How to Evaluate a Keynote Speaker: 7 Questions to Ask Before You Book
When you’re tasked with planning an event, there’s a lot on the line: your budget, your organization’s reputation, and your audience’s time and attention. One of the biggest factors in whether your event hits the mark? The keynote speaker you choose.
The right speaker can educate, inspire, and motivate your audience to take action. But the wrong fit can leave your attendees disengaged — or worse, underwhelmed and disappointed. So how do you know you’re booking the right speaker for your audience and goals?
At The Kirkpatrick Agency, we partner with event planners and organizations every day to help them find the best fit. We’ve put together this guide with seven essential questions to ask when evaluating a keynote speaker — plus practical insights to help you vet candidates like a pro.
1. Do They Understand Your Audience?
A one-size-fits-all keynote rarely works. Your speaker should show genuine interest in your audience’s industry, challenges, and expectations. Ask questions like:
Who do they typically speak to?
How do they research an audience in advance?
Can they share an example of how they’ve customized a talk for a similar group?
For example, when Matt Dixon delivers keynotes for sales teams, he customizes his research-based insights so they’re relevant to the specific sales culture and buyer trends that matter most to that audience. That level of personalization makes all the difference.
2. Can They Share Examples of Similar Events?
Proven experience is key. A speaker may be fantastic in small workshops but fall flat on a big conference stage — or vice versa. Ask for specific examples:
What’s the largest audience they’ve addressed?
Have they spoken at virtual or hybrid events, if that’s your format?
Do they have client success stories they’re proud of?
Look for speakers who’ve excelled in settings similar to yours. Real-life examples and client testimonials can give you confidence they can deliver.
3. What Stories Do They Share?
Facts and data are important, but stories make people care. The best keynote speakers are master storytellers who weave narrative into their message. Ask:
What signature stories do they tell?
Are those stories relatable to your audience?
Do they update or personalize their stories for different groups
Our speaker Kelly Swanson, an award-winning storyteller and comedian, is a great example. Kelly uses humor and personal anecdotes to connect with audiences on an emotional level — making her message memorable long after the event ends.
4. How Do They Handle Audience Interaction?
Engagement is not just about what happens on stage — it’s about how a speaker involves the audience in the moment.
Ask whether they:
Include live Q&A sessions or polls.
Encourage audience participation.
Know how to handle tough or unexpected questions.
Speakers like John Rossman, for instance, often build interactive moments into their talks to keep the audience thinking and responding. That kind of dynamic presentation style can keep energy high, especially for longer sessions.
5. Can They Provide References or Testimonials?
Trust but verify. A polished website is great, but hearing directly from past clients is even better. Good questions to ask references include:
Did the speaker deliver on their promises?
How was the audience’s response?
Would they hire this speaker again?
At The Kirkpatrick Agency, we make this part easy — we share real testimonials and can connect you with past clients if needed. Transparency builds trust.
6. What Support Do They Need to Succeed?
Even the most seasoned speakers benefit from clear expectations and good logistics. Discuss:
AV requirements — do they need special lighting, sound, or tech?
Do they offer pre-event planning calls or audience surveys?
How do they coordinate with your event team?
This ensures everyone is prepared, minimizing stress on the day of the event.
7. Are They Easy to Work With?
This may sound simple, but it’s essential: your speaker should be reliable, responsive, and professional from the first conversation to the post-event follow-up.
Consider:
Do they respond promptly?
Are they flexible when plans change?
Do they take time to understand your event’s goals?
The best speakers are more than a “performance” — they’re trusted partners who help you deliver an outstanding experience for your audience.
Bonus: Go Beyond the Script
Don’t be afraid to ask for a video reel of their past talks. Watching them in action is the best way to evaluate energy, stage presence, storytelling ability, and audience engagement.
If you can, see them live or watch clips that match the event format you’re planning — virtual, in-person, or hybrid.
How The Kirkpatrick Agency Helps You Vet and Book Speakers
We’ve spent years building relationships with top keynote speakers who check all these boxes. When you partner with The Kirkpatrick Agency, we handle the research, vetting, and coordination for you — saving you time and ensuring you feel confident in your choice.
Whether you’re planning a corporate retreat, a leadership summit, or a virtual conference, we’ll match you with speakers who deliver real value, align with your goals, and wow your audience.
Ready to Book with Confidence?
Don’t leave your event’s success to chance. Contact us today to find a keynote speaker your audience will love — and that you’ll feel proud to bring to your stage.