The choice of a speaker sets the tone—for the entire day

Not every speaker is suited for every role. There are four types you’ll encounter at business events, each with its own function in the program.

Keynote speaker — the main attraction. Typically appears at the beginning or end of the program. Has a unique story and message, addresses the audience without interaction. The effect: inspiration, energy, perspective. Used at conferences, kick-offs, and galas.

Event Host — the director of the day. They tie the program segments together, keep an eye on the schedule, and give speakers and performers a platform. A good event host adds meaning to every segment. A weak event host is just an expensive microphone stand. Choose someone who knows your organization inside and out.

Moderator — the discussion leader. Facilitates panel discussions, roundtable discussions, or Q&A sessions. Ensures that every voice is heard and keeps the discussion moving. Indispensable for knowledge-sharing sessions and conferences with multiple speakers.

Panelist — an expert who shares knowledge through a conversation. Less monologue, more dialogue. Ideal for events focused on knowledge sharing and discussion.

A rule of thumb: for a conference, you generally want a keynote speaker, a moderator, and at least two panelists. For a kick-off meeting, a keynote speaker is sufficient. For a team-building day, a chairperson is sometimes all you need.

The best speakers ask for a detailed briefing. The least skilled speakers manage without one. That difference speaks for itself.

A good briefing includes at least six elements. First: the target audience—who will be in the room, what are their roles, educational backgrounds, and industries, and what are their key concerns within the company? Second: the event’s theme and central message. Third: the organizational context—is anything happening? A reorganization, merger, or anniversary? Good speakers tailor their message to that context. Fourth: the position in the program—when will he or she speak, and what happens immediately before and after? Fifth: the desired tone—inspiring, informative, confrontational, or lighthearted? Sixth: explicit no-gos—are there any sensitive topics?

Always schedule a pre-call of at least 30 minutes, no later than two weeks before the event. This will give you a chance to make adjustments to the content before it’s too late. Speakers who refuse this pre-call or take it too lightly are a risk.

Learn more about building a program that works →

Speaker fees vary widely. A local expert or up-and-coming speaker charges €500–1,500. A nationally recognized figure: €3,000–10,000. An international keynote speaker: €10,000–50,000 and up. The fee depends on name recognition, demand, travel time, and lead time.

What often surprises organizers: travel expenses are almost never included in the fee—always ask for a total price. Do you want to film and publish the presentation? Then you’ll need explicit permission; that costs extra, and some speakers refuse this as a matter of policy. Exclusivity clauses are common for well-known speakers who do not want to speak for competitors. And in most contracts, cancellation up to eight weeks before the event means the full fee is due.

Payment is typically split 50% upon booking and 50% after the event. For bookings over €2,000, always use a written contract—even if you already know the speaker. A verbal agreement is too vague and too vulnerable.

There are three ways to find a speaker, each with its own risk-reward ratio.

Through a speakers’ agency —agencies such as Sprekershuys, ShowBird, or Sprekerspool offer a curated selection, handle contracts, and take care of coordination. Cost: 10–20% commission on the speaker’s fee. Advantage: speed, reliability, and selection based on quality.

Through an online platform —sites like evenementorganiseren.nl or speaker.nl offer a marketplace. It’s cheaper, but you have to make the selection yourself. The risk: a speaker who looks impressive in a video isn’t always that way in person.

Through your own network —the most cost-effective option. However, never book someone without a demo, a reference, or a clip from a previous performance. A speaker who “has spoken at a conference before” is no guarantee.

Our recommendation: for keynote speakers at large events, always work through an agency or with someone you’ve seen perform in person. For moderators and panelists, you can often rely on your network—provided you verify their style and quality.

We know the Dutch speaker market inside out—not from a catalog, but from our experience on stage. We know which speakers can instantly captivate an audience and which ones are strong on content but lack stage presence. And we know which speaker to choose for each type of event.

For any event featuring speakers, we handle all the logistics: selecting speakers based on the theme and target audience, contract negotiations, briefing sessions, sound checks, and backstage support on the day of the event. We work with agencies as well as freelance speakers, without exclusive contracts—so we always choose what’s best for the event, not what yields the highest commission.

We also ensure the quality of the briefing. We advise against speakers who are vague about their approach or who want to skip the pre-call. Because once the day arrives, it’s too late to make adjustments.

Learn more about partnering with Live Impact →

Are you planning an event that will feature speakers? Or are you still unsure what type of speaker would be a good fit for your program? We’d be happy to help you figure it out—with no obligation, just a friendly chat.

Whether it’s a conference, a kick-off event, a gala, or a product launch —we’ll put together the program and make sure the speaker delivers exactly what you’re looking for.

Send a briefing via live-impact.nl/briefing or contact us at live-impact.nl/contact. Or call us directly: +31 (0)85 401 401 4.

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