rates

For professional speakers, pricing is more of an art than a science. There’s simply no magic formula to determine how much to charge for a talk, seminar, or workshop. That doesn’t mean, however, that I just pick a number out of a hat or random number generator.

Against that backdrop and in no particular order, here are some general rules of thumb that I use when quoting my speaking services. Note that all of these include the proviso “all else being equal.”

• Number of attendees: This is quite simple. I charge more for speaking to large groups than when I speak to smaller ones.
• Type of attendees: I charge more for speaking to groups of senior executives than when I speak to non-execs.
• Length of talk or seminar: Again, this isn’t rocket surgery. I charge more for a 60-minute keynote than a 30-minute one. Ditto for a two-day seminar vs. a half-day one.
• Type of talk: I charge more for keynoting than I do for a breakout session.
• Location / Travel: The closer the event is to my home in Arizona, the less I will charge.
• Specificity: I charge less for a generic talk than I do for a very esoteric one. For instance, a talk in which I provide an overview of The Age of the Platform differs from one on how telecom companies can embrace platform thinking.
• Previous talks: I’m a data guy. I use fees from my previous talks as rough proxies for future talks.
• Timing: You can lock me in at a lower rate by reserving me five or six months in advance. Put differently, I’m more likely to quote a higher fee if the engagement takes place relatively soon.
• Nature of organization / ability to pay: Government agencies and nonprofits often lack the same funds and resources as for-profit corporations. I charge more for speaking at events and conferences held by the latter.
• Book purchases: I charge less for my talk if the hosting organization or event sponsor buys copies of my books. Note, though, that the total cost of the engagement may be higher.
• Market / comparable speakers: This is Compensation 101. I follow what other professional speakers in my cohort routinely charge.
• Year: I charge more for my talks than I did five years ago. I suspect that the same will be true five years from now.
• Topic: On certain subjects, I possess a unique and particularly valuable perspective. Examples include citizen development, the future of work, communication, data visualization,platforms, IT project failures, and Big Data. 
• Advance notice: Last-minute bookings typically require me to rearrange previous client commitments. A two- or three-month window makes it easier for me to work effectively with my clients.

All content includes a reasonable level of social-media support if my client would like it.