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Attending conferences as prospecting opportunities
investmentexecutive.com
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“attending conferences aimed at members of your target market can help you learn more about your niche and meet new prospects.” For example, if you specialize in clients who own family businesses, a family-business conference might be worth considering.
For example, if you specialize in clients who own family businesses, a family-business conference might be worth considering. “choose events that can connect you with potential clients.” “Showing up is not enough,” Graham says. Advisors often make the mistake of putting the event in their calendar, and that’s the last prep work they do before walking into a conference.
The key, says Allison Graham, London, Ont.-based founder of Elevate Biz, is to choose events that can connect you with potential clients. “Advisors often make the mistake of putting the event in their calendar, and that’s the last prep work they do before walking into a conference.” Following Graham’s three preparation steps can help ensure you get the most return on your conference investment:
“attending conferences aimed at members of your target market can help you learn more about your niche and meet new prospects.” For example, if you specialize in clients who own family businesses, a family-business conference might be worth considering.
For example, if you specialize in clients who own family businesses, a family-business conference might be worth considering. “choose events that can connect you with potential clients.” “Showing up is not enough,” Graham says. Advisors often make the mistake of putting the event in their calendar, and that’s the last prep work they do before walking into a conference.
1. Choose the right event Sometimes, we end up attending conferences simply because we’re invited, the event is recommended by a colleague or we know another person who is attending, Graham says. However, these factors don’t necessarily mean the conference will get you any closer to client prospects. Review your business goals and determine whether they are in line with the conference agenda before signing on to attend. “This will help you decide whether members of your target market will be in attendance.” 3. Connect in advance After you have done your research, consider getting in touch with any potential contacts in advance. “Plant the seeds to make a connection when you’re there,” Graham says.
3. Connect in advance After you have done your research, consider getting in touch with any potential contacts in advance. “Plant the seeds to make a connection when you’re there,” Graham says. “Since there can be anywhere from 200 to more than 1,000 attendees, it’s unlikely that you will just bump into specific prospects you hope to meet.” For example, you can ask prospects to meet up for a drink before a cocktail reception, or meet for an early-morning coffee before a session begins.
3. Connect in advance After you have done your research, consider getting in touch with any potential contacts in advance. “Plant the seeds to make a connection when you’re there,” Graham says. “By getting in touch in advance, you can remind them of your plans to attend and schedule a time to meet during the conference.” For example, you can ask prospects to meet up for a drink before a cocktail reception, or meet for an early-morning coffee before a session begins.
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