Tim S. Tabrizi
Booking a speaker – what you should know
From the boardroom to the stage – and back: Strategies that move companies.
Group CEO of infoteam Software AG – 28 years of professional experience, including over 20 years in management positions in medical technology, telecommunications and software
350+ presentations in 17 countries
Best Speaker Awards: BME Symposium 2017 · OptiBuy 2021
Booked by DAX-30 companies and international SMEs
Key criteria when booking a speaker:
Stage presence
and clarity
Experience and in-depth knowledge
Communication skills
Relevance and Authenticity
Emotional
Intelligence
Inspiration and motivation
What really matters when booking a speaker
An external speaker plays a crucial and defining role at various events such as conferences, industry gatherings or academic seminars. This particular type of speaker is known for addressing the central theme of the event and presenting it in a comprehensive, often inspiring speech that not only informs the audience but also motivates and emotionally engages them. Unlike other presentation formats that focus more on technical content or specifics, the external speaker offers a macro perspective that serves to define the thematic framework of the event and create a motivating atmosphere.
Unlike panellists or workshop leaders who facilitate interactive formats or detailed technical discussions, external speakers are distinguished by their profound, often narrative presentations that engage both the intellectual and emotional aspects of the audience. This ability to forge connections and convey a universal message that transcends their immediate field of expertise clearly sets external speakers apart. Their speech not only establishes the thematic focus of the event but also creates an inspiring starting point for subsequent presentations, discussions, and networking activities. This makes the external speaker a central figure who significantly shapes and influences the direction and success of the event.
An external speaker plays a crucial role at various events such as conferences, industry meetings, or academic seminars.
The market for professional speakers and its standards
The historical development of the role of the external speaker reflects the evolution of public speaking and forms of social communication. Originally arising from the necessity of informing and inspiring large groups of people before modern means of communication were available, the role of the external speaker has steadily evolved from ancient assemblies to today's highly digitalised conferences. In antiquity and the Middle Ages, orators often served as transmitters of knowledge and news; their speeches were crucial for disseminating ideas and shaping public opinion. With the Enlightenment and the rise of scientific conferences in the 17th and 18th centuries, the role of the external speaker began to specialise with the introduction of a keynote speaker who summarised and discussed the central themes of an assembly.
In the 20th century, with the rise of mass media and later the internet, the role of the external speaker has further diversified. While in the past physical presence and the ability to address a large crowd directly were crucial, technological advances have enabled a wider dissemination of messages. Key milestones in the recent history of keynote speeches include the use of television and radio for political speeches and the dissemination of TED Talks via the internet, which have popularised the inspirational speech format worldwide.
The role of the external speaker has also changed in terms of content. While education and information were often the primary focus in the past, today the emphasis is increasingly on motivating and inspiring the audience. External speakers from diverse fields such as business, science, and politics use their platform not only to share knowledge but also to promote visionary ideas and motivate action. The evolution of the external speaker thus reflects not only the changes in how we communicate but also the changing expectations and needs of the audience over time.
The role of the external speaker has also changed in terms of content. While education and information were often the main focus in the past, today it is increasingly about motivating and inspiring the audience.
» Main tasks of an external speaker
The main tasks of an external speaker are multifaceted and contribute significantly to the success of an event. A key responsibility lies in defining and communicating the core message of the event. The external speaker sets the thematic framework and establishes the tone for the entire event. Their speech should not only welcome the audience but also prepare them for the upcoming content and offer an overarching perspective. It is crucial that the speaker understands the organisers' central objectives and is able to incorporate them into their presentation and communicate them effectively. Another important aspect of the role is inspiring and motivating the audience. Through storytelling, personal experiences, or by highlighting new trends and perspectives, the audience should be stimulated and encouraged to reflect. The external speaker's task is to establish an emotional connection with the audience, spark interest, and ignite enthusiasm for the event's topics. This inspirational effect can have a lasting impact on participants by stimulating discussions, motivating further engagement with the topics, or even initiating action. The influence of an external speaker on the audience and the success of the event cannot be underestimated. A compelling keynote address can lay the foundation for a successful conference by creating a positive and expectant atmosphere. The way the speaker delivers their message significantly contributes to whether and how the content is received and processed by the participants. A speaker who knows how to captivate and inspire their audience can enhance the entire event and leave a lasting impression. This involves not only the content but also the speaker's personality, their presentation style, and their ability to interact with the audience. Thus, the main tasks of an external speaker are closely linked to the overall impact of the event and the achievement of its objectives.
