#21: The Conference Gameplan

This essay may not get the dopamine kicking because it’s not a shiny new tactic or mindset hack. But for many of you, I believe this may just be the most valuable email I’ve ever sent.

Why?

Because over the past 17 years, I’ve been to hundreds of conferences and events. Today, I sit here with a network that is so strong that I can access every area of the industry within a message or two.

If I don’t know the person, I know someone who does.

But it’s not through chance or vaguely “putting myself out there”. It’s largely due to a strategic approach to conferences and events that I’ve refined over nearly two decades.

So sit back and let me explain the conference game plan for building a billion-dollar network.

The Gameplan

#1: Get clarity

Lots of people approach a conference with only a vague idea of what they want to get from a conference.

And even if they have an objective, I think in most cases, it’s not clear enough.

For example, it’s:

“I want to spread awareness of my B2B provider.”

When it should be:

“I want to schedule 15 meetings with potential customers for my B2B company.”

It’s specific and tangible enough to begin creating a solid strategy, but it’s also measurable so you can iterate in future conferences.

#2: Be strategic. REALLY strategic.

Most people aren’t strategic enough with their approach to conferences. I think this is largely because they aren’t clear enough on their goal.

So often, they go to a conference and float around aimlessly, hoping for results by happenstance. 

You need to plan your strategy down to every last detail. I’m not just talking about the things you allocate your time to. But your strategy behind the actions.

• Who do you need to speak to?

• Who are they and what are their interests? (research)

• Where are you most likely to find them?

• How can you be memorable?

• What action do you eventually want them to take?

I’d suggest even being strategic down to the type of clothes you wear. Impressions count, and I don't mean "be super smart". I mean, you want to dress how you want to be perceived. 

Are you fun to work with? Dress like that. Are you super serious? Dress like that. Are you marketing and want to be memorable? Dress like that. Your vibe attracts your tribe.

#3: Don’t be transactional

This industry is becoming more and more transactional, and it boils my eyes in my head.

Build relationships. Help others and trust the law of reciprocity. Don’t just start trying to sell everyone you meet regardless of whether they’re your ideal customer or not.

Also, don’t just ditch people the second you think they can’t serve you immediately. Invest in that connection, and it may pay off down the line.

#4: Even be a strategic partier

Don't get swept up in the alcohol. Look, there's a time and a place if it's what you want to do, and some of the best connections are formed when you're partying. 

But you have to be strategic with it if you’re going to a conference to achieve a result.

Is this party, and what you consume there, going to contribute to the goal you're trying to achieve? Then go for it.

Is it going to slow you down? Then, think twice.

#5: Burn your business cards

Why are these still a thing?

This may be controversial, but sack the business cards off. Seriously, what normally happens to them?

You end up with a bag of cards that often go in a drawer somewhere. Invest in meaningful connections by opening your phone and connecting via Linkedin.

#6: Don’t be transactional

Yeah, I said it once already, but it’s important. Please don’t make my eyes boil.

#7: Be friendly and speak to people

Let's talk about the "official" mixers. You know, where everyone seems to be best friends except you? Yeah, those bastards. Here's how to crack that nut:

1. Be the Friendly Neighborhood Spider-Man: Swing into circles where there’s an opening with confidence.
   

2. Spot the Easy Targets: Look for the circles that aren't Fort Knox. Maybe it's people you met earlier (hey, built-in conversation starter!), or the lone wolves at the edges. Congratulations, you've just found your new best friends.
   

3. Turn the U into an O: Find those U-shaped groups. They're practically begging for you to complete their circle. Be the hero they need.
   

4. The Art of Conversation Hijacking: Got a question? Ask it. Heard something interesting? Comment on it. Boom, you're in. It's like social parkour - find an opening and dive in.
   

5. The Escape Hatch: If you join a circle and it feels like they're speaking Klingon, don't sweat it. Smile, nod, and moonwalk out of there. There are plenty of other circles in the sea.

#8: Whale hunting

You have to be careful here and don’t be annoying. But when you want to unlock big doors, you need to find big people. 

So here's a handy trick: learn to spot the VIPs at conferences. It's not always easy, but there are telltale signs if you know what to look for.

Keep an eye on the speakers. That "random" person they're chatting with like an old friend? Probably not so random. They could be someone worth getting to know.

You can even start your VIP-spotting game at the airport. The executive in a tracksuit with a tiny bag? That's someone who's mastered the art of business travel. The person with the oversized suitcase? Likely a conference newbie (or probably a holidaymaker).

But there are lots of little social cues like this. Keep an eye out for them. 

#9: Once more

Don’t be transactional. 

#10: The fortune is in the follow-up

Conferences are a great place to meet people and make connections, but stay in touch. Don't only stay in touch with people who benefit you now but also in the future. 

I'm unlocking deals now that were forged five years ago. And that’s not because I see people as a dollar sign, but I see them as friends. I'm also going to throw another cliche at you, but your network truly is your net worth.

But I get it. Following up individually with everyone is difficult. Another reason LinkedIn is such a good connection tool is that your content and interactions with people are other forms of follow-up at scale.

Conclusion

Conferences aren't easy, but they get easier the more that you do them. And they get easier when you're strategic about what you want to get from the conference. Then they get easier, and after your 4th, 5th, 6th, etc., go of approaching conferences like this. 

Why? Well, because you start to build an awesome network, and these events are like catching up with old friends.

Soon, your problem will be - how can I make time for everything?

P.S. If I see you at SBC Lisbon next week - come and say hi.

But don’t be transactional.

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