Today, every Audience requires at least some form of a tailored presentation. There are no more off-the-shelf programs that fit every audience every time, even when the topic is as generic as management, leadership, or stress. The speaker has to take time to know the audience, what they're specifically facing, their daily challenges, and so on.

The true professional speaker will spend more time asking you about your audience than conveying the essence of his or her message, at least at the outset. Be wary of any speaker who claims to have just the right message but who does not ask you a lot of questions.