It’s not the conference, but what you make of it

We go to conferences for a variety of reasons—professional development, personal development, to meet people, work vacation—but most prominently for entrepreneurs, to network and get new clients. But is getting new clients really what it’s about?

I often get asked “how was it” after I attend a conference or networking event, and I almost always respond that it was good. Many people disagree on the benefit or value of a conference or event because it lacks the immediate results that they’re expecting, such as landing a new client or closing a sale. But I see these kinds of events in a different light. It’s not the number of new connections that I make or the new clients that I capture, it’s about the quality of relationships I’m able to build. 

I recently had the pleasure of attending the Northwest Dental Expo 2019 in Edmonton. This is a must-attend event because I have so many connections in Edmonton that I get a chance to develop quality relationships with. For me, this event isn’t about meeting a bunch of new people and collecting new connections (not that I’m turning any down), but instead, it’s about building and growing those relationships I’ve already started.

I used to think my goal was to meet more people to earn more business. I could make that initial collection and nab a new client. But though it’s easier to establish surface-level connections, it’s only when I developed meaning full relationships I gained the trust and credibility to earn someone’s’ business.

I enjoyed my time in Edmonton because I got a chance to reconnect with connections that I’m looking to grow. Trust and credibility are what I’m working towards, it’s not a numbers game. While I might not have made many new connections, there’s no telling where the ones I spent time growing will go.