5 Steps to Capitalize on Conferences

By Melinda Curran

In the channel world, conferences and expos are the keystone of a solid business foundation. They’re essential for garnering expertise and connecting with peers who share similar challenges. Whether hosted by carriers, trade groups or other organizations, conferences are a golden opportunity to mine collective intelligence. The insights to be gathered — and business to be developed — represent an opportunity not to be squandered.

Of course, these events also demand that we absorb what seems like a year’s worth of information in a few days. My recommendation: Don’t get caught up in the excitement. Operate with a playbook. Otherwise you may miss many rich and meaningful opportunities to improve your business. By setting expectations for what you hope to gain, you can be better prepared to take in the valuable knowledge around you.

To get the most out of your upcoming conferences, it’s important to remember the following:

1. Blueprint always: Walk into a conference without a plan, and you handicap your experience from the start. The fast-paced schedule, continual outpouring of information and hundreds of new faces can overwhelm an unprepared attendee.

Always do your research. Closely examine the agenda, speaker bios and list of vendors and attendees (should there be one) so that you can strategize an efficient and effective game plan on the front end. Prioritize the content you need to learn and the contacts you need to meet. That way, you’re equipped to jump right in as soon as you’re handed your name badge.

2. Divide and conquer: You’ll likely be hard-pressed to attend every session at a conference or meet all the people you’d like. So when possible, attend conferences with at least one other person so that you can maximize your placement in all breakout sessions and networking events.

Some of the most intellectually nutritious content comes from smaller, more intimate sessions, so determine which ones best align with your company’s present goals and struggles. While in the meetings, understand that not all information needs to be written down. Free yourself up to engage with the speaker and jot down high-level points when necessary. Get the speaker’s card, and ask about getting a copy of any presentation materials.

When networking, try to avoid working the room as a single unit with your partner. Rather, individually meet new people and introduce one another to new contacts when necessary. Also, it will be worth your time to make sure every attendee is well-versed in your company’s messaging, mission and core values, so that they communicate an accurate description of your company to potential channel partners, carriers or other influencers.

3. Work your “coopetition.” While you can easily find channel partnership opportunities at telecom conferences and expos, you are also sure to find competitors. But rather than avoid them, take the opportunity to network with them. These individuals are likely facing some of the same obstacles you are and may have insight into solutions you have not yet considered. With a little conversation, you may discover new ways to solve problems, or perhaps you’ll walk away with an unexpected lateral partnership that is mutually beneficial.

4. Fight for face time. Personal relationships with carriers and vendors are essential for business success, as these contacts are your lifeline for support, pricing and solutions. Conferences are some of the best places to connect with these important resources. But be aware — everyone else is looking to do the same. In order to not waste the opportunity to meet face-to-face with influential contacts, make a short list of people to seek out, and plan ways to initiate a conversation. Rather than shaking hands with everybody, make it a goal to have memorable conversations with five key people at every networking opportunity.

5. Share your knowledge: With the continual digestion of information, it’s easy for valuable content to be lost. Also, people tend to internalize findings rather than share them. The goal of a conference should be to bring back fruitful knowledge for everyone in your company, in attendance or not, and offer insightful and collaborative ways to improve the business.  And it doesn’t end within your four walls. Share with your clients how these conferences are making your company stronger and how they will benefit from the latest products and developments. Master agents should also share their newfound information with subagents to keep them up-to-date on trends and expertise. If subagents attend, they should do likewise.

With conference season at hand, this is the ideal time to gear up for new opportunities, learning experiences and influential relationships. While you’re in attendance, take it all in. Ditch the phone and leave your office worries far behind. With a fully invested mind and attitude, you’re sure to leave stimulated, enriched and ready for what’s next in this dynamic industry.

Melinda Curran is the founder and CEO of RCG, a single-source telecom provider based in Franklin, Tennessee providing all aspects of voice, data and mobility solutions with superior customer service to businesses across the country.