How to make the most out of attending a conference or trade show

Jeff Mann

Mann Financial Recruiting

Before

·     Choose wisely – would you attend this conference if you were paying for it yourself? On this point, I will make a suggestion that will make CFO’s love me and salespeople hate me: Have the attendee pay a portion of the total expenses to attend. It will cut down on unnecessary trips and will hold down expenses like expensive dinners with clients. This only applies to commission based sales people. Many of the administrators are on a different compensation schedule and are attending to stay current on industry rules, regulations and best practices.

·     In writing, what do you hope to get out of attending this conference? Be specific ie I want to meet 20 new prospects, I want to learn a new operating system, etc

·     In advance, add up all expected expenses related to attending. Do the numbers work?

·     Only attend conferences where you can get an advance copy of the attendee list. Many conferences only allow exhibitors or sponsors to get advance copies. At a minimum, make sure that it will be included with your welcome materials.

·     With the attendee list (ideally on an Excel spreadsheet), mark people you already know well (current clients, friends, competitors), the 5 or 10 people that you need to meet during the conference, also mark everyone that you don’t know but would like to meet. I send out LinkedIn connection requests to everyone who I would like to know. This is extremely time consuming, but it will pay off in the long run.

·     Invite people to join you at a museum, park or event prior to the conference opening reception. I generally send out an email to 20 or 30 people saying that I will be going to x on the afternoon that I arrive. Join me if you are free. It is a great way to get to know people better and it might make the invitees trip more memorable.

·     Stay in the conference hotel if possible, so that you will be able to take quick breaks in your room and can meet people waiting for the elevator. If costs (or hotel points) are the issue, then stay within easy walking distance.

·     Skip the golf scramble if they have one. It is the longest round of golf you will ever play. Better to take your best customer off site to play another course

During

·     Dress slightly better than everyone else. Many will notice and appreciate your professionalism. Everyone will notice the person in the shorts and t-shirt!

·     At every break, make a notation on your attendee list of who you spoke with, even if it was a quick hello in passing.

·     Sit at a table with a mix of people that you know and don’t. I prefer to sit at the back so that I can easily escape if a call comes in or the speaker isn’t holding my interest

·     Meet a few of the exhibitors. They can introduce you to people that you should meet. Ask for their help. Almost all are salespeople and know the goodwill created by making an introduction. Exhibitors also generally attend tradeshows throughout the country. They can steer you to other conferences that will have an impact and away from ones that are a waste of time and money

·     Drink less than usual. This is not the time to really let your hair down. You want your peers and potential future employers to see you at your best. The old rule “Everybody likes a drink, nobody likes a drunk” applies.

·     If planning on taking a few clients or prospects to dinner, leave the reception early. Have a meeting spot in the hotel lobby or away from the hall. Gently remind your guests that this will be an intimate dinner so not to bring uninvited friends along. My personal experience is that the hangers-on will cost the most, dominate the table conversation, and you will never see them again.

·     If you are the newest or least productive employee, then make sure that your expenses reflect that. Skipping a round of golf or an expensive meal may be the best plan to stay under the radar.

·     Skip the hotel bar after dinner. No one remembers the person who bought all the drinks at midnight. Also, nothing good happens at a conference late night (unless you are single and in your 20’s!)

·     Get up early each morning and go for a walk or a run. Ideally with a few of your fellow attendees. Make an appointment the night before to meet in the lobby and show up.

After

·     Send an email to every person that you spoke with saying that you enjoyed seeing them. The notations that you have been keeping on your attendee list will make this very easy.

·     Send a thank you email to a few of the exhibitors. Rarely does anyone else do this. You will stand out and will likely get help down the road.

·     Keep all conference attendee lists. Compare the lists from year to year and make note of new attendees.

·     Every person attending the conference will see an email, LinkedIn invitation or a future marketing piece.