It’s about to get busy in our industry: Quirks NY takes place next week, then the ESOMAR Congress, then the Corporate Researchers Conference… not to mention a whole bunch of smaller events mixed in. Which ones are you going to?
From a networking and selling perspective, in-person events should be at the top of your list! If you believe that buyers won’t buy from you until they get to know you, then like you, then trust you (and I do), nothing initiates and accelerates those buy-sell relationships like meeting each other in-person at a conference.
But you can’t just show up and hope all goes well. Success at these events requires you to plan for and work through activities before, during and after the event. To help guide you, here is a checklist to make sure you don’t miss anything:
BEFORE
__ Set your ‘goals’ for the event… give yourself something to shoot for. And they’ll help you to assess your ROI afterward. They could be goals like:
- Meet with 5 existing clients
- Have conversations with 10 prospects
- Schedule 3 follow-up meetings
- Learn about 2 new technologies
__ As you find out which of your clients and prospects will be at the event, reach out to them ahead of time to schedule an appointment. Make plans to meet them at a specific time and place during the conference. Don’t go and ‘hope’ to get some time with them… hope is not a strategy.
__ How’s your Elevator Pitch? If you’re like most… it’s likely pretty dull and not very memorable. So, spruce it up… in addition to ‘who you are’ and ‘what you do,’ talk about the types of clients you help and the kinds of problems you solve.
__ Promote your participation in the event… in the weeks leading up to it, promote your attendance in LinkedIn posts, in your firm’s e-newsletter and in your email signature… in addition to any 1-on-1 calls with clients and prospects.
__ Since you’ve already paid for the conference ticket, your travel, hotel and food… why not invest a bit more and stay an extra day or two (or arrive a day or two early) in the city where the event is taking place? It will give you the chance to schedule some appointments in the offices of your buyers based there… and give you more time to meet with them, as opposed to just getting a few minutes at the conference.
__ Events aren’t just about networking; they’re also about learning… so be sure to review the conference schedule ahead of time and block off those sessions you’re most interested in.
__ I know you don’t want to be ‘sold to,’ but also plan to meet with some of the exhibitors. It’s these vendors that bring the latest ideas and technology to the industry, so why not take this opportunity to learn about them?
__ If you’re going to the conference with a co-worker… make plans to work the event separately. Two of you allows you to double the coverage. Go to different sessions, target different potential buyers, don’t sit together at lunch. You can debrief with each other the next morning. Double the coverage… double your opportunities.
__ Do you need to tweak your LinkedIn profile before heading to the event? If you connect with any potential buyers, one of the first things they’ll do after the conference is look you up on LinkedIn… and you want make sure your profile is complete and up-to-date!
__ Many conference organizers now use some sort of ‘app’ for their event… to provide schedule information, venue maps and to encourage networking. Download the app ahead of time and make sure you’re comfortable using it.
__ The flip side of e-badges and apps is old-fashioned business cards. Nice ones will make a statement… and it’s good to have some on-hand as a back-up.
DURING
__ Wear your brand… literally! If your firm provides any sort of logo’d apparel or even logo pins, put ‘em on. It’s amazing how many people will recognize your logo and approach you, even if they don’t know you.
__ Don’t pass on any of the social and networking events. You’ll be tired after spending all day on your feet, but these are not-to-be-missed opportunities. Chatting over a cocktail is a great way to start a ‘relationship.’
__ PRO TIP: take notes. After 2-3 days of networking, you might have collected a bunch of names, but will you remember the details of all of those conversations? Probably not… so, take notes. Whether on a little notepad or your phone, scribble down every detail you can remember from every conversation (immediately after you chat). You’ll use this information for more effective follow-up (see below).
__ Want to take a break from all that walking? Be a “stalker” for a little while. Most events have some sort of coffee station for conference attendees. Hang out there. Eventually, everybody will swing by (at least once) to grab a something to drink.
__ Turn off your cell phones! You want to be doing ‘eyes’ up’ networking… not ‘eyes down’ texting. If you really need to check emails or send a text, get off the event floor and find a quiet place to do it.
__ Remember, don’t spend all your time with people you already know. This sounds obvious, but it’s amazing how often you’ll want to ‘hang out’ with coworkers and industry friends, simply because it’s more comfortable.
AFTER
__ As soon as you can, review the conference with your team, while it’s still fresh in your mind. What was good about it? Not so good? And most importantly, is this an event we should attend again in the future? Or even consider being an exhibitor?
__ Connect on LinkedIn! As soon as possible after the event, send out invitations to everyone you met and invite them to connect. In addition, make sure you put everyone’s contact information into your firm’s CRM system.
__ Prioritize and divide-up any sales leads you brough back. That is, are they Hot, Warm or Cool? What’s the follow-up plan for each? And who (in your firm) will take ownership? Studies have shown that as much as 90% of leads from events are not follow-up on. Don’t be that guy!
__ And when you do follow-up… follow-up smartly. Virtually all of your competitors at the event will send some sort of boring, generic follow-up emails. But, because you took detailed notes (see PRO TIP above), your follow-up emails can be specific and customized to each recipient (based on what you talked about). That sort of targeted follow-up makes you memorable and significantly increases the chance there will be a ‘next step’ in the buy-sell process.
A Final Comment
A strong suggestion, really. Conferences are hard work… standing all day, having to be on your ‘A game’ while networking with all those people, not to mention dealing with travel, hotels, etc., etc. So, please remember to “Have some fun!” Relax… unwind… and enjoy yourself. Being at a conference sure beats sitting at your desk all day!