The short answer: call two or three recent organizers of events like yours and ask what happened, what the survey data said and whether they would book the speaker again. A glowing testimonial on a website is a starting point, not a reference check.

You have a shortlist, the sizzle reels all look good and the fees are in range. This is the step that separates a safe booking from a hopeful one, and it takes less than an hour. Here are eight questions to ask previous organizers, the red flags to listen for and a scorecard you can use to compare speakers fairly.

Why testimonials are not enough

Testimonials are chosen by the speaker. They are often true and often useful, but they are curated and rarely tell you how the speaker handled a difficult room, a late schedule change or a question nobody saw coming. Writing in Entrepreneur on October 19, 2026, speaker coach Dr. Kyle Elliott advises organizers to call references, ask for results from the last event and ask what the post-event survey data actually said rather than rely on testimonials. He also warns that a large social following or a bestselling book does not show how a speaker handles unexpected questions.

The speaker bureau Speakers.com, in a May 2026 vetting guide, makes a similar point: skip generic questions about whether the speaker was good and ask whether the organizer would hire them again for a similar high-priority event, and look for references from the last 12 to 18 months. Both sources are US-focused commentary rather than research, and Speakers.com is a bureau that sells speakers, so read its advice with that interest in mind. The logic holds up on its own.

Eight questions to ask a previous organizer

How to run the reference call in 15 minutes

1. Ask the speaker for three references, then pick one yourself. Pick one from their list and find another organizer from a past event page or program.
2. Send the questions in advance. A short email makes the call faster and the answers more considered.
3. Ask for the numbers. Request the survey score, attendance in the room and any session ratings the organizer is willing to share.
4. Watch a full session. Ask for an unedited recording of a complete talk, ideally from more than one year. A speaker who will not share one is telling you something.
5. Score it the same day. Use the scorecard below while the call is fresh.

A one-page reference scorecard

Rate each item from 1 (weak) to 5 (strong), then add the totals for each speaker.

A score does not make the decision for you, but it gives you something concrete to show your board, sponsors or boss. If you are also deciding on how a talk will be delivered, our guide to checking a speaker's live delivery shows what to look for in the recording.

What organizers say about working with Kevin

Kevin D'Ambros-Smith is based in Auckland, New Zealand and speaks to SME owners in the USA and New Zealand, in person or live online. His speaking track record to date is mostly New Zealand events, and the feedback below is from a New Zealand client. Hold him to the same standard as any other speaker: ask for references and survey data.

As a NFP organisation we needed fresh ideas about how we retained and acquired new donors. Kevin came in and spoke with great passion and knowledge. We went away with so many great ideas we wanted to implement. It was a fantastic presentation, we were hanging on every word.Scott Pearce
New Zealand Blood Service

Frequently asked questions

How many references should I check?

Two or three from events similar to yours is enough for most bookings. Choose at least one yourself rather than relying only on the list the speaker gives you.

What if the speaker has no references from an event like mine?

Ask for the closest match, watch a full-length session recording and consider a shorter format, such as a workshop or panel, before committing to a main-stage keynote.

Is it rude to ask for survey data?

No. Professional speakers expect it. If the organizer cannot share the numbers, ask what they remember about attendee ratings and whether they would rebook.

Kevin D'Ambros-Smith is a New Zealand business coach who has coached 200+ companies one-on-one across 30+ industries. Testimonials are quoted word for word from the person named. Published 2 November 2026.