Questions Event Planners Might Not be Asking (But Should Be)

Let’s be honest—booking speakers isn’t always straightforward. Between budget approvals, stakeholder opinions, and making sure your audience actually walks away inspired, there’s a lot more to it than just picking someone with a big name.

Here’s the good news: most people are asking the wrong questions entirely. Which means you’re about to be ahead of the curve.

Here are a few things we think every event planner should know:

A lot of event planners assume that going straight to the speaker saves money. It doesn’t.

Speaker fees are generally the same whether booking directly or through a bureau. Sending a cold LinkedIn message doesn’t unlock a secret discount. But working with a bureau does get you something else: event support

When you work with a speakers bureau, you’re not just booking talent—you’re getting a built-in support team. That means:

• Help navigating contracts and legal fine print
• Someone to problem-solve when plans change (because they will)
• A partner who books speakers every day, not once a year

Basically, you’re not paying extra for help—you’re getting it included.

If your speaker has a book, incorporate it into the deal when and where it makes sense. Books can add huge value to your event (and people love leaving with something tangible).

Bureaus can help you:

• Coordinate bulk book buys for attendees
• Plan book signing moments (hello, additional content moments for your event!!)
• Time shipments properly, so books show up when they’re supposed to
• Negotiate bulk discounts (because buying 500 copies shouldn’t feel painful)

Pro tip: Sending books ahead of the event builds buzz. Or, let signed copies double as VIP gifts or sponsor thank-yous. Either way, it’s an easy win.

Most event planners assume speaker bureaus are limited to their roster, but in reality, we work with everyone. If there’s someone specific you’re after—whether it’s a celebrity, a CEO, or a niche thought leader—chances are we know how to get to them.

What makes that possible:

• Decades of industry relationships
• Partnerships with speaker managers and agents
• Direct network connections from Gary Vaynerchuk and the broader VaynerX team

A focus on finding the right fit, not just whoever’s convenient

Booking the right speaker isn’t about checking a box; it’s about creating a moment your audience will remember. That doesn’t happen by accident. It happens by asking better questions, working with the right partners, and knowing when to lean on people who’ve done this before.