In this episode of the SpeakersU Podcast, James Taylor and Maria Franzoni tackle one of the biggest questions every professional speaker faces: how much should I charge?

Drawing on decades of experience as a bureau owner, Maria explains how to set your keynote fee, when to raise it, and why you should never discount. James shares insights from his own speaking business — including how he tests price levels, manages international vs. virtual fees, and negotiates without losing value. Together they explore the psychology, strategy, and market realities of pricing yourself in the global speaking industry.

Whether you're just starting out or ready to move into a higher fee bracket, this episode is packed with real-world advice on finding your sweet spot, building fee integrity, and communicating your value with confidence.

Key Takeaways

• Value, not time – Your fee reflects outcomes and expertise, not minutes on stage.

• Know your market – Corporate, education, and government sectors have very different budgets.

• Location matters – Fees vary across regions; the U.S. and Middle East typically pay more than the U.K.

• Profile sets price – Seniority, credibility, and positioning determine perceived value.

• Don't publish your fees – Keep flexibility to tailor pricing per client and market.

• Raise fees when there's no pushback – If you're closing 75% of inquiries, your fee is too low.

• Virtual vs. in-person – Treat virtual strategically; it can be equal or higher depending on effort and impact.

• Never discount — negotiate – Exchange value (video footage, PR, introductions) instead of lowering price.

• Fee integrity matters – Keep consistency across bureaus and direct clients to avoid confusion.

• Strategic pricing evolves – Adjust fees as your demand, reputation, and market position grow.

Memorable Quotes

• "Your fee isn't for 45 minutes on stage — it's for everything that got you there." – Maria Franzoni

• "If 75% of people are saying yes, your fee's too low." – James Taylor

• "Never discount. Negotiate." – Maria Franzoni

• "Make your website look like a $10,000 speaker even if you charge $5,000." – Maria Franzoni

• "Relevance, reliability, and results — that's what earns higher fees." – James Taylor

Episode Timestamps

• 00:00 – Welcome and catching up (dogs, weather, and winter settings)

• 02:41 – Why fee setting is like finding your temperature sweet spot

• 03:30 – What determines your starting keynote fee

• 05:08 – Industry and market differences in speaker pricing

• 06:59 – Global markets: U.S., U.K., Europe, Middle East, and Australia

• 07:49 – Profile, credibility, and client type as key price drivers

• 08:45 – Which industries pay best (and which don't)

• 10:10 – Using event clues (like hotel choice) to gauge budget

• 11:25 – Should you publish your fees online?

• 13:12 – Pricing psychology: how travel, time, and opportunity cost affect value

• 14:05 – Website positioning and showreel strategy

• 16:07 – When and how to raise your fees confidently

• 17:23 – The "75% rule" and psychological pricing mindset

• 18:31 – Fee communication and working with bureaus

• 20:23 – Virtual vs. in-person fees: strategy, value, and structure

• 23:45 – Hybrid models: longer, interactive virtual formats

• 25:49 – International pricing strategies and personal preferences

• 27:24 – The post-pandemic fee landscape

• 28:22 – Net vs. gross fees and bureau commissions

• 31:01 – Why the "D-word" (discount) is banned forever

• 31:45 – How to negotiate extra value instead of discounting

• 33:24 – Creative negotiations: travel perks, intros, and even gambling chips

• 33:57 – Final tips: researching competitors and bureau listings

• 34:35 – James' Blue Ocean strategy for finding pricing gaps

• 35:48 – Wrap-up and next episode preview

Have a question or topic suggestion for James and Maria? Email [email protected]