Podcast episode
Mastering every moment at your next conference (+ never lose at musical chairs) (Christine Nolan, Global VP of Sales @ Starburst)
30 Minutes to President's Club28 Jun 202332 min
Description
Join the most tactical sales newsletter in the world: https://hubs.ly/Q01-R33G0 FOUR ACTIONABLE TAKEAWAYS Don’t drink and eat yourself to death at a conference. Keep your eye on the ball - meeting prospects. When you pre-set meetings before the conference, talk to the prospect’s team in advance. Focus the conversation on what you learned + what they’re hoping to get out of this. Add pictures of the people you want to meet in a Google doc. At the conference, create organic moments where you find those people. Play musical chairs at the conference - If one happy hour, session, or conversation isn’t a good use of your time, LEAVE. PATH TO PRESIDENT’S CLUB Global VP of Sales @ Starburst Director of Sales @ HackerOne Senior Account Executive @ Lyft Account Executive @ Checkmate.io RESOURCES DISCUSSED Join our weekly newsletter Things you can steal 30MPC Training: 30mpc.com/training
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Christine, we've actually never talked about the prep process and overall how to manage a conference best. And fortunately, things are finally opening up again. So you get signed up for a conference by your marketing team. Let's break this down step by step. “First is looking at who is potentially in that city anyway, or who's in that region, making sure to reach out to them very casually. Hey, I'm going to be in town. I'm going to this conference. I don't know if you're going to go. We'd love to have a coffee with you a couple of days beforehand. No one wants to meet after the conference. Don't offer it.” The other thing you can do is basically if you have been to this conference before, there might be a list of registrations from the previous years. Look at that. Set up an outreach campaign or set up a campaign to get connected to those people who went in previous years and ask if they're going to go again.
The other thing you can do is basically if you have been to this conference before, there might be a list of registrations from the previous years. Look at that. Set up an outreach campaign or set up a campaign to get connected to those people who went in previous years and ask if they're going to go again. “There are probably a lot of other people that are doing this as well. So maybe see, did someone at your company meet with someone in the past? Really look at what happened in historicals. And then start asking. I don't know if you have a top list of accounts that you're working with. Reach out to them. Personalize your invite. If you have their mailing address, personalize, handwrite a note.” Say, hey, I'm going to this. We want to host a dinner before the event. Are you going to be in town for this?
“Say, hey, I'm going to this. We want to host a dinner before the event. Are you going to be in town for this?”
“I know you guys talk a lot about social selling, but really making sure that you understand who Armand is. Take a look at has he posted anything? What's going on with him? And try to personalize the subject of that email to tailor it to something that he already cares about.”
And then you chat with them and you're like, hey, how's it going? Are you enjoying the conference? Like nobody's going to ever want to go to the bathroom with me at a conference again. They're going to see right through me now. But you look at them and you're like, oh, hey, Nick, funny meeting you here in the men's bathroom. I really enjoyed that post that you made last “week on LinkedIn. I think it's really cool how you guys are dealing with such and such problem.” I'm Christine, by the way. Sorry to meet you this way, but I'd love to have a chat. Maybe we can get a drink at some point later in the conference. You can decide how hard to come on based on their reaction to you meeting them in the bathroom. But I would just say use that interaction,
to one of your potential prospects, Nick, back home. Can you look up if he's here or if he looks like this or give me information on the company? So then you're trying to have the face-to-face interaction. You're telling Armand where you are, he just happens to come in, you introduce him, or “you have the conversation and you set up the intro afterward.” Any conversations and any leads that come from this is all good for the business and it doesn't have to be only my accounts or only Armand's accounts. Christine, speaking of the things that happen outside of the conference, I've seen different folks take different approaches.
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