Three Values That Can Transform Speakers Bureaus—and How to Put Them to Work

Recently, David Allison spoke at the International Association of Speakers Bureaus (IASB) annual conference in Montreal, sharing results from a custom Valuegraphics study that pinpointed the shared values of people who book speakers yet aren’t working with a speakers bureau. He wrote this article based on those research findings.

Why Shared Values Matter for Speaker Bureaus

Leaders of speaker bureaus are constantly looking for ways to attract and retain clients—who are primarily ‘event planners’ of one sort or another. In this blog, I want to share a strategy I recently presented in a keynote on the shared values of event planners. These values can help bureaus engage event planners more effectively.

To uncover these insights, my team conducted a custom Valuegraphics study, pinpointing the Power Values that matter most to event planners. These values—drawn from the only global database of core human values—can guide business growth strategies for bureaus in a way that feels personal, impactful, and human-centered.

The Power Values

For this audience, three values stand out: Loyalty, Creativity, and Employment Security. These are part of the 56 core values mapped in the Valuegraphics Database, built from nearly a million surveys conducted globally. Every custom study we conduct analyzes the specific meanings of these values for a particular group, so you can move beyond guesswork and toward real connection.

Here’s what these values mean for event planners and how speaker bureaus can align with them:

1. Loyalty: Building Connections That Last

What It Means: For event planners, Loyalty is about relationships with people they trust, often built through meaningful shared experiences.

What You Can Do: Create Experiential Loyalty Programs. Imagine hosting intimate events—exclusive dinners prepared by local chefs or unique experiences designed around one of your speaker’s personal passions. As an example: although it has nothing to do with my speaking work I have a passion for contemporary art. If a bureau asked me to take some clients on a tour of the art museum in my city, or even my own personal art collection, I’d be thrilled. These kinds of moments foster emotional bonds, helping clients feel deeply connected to your bureau and encouraging long-term loyalty.

2. Creativity: Inspiring Unique, Authentic Solutions

What It Means: Creativity for event planners isn’t just about innovation—it’s about authentic expression and meaningful connections through their work.

What You Can Do: Reimagine the Booking Process. Speaker bureaus can position themselves as creative collaborators by offering personalized matchmaking sessions. Help clients articulate the creative vision for their event, then recommend speakers who align with that vision. It could be as simple as asking the question: “What is your creative vision for this event?” That one simple question prompts your client to be the creative director, which will align with their values. This collaborative approach sets your bureau apart and builds a reputation for delivering uniquely impactful experiences.

3. Employment Security: Supporting Career Stability

What It Means: Event planners value the stability and security of their current roles. They want to feel confident in their professional growth before taking on additional responsibilities or looking for career advancement.

What You Can Do: Launch a Client Career Academy. Offer resources like live webinars or on-demand sessions featuring speakers who specialize in career development—leadership, communication, and goal-setting. For loyalty program members (see value #1 above) you could even provide exclusive one-on-one sessions with speakers willing to coach the client and support them in pursuing their career goals.

Bringing Values to Life

These strategies are just the beginning, and since I am not a bureau leader, I don’t have the depth and breadth of knowledge of your industry that you do. Use the examples I’ve given as thought-starters to come up with your own–much better–ideas that are perfectly suited to your unique circumstances. The point is this: by grounding your approach in shared values, you can develop client-centered solutions that resonate deeply.

Why Values Are the Answer

Values drive every decision we make—who we trust, what we choose, and how we act. When you focus on the core values of your clients, you build stronger relationships, increase engagement, and foster loyalty that lasts.

An Exclusive Offer for Bureaus

If you work at a bureau and want to dive deeper into all the insights from our research on the shared values of your prospective clients, I’m happy to jump on a Zoom call and walk you through the findings. You can see all the insights and data on this dashboard.

#values #keynotespeaker #speaking #speakersbureau #sales #marketing #engagement #valuesdriven #valuegraphics #humancentric #data