Proper preparation with the speaker on site
Choosing the right topic and thorough preparation are crucial for the success of an external speaker. Finding a suitable topic requires careful alignment with the event's objectives and the audience's interests. It should not only reflect the speaker's expertise but also be current, relevant, and of general interest. Selecting a topic that both inspires and informs can be challenging, but therein lies the art of a successful external speaker. It's about striking a balance between expertise and the ability to convey that knowledge in a way that captivates and engages the audience.
Preparing a presentation goes far beyond simply gathering information. Thorough research, covering not only the chosen topic but also the latest developments and discussions in the field, is essential. This allows the presenter to not only impart sound knowledge but also address current and future trends, making the presentation particularly valuable and forward-looking. Furthermore, a thorough understanding of the event's context and the expected audience is part of the preparation. Understanding who the listeners are, what they already know, and what they want to learn helps to tailor the presentation and ensure the message is received.
Effective preparation also involves planning the structure of the presentation and using visual aids to emphasise key points and visually engage the audience. The ability to convey complex information in a clear and engaging way requires the presenter to have a command of their material and be able to respond flexibly to the needs and reactions of the audience. This requires not only thorough content preparation, but also practising the presentation to refine the delivery style and effectively convey the message. The combination of a well-thought-out topic, thorough research and careful planning forms the basis for an effective keynote presentation that inspires, informs and motivates the audience to take action.
Preparing a presentation goes far beyond simply gathering information.
Clarify technical and didactic requirements
The effectiveness of an external speaker depends heavily on their mastery of various presentation techniques and styles, as well as their ability to use them effectively. These techniques and styles are diverse, ranging from traditional storytelling methods to innovative approaches that reflect the digital age.
One of the most fundamental and effective techniques is storytelling. Stories give complex information and data a human face, making them tangible and fostering an emotional connection between the audience and the topic. Good external speakers use personal anecdotes or historical examples to convey their core messages, creating a narrative structure that captivates the audience.
In recent years, many speakers have begun to make their keynotes more interactive. Polls, live surveys or Q&A sessions via digital platforms enable direct audience participation and create a dynamic presentation experience. These techniques not only increase attention and engagement but also allow the presenter to address the audience's interests and questions in real time.
Visual aids such as PowerPoint presentations, videos or infographics are widely used to convey complex content clearly. However, innovative speakers go one step further and use augmented reality (AR) or virtual reality (VR) to create immersive experiences. With these technologies, they can take their audience on a virtual journey that deepens understanding and leaves a lasting impression.
Another trend is the use of social media to increase the reach of presentations and continue the discussion beyond the event. Speakers often share key messages or important quotes on platforms such as Twitter or LinkedIn to encourage ongoing interaction and discussion.
Furthermore, some external speakers are experimenting with less formal and more conversational presentation styles that encourage open discussion and interaction with the audience. Such dialogue-oriented approaches break with the traditional lecture dynamic and create an environment where learning and exchange take centre stage.
In summary, the selection and combination of presentation techniques and styles is crucial for the success of an external speaker. Through the creative use of storytelling, interactivity, visual aids, and digital technologies, they can build a deep connection with the audience and effectively convey their messages.
Another trend is the use of social media to increase the reach of presentations and continue the discussion beyond the event.
