How much should I charge for speaking?
Deciding how much to charge for a paid speaking engagement can be a difficult decision. On one hand, you want to be compensated for your time and expertise. On the other hand, you don't want to price yourself out of potential opportunities. Here are some factors to consider when setting your speaking fee.
Every speaking engagement should be rewarding
First, set the principle in your mind that you should be paid for your performance as a speaker. It doesn’t matter where you are in your speaking career, you have been asked to speak because the organiser expects you to add value. If you think you will hold up your end of the bargain, then you should get something in return.
That won’t always be money - or just money - but it’s important that before you commit to any engagement, you are happy with the value exchange.
Exposure is not enough
Don’t allow yourself to be swayed into speaking for the nebulous offer of ‘exposure’. If you’re going to share your time and intellectual capital, then you need to know exactly what you are getting in return.
For example:
Will the organiser do one or more email blasts to their database, promoting you, your company, or your products/services?
Will they provide links from their website to yours, or allow you to put up a guest post with this links contained?
Will they offer curated introductions to new business prospects at their event, perhaps at a dinner?
If it is for a single corporation, will they buy copies of your book or sell your training course into their employees?
If you’re a podcaster, will they sponsor an episode or even a season?
Never be out of pocket
It should never cost you, personally, to speak. On top of any quantifiable but non-cash value, the least you should expect as an individual is for your expenses to be paid. If you’re going to a conference anyway on the corporate dime, then this may not be such an issue. But otherwise, your travel and accommodation costs should be met. Whether or not you can push for business class or a suite will depend on where you are in your speaking career!
Setting your fee
There are multiple factors that will determine exactly what you charge for a speaking engagement. You will rarely have a fixed fee that is appropriate for every opportunity. And your rates will change over time. But here are some things to think about.
First, consider your experience and expertise. Are you a recognized expert in your field? Have you been asked to speak at other events or conferences? Do you have a proven track record of engaging and informative presentations? Can you prove this with testimonials and videos or a showreel? If so, you may be able to command a higher fee.
Second, think about your wider profile. Are you a known name from TV or radio, books, or particular domain expertise? Do you have a large following on social media, YouTube, your blog or newsletter? If you can show that your name will attract people - and that you might be able to actively help sell tickets - then again you can ask for more.
Third, consider the audience and the format of the speaking engagement. Is this a corporate audience, a charity, or the public sector? While you shouldn’t assume that the latter organisations have smaller or zero budgets, there might be a differential in what they can afford and the value they expect to get back. Note: don’t get sucked in my companies claiming ‘not-for-profit’ status. This is not the same thing as being a charity, and just because they might reinvest all of the proceeds or spend it on salaries, doesn’t mean there isn’t sometimes plenty of cash flowing through the organisation, some if which is rightfully yours if you speak at their event.
Will you be speaking to a large conference audience, or a smaller group of executives? Will you be giving a short twenty-minute provocation, a keynote speech, or leading a workshop? Will there be a Q+A session? The size and format of the event can impact your fee, as can the expected level of preparation and engagement required.
Market rate
Of course, you also need to consider the market rates for speaking engagements in the relevant industry or sector. In our experience, people’s expectations for what a speaker will charge vary wildly. But here are some rough benchmarks. Bear in mind that there is always negotiation around these sums, and additional influencing factors on the ultimate fee, even if what is listed below is the initial ask.
Newly professional speaker - £0-1000
If you’re new to speaking but taking it seriously, have some track record speaking for your previous employers, and perhaps a bit of collateral behind you (e.g. working for big brands, a reasonably popular blog in the target sector, or some recognition from social media), then you can expect to charge up to £1000 immediately, plus your expenses. This would typically be for a 40 minute talk plus Q+A. For the right type of gigs, you certainly shouldn’t be getting much push-back at £4-500, though some places you may want to accept a smaller fee if they are prestigious, or offer you things like high quality video for your showreel, or great photography of you on stage.
Moderate experience/profile - £2000-5000
If you have been speaking for a while, can confidently hold an audience for forty five minutes, and have built up an established profile through publishing, media appearances, or your own activities online, then you should be charging well into the thousands for a 40 minute talk and 15 minute Q+A session. Plus obviously your expenses.
Experienced speaker - £5000-15000
As you become more established, the range of fees starts to widen based on the type of gig available. But with a few years, plenty of good customer references (especially big brands), a solid showreel and maybe a couple of books under your belt, your initial ask should be in to five figures. Bear in mind fees are different across the other side of the Atlantic, so you might be charging even more for overseas engagements. You can raise your ask on the expenses too, to travel in style and comfort.
Premium Speaker - £15,000-45,000
If you’re in demand, proven, and your name puts bums on seats, then you can really push up your prices. Professional speakers at the top of their game can charge tens of thousands for an hour of their time because the organisers know that it will pay, in terms of tickets sold, or publicity for the event. And because attendees will remember your talk and want to come back next year.
Celebrities - £45,000-£2,000,000
If you have held high office, been the CEO of a brand, a celebrated sportsperson, a YouTube or TV star, then there is little limit to what you might be able to charge. Here you can pick and choose between opportunities - and you must, because part of the value you bring is rarity. Your rider might include travel and accommodation for your entourage, as well as some tight specifications about how you perform.
Your fees
Ultimately, the right fee for a paid speaking engagement will depend on your experience, the event and audience, the value you will bring, and market rates. If you want help setting your fees, or want an agent to do the ugly job of negotiating on your behalf, then drop us a line and we can help. If you’re at the start of your speaking career then join our academy and get help, support and training. Or if you’re more experienced, get advice from your agent or join one of our action learning sets for peer to peer support.