Why do companies pay high fees for an external keynote speaker?

Frank Asmus is one of the most sought-after communication experts in the German-speaking world.

As a director, keynote speaker and executive coach, he supports top executives, entrepreneurs and board members in communicating their messages clearly, powerfully and effectively. He works with DAX board members, hidden champions, global market leaders and some of Europe’s best-known speakers, among others. His mission: communication that really moves people – in their minds, hearts and actions.

Why do companies pay high fees for an external keynote speaker?

An article by Frank Asmus:

Last week marked the start of the speaking season for me – and this week I have the privilege of giving a keynote speech in Frankfurt and a ceremonial address in Potsdam for the Surgical Society.

But one exciting question keeps coming up:
Why do organisations invest in external keynote speakers – even though they often have similar internal expertise?

The answer is simple: because expertise alone does not move anything.

We humans know a lot. But we often don’t act on it.

This is precisely where the real task of professional speakers begins:

1. Break habits
Internal messages lose their impact through repetition. An external impulse generates the resource that can change everything: attention.

2. Build trust
The same message has a different effect when it comes from outside. Without an internal agenda, resistance decreases and acceptance grows.

3. Generate emotions
Professional speakers transform knowledge into images, metaphors and storytelling – and thus generate emotions that drive action.

4. Establish relevance
There is usually a gap between facts and meaning. Good speakers close this gap by linking messages to identity: ‘What does this mean for me?’

5. Mobilise collective energy
A shared emotional experience creates cohesion, releases energy and shapes implicit norms. Managers can directly harness and carry this momentum forward.

A good keynote speaker changes beliefs, releases new energy and motivates people to take action.

And that is precisely why companies invest in strong external impetus.

Premium Speakers provides exactly the speakers who know what matters when it comes to achieving a lasting impact. Contact: 1 (704) 804 1054 or welcome@premium-speakers.com