What Conference Planners Should Be Asking Speakers Before They Book Them

When conference planners evaluate speakers, they typically focus on the things that are easiest to see. They watch a speaker reel. They review testimonials. They look at the speaker's experience, credentials, and topic descriptions. All of those things matter, and they should absolutely be part of the decision-making process, but what I rarely see planners ask, however, is what may be the most important question of all:

What will attendees actually do differently because of this session?

Not what they'll learn, or what they'll hear or even what they'll write down in their notes ... What will change?

I've attended conferences where the speaker was polished, engaging, and knowledgeable. The audience laughed, took notes, and filled the room with great energy. By every traditional measure, the session was a success. And yet a week later, very little had changed.

The issue wasn't the quality of the presentation but instead that the audience left with information but no clear path to action and with any great speaker, that's an important distinction.

Most attendees aren't looking for more information. Like most of us, they're already overwhelmed with information. They can find articles, podcasts, videos, books, and AI tools that will give them more ideas than they could ever implement. What they need is clarity, and they want help determining what to do next and how to move forward.

The speakers who create the greatest impact understand this. They don't just teach concepts, they help people make decisions. Sometimes that's a framework attendees can immediately apply with their teams. Sometimes it's a difficult conversation they've been avoiding. Sometimes it's a process they can implement when they return to the office. Whatever form it takes, the audience leaves with a clear next step rather than simply a collection of new ideas.

That's why I believe conference planners should ask every speaker some version of the following question:

If attendees only implemented one thing from your session, what would it be?

The answer often reveals more than a speaker reel ever could.

A strong speaker usually knows exactly what behavior, decision, or action they want to influence. They've thought beyond the presentation itself and considered what happens after people leave the room.

And in many ways, that's where the real value of a conference is created.

One of my favorite indicators of conference success has always been Day 2 attendance. Surveys are helpful, but they only tell part of the story. When attendees come back energized, engaged, and ready for another full day, it's usually because something meaningful happened the day before. They found value, they gained momentum, and they believe the next session is worth their time.

When people are slow to return, skipping sessions, or mentally checked out before lunch, that's often a sign that the event delivered information without creating engagement. The speakers who consistently drive results understand that their responsibility doesn't end when the applause starts. Their goal is to create something attendees can carry with them long after the conference is over.

So before you book your next speaker, spend a little less time asking what they'll talk about and a little more time asking what attendees will do because they heard them. The answer may tell you everything you need to know.

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For more than 20 years, Derron Steenbergen has worked with organizations, associations, and leadership teams across the country, helping people move from good intentions to meaningful action. His keynote presentations focus on leadership, communication, culture, and personal growth, with practical takeaways audiences can apply long after the event ends.

Interested in bringing Derron to your next conference, annual meeting, or leadership event?

Connect with the Swagger Institute team HERE to learn more about speaking availability and keynote topics.