Murphy Blue Book for Speaker Selection: Understanding the Cost of Hiring a Speaker

One of the most common questions I get as a speaker is, “How much do you charge to speak at our event?” And my answer is often, “Well, that depends.” I hate giving that response because it’s not helpful, and if I were the buyer, I’d be frustrated with it too. But the reality is, speaker fees vary widely—ranging anywhere from $500 to $50,000!

Unlike cars, which have the Kelley Blue Book to guide pricing, no universal pricing guide exists for speakers. However, if there were, it would look something like this formula:

T + AS + V + B + CE + LE + R + Q + N + DM + D + SaS + Ch = X

Let’s break it down so you can understand what factors determine a speaker’s price.

1. Topic (T)

Some topics are in higher demand than others. Compliance-related topics are often seen as a necessity, making them a commodity—many people can deliver them, and organizations have to offer them. On the other end, topics like sales and revenue growth are highly sought after because they promise direct financial returns. Most other topics fall somewhere in between.

2. Audience Size (AS)

Is the audience small, medium, or large? A small gathering might mean under 100 attendees, while a medium-sized event could have 100-1000 people, and large-scale conferences might have audiences over 1000. The size of your event factors into the speaker’s pricing.

3. Venue (V)

Are we talking about a Motel 6 in the dead of winter or a five-star tropical resort? The event location can impact speaker fees, whether due to travel requirements, prestige, or overall experience.

4. Books (B)

Has the speaker written a book? While a book doesn’t necessarily mean they’re a great speaker, it does indicate expertise and dedication to their topic. Some have no books, some have a couple, and others have written so many that you wonder how they had time!

Another key question: Are their books actually valuable? A bestseller in an obscure Amazon category at 3 a.m. on a Tuesday isn’t the same as a New York Times or Wall Street Journal bestseller.

Speakers with books may also want to incorporate book sales into the deal, which can provide additional value for attendees and tap into other budget areas, like sponsorships.

5. Certifications (CE)

Professional certifications may indicate a higher level of expertise or scholarship. When considering a speaker with credentials, ask whether those letters after their name actually add value for your audience.

6. Life Experience (LE)

Great speakers tell great stories. Do they just know about a topic, or have they lived it? Have they seen a picture of Mount Everest, or have they climbed it blindfolded, at night, in both directions? Experience matters.

7. Reach & Stature (R)

Does the speaker have 25 friends on Facebook, or are they a widely recognized thought leader? Are they a celebrity? Reach and reputation can influence pricing.

8. Quality (Q)

Some incredible speakers never get paid to speak, and some terrible speakers get paid all the time. Some content experts are hired purely for their credentials, even if they’re dull. Others are celebrities who may not customize their speech for your audience. The key is understanding what type of speaker fits your needs.

9. Number of Sessions (N)

A volume discount might apply. Is this a single event, part of a series, or an ongoing program over multiple years? More sessions often mean better pricing.

10. Time of Year (DM)

Like airlines and hotels, speakers have peak and off-peak seasons. If you want them during peak demand, expect to pay more. Timing can be a negotiating point.

11. Delivery Method (D)

Will the speaker be presenting live, virtually, or in a hybrid format? Virtual might seem cheaper, but delivering engaging virtual content is a skill in itself. Hybrid events add complexity, which could influence pricing.

12. Duration (D)

How long will they be speaking? A keynote? A half-day session? A full-day workshop? Some organizations try to squeeze every possible minute out of a speaker to justify the cost, but longer doesn’t always mean better.

13. Service After the Sale (SaS)

Will the speaker’s role end after the keynote, or is there follow-up included? Do they offer post-event programs for an additional fee? Ongoing engagement can add value.

14. Chutzpah (Ch)

Some speakers charge more simply because they ask for it. Confidence and perceived value play a role in pricing. If a speaker believes they’re worth more—and the market agrees—their fee goes up.

So, What’s the Bottom Line?

We now know the variables, but we can’t truly solve for X until we have a conversation. Every event is unique, and pricing is a negotiation.

For me, the formula typically results in a fee between $5,000 and $15,000. You want the lower end, and I’d love the higher end. The reality? We talk, find the right balance, and make sure it’s a win-win for both of us.

If you’re looking to bring in a speaker and want to have a real conversation about pricing and value, let’s talk!

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