Keys to Thriving as a Professional Speaker with Brian Lord

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Oct 21, 2025

Brian Lord, a seasoned talent agent from Premier Speakers Bureau, shares invaluable insights for aspiring and established speakers. He introduces the 'speakers matrix', emphasizing the importance of understanding your market position. Networking strategically with peers can lead to valuable referrals. Brian stresses the need for authenticity in a rapidly changing industry, particularly amidst AI trends. He also highlights the significance of building meaningful relationships offstage to enhance future bookings and reinforces the idea that continual improvement is key to success.

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INSIGHT

You Are A Message Bearer

Speakers are message bearers, not defined by a single format or medium.
Brian Lord says your core message survives format shifts like AI or virtual stages.

ADVICE

Build A Speakers Matrix

Map who is above, below, and lateral to you in fee and topic to build referral routes.
Reach out to higher-fee peers to receive downsells and build a pipeline of referrals.

ANECDOTE

Music Groups Illustrated Positioning

Brian Lord recounts music acts stacked as upsells and downsells: Point of Grace, Avalon, then his wife's group.
He used this to illustrate market positioning by fee tiers within agencies.

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“When downselling, it’s really good to say, ‘Who is above me, and who is below me?’ And then also find out, looking laterally, who do you compete against? Who is within a similar fee range?...Who can I refer that might fit along that axis.”

In this episode, Grant Baldwin teams up with industry insider Brian Lord of Premier Speakers Bureau for a conversation about what it takes to succeed as a speaker. Brian’s insight is simple: know your place in the market, nurture real relationships, and don’t underestimate the power of referrals.

Brian shares his “speakers matrix” concept, challenging every speaker to map out who’s above, below, and alongside them in terms of fees and content. Why? Because networking up and down this axis isn’t just smart, it’s essential. Those connections bring in gigs you’d otherwise miss and make sure you’re not flying solo in the business.

Brian’s biggest reminder is to not get lost in the latest trends. AI may be hot, but your authentic message and consistently fresh content are what keep you booked and relevant. And always, always deliver value offstage because event planners love a speaker who’s great to work with, not just to watch.

Moreover, if you’re an independent speaker, these strategies matter even more. The takeaway from this episode is to focus on building your network, referring others, and adapting as the industry evolves. Impact and bookings come from meaningful relationships, not complicated tactics, because it’s human connection that grows your career, one conversation and one referral at a time!

You’ll learn:

The role of a speaker as a message bearer
Understanding down-sells and up-sells
Effective networking and referral strategies
Creating variations of your core service
Emotional separation from your “product”
The “Free market” effect: your booking successes as feedback
How off-stage behavior matters as much as on-stage behavior
How to fold hot topics like AI into core expertise
And much, much more!

“If you get the thought into your head that you are somebody who goes around helping people get better for having met you than if they hadn’t, then that’s your goal as a speaker.”

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