If you approach it correctly, attending a conference can be a truly valuable endeavor and can really help you to stretch your business. Whatever line you are in, the chances are that from time to time there will be a conference associated with this niche and if you are lucky it will be in a city nearby. Think long and hard about attending, even though it may represent a budgetary spend that you are not too happy with. You may well come away with a value that could far exceed the actual cost of attending itself.
When you commit to attending a conference, don’t just go through the motions. You must pay particular attention to how you interact with people so that you get the most out of your trip. Remember to prepare in advance and be ready to attend as many conference related functions as you can fit in from the time that you leave the hotel room in the morning to the time that you are ready to retire.
While the core of the conference may be its main events, there are a multitude of other functions, some of which may not be “official” but are nevertheless good places for you to see and be seen or hear and be heard. Try and share the breakfast table with complete strangers (and not friends!) and take your time to get to know as many people as possible, as you never know where new friendships may lead. After the main sessions and breakouts are completed, see where everybody is “hanging out.” These after parties are especially valuable as people are often looser than they would be earlier and you may well be able to pick up additional tips and ideas, or formulate new relationships.
If you are new to all of this, or have a new business venture, then make sure you are prepared before you leave. Get some professional business cards made up. They need to stand out from the crowd. Practice a thirty second pitch until you can repeat it without thinking, but please don’t make it too “wooden,” as it will seem too cheesy. You should be able to include the pitch naturally during a conversation and not use it as a conversation starter or as part of an otherwise awkward delivery.
Plan your attendance carefully to ensure that you fit in all the important sessions. Be proactive during these gatherings and be ready to ask questions and interact with the expert speaker and other panelists. Don’t resign yourself to taking notes and really get into the spirit of the subject.
We know the power of networking, but it has a time and a place. Try to go about this naturally and aim to cement some good contacts at the very least. There seems little point in going from person to person just to collect elevator pitches and business cards!
We can learn something from everybody. Don’t focus on yourself or your business all the time, whatever you do. When you engage with somebody else, show some real interest in what they are saying. Offer to take someone out to dinner that evening if you feel that this has the makings of a particularly good relationship.
Following a successful conference, debrief yourself upon your return. Make copious notes on a sheet of paper and attach the business card for each person. Take some time to draft a note, follow up and compose a schedule to get in touch with them in a week or two if you do not automatically hear from them in return.
Make this conference fun and productive.
How have you made the most out of conferences?
Matthew Toren
