Pick a Lane: Why Generalist Speakers Are Getting Left Behind

Being a generalist used to be a thing. In fact, many newer speakers still think it is. News flash: that ship has sailed. The market is seeking out experts. Speakers and consultants who go deep into one area instead of many are the ones in demand.

Companies looking for generalists typically hire training companies to come in and present, and they handle it through their HR departments. They’re also used to paying lower fees for this type of training – a per-person fee.

And now we have AI. Anyone can pull together a decent overview of time management or leadership in seconds. General content has never been cheaper. AI can’t replace your deep expertise, your stories, or the results you’ve gotten for clients in your specialty. That’s what people will pay for.

In the same vein, never call yourself a trainer. Sadly, trainers are underpaid in the marketplace. If you’re pegged as a trainer, you may not get a top-notch fee. When I used to speak to corporations and associations on sales, I was essentially a sales trainer. I never called it that. I was paid more because I didn’t.

So, my suggestion is to go a mile deep and an inch wide. My friend, Joe Calloway, CSP, CPAE, says it best: “Pick a lane!” Clients will pay more for people with deep expertise. Think of it this way. Say a decision maker is considering two speakers.

Speaker A speaks on sales.

Speaker B speaks on sales, customer service, change, time management, and leadership.

Who do you think the decision maker will choose if they’re looking for a program on sales? I suggest they’d choose Speaker A and be willing to pay more.

When I spoke on sales, I had a “Frequently Asked Questions” section on my website.

Question #1: Besides sales, what do you speak on?

Answer: Nothing. If you want something other than sales, I refer you. I won’t do it.

One more thing. More professionals and decision-makers are using AI tools and search engines to find speakers. They type in something like “best keynote speaker on sales leadership.” Guess who comes up? The people who are clearly known for one thing. If your website and topics are all over the map, you won’t show up.

So, less is more in this “content is everything” market. I say, “Go targeted or go home!”

Copyright 2026, Lois Creamer. Lois Creamer works with professional speakers who want to book more business, make more money, and monetize their message. 

Check out the newest edition of her book, Book More Business: Make MORE Money Speaking available on Amazon: https://a.co/d/ci7yWxz 

Reach her in the following ways: Lois@BookMoreBusiness.com 

314-374-4007. Web: https://bookmorebusiness.com/