Tackling Conferences
All things are ready, if our mind be so - William Shakespeare, Henry V
Plenty of BD teams see conferences as a big deal. Mostly these are a big waste of time. Showing up doesn’t move the needle. Preparation and follow-through do, however.
Industry events are common in both the public and private sectors. Aspiring former feds will have been to many. Whether it’s a diplomatic event overseas or a conference in DC, these are nothing new.
Equally familiar will be the expectation that mere attendance is sufficient. This is lazy. Leaving success to chance is a loser’s game.
Set yourself apart with three actions:
Reach out to existing contacts
Scan the invite list for new leads you want to meet
For every conversation, meeting and business card from the event, have a specific follow-up plan
Reaching out to your current network helps define the importance of this event to your existing customers. Maybe it is worthwhile to attend and advance some discussions with them in person. Perhaps they have a colleague in a new part of their organization that they want you to meet. The best way to increase deal count is via existing business.
The invite list provides new targeting intel. You’ll learn who is set to speak and more about their background. Which other companies will be exhibiting? Then it’s smoother to conduct cold outreach, proposing a 15-minute discussion at the conference.
Knowing your follow-up plans in advance determines the value of attendance. This isn’t a road trip meant for handshakes and free beers. The only reason to attend is to advance a deal. The conference is one step on that path. Ensure it sets up for the next 100 miles.
Concentrated targeting leads to fertile interchanges. If you handle these three actions effectively, you’ll eliminate the need for attending. If you already are speaking with the right people, and know what you want to do next, then why even get on the plane?