Conquering Next Week's Craft Brewers Conference: The Guide From A Seasoned B2B Packaging Sales Pro

No matter what you do in life personally or professionally, you are always selling. With CBC and Brew Expo America coming up next week, let's go over some tricks and tips that seasoned B2B Pros follow to turbo-charge the output from such events.

Research the Event

Before attending a conference, it is important to research the event thoroughly. This will help you understand the topics that will be discussed, the speakers who will be presenting, and the other attendees who will be present. You can use this information to create a game plan for the conference and ensure that you make the most of your time there. Some key areas to focus on when researching a conference include:

• The event agenda: This will give you an overview of the sessions that will be taking place, as well as the keynote speakers who will be presenting.
• The list of attendees: Many conferences will provide a list of attendees in advance. This can be a valuable resource for identifying potential networking opportunities and setting up meetings.
• The event sponsors: Sponsors can often provide valuable insights into the latest trends and developments in the industry. Make sure to research the sponsors of the event and consider attending any sponsored sessions or events.

Set Goals

Once you have a good understanding of the conference, it is important to set clear goals for what you hope to achieve. This could include:

• Meeting potential clients: Identify the types of clients you want to connect with and make a list of individuals or companies you would like to meet.
• Learning about new trends and developments: Identify the sessions or speakers that will be most relevant to your business and make a plan to attend these sessions.
• Networking with industry professionals: Conferences are an excellent opportunity to network with other professionals in your industry. Identify individuals or groups that you would like to connect with and make a plan to meet them.

Prepare Your Elevator Pitch

At a conference, you will have numerous opportunities to introduce yourself and your company to potential clients and partners. It is important to have a well-prepared elevator pitch that clearly explains who you are, what your company does, and how you can help your clients. When preparing your elevator pitch, keep the following tips in mind:

• Keep it concise: Your pitch should be no more than 30 seconds long.
• Focus on the benefits: Explain how your product or service can benefit your clients, rather than focusing on the features.
• Make it memorable: Use a unique hook or angle to make your pitch stand out.

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Plan Your Schedule

Once you have set your goals and prepared your elevator pitch, it is time to plan your schedule for the conference. Make a list of the sessions and events that you want to attend and create a schedule that allows you to maximize your time at the conference. When planning your schedule, keep the following tips in mind:

• Prioritize your goals: Make sure that the sessions and events you attend are aligned with your goals for the conference.
• Leave room for networking: Remember that networking is a key component of attending a conference. Make sure to leave time in your schedule to connect with other attendees.
• Take breaks: Conferences can be exhausting, so make sure to schedule breaks throughout the day to rest and recharge.

Part 2: Attending the Conference

Engage with Other Attendees

One of the biggest benefits of attending a conference is the opportunity to network with other professionals in your industry. To make the most of this opportunity, it is important to engage with other attendees in a meaningful way. Some tips for engaging with other attendees include:

• Attend networking events: Many conferences will have dedicated networking events, such as cocktail receptions or breakfast meetings. Make sure to attend these events and introduce yourself to other attendees.
• Use social media: Many conferences will have an associated hashtag or social media account. Use these platforms to connect with other attendees and share your thoughts on the conference.
• Be approachable: Make sure to smile and be approachable when you are at the conference. This will make it easier for other attendees to approach you and start a conversation.

Attend Relevant Sessions

To make the most of your time at the conference, it is important to attend relevant sessions that align with your goals. This will give you the opportunity to learn about new trends and developments in your industry, as well as to connect with other professionals who are interested in the same topics. When attending sessions, keep the following tips in mind:

• Take notes: Make sure to take notes during the sessions so that you can refer back to them later.
• Ask questions: If you have a question or comment during a session, don't be afraid to speak up and ask.
• Follow up: If you meet someone during a session who you want to connect with later, make sure to exchange contact information and follow up after the conference.

Showcase Your Expertise

Attending a conference is a great opportunity to showcase your expertise in sustainable packaging. This can help you stand out from other attendees and establish yourself as a thought leader in your industry. Some ways to showcase your expertise include:

• Participating in panel discussions: If you have expertise in a particular area, consider participating in a panel discussion or giving a presentation.
• Sharing your insights on social media: Use social media to share your thoughts on the conference and to offer insights on the topics being discussed.
• Networking with industry leaders: Make sure to connect with other industry leaders at the conference and share your insights with them.

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Part 3: Follow-Up After the Conference

Review Your Notes

After the conference, it is important to review your notes and reflect on what you learned. This will help you identify any key takeaways from the conference and can inform your future business strategies. When reviewing your notes, keep the following tips in mind:

• Identify key themes: Look for common themes or trends that emerged during the conference.
• Review your goals: Reflect on the goals you set for the conference and assess whether you achieved them.
• Make an action plan: Identify any actions you need to take based on what you learned at the conference.

