How to Crush Business Development at Your Next Conference
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Attending a conference without a well-defined plan is like setting sail without a compass. Every year, countless lawyers flock to various conferences, only to return with a handful of business cards they’ll never use and a vague sense of missed opportunities. This scenario is all too common and a clear indication of a crucial oversight: the lack of strategic preparation.
Without a clear strategy and specific goals, you risk being just another face in the crowd, rather than a proactive, engaged professional poised to capitalize on opportunities these gatherings provide.
Let’s explore how you can transform every conference you attend into a powerful catalyst for business growth.
Choosing the Right Conference
The first step in maximizing your conference experience is choosing the right one. While it might be tempting to follow the herd to lawyer-centric events, a more strategic approach can yield better results. Think outside the box and consider conferences attended by decision-makers in industries you serve. Almost every industry has its own ecosystem of attention, including conferences, publications, and forums where their leaders congregate. Tapping into these events places you directly in the path of potential clients and partners.
To identify the most beneficial conferences:
1. Analyze Your Client Base: Understand the industries your clients belong to and their professional gatherings.
2. Research Industry Trends: Stay informed about the current issues and future directions of these industries.
3. Evaluate the Conference's Relevance: Ensure the event aligns with your areas of expertise and your business development goals.
Setting Clear Goals
Before you step into the conference venue, be clear about what you want to achieve. Do you want to build your network, find potential clients, or learn about industry trends? Setting specific goals helps you stay focused and measure your success post-conference.
Consider these aspects when setting your goals:
1. Networking Objectives: Identify the type of professionals you want to connect with.
2. Learning Outcomes: Determine the knowledge or skills you aim to acquire.
3. Business Development Targets: Set realistic expectations for client acquisition or partnership opportunities.
With clear goals, every conversation and session you attend becomes a step towards achieving your objectives.
Research and Preparation
Once you’ve chosen the right conference and set your goals, it’s time to prepare:
1. Get the Attendee List: If possible, access the list of attendees to identify key individuals you want to meet.
2. Study Speakers and Sponsors: If you can’t get your hands on the full attendee list, you can at least identify some of the people who will be in attendance by reviewing the speakers and sponsors.
3. Prepare Your Pitch: Have a succinct, compelling introduction ready.
4. Come Up with Questions: Develop a list of questions you can ask people you meet in order to keep the conversation going.
This preparation ensures that you are not just present at the conference, but are strategically positioned to make meaningful connections.
Scheduling Meetings in Advance
Pre-conference networking can be as crucial as the event itself. Once you’ve identified key individuals from the attendee list, speakers, or sponsors:
1. Reach Out Early: Send personalized emails or messages to set up meetings. Express your interest in their work and suggest a brief, informal meeting during the conference.
2. Be Flexible: Offer multiple time options, keeping in mind their likely busy schedule.
3. Confirm Meetings: A day before the conference, send a brief reminder confirming the meeting time and place.
These pre-arranged meetings can serve as anchors in your conference schedule, providing guaranteed opportunities for meaningful interactions.
Allocating Time for Spontaneous Networking
While planned meetings are important, don’t underestimate the value of spontaneous networking. Leave “white space” in your schedule for impromptu conversations and connections.
These unplanned interactions can often lead to the most valuable and lasting business relationships. Be open to serendipitous encounters.
Engaging Effectively at the Conference
The way you engage with others at the conference can make a significant difference:
1. Come Prepared with Insights: Have a few key insights or thought-provoking questions ready, related to the conference theme or your understanding of the industry.
2. Ask Open-Ended Questions: Foster engaging conversations by asking questions that encourage detailed responses.
3. Listen Actively: Show genuine interest in others’ perspectives and responses.
Taking Notes and Gathering Information
Remember to take notes during sessions and conversations. Write down:
1. Key Points from Sessions: This information can be valuable for your practice or for sharing with your team.
2. Details from Conversations: Note down important points from your interactions, including potential leads or partnership opportunities.
3. Contact Information: Ensure you have accurate contact details for follow-up.
Organized notes will be invaluable for post-conference follow-up and for applying what you’ve learned to your practice.
Effective Follow-Up Strategies
The true value of conference networking often manifests in the follow-up. To ensure your efforts at the conference bear fruit:
1. Prompt Follow-Up: Reach out to your new contacts within a week after the conference. This keeps the connection fresh and shows your commitment to the relationship.
2. Personalize Your Communication: Reference specific topics or discussions you had. This personal touch can make a big difference.
3. Connect on LinkedIn: A LinkedIn connection request is a professional and convenient way to stay in touch.
4. Propose Next Steps: Whether it's sharing resources, setting up a call, or suggesting a meeting, provide a clear next step to continue the conversation.
Conclusion
Remember, your success at conferences is directly proportional to the effort you put into planning and execution. Use these strategies to make your next conference not just an event you attended, but a catalyst for growth of your legal practice.
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Jay Harrington is president of our agency, a published author, and nationally-recognized expert in thought-leadership marketing.
From strategic planning to writing, podcasting, video marketing, and design, Jay and his team help lawyers and law firms turn expertise into thought leadership, and thought leadership into new business. Get in touch to learn more about the consulting and coaching services we provide. You can reach Jay at jay@hcommunications.biz.