It can be difficult to meet with everyone at industry conferences, particularly during a very busy fall conference season. For many attendees, when someone wants to connect, communicators find a way to fit them into their schedule. After all, isn’t that what conferences are for?
Over time, one learns that a packed calendar doesn’t necessarily mean a productive conference. Some conversations lead to meaningful relationships and opportunities. Others don’t. And when rushing between meetings, attendees can easily miss what makes conferences valuable in the first place.
With more than 25 years of experience in corporate and financial services PR, I’ve attended, hosted and spoken at conferences of all sizes. I still believe they’re among the best places to meet people, but you have to approach them with intention. Here’s what I do differently now.
Start With the Relationships You’ve Already Built
Before booking introductions, start with the people you know: clients rarely seen in person, prospects you've been speaking with, industry partners and potential referral sources. It may seem counterintuitive to prioritize existing connections, but those relationships shouldn’t get whatever time is left over. Try to organize outreach in tiers, contacting top priorities first. Reserve things like breakfasts and lunches for key relationships; a 15- or 30-minute catch-up may be plenty for others.
Then turn to new people. Get into the conference app early, complete a profile so others can find you and review the attendee list for potential connections. Reach out before calendars fill up and block time for sessions you want to attend.
Before accepting meeting requests, consider whether there’s a genuine fit. If someone is well outside your ideal customer profile (ICP), it's ok to decline rather than simply add another name to the calendar.
Look Up and Stay Open to Unexpected Opportunities
I’m continually amazed by how many people walk conference floors with their noses in their phones or spend breaks glued to laptops in networking spaces.
The temptation is understandable, but there's a lot you might miss: a former colleague you didn't realize was attending, an interesting company exhibiting nearby or an opportunity to strike up a conversation with someone new.
Some of the best connections happen without an appointment. That’s why it's good to leave room in your schedule to wander the exhibit hall, check out interesting booths and simply be open to chance encounters.
Remember that the Conference Itself Is Part of the Conversation
It's surprising how many people go to conferences and never actually attend the sessions.
Of course, showing up when a client, colleague or partner is speaking matters. But sessions also give attendees something fresh to talk about.
We’ve all had exchanges that never go much beyond “How have you been?” Hearing speakers’ perspectives gives attendees a chance to ask someone about an emerging trend, debate an idea or discuss how something might affect their business. That's far more memorable than another round of small talk.
Measure the Value of Your Conversations, not the Quantity
Don't judge a conference by how many meetings you squeeze in or names you return home with. Ask yourself whether you've learned something new about a client, found a genuine fit with a prospective partner or met someone you'd actually like to see again.
Some of those conversations are booked weeks ahead. Others happened because you aren't rushing to the next meeting. What matters is having a reason to keep talking afterward.
Kristie Galvani is COO at Caliber Corporate Advisers.