Attending a sales conference offers many opportunities to fill up your pipeline. But it takes effort to convert those contacts into leads. In an article for LeanData, Kim Peterson shares some best practices to boost your event strategy.

Take Action Before the Sales Conference

A lot of time and money goes into attending an event. And for good reason. As Robin Waite explains, sellers have the chance to meet “motivated prospects actively seeking solutions…”

Sellers must make the most of these opportunities, engaging and converting quality contacts. And they need to kick start their efforts before the event even takes place. Peterson recommends reps connect with attendees in the time leading up to the conference. 

“Try to build excitement for the event and promote brand awareness,” she writes. 

She reports that engaging with attendees before an event can increase lead conversion rates by 20%.

Social media is an easy and effective way to connect pre-​event. Look for LinkedIn groups created for the event, follow Facebook and Instagram pages, and use event-​related hashtags. Peterson also suggests:

• Sharing original content related to event topics
• Offering regular updates and sneak peeks about the event schedule and speakers
• Sending customized messages with content tailored to attendees’ specific pain points
• Creating an online forum for attendees to network prior to the event
• Conducting pre-​event surveys and polls to help qualify
• Offering interactive content, such as quizzes, that can give insight into attendees’ needs

Sellers can also start the sales conference off strong by gathering information about attendees. 

Incentivize Your Meetings

Standing out from the crowd at a sales conference can be challenging. And getting attendees to devote time to meeting you is even more difficult. This is where incentives can help. Peterson advises sellers to offer something of value to get people to come by. 

It’s important, she notes, to offer a variety of incentives, as needs and interests will vary. Offer original content, such as a whitepaper or proprietary research. Or, offer a free trial or private demo. These incentives can help your chances of getting quality time during crowded events.

And as Southeast Exhibits & Events points out, offering incentives can deliver even more than simple engagement. 

“It encourages deeper interaction with your brand, creating memorable experiences and potentially cultivating loyal customers.”

Follow Up Promptly

Salesforce research shows that after trade shows, 80% of exhibitors don’t ever follow up with leads. And those who did waited up to 50 days. To boost chances of converting contacts, sellers must follow up immediately after a sales conference. 

Send an email to express thanks for whatever transpired, whether it was a casual conversation or formal meeting. Waite recommends you also “recap your conversation, and reiterate the benefits of your offerings.”

It’s important, though, to personalize these post-​event outreaches. You want the contact to know you are genuinely interested in them and their business. Waite says this strengthens the connection with the other person and increases the likelihood of converting them. 

“Reference specific conversations or topics discussed during the event to show…you listened and understood their unique challenges,” she writes.

Then, include a call to action. Ask for a next step, such as a phone call, Zoom meeting or even a response to your email. 

This introduces a clear next step and moves things forward. For tips on writing an effective follow-​up email after an event, take a look at these tips from SalesFuel. The advice covers everything from writing a catchy subject line to when to send the email. 

Before your next sales conference, make sure that you implement these best practices into your strategy. You’ll not only walk away with new contacts, but you’ll know how to turn them into leads.

Photo by Product School on Unsplash