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David Shelton: TIP OF THE WEEK: Call in the external experts


We have all probably had experience of listening to speakers who failed to cover the topics we were expecting. You do not want this to happen when you invite clients to a seminar. The following checklist should assist your planning:

  • Provide a written brief for the speaker containing all the details, including what you want them to cover, how long they should speak for and the potential use of slides
  • Tell them the purpose of the event, how many people are expected and what you want to achieve by the end
  • Give at least six bullet points to make it clear what content is important to you and the audience
  • Be explicit about any areas or issues you want them to avoid
  • Give an overview of subjects the other speakers will be covering
  • Provide a pen picture of the attendees (as a group) so the speaker can pitch at the right level.
  • Finally, call them at least one week before the event to make sure they fully understand what is needed and request their slides in advance.

David Shelton is the author of The Business of Advice book and website 



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