Before You Sign With a Speakers Bureau, Look at Who They Already Represent
A lot of my speaker clients are surprised when I tell them:
Look for an agency that already has a speaker similar to you on their roster.
Their reaction is usually:
“Wait… why would a bureau want to represent me if that hole has already been filled?”
Tara tries very hard not to insert an overused joke from The Office here.
Here’s why:
REPEAT BUSINESS, BABY.
Repeat business is an agent’s favourite thing since sliced bread. (As my dad, Rusty, would say.)
Here’s how it works:
→ You have an exclusive speaker on your roster.
→ You pitch that speaker to your clients.
→ You book them at… say… The American Association of Peat Moss Annual Conference.
→ Their 2026 theme is: No Peat Left Behind.
→ You stay in touch with the event planner, because you want their 2027 keynote.
→ Their 2027 theme is: Peat Expectations.
Now who are you going to book?
Probably someone similar to the person they booked in 2026.
Obviously not the exact same speaker.
And not necessarily the exact same topic.
Maybe 2026 was about inclusivity, while 2027 is about the future of the industry.
But you're probably going to recommend someone who still fits their world.
Someone who understands their audience.
Someone who feels familiar enough to be a safe choice - but different enough to bring something new.
You probably aren't going to book an expert on belonging whose mother was a horticulturalist for 2026 (tip: get to know your speakers well) and then turn around and pitch an oil & gas speaker for 2027.
I mean… you could.
But it's unlikely.
This is why being “similar” to an agency's existing speakers isn't necessarily a bad thing.
If you see an agency with a busy exclusive speaker who is adjacent to your topic, audience, expertise or positioning, don't automatically think:
“They already have someone who does what I do.”
Think:
“They already have buyers for what I do.”
And that could mean you're exactly the kind of speaker they want to have on their roster when the American Peat Moss Association calls about 2027.
Because the goal isn't to be the ONLY speaker like you on a roster.
It's to be the speaker they know to call when a buyer they already understand needs someone like you.
Sprout Speakers helps experts, authors, and executives turn their expertise into a speaking business, from first keynote to full-time career. Explore our services or get in touch to talk strategy.