What Speaker Bookers Actually Want in 2026 – Elliot Kay, Speaker Awards Founder

Elliot Kay is the founder of The Speaker Awards, a seven-time author, and one of the most connected people in the UK speaking industry. In this conversation, John and Elliot dig into what's actually changing in how professional speakers get hired, and why most speakers are still playing by rules that no longer apply.

Heads up: entries for The Speaker Awards 2026 close 30 April. If you're a fee-paid speaker and you're on the fence, the deadline is a week away. Full details at thespeakerawards.com.

What you'll take away:

• Why the era of the "information speaker" is over, and what's replacing it
• The three things bookers now demand: problem clarity, implementable change, and proof of ROI
• Why positioning (and repositioning) is the single biggest lever most speakers never pull
• The "Watch Me Go" mentality: a non-aggressive, slightly defiant attitude that changes how speakers show up
• Why imperfection is currency post-pandemic, and slick performers are losing ground
• Chase budgets, not crowds: why twelve people in a boardroom often pays more than a hundred at a conference
• What The Speaker Awards process actually does for entrants (hint: the clarity matters more than the trophy)
• The pipeline reality: presence, partnerships, referrals, and why the bookers who hire you rarely comment on your posts

FAQs from this episode

What do corporate bookers actually want from professional speakers in 2026?

According to Speaker Awards founder Elliot Kay and host John Ball, bookers now prioritise three things: absolute clarity on the problem the speaker solves, implementable takeaways the audience will actually use, and demonstrable return on investment. The era of the "information speaker" is over because information is now freely available through AI. Speakers who can prove behavioural change after their talks are the ones getting rebooked and referred.

Is the professional speaking industry declining because of AI?

No. Both Elliot Kay and John Ball argue the opposite. As AI-generated content floods digital channels, audiences are craving real human connection more than ever. Live events are increasing in demand, not decreasing. The skills that matter are shifting from information delivery to authentic presence, emotional connection, and provable impact. Speakers who position themselves around outcomes rather than information are well-placed to benefit.

What is the single biggest mistake professional speakers make?

Positioning. Elliot Kay argues that if the positioning is wrong, nothing else will work. The second biggest mistake is failing to reposition over time. Speakers who used to get booked and no longer do have usually not updated their positioning, showreel, or brand in three or more years. The market moves. Speakers who don't move with it become irrelevant.

Should professional speakers chase bigger audiences or bigger budgets?

Elliot Kay's direct advice: chase budgets, not crowds. Twelve people in a high-level boardroom often pay significantly more than a hundred people at a conference. Fee per head is rarely correlated with audience size. Speakers optimising for audience count are optimising for the wrong metric.

What does the Speaker Awards process give entrants beyond recognition?

The process itself forces speakers to clarify who they are, what they stand for, and the problem they solve. Elliot Kay describes this as "shedding the fluff." Entrants consistently report that the preparation and judging process sharpens their positioning in ways that change subsequent fee conversations, regardless of whether they win.

When are the Speaker Awards 2026, and how do speakers enter?

Entries close 30 April 2026. The gala takes place on 3 July 2026 at the Leonardo Hotel, St Paul's, London. Entry is £80, with an administration fee, and speakers are permitted up to three categories. Full entry details are at thespeakerawards.com.

About The Speaker Awards:

• 19 independent judges across categories, including bureau heads, agents, PSA past presidents
• £80 admin fee to enter, up to three categories
• Gala on 3 July 2026 at the Leonardo Hotel, St Paul's, London
• Entry deadline: 30 April 2026

Find Elliot: LinkedIn: https://www.linkedin.com/in/elliot-kay/

The Speaker Awards: thespeakerawards.com

CHAPTERS

00:00 Chase Budgets Not Crowds

00:38 Meet Elliot Kay

02:02 Speaker Awards Explained

03:37 Why Enter Awards

06:08 Judges Bureaus Credibility

08:27 Community Over Egos

10:08 How To Enter Deadline

12:17 What Gets You Booked Now

14:20 Elliots Speaking Origin Story

16:40 Humour Connection On Stage

20:07 Information Speakers Are Done

21:23 New Keynote Watch Me Go

23:33 Authenticity Beats Slickness

27:34 Speaker Mistakes Positioning

31:14 Building a Booking Pipeline

35:21 Advice for More Bookings

38:38 AI and Live Events Future

40:20 Where to Find Elliot

41:24 Wrap Up and Next Episode

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For speaking enquiries or to connect with me, you can email john@presentinfluence.com or find me on LinkedIn

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