You’ve done the hard work of choosing your speaking topic, preparing a killer talk, establishing your expertise, and reaching out to potential clients. Now comes the moment that fills many new or aspiring public speakers with dread: discussing your speaking fee. The good news? Negotiating your fee doesn’t have to be intimidating when you approach it with the right mindset and strategies. In this article, we’ll explore the underlying philosophy of speaking fees, how you should set your own, and how to negotiate it confidently so you can get paid what you’re worth.
Get The #1 Marketing Asset To Book More Paid Speaking Gigs Join us for the Booked & Paid Bootcamp — our NEW 2-day virtual event designed to help you start booking more paid gigs FAST. Over two 5+ hour days of live training and Q&A, our team of 6 and 7 figure speakers will give you the proven playbook you need to become a successful paid speaker.
Building Value Before Talking Numbers
The biggest mistake new speakers make is jumping straight to price discussions without establishing their value first. Think of it like proposing on a first date. The client doesn’t know who you are or what you bring to the table yet.
Before any fee conversation happens, you need to have a meaningful dialogue about their event. Ask questions like “Tell me about your audience” and “What challenges has your organization been facing?” Listen carefully and take notes. When they mention that last year’s speaker was difficult to work with or that technical issues disrupted their previous event, you’re getting gold. They’re literally telling you what they want to hear from you.
What Clients Are Paying You For
When clients understand what they’re paying for, negotiating becomes much easier. Your speaking fee covers three distinct elements:
- Your Knowledge: This represents years of experience, education, and expertise. They’re paying for your perspective and unique authority, not just the hour you spend on stage. This is why establishing your expertise – the third step in our SPEAK framework – is so crucial to building a successful public speaking career.
- Your Delivery: The ability to communicate effectively and engage an audience is a skill that requires practice and talent. After all, you could be the foremost expert in the world on a given subject, but if you’re a poor communicator, no one will want to hear what you have to say.
- Your Time: You’re not just being paid to speak; you’re being paid to leave your family, travel, and dedicate your full attention to their event. This is a major part of the value that clients are getting when they pay you your speaking fee.
Starting Your Fee Structure
For new speakers, starting at $1,000 is realistic in most industries. This might sound high if you’ve never been paid to speak, but it’s actually the going rate for professional speakers. However, be prepared to negotiate, especially when you’re building experience.
Although speaking fees vary widely depending on the industry, this is a rough breakdown of ballpark figures:
- $1,000–$5,000: Education industry or new speakers
- $5,000–$10,000: Up-and-coming corporate speakers with some experience
- $10,000–$20,000: Professional speakers with a lot of experience
- $20,000–$50,000: Bestselling authors, professional athletes, and B-list celebrities
- $50,000+: A-list celebrities
It may seem crazy to talk about making this much money standing on a stage talking for an hour, but as long as you’re providing more value than you cost, you’re worth whatever you charge.
Before negotiating with clients, create a clear fee structure with multiple options rather than pulling numbers out of thin air during conversations. This gives you confidence and makes clients less likely to negotiate aggressively since your rates are professionally documented.
Creating Your Professional Fee Structure
Once you’ve established your baseline fee, you need to develop a comprehensive approach to pricing that builds client confidence and simplifies your sales process.
Create Options, Not Just a Single Price
Develop a fee structure that accompanies your speaking menu and gives clients choices. This should be a professional document you can email after initial conversations. Having multiple options prevents you from having to improvise numbers on the spot and demonstrates that you run a legitimate business.
Keep It Clear and Comprehensive
Your fee structure should be easy to understand and include all the details a client might need about what they’re paying for. If you work in multiple industries, you may need different fee structures for each, since audiences and budgets vary significantly between sectors.
Don’t Post Fees on Your Website
Resist the temptation to list your speaking fees on your website. Clients should connect with you personally before discovering your rates. If they see your fee upfront, they might immediately dismiss you as too expensive when you might actually be willing to negotiate or find creative solutions.
Always Over-Deliver on Value
Price your services so that clients feel they received exceptional value. You want event planners saying “I can’t believe we got that presentation for that price!” rather than “They were good, but not worth what we paid.” It’s much easier to raise your fees later than to recover from a reputation of being overpriced.
Handle Travel Expenses Strategically
You have two main options for travel costs. You can book your own travel and invoice it separately, which covers all expenses but can surprise clients with unexpected costs and create reimbursement delays. Alternatively, you can include travel as a flat fee in your total rate, which simplifies budgeting for everyone and ensures faster payment, though you risk losing money if travel costs exceed your estimate.
Raise Fees Gradually
Don’t make dramatic fee increases. Think like a hotel managing occupancy rates: if you’re consistently booked with little pushback on price, it’s time to increase your rates. If you’re struggling to get bookings at your current fee, maintain that price point until demand grows.
The Art of Fee Negotiation
If the conversation with a potential client is serious enough to be discussing fees, make sure you’re having a phone conversation instead of a mere email exchange. This demonstrates professionalism and allows you to more fluidly interact throughout the course of your negotiations.
When the inevitable question “What are your fees?” comes up, don’t immediately quote a number. Instead, respond with “I have different options depending on what you’re looking for. Do you mind my asking what kind of budget you’re trying to stay within?”
