Maximizing the value of conference attendance

The role of benefits professional, insurance agent or financial advisor can be a lonely business. Even if you work in a large office, your peers are your competitors. The timelines to close a sale can be long. There is rejection along the way. You need to get your mojo back. You need to recharge you batteries. Attending the industry conference is often the solution.

Let us consider twelve ways you should maximize the time you spend at the conference:

1. Make friends with people who do the same job in distant offices. People who do your job in your city chase after the same prospects. This makes them cagey about sharing sales strategies that are working for them. They consider their internal company contacts as valuable as gold dust! Connections across the country, at the same firm or another firm are more likely to speak frankly and share ideas because you are in different markets.
2. Attend workshops to earn CE credits. This makes sense. You need the credits to keep your license current. They are free and available at this conference. You will learn useful information. Meeting your CE requirement completed early in the year is one less element of stress later in the year.
3. Learn the direction the industry is taking. You want to get the big picture. What is happening in Washington? Which firms are adding market share. Who is getting acquired by whom? What will the industry look like in five years? Seeing the big picture can help when meeting with prospects back home.
4. Acquire new sales skills. There should be workshops on prospecting skills because everyone needs to prospect. They might be conducted by professional coaches. This is an ideal time to learn best practices in an environment not influenced by the specific products your firm is promoting. Learning a new sales skill, applying it and writing new business is an activity that quickly flows to your bottom line. Learning this skill is time well spent.
5. Learn how technology has improved. Your firm equips you with a technology package. They might be considering upgrades. Learn what is new to the market. How have CRM systems been improved? Where does AI fit into the picture? Can repetitive tasks now be automated, freeing up your sales assistant’s time? When you beck to the office you can tell your manager “this is the tech we need.”
6. Meet the senior officers from your firm. They will be onsite. There are usually activities and a reception only for colleagues from your firm. You know your manager. Now is the chance to meet their manager. Getting your face know can help if you have managerial aspirations yourself.
7. Attend as many sessions as possible. This is likely tracked. In many cases, attendees swipe their conference ID badge when entering a session. If your firm is paying for you to attend, someone, somewhere is looking at this data. They are learning how you are spending your time. The hotel bar does not have a conference badge reader. You will not get credit for that. Leave proof you took the opportunity to attend the conference seriously.
8. Ask intelligent questions. This might sound unimportant but I like doing it. You are attending a session with a big name speaker. Perhaps the session is about government regulation. You ask a question concerning how this will affect a specific issue as it relates to small business owners. You get a detailed answer. You get home. You get a client on the phone. You tell them about the conference, the session you attended and the speaker. You tell your client “I know you are concerned about this issue, so I asked this question on your behalf…” Your client should be really impressed.
9. Meet the award winners. If it is a conference organized by your firm, they often recognize top performers. They are treated like superstars! They are often very willing to share tips and techniques with other promising professionals climbing the ladder. Meet them. Exchange contact information. After you return home, think up good questions and get a dialog going by e-mail. Be respectful of their time.
10. Enjoy the social events. You worked hard 51 weeks of the year. This earned you a seat at the conference. You know you are here to learn, but you can also enjoy yourself. There should be plenty of group meals and receptions. Attend them all. Sit with different people. Make connections. Make a start on keeping these connections up my e-mailing each when you get home.
11. Find a round table in the bar. You have seen this before and now you are going to be a participant. There’s a big table with a dozen seats. You know everyone does not work at the same firm because they wear different logos. They are friendly, while talking business. Ask if that empty seat is available. Introduce yourself. Is this your first time at the conference? List for a while, then pose a question where you need an answer. It might be about overcoming a prospecting objection or connecting with a hard to reach executive. The answers should be pure gold.
12. Check out the vendors. Conferences have sponsors at all levels. They also have a marketplace. The vendors might be promoting their magazine, technology, training or books. Check out what is on offer. Take literature and business cards. Review on the flight home. Did anything you see address one of your needs?

Industry conferences are an ideal place to make connections and get a boost of motivating energy.

Bryce Sanders is president of Perceptive Business Solutions Inc. He provides HNW client acquisition training for the financial services industry. His book, “Captivating the Wealthy Investor” is available on Amazon.

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