Follow-Up with Attendees

Following up with other attendees after the conference is an important step in building relationships and turning connections into business opportunities. Some ways to follow up with attendees include:

• Sending personalized emails: Send personalized emails to attendees you met at the conference, thanking them for their time and following up on any discussions you had.
• Connecting on social media: Connect with attendees on social media to stay in touch and continue the conversation.
• Scheduling follow-up meetings: If you met someone at the conference who you want to do business with, schedule a follow-up meeting to discuss potential opportunities.

Implement What You Learned

Finally, it is important to implement what you learned at the conference. This will help you stay ahead of the curve in your industry and can lead to new business opportunities. Some ways to implement what you learned include:

• Incorporating new ideas into your business strategies: Use what you learned at the conference to inform your business strategies and decision-making.
• Experimenting with new approaches: Try out new approaches and ideas that you learned at the conference to see how they work for your business.
• Sharing what you learned with your team: Share your insights from the conference with your team so that they can benefit from what you learned as well.

By setting goals, preparing in advance, engaging with other attendees, attending relevant sessions, showcasing your expertise, following up after the conference, and implementing what you learned, you can make the most of your time at the conference and turn connections into business opportunities. By staying up-to-date on the latest trends and developments in your industry, you can stay ahead of the competition and position yourself as a thought leader in your field.

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From the author:

Here is a bulleted checklist of action items for a well-organized conference attendee can use to prepare for and make the most of a B2B sustainable packaging conference:

Before the Conference:

• Research the conference agenda and speakers
• Identify specific goals and objectives for attending the conference
• Prepare a list of questions to ask speakers and attendees
• Book accommodations and travel arrangements in advance
• Order business cards and other necessary materials

During the Conference:

• Arrive early and attend all relevant sessions
• Engage with other attendees during networking events and on social media
• Take notes and ask questions during sessions
• Consider participating in a panel discussion or giving a presentation
• Share your insights on social media and network with industry leaders

After the Conference:

• Review your notes and identify key takeaways
• Follow up with attendees via personalized emails and social media connections
• Schedule follow-up meetings with potential business opportunities
• Incorporate new ideas into your business strategies and share what you learned with your team
• Evaluate the success of your attendance and prepare for future conferences.

From the author:

Do you want to quickly internalize what you have learned just now? Take this quiz:

1. What should a salesperson do before attending a conference?

a) Book accommodations and travel arrangements

b) Identify specific goals and objectives for attending the conference

c) Research the conference agenda and speakers

d) All of the above

2. How can a salesperson engage with other attendees during a conference?

a) Attend networking events

b) Connect with attendees on social media

c) Both A and B

d) None of the above

3. What should a salesperson do during sessions at a conference?

a) Take notes

b) Ask questions

c) Network with other attendees

d) All of the above

4. Should a salesperson arrive early to a conference?

a) Yes, to get a good seat

b) No, to avoid waiting in line

c) Yes, to attend all relevant sessions and events

d) None of the above

5. What should a salesperson do after a conference?

a) Schedule follow-up meetings with potential business opportunities

b) Incorporate new ideas into business strategies

c) Follow up with attendees via personalized emails and social media connections

d) All of the above

6. Can a salesperson participate in a panel discussion or give a presentation at a conference?

a) Yes, if they are invited by the conference organizers

b) No, only keynote speakers can participate in panel discussions or give presentations

c) Yes, if they request to participate and are accepted by the conference organizers

d) None of the above

7. What is the purpose of identifying specific goals and objectives for attending a conference?

a) To ensure that the salesperson attends all relevant sessions

b) To give the salesperson a reason to attend the conference

c) To help the salesperson focus their time and energy on achieving specific outcomes

d) None of the above

8. Should a salesperson follow up with attendees after a conference?

a) Yes, via personalized emails and social media connections

b) No, it is not necessary to follow up with attendees

c) Yes, only if the attendee expressed interest in doing business together

d) None of the above

9. What is the benefit of incorporating new ideas into business strategies after a conference? a) It helps the salesperson stay ahead of the competition

b) It positions the salesperson as a thought leader in their field

c) Both A and B

d) None of the above

10. What should a salesperson do if they cannot attend all relevant sessions at a conference?

a) Skip the sessions that are not a priority

b) Attend sessions that are not as relevant to their goals and objectives

c) Consider attending the sessions virtually, if available

d) None of the above

Answers:

1. d
2. c
3. d
4. c
5. d
6. c
7. c
8. a
9. c
10. c