Crushing it at Conferences: How to ensure a return on your investment

Last month, I attended the eWomenNetwork annual conference in Dallas, Texas. It was a significant investment in time (four days plus travel) and expense (hotels, airfare, food, etc.) I made the investment for two reasons – to learn and to network. There were about 500 women entrepreneurs in attendance. I estimate, from the number of business cards I collected, that I met close to one hundred of them, had meaningful conversations with roughly half, and identified about 10% as potential leads.

?On the flip side, I expect I was a lead for a minimum of 10% of the women I met.? There were virtual assistants, lawyers, marketers, accountants, photographers, and coaches, all of whom specialize in helping businesses like ours.?

?Upon my return, I sorted through the cards, reached out on LinkedIn, wrote emails, and input contact information into our CRM – another half day invested in the conference.?

?About a week later, it struck me that only two people – for whom I was a lead – proactively reached out to me! Two of a minimum of ten women I met for whom I could have been a client. Whaaat? Thinking back on it, I was a HOT lead! In fact, since returning from the conference, we have hired a marketing firm, a VA, and a photographer.? Who knows, any one of those hires could easily have been someone from the conference had they reached out.

?I expect my fellow attendees came to the conference hoping for a return on investment. Of course, there are other benefits to attending a conference like this - education for example – but frankly we could stay home for that! The primary reason we physically attend these conferences is to grow our network and find leads.

?Investing in a conference and not doing the follow-up is a little akin to joining a gym with a promise to yourself that you will work out daily, only to find a few months later you haven’t quite found yourself there despite your credit card being hit with the monthly fee. I assure you I have no personal experience with this. ??

?Ensuring you get the highest return on investment when attending a conference requires some planning and organization before, during, and after the event. Here are some tips on how to make the most of it.

?1. Set specific goals for the conference. Do you want to find leads? Test an idea that you have? Invite people to a webinar or mastermind? Find partners with similar audiences to co-host events? All of these are great goals for a conference. Give some thought to your specific goals and then make a detailed plan to implement them.

?2. Get your elevator pitch down. First impressions matter, and you have mere seconds to grab someone's attention. Your elevator pitch should be like a well-rehearsed dance routine – short, sweet, and memorable. Introduce yourself and your business so that they understand clearly who you serve and the transformation you provide. An easy format for this is, “I help (ideal client) go from (the problem/situation your client is in when they hire you) to (where they are after they have worked with you).”

So I might say something like, “We help ambitious women in service businesses who find themselves stuck at a revenue plateau go from frustration and sometimes confusion to real clarity so they can build a thriving business and enjoy the financial freedom we all deserve.”

3. Be proactive about networking. Often you find yourself in lines at conferences – lines to enter meeting rooms, for a buffet, at the bar, at the lady’s room. Take advantage of these by introducing yourself to the people in front of you and behind you. For example, I hold out my hand and say, “Hi, I’m Nadine Keller from CT.” When they introduce themselves, I then ask, “What business are you in?”

3. Make it about them. I can’t tell you how many women I met in Dallas that did not ask me a single question. People love to talk about themselves and their business. But you will be more memorable and likable if you allow your curiosity to lead the way and encourage them to share their story. Who knows, they might be an ideal client.

5. Post about your experience. Share your conference experience with your audience through blog posts, videos, or a newsletter. Highlight key takeaways and the valuable insights you gained. These posts position you as an industry expert and give your readers a glimpse into your passion for personal growth and learning.

6. Follow up! After the conference, the real work begins. Follow up with the people you met. Send them personalized messages, reminding them of the awesome conversation you had. Be genuine and show interest in their businesses. This is where real connections are made. And don’t forget to enter them in your CRM!

A note on digital cards. Is it just me, or do you also find them ineffective? I like to have the actual card so I can make a note on them in the evening to help me remember the conversation. I also like a visual reminder of the person. A couple of women I met used software that input their info into my contacts, and I had a tough time finding them later as I did not remember their last names!

Last, but not least, remember to have fun. Conferences are not just about business but also about personal growth and connecting with inspiring individuals. Embrace the experience, learn, grow, and let your passion shine!

So, ladies, the next time you attend a conference, go in with a plan but don't forget to sprinkle a little fun and personality into your sales and marketing efforts. Your authenticity is your secret weapon, making you a memorable and influential presence on that conference floor.

Get out there, dazzle the crowd, and show the world what you're made of! ??????

?HAVE YOU HEARD?

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