Conferences attended by members of your target market can provide excellent networking opportunities, according to Allison Graham, founder of Elevate Biz in London, Ont. “They give you access to make connections,” she says, “so that, eventually, you can get to the table to make the sale.”
However, once you have selected a conference that is aligned with your business goals, simply showing up at the event isn’t enough to generate leads. Here are five tips for connecting with prospects at a conference:
1. Participate in activities
“During the event, you want to be part of the action,” Graham says. “So, if you can take a leadership role somehow, you’re going to have more value than if you just show up.”
For example, you can interact during sessions by sitting on a panel, by hosting a panel, or simply by asking interesting questions during the discussion period.
You can also enhance your level of participation by arriving early for events within the conference. Avoid being that person who arrives in the nick of time just before a speaker takes the stage. Also, make the most of your time during networking breaks and at various cocktail parties by arriving early and engaging other attendees.
2. Don’t always sit with the same people
We’re often creatures of habit, and after plunking down in a seat, we tend to stay there for the next three days of the conference, Graham says. She recommends sitting at each table only once before choosing another location for the next event. This way, you’re constantly moving around and meeting new people.
3. Maintain your professional identity
The conference may provide a cocktail party or an open bar, Graham says, but you must maintain a respectable and professional image that’s aligned with the way you want people to perceive you.
4. Use technology in moderation
If a speaker says something brilliant that you feel inspired to share with the world via social media, Graham says, go ahead and share it. But, as a rule, leave your electronic devices alone and focus on the speaker.
If you spend the time between speakers absorbed in your smartphone or tablet, you are wasting a valuable opportunity to connect with the people around you.
5. Talk to people
Graham says she has noticed herds of attendees walking away from sessions or heading toward lunch without looking for opportunities to interact with one another.
“Look up when you’re walking in a group and say, ‘Hi,’ to somebody,” Graham says. “People are what give you access to whatever you need to solve your business problems. They can give you that wisdom. We want to be sure that we’re leveraging that opportunity.”
This is the second part in a three-part series on prospecting at conferences.
Next: Connecting with prospects after a conference.