I’ve been to 6 or 7 conferences and conventions over the past six months and one of the things I have been monitoring is the speaker bait and switch. As a tradeshow guy, one of the most interesting things to me at a show is the Program/Directory Addendum. Here’s where you see the speakers that have replaced the original speakers that were booked.

One switch I see time and time again: Jane Doe, CEO of ABC Company has been replaced by John Q. Public, VP of Marketing for ABC Company. It happens so often, that I’m beginning to think this is an actual strategy used by PR Firms or the company itself to get the person they originally wanted to speak in the first place, but knew darn well the conference organizer would never have approved it. The trouble is, two weeks before the event when suddenly the CEO becomes unavailable, the conference organizer is so busy they have little choice than to accept the replacement. Or, the Marketing guy simply shows up to the panel and says the Founder couldn’t make it.

It’s happened to me quite a bit over the past seven years in the business - so much so that two years ago our speaker agreement was updated to include language that says, in short, “if you cancel - we will find the replacement - not you.” Not surprisingly, it’s almost eliminated the problem entirely. And for those folks that don’t read the agreement or try to push it through anyway? A panel of 3 now instead of 4. More time to talk for the rest of the panel.

Now if you’re a VP of Marketing reading this - don’t take this personally. You were hired for that position because you are great at what you do which is promoting your company. But you just can’t help yourself. The temptation is too great. I understand. But the panel job is for someone else.