The Conference Two Step
A conference is like a choreographed soiree of networking, showmanship and surprise. As a frequent conference goer, I’ve evaluated a lot of presenters, displays, and bystander behaviors. A successful conference to me (and conventionally) is measured in Return on Investment (ROI). Whether you’re evaluating the ROI for the entire business or your own batting average and how it contributes to the teams’ ROI, the principals remain the same - time is the most valuable asset, use it wisely so I prefer to think about it as Return on Invested Time (ROIT).
Like a good dancer, you have to have your moves. While I’m not going to share conference platitudes like ‘do your prep work in advance to build your target list’ or ‘set up meetings in advance,’ which are all very important, instead I’m going to share my dance moves that I think are somewhat controversial and certainly less trodded:
Here are 10 of my not-so-conventional moves for conferences that yield strong results:
Do not get caught up in a conversation with another vendor at the happy hour - lions don’t hang out with the cheetahs when they’re hungry. If you do get caught in one, be brutally honest and just say “sorry to interrupt but I’ve got to go find a couple prospects, I’m on the clock.” It’s OK to be brutally honest. You’re not there to hear about some other vendors problems.
Don’t be afraid to be blatantly floating the crowd and looking at badges as if you were creeping around at the singles event…everyone will assume you’re looking for someone in particular for a meeting. Most people aren’t sitting there judging you for your crowd maneuvers.
Always choose your lunch table wisely and pick a table based on energy levels. Nothing is worse than grabbing your food at the buffet or in those sad-as-can-be brown boxes like its a field trip, finding a seat at a half-empty table only to realize that your lunch mates are not a relevant prospect, client or recruit. Also…please don’t sit with your colleagues. You want to spend time with your colleagues, cool, don’t do it during the main conference hours.
Don’t ever pitch at a conference. Often the goal is not to do business at the conference but to do quick 5 minute qualification conversations to see if there’s a there-there and then set up the follow up when they’re focused. In fact, more importantly is to actually connect other people at the conference. Find two people that should meet and be the facilitator. That’s where the power lies - brokering relevant connections for other people.
Organize a morning activity - gather a group of people that want to do a workout, an ocean dive, something unique and be the rally leader of the unorthodox thing. Conferences are often times pretty unmemorable…so do something that is unforgettable. I’m not talking about a happy hour, a nice breakfast or dinner. I’m talking about unique. Don’t just join one, lead one if you want to make the biggest impact.
Don’t attend the general sessions - you can watch a YouTube or learn online - conferences are about meeting people. 90% of what is being said is pure lip service and any perspective you want to hear from someone that’s rather high up or important probably already said it on a podcast that’s aired on Spotify.
The follow up to the conference is critical and it has to be within 48 hours, has to be crisp and the subject line needs to be a referral to something from your conversation (i.e. Subject Line: Great to meet you - Good call about that horrendous rubbery salmon! OR Subject Line: Great seeing you - Nice Work on Bent Tree Lofts!)
Don’t do one-off drinks. Everyone wants to ‘grab a drink’ at the conference and I get it…but don’t do one-off drinks. Grabbing a drink is for when you’re in their city next, not for the conference. The conference is about volume and the real value happens in the follow up meetings. Grabbing a drink in their city when you visit will be 100x more meaningful.
If you’re presenting at the conference, find a champion customer and have them pitch and talk about your product. Nothing sells better than your happy customers….and a friendly dog in the booth. I hate giving demos at the booth but if you’re going to - keep it super short, try to have a client alongside you talking about their experience and make the excuse about the short demo be because you’re busy and you don’t have the time to do it right now because you want to do it proper justice at a later time (in a more intimate way).
Set up your meetings outside and preferably make them walking meetings. Fresh air opens up the ‘truth bucket’ way more than the stuffy insides of the conference halls. Outside also tends to have less distractions and people feel more at ease - I know I do. Attention spans are short and a walk with a prospective client also fits into the ‘memorable’ bucket most of the time. A meeting at the pool cabanas in Vegas also don’t suck.
…And make sure you bring a backup portable battery for your phone…Enjoy the dance!
A great list! Thanks Eric!