I got a question from a client this week about an upcoming healthcare conference (AHIP, in this case) and thought the answer might be worth sharing more broadly.
Here’s what I’ve seen work.
Think about relationships as much as prospecting. Treat this as an opportunity to reconnect with people, catch up on what’s going on in the industry, deepen existing relationships and generate warm introductions. Those are two very different priorities, and the former is almost always more productive than the latter.
Before you go, reach out to customers who will be there. Send them something useful: a relevant data point, an insight from your work together, something they can actually reference in a panel or a hallway conversation. Add value… don’t ask for a favor. And while you’re at it, ask if they know people you should meet.
Lead with what’s happening, not what you’re selling. A client of mine heading to a conference in Europe got this advice: “We’ve closed our first contract. We’re not looking for customers yet, but…” That’s a fundamentally different vibe and encouraging curiosity.
Work the hallway. Some of my best conference conversations have happened between sessions, at lunch, waiting in line. Don’t sprint from room to room. Give yourself space to linger and chat.
Book the meeting while you’re in the conversation. If someone’s interesting, don’t try to have the real conversation standing at a cocktail reception. Ask for 15 minutes next week… maybe like this: “I have to run to a session, but can we continue this next week?” Anyone who won’t give you 15 minutes later isn’t a real prospect. (And you want their card more than just giving them yours.)
Follow the speakers, not just the sessions. Take specific notes on talks that resonate, then follow up with the speaker after: a thoughtful comment, a question, a relevant connection. It’s underused, and it works.
A longer-term play: plant seeds for peer-to-peer formats. A conference is a good moment to float the idea of a customer-facilitated webinar, where an existing client (or a conference prospect) provides the content and you facilitate. Those formats are hard to manufacture out of thin air. It’s a good way to replicate the for clients and prospects who couldn’t be there in person.
One more thing: follow up. Send a quick note to your clients after the event with any good insights or observations worth sharing. You’re a trusted advisor. So do some advising.
