Attend Conferences to Develop Business, and Plan Your Strategy in Advance!

TOM. Top of mind. You can create this marketing awareness by attending a conference or event that draws your client prospects.

Attending conferences to develop business is different than attending for the purpose of continuing education. Continuing education conferences require engagement in the courses, with people and networking as backdrops to the main event. Conferences attended to develop TOM awareness for you and your firm are just the opposite. Your main tasks are introducing yourself, identifying mutual interests and developing relationships. The courses, topics and structure in these cases are the backdrops.

Conference attendance for business development purposes requires strategy. Prior to the event, you must determine who will be there. Sometimes this is as simple as requesting the registration list. In other cases, you may need to pay for a list. Once you determine who you should meet, plan your time wisely. A brief email may suffice to suggest talking over coffee or lunch before or in between conference sessions. Once you do meet, keep the conversation light. This is an introduction, not a date. Finally, if there is an opportunity to follow up, do it. Don't let the window close.

Conferences are a necessary tool in your marketing kit. They allow you to get in front of your clients, and "shop where they shop." Don’t waste the opportunity.

Karen Compton, CPSM. Karen Compton is principal of A3K Consulting (Glendale, CA), a business development and strategic planning firm specializing in the architecture, engineering and construction industries. Ms. Compton is also the founder of Industry Speaks™, a web-based business-to-business portal that connects AEC firms with experienced consultants, provides peer reviews of consultants, reports on key industry trends, and publishes expert reviews of professional courses and books. Contact her at kcompton@a3kconsulting.com.