This puts the ball in their court and gives you valuable information before you start talking numbers. Once you quote your fee, here’s the surprising, but absolutely crucial part: shut up. Don’t fill the awkward silence by negotiating with yourself before they even respond. Many speakers sabotage themselves by saying things like “My fee is usually $3,000, but I’m happy to work something out if that’s too high!”
Creative Negotiation Strategies
Sometimes, a client’s budget is simply very tight, and no matter how good you are at negotiating, they may not be able to afford what you’re asking for. If this is the case, consider these alternatives to simply lowering your fee:
- Split costs: Suggest that two departments or organizations that are in the same company/organization, event, or geographical location share the expense for multiple presentations. Because of the relative convenience of this for you, you can afford a lower rate for each talk.
- Offer a package deal for multiple bookings: Similarly, you may find that the organization or company would be willing to commit to booking you for multiple presentations if you give them a package deal. This benefits everyone.
- Add value instead of reducing price: Include additional workshops, books, or consulting services rather than lowering your speaking fee. Sometimes events have budgets which include money for this type of material, and if they can split your speaking fee across two budget categories, they may be able to afford it after all.
- Exchange lower rates for referrals, introductions, and testimonials: Especially when you’re starting out, these can be far more valuable than the fee itself. Obviously direct introductions or referrals are more valuable than a general testimonial, but work with your client based on what they’re willing to offer you.
When Speaking for Free Makes Sense
While you can’t build a speaking business by working for free, there are strategic times when waiving your fee makes sense. The key is being intentional about these decisions rather than simply accepting any free opportunity that comes your way.
Spin-off Business Opportunities
Some events function as showcases that generate additional bookings from audience members. If you’re speaking at a conference where other event planners or decision-makers will be in attendance, the networking value might outweigh the immediate fee. This is particularly valuable in industries where word-of-mouth referrals are common.
Reduced Travel Requirements
Local speaking opportunities that don’t require overnight stays can justify fee flexibility. These “no sleeps away from home” gigs eliminate travel costs and family time away, making them attractive even at reduced rates. The convenience factor often makes these opportunities worthwhile for maintaining work-life balance.
Essential Practice for New Speakers
When you’re starting out, stage time is more valuable than money. Free opportunities allow you to refine your delivery, test new material, and build confidence without the pressure of a paying client’s expectations. They also allow you to get priceless photos and video footage which can be used in marketing materials like your website and demo video. Focus on local opportunities for this to minimize out-of-pocket expenses while gaining experience.
High-Profile Credibility Building
Certain unpaid opportunities offer significant credibility boosts that justify the investment. TEDx talks, industry summit keynotes, or speaking at prestigious conferences can elevate your professional profile far beyond the immediate financial loss. These platforms also usually provide video content and networking opportunities that pay dividends long-term.
Strategic Lead Generation
Events that introduce you to your ideal client base can serve as powerful lead-generation tools. If you have a coaching program, training course, or consulting service, speaking to rooms full of potential customers might generate more revenue than the speaking fee itself. The key is ensuring your presentation naturally leads interested prospects to your other offerings.
Product Sales Opportunities
Some events provide excellent venues for selling books, courses, or other products. Occasionally, product sales can exceed what you would have earned in speaking fees. This works particularly well with audiences who are highly engaged with your topic and have the authority to make purchasing decisions.
Conference Attendance You’d Pay For Anyway
If there’s a conference you want to attend for professional development, offering to present a free session in exchange for complimentary admission makes financial sense. You get the education and networking benefits while gaining speaking experience and exposure.
Building Client Relationships
Speaking for free can be an investment in long-term client relationships. If there’s an organization you want to work with repeatedly, waiving your fee initially demonstrates your value and opens the door for future paid opportunities. Only do this when it makes sense for your particular situation, and if you do this, make sure to communicate your normal fee structure so they understand the value you’re providing.
The Follow-Up That Seals the Deal
After your initial conversation, send a follow-up email within 48 hours containing:
- Your presentation menu
- Your fee structure
- Relevant testimonials
- A genuine thank-you
This keeps you top of mind and demonstrates professionalism. Then, follow up according to their timeline. Many speakers lose bookings not because they weren’t good enough, but because they failed to follow up when they said they would.
Building Long-Term Success
Remember that speaking is a relationship business. Your goal isn’t just to get one gig, but to build connections that lead to repeat bookings and referrals. Always aim to over-deliver on value so clients feel they got a bargain rather than feeling overcharged.
As you gain experience and testimonials, gradually raise your fees. Think of it in terms of supply and demand. If you’re consistently booked with little pushback on price, it’s time to increase your rates.
Get The #1 Marketing Asset To Book More Paid Speaking Gigs Join us for the Booked & Paid Bootcamp — our NEW 2-day virtual event designed to help you start booking more paid gigs FAST. Over two 5+ hour days of live training and Q&A, our team of 6 and 7 figure speakers will give you the proven playbook you need to become a successful paid speaker.
Conclusion
Confidence in your pricing comes from understanding your worth and being able to communicate it clearly. When you can connect your presentations directly to the client’s needs and demonstrate the value you provide, negotiating becomes a genuine conversation rather than a contentious haggling session.
The client wants a successful event, and you want to deliver tremendous value while being fairly compensated. When both parties win, you’ve mastered the art of fee negotiation. Your expertise has value. Your time has value. Your ability to solve problems and inspire audiences has value. Price accordingly, negotiate professionally, and never apologize for charging what you’re worth.
