they are coming from, their expectations and it allows you to start to build a relationship as well. Great read and solid advice for someone who is looking to start charging. 

Thank you for this!

Linda Ugelow

Overcome your fear of speaking online or in person for entrepreneurs, authors, and executives ★ Int. and Virtual Speaker | Podcast Host | Author, "Delight In The Limelight"

6y

Excellent article. So thorough and helpful for coming up with a fee that fits both parties.

Linda Coyle

| Speech and Language Therapist | Medico-legal services| Expert Witness | Voice Therapist | Music Therapist |

6y

Very useful, thank you!

Melanie Tringali

Marketing Leader | Driving Business Growth through Data-Driven Strategies | Building High-Performing Teams | Experience in Global Markets and Navigating B2B and B2C Landscapes

6y

Erin Lubien thought this might interest you.

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