5 Rules to Maximize Your ROI at Your Next Conference

Conferences are an excellent way to get exposure and network, and a prime source for new prospects.  Here’s the challenge though; you’ve just registered for your next conference with the intent of getting business - now what?

Most companies and salespeople really have zero game-plan how to make the most of their conference.  The intentions are there, but intentions don’t produce results.  As a consequence, the conference ends up like all other conferences.  Nothing to show but a hangover, a collection of business cards that find their way into the circular file and wasted resources.

To maximize and get the biggest ROI at your next conference, follow these 5 rules.

1. Do your homework - Know in advance who’s your ideal customer.  Research the vendor and attendee roster on the conference website.  Every conference today posts this information.  Target your top prospects, research them on LinkedIn and then create a plan to meet and engage them while you're there.  Do not waste your time with vendors or attendees that aren’t your ideal target.​
2. Master your introduction/position statement - It’s not an elevator pitch, but it is a 15-20 spot on what you do.  Any more than that, and you don’t know what you do with enough clarity to engage someone
3. Get attention - Be a speaker, and be viewed as an expert.  Conference planners struggle to find presenters for the smaller stages and breakout sessions.  Positioning yourself as a presenter automatically creates the perception that you are the expert.  Post all over social media about your talk/topic before the conference, during and after.  Post video snippets of the presentation.  If you are not able to present, promote aggressively to your contacts that you'll be there and look forward to seeing them.
4. What problems do you solve? - Know what problems you solve for your prospects and focus your message on those.  People want to know what’s in it for them, so tell them.  Tell them what problems you solve and how their business or lives will be improved.
5. Follow up and follow through - Nothing is more important than following up and following through.  These are the two of the most important skills salespeople lack, and the two of the biggest areas customers complain the most about.  Follow up with leads immediately and follow through on your commitments even faster.

Conferences can be fun, and they can also be long and tiring at times.  Either way, they’d better be profitable and successful.  That’s what your company is counting on.  Follow these 5 rules and you will improve the ROI and success of your next conference.