After more than fifteen years in sales, I've attended a lot of conferences, met a lot of people, and built a lot of relationships that have extended past the professional world and become truly meaningful. That said, it doesn't come naturally to everyone, and if you're new to attending conferences or are looking to improve your networking, relationship-building, and post-conference follow-up, I've written a comprehensive guide to navigating events and building meaningful relationships along the way.
To capitalize on the potential of conferences, the art of relationship-building is essential. Here are fifteen tips and strategies to get you started and improve your own personal ROI:
1. Come Prepared
Find out who is attending the conference. Research the event's website or reach out to their designated events coordinator for a list of individual attendees, speakers, and sponsors. Note if you have any mutual connections or anything in common. Write down a list of whom you want to meet. After you've created your list, consider what value you can add to their experience, and clearly write down how they can help you.
If they are a speaker or host, attend their session, take notes, and ask questions. If you gravitate toward sitting in the back, don't. Sit in the front, be attentive, and respectfully wait if there's time after the session to engage with the speaker. If you've done any of the above, they'll remember you later.
2. Take Photos
In today's day and age, we hold a majority of meetings over Zoom or Microsoft Teams. Conferences are great opportunities to meet and create in-person memories. Capture memorable moments and connections by snapping photos with new acquaintances or during engaging sessions. These photos can serve as valuable reminders and conversation starters in the future. That said, make sure you're aware of the conference's policy on photos and video, and be respectful during sessions.
3. Connect on a Human Level
Look past business agendas and connect with people on a personal level. Share stories, interests, and experiences to forge authentic relationships that extend beyond the conference setting. I like to hear about what people do outside of work. Do you have kids? Are they into sports?
I recently discovered that from a family of teachers and writers. Now, I’m going to check out some of his fantasy books. Another friend I've made is a huge Sixers fan and season ticket holder. We have plans to grab drinks and watch the Knicks vs Philadelphia in the playoffs.
4. Attend Social Events and Receptions
After a long day of attending sessions and taking notes, you might feel inclined to skip the social event or reception hour planned for that evening. That said, attending social events is one of the most important things you can do at a conference. People can be uptight during the day. Instead, at the reception, your colleagues will be much more open and relaxed--especially if there's an open bar.
5. Take a Nap
Self-care is key! Taking a power nap during breaks can help you recharge and stay energized throughout the day.
6. Wear Comfortable Shoes
Comfort is critical when you're on your feet for extended periods. I recommend wearing sneakers or using insoles with your dress shoes. You can find insoles at Ross for less than eight dollars.
7. Never Eat Alone at Lunch
Use lunch breaks as opportunities to network with peers. Join group tables or strike up conversations with fellow attendees to expand your network while enjoying a meal. My go-to is to find a table of people I don’t know and say, “Excuse me, is this seat taken?”
9. Divide and Conquer
It does not make sense to do everything with your team. You are here to make new relationships and meet new people. Don’t sit next to the person you rode with or talk to every day.
If you're attending the conference with colleagues, divide responsibilities to cover more ground. This approach enables you to attend a broader range of sessions and maximize your networking efforts.
10. Extend Invitations
Often, people are interested in continuing conversations at the end of the day, but they don't know where to go. If you are going out at night, invite someone you've connected with to join you for a dinner or event outside the conference venue.
This gesture demonstrates genuine interest in fostering the relationship beyond the confines of the event. Go into the city. Share an experience that can turn into a future story.
11. Don’t rely solely on business cards
While business cards are essential, consider saving contacts' cell numbers in your phone for more immediate and personalized follow-ups. Add them on LinkedIn, Instagram, or Facebook. Just make sure your personal profiles are professional and appropriate before extending a follow or request.
12. Follow Through
If you say you are going to call someone after the conference, call them. If you say you will send them more info, send the info. If you say you will provide an introduction, provide the introduction! Your reputation is all you have. Ensure you follow through on promised actions or commitments made during the conference. Personalized and timely follow-ups demonstrate reliability and foster trust.
13. Embrace Rejection
You are not everyone’s cup of tea.
It's okay for people to be uninterested in what you offer. That is not permission to act rude or get upset when that happens. Instead, consider putting them in touch with someone you know who aligns better with their goals.
Embrace the fact that you don’t offer what they need. Get comfortable saying, “Honestly, I don’t think I can help you.” It may sound weird, but people will trust you more when they hear this. They know you’re not selfishly imposing your solution on them.
14. Hydrate and Stay Healthy
Combat fatigue and the after-effects of late-night networking with your hydrating beverage of choice. Make sure you replenish electrolytes. Schedule short breaks to decompress and collect yourself if you feel overwhelmed.
15. Set Your Out-Office Reply:
Set your out-of-office reply and inform trusted colleagues about your absence to ensure seamless support during your time away.
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Embry Davis is the director of business development at ProcurementIQ. Follow Embry on LinkedIn for more insights and best practices.