» The role of storytelling and emotional intelligence
Storytelling and emotional intelligence are two essential pillars that enable external speakers to build a deep connection with their audience and deliver their message with impact.
Storytelling, the art of telling stories, is not just a means of entertainment, but a powerful tool for making complex ideas accessible and understandable. Through stories, speakers can translate abstract concepts into tangible, experiential scenarios that touch the audience emotionally and create a personal resonance. This technique enables the audience to engage with the topic on a deeper level, as they can recognise themselves in the stories told or discover new perspectives. Storytelling thus creates a bridge between the speaker and the audience that goes far beyond the mere presentation of facts.
Emotional intelligence plays a crucial role in how an external speaker perceives and responds to their audience. It encompasses the ability to recognise, understand, and respond appropriately to emotions in oneself and others. Speakers with high emotional intelligence are able to intuitively grasp the mood and needs of their audience and adapt their presentation style accordingly. They utilise empathic understanding to create an atmosphere of trust and openness, encouraging the audience to actively participate in the presentation and reflect on the content on a personal level.
By employing emotional intelligence, external speakers can craft their messages to be not only informative but also inspiring and motivating. They strategically use emotions to amplify the impact of their stories and ensure that their core messages are not only heard but also felt and internalised. This combination of storytelling and emotional intelligence enables speakers to create a lasting impact that extends far beyond the duration of the presentation, prompting the audience to think and act beyond what they have heard.
Building long-term speaker partnerships
The future of lectures looks promising, but also faces several challenges brought about by the constantly changing landscape of information delivery and technology. Digitalisation and the virtualisation of events are on the rise, as current trends show, giving external speakers new platforms and formats to convey their messages. This development opens up opportunities for greater reach and interaction with a global audience, but also requires an adaptation of presentation techniques and styles. External speakers must learn to maximise their virtual presence and engagement in order to connect with audiences even across screens.
Another trend is the growing importance of interactive and participant-centred presentation formats. Audiences are increasingly looking for experiences that are not only informative but also participative. This requires presenters to go beyond traditional presentation methods and find innovative approaches to actively involve the audience. The use of live polls, Q&A sessions and interactive discussions is becoming increasingly important to encourage engagement and information sharing.
One challenge in this context is the information overload that audiences face. In a world where knowledge is available anytime, anywhere, external speakers must find ways to craft their messages so they stand out and leave a lasting impression. This requires a deep understanding of the subject matter, outstanding storytelling skills, and the ability to present complex content in an innovative and memorable way.
To meet these challenges, external speakers must continuously work on their professional and personal development. Investing in lifelong learning, acquiring new technologies and presentation tools, and cultivating emotional intelligence are crucial for remaining relevant and effective. Furthermore, adaptability to different formats and audiences is an essential skill in the evolving landscape of keynote presentations.
Ultimately, the future of public speaking will be shaped by speakers who are willing to face these challenges and find innovative ways to share knowledge, inspire, and drive positive change. The ability to adapt and evolve will be key to long-term success and impact.
To meet these challenges, external speakers must continuously work on their professional and personal development.
Answers to your most frequently asked questions:
What does a keynote with you cost?
A keynote with me costs between €5,000 and €9,000, depending on duration, preparation and travel. After a short call, you receive an individual quote – transparent and without hidden costs.
How long is a keynote?
Typically 45–60 minutes. On request, also as a 90-minute session with interactive elements or as a half-day workshop for greater depth.
Do you also speak in English?
Yes, I give about a third of my keynotes in English – among others for Siemens in Japan, for international teams at Kuraray and at events in Dubai and Singapore.
How do you prepare for my event?
I talk to your team in advance, analyse your industry and develop content that is a perfect fit for your audience. Every keynote is unique.
Can we talk before I book?
Of course. A 15-minute introductory call is free of charge and without obligation. It lets us clarify whether my topic fits your event.
Tim S. TabriziKeynote speaker, Group CEO & executive coach.🔗 Connect on LinkedIn