Maximize Your ROI at Conferences and Events – Part 2: It's All About People

Photo by Vancouver photographer Kris Krug

Conferences can be nerve-racking experiences for some people – and energizing for others. Despite your outlook on these industry must-dos, there are ways you can make the most of them, maximizing what is often a very significant investment in time and funds and turning it into a winning opportunity for you and your company.

In my last post I talked about how taking a few simple steps before the event even begins can help you increase your return on investment. But where the rubber hits the road is when you are actually there – shaking hands, exchanging business cards, taking in (or leading) seminars, and actively trying to reach the goals you set for yourself and your company.

Here are seven things to keep in mind during – and after – the event.

1. Keep the main thing the main thing

One thing I’ve learned in life is the simple truth that people matter and are more important than agendas. Unfortunately, it’s easy to forget this when you’re on a mission to accomplish something great. To get perspective, it can be helpful to think back to times when you have felt used or have been a pawn in someone else’s plans. Don’t make others feel this way. Not only is this simply the right thing to do, but it will also help you in the long run as you become known as a person who is interested in others for who they are, not what they can do for you.
Some simple ways to do this:

• When you get into a conversation, give your undivided attention to the person you are talking to. Don’t keep looking over his or her shoulder at the person you really want to meet and then make a dash for them once he or she is free – that just screams USER, and is something you don’t want attached to your personal brand.
• Try to focus on other people and on their goals instead of constantly pushing your own.
• Take things a step further and think about ways you can help others while you’re at an event.
• Take the time to introduce people you meet to others who you think might benefit from the acquaintance.

People really appreciate it when you take the time to get to know them and are genuinely interested in what they do. If you do this consistently, it will go a long way in actually helping you accomplish some of your own goals too.

2. Think long-term

Be open-minded about who you meet and spend time with. While it’s important to be somewhat strategic to maximize your time, you never know when a connection or opportunity will come out of left field – either now or down the road. Don’t shrug off a possible acquaintance just because you can’t see the immediate returns.

3. Don’t be a wallflower …

One thing not to do is to sit at your table or booth the whole time, waiting for people to come to you and ask about your product or services. This gives a bit of a lame impression and may cause people to stay away. Why would anyone want to go talk to someone who is sitting alone staring at his own tablecloth? Don’t be like the guy in the club who sits like a recluse in the back corner waiting for the ladies to come and talk to him – it’s probably not going to happen. You need to exude confidence, likeability and the impression that you are an interesting person that others want to get to know.

4. … or a cling-on

Another “not to do” is to act like an over-excited puppy or a love-struck teenager. People can smell desperation a mile away, and it’s a huge turn-off, especially if they can tell you’re just interested in them because they are influential or popular. The solution to both of these extremes is to be approachable, get chatting, and let conversations and introductions happen naturally and gracefully.

5. “Hey there … you!”

The best way to make a great impression? Remember names. Doing this reinforces your genuine interest in the person you’re talking to. Here’s a few tips on how:

• When you first hear someone’s name, repeat it in a statement within a few seconds of hearing it. Then try and use it again a couple more times within your conversation.
• Remember the list of conference attendees I talked about in the last post? Get that, ahead of time. Print it out or add it to your smartphone and go over it. It will make it easier for you to remember names if you’ve seen them written down before. However, don’t address someone by his or her name until you’ve actually been introduced! (We’re going for likeable here, not creepy).
• Each time you meet someone new, circle or highlight their name and add any notes after you’ve met them and, later, review those notes. The next day, when you bump into them again, you should have no problem remembering their name and can pick up the conversation where you left off. This can make an incredibly positive impression and will help you stand out from every other person they meet during the event.

6. Party on

This is one of those occasions where playing hard is working hard. Sometimes the best connections happen after hours, when conversations over martinis tend to be longer and more in-depth, building the groundwork for long-term relationships. Too tired after a long day of seminars and networking? Considering skipping a session or two during the day so you’ll have the energy to join the evening festivities. It’s well worth the effort, as this can be the most productive time of the whole conference.

7. Follow through

Once the event itself is over, don’t think you can now take a breather and rest on your laurels! You’re just getting started. Relationships take work, and now that you’ve laid the groundwork, you need to follow up to make sure you get the maximum return on your investment. Here’s how:

• If you haven’t done it already, add your new friends to your favourite social media networks. There’s a myriad of different ones, but make sure to add them on ones you’re both active on so that you can continue to cross paths and keep your connection constant.
• Add notes about your conversations with them in your CRM, especially taking note of any outstanding items you could follow up on, and add reminders and dates to connect with them again.
• Follow through with what you said you’d do. This shows you’re a person of your word, and can go a long way in strengthening your new-found relationships.

By following these tips you can turn what has the potential to be a time-wasting money-drain into a great opportunity to grow your business and strengthen both your personal and corporate brands. And don’t stop with just one – make plans to attend the same conferences and events year after year. This will greatly aid you in developing long-lasting relationships – and seeing long-term results.