In this episode of the SpeakersU Podcast, James Taylor and Maria Franzoni pull back the curtain on the world of top speaker bureaus — how they work, what they look for in speakers, and how to build mutually beneficial relationships that generate bookings.

Maria draws on decades of experience running one of Europe's most respected bureaus to explain how agents think, what differentiates a bookable speaker, and the dos and don'ts that every professional should know. James adds his perspective as a speaker represented by leading bureaus around the world, revealing how he collaborates with agents, builds trust, and stays top-of-mind.

Whether you're just starting out or already on the international circuit, this episode will help you understand the economics, etiquette, and psychology of working successfully with speaker bureaus.

Key Takeaways

• Bureaus are partners, not promoters – Their job is to serve their clients, not to manage your calendar.

• Be easy to sell – Have clear positioning, strong video, up-to-date assets, and a defined fee range.

• Stay top of mind – Regular updates, newsletters, and personal touches help agents remember you.

• Trust takes time – A bureau relationship is earned through reliability and professionalism.

• Never bypass a bureau client – Always respect existing relationships and contracts.

• Understand their economics – Bureaus work on commission; help them justify recommending you.

• Differentiate your topic – Relevance, clarity, and credibility make you stand out in their database.

• Be bureau-ready – Fast response times, accurate details, and flexibility build confidence.

• Support their success – Make them look good in front of their clients, and they'll champion you again.

Memorable Quotes

• "A bureau's client is the end client — not you. Understand that, and you'll have better relationships." – Maria Franzoni

• "Don't expect bureaus to build your business; help them sell you by giving them reasons to." – James Taylor

• "The easiest speakers to book are the ones who make agents look brilliant." – Maria Franzoni

• "Relevance and reliability will get you booked again and again." – James Taylor

• "Treat bureaus as partners — not miracles." – Maria Franzoni

Episode Timestamps

• 00:00 – Welcome and catching up on travel and client projects

• 01:52 – What exactly is a speaker bureau?

• 03:28 – How bureaus differ from speaker agents or managers

• 05:16 – What bureaus really look for when recommending a speaker

• 07:32 – The economics of bureau commissions and client service

• 09:18 – How to make yourself "easy to sell"

• 11:40 – The power of positioning and clarity in your topic

• 13:05 – Dos and don'ts when approaching a new bureau

• 15:33 – Why trust is the currency of the bureau–speaker relationship

• 17:26 – Handling multiple bureaus without conflict

• 19:47 – Updating bureaus and keeping them engaged

• 22:09 – Common mistakes speakers make when working with bureaus

• 24:34 – Case studies: speakers who get rebooked again and again

• 26:42 – How to support your bureau before, during, and after events

• 29:15 – Tech & tools of the week for bureau collaboration

• 31:20 – Final thoughts and listener questions

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