10 Questions You Should Always Ask Before Booking a Speaker

Booking a speaker seems simple.You find a strong name, check availability, confirm the date, done.

In reality, the success of a keynote is rarely determined by the name on the poster. The difference is made in the preparation.

These are ten questions you should always ask yourself before signing the contract.

1. What are my objectives?

A keynote is not filler content. It is leverage.

Do you want to inspire? Trigger concrete action? Support a strategic shift? Accelerate cultural change? Establish thought leadership? Soften a difficult message? Or challenge your audience head-on?

Without a clear objective, even the best speaker becomes a pleasant but forgettable session. The sharper your goal, the stronger the briefing. And the greater the chance your audience will say: this was exactly what we needed.

2. Who is my audience?

A C-level audience is fundamentally different from a room full of employees.

Executives expect strategic sharpness, context, numbers, and long-term vision. Employees want relevance to their daily reality, relatable examples, and practical takeaways.

Also consider the maturity level around the topic. Is this new territory or are they already experienced? The right speaker for the wrong audience rarely delivers impact.

3. How does this speaker fit into the overall program?

A keynote never stands alone.

What comes before? What comes after? Is the speaker the opener who sets the tone? The expert who brings depth? The closer who ties everything together?

The same speaker can be brilliant as a closing act and less effective as an opener. Positioning determines impact.

4. Does the speaker’s language fit my audience?

Language is not just about English versus Dutch.

Is it corporate jargon or human language? Academic nuance or direct clarity? Inspirational storytelling or analytical depth?

A mismatch in tone or level creates distance. The right language creates connection.

5. Do I want to record or reuse the presentation?

Many organizations only think about this afterwards.

Do you want to share the keynote with absentees? Use clips for internal communication? Publish fragments on social media? Repurpose it for training?

This often has contractual and financial implications. Some speakers charge extra for recording or limit usage rights. Transparency upfront prevents friction later.

6. What technical requirements need to be met?

Technology feels like a detail. Until it fails.

Is there a projector with the right resolution? Reliable audio? A handheld microphone or a headset? Can the speaker use their own laptop? Is there a clicker?

A keynote depends on comfort and professionalism. A speaker struggling with tech loses impact instantly.

7. Will I have the opportunity to brief the speaker beforehand?

A strong briefing is the difference between a generic keynote and a tailored one.

Can you schedule a 30-minute call? Share internal context? Strategic sensitivities? Recent developments? KPIs? Internal terminology?

The better the speaker understands what is really happening inside your organization, the more relevant the message will be. And the stronger the connection with the audience.

8. What does success look like afterwards?

Too few organizers define this in advance.

Is success a standing ovation? High evaluation scores? Behavioral change? New conversations starting? A strategy gaining traction?

If you define success beforehand, you can actively steer toward it in both briefing and program design.

9. How will I introduce the speaker?

Announcing a speaker is not a formality.

What will you communicate in the invitation? Why is this person relevant to your organization, right now?

Equally important: how will they be introduced on stage? A strong introduction builds authority and attention. A dry résumé reading drains energy before the talk even begins.

10. What happens after the keynote?

The biggest mistake is assuming the impact ends with applause.

Will there be a panel discussion? Reflection sessions? Concrete action points? A follow-up trajectory? Alignment with strategic initiatives?

A keynote can be a catalyst. But only if you intentionally capture and channel the energy it creates.

Booking a strong speaker is not a logistical decision. It is a strategic one.

Answer these ten questions before you sign, and your keynote is far more likely to become a lever for real change instead of just another moment in the program.

And if you feel there is a question missing from this list, let us know. We are always happy to think along.