Conferences are all-important opportunities for in-person conversations with investors, partners, prospects and others. Gearing up, scheduling meetings and ensuring up-to-date materials can absorb a lot of bandwidth in advance of the conference itself. However, unless you commit to spending an equal amount of time after the conference to follow through, the time spent up front will not have the intended impact.
Here are the four fundamental follow-throughs after a conference:
Make a Record of Important Conversations. Whether this is the first meeting, or another in a continued dialogue, make a record of the conversation. The record does not need to be a one-page document a
nd in fact is best as a summary. We recommend an introductory sentence, “First-time meeting with Taylor, holds position in PeerCo.” Then one or two bullets, “Will continue to monitor OurCo, in particular interested in pipeline.” With the final bullet summarizing next steps, “Make sure to reach out for next West Coast trip.”
Follow through on Commitments. Did you promise to make an introduction? Send a scientific study? Promises are meant to be kept. Jot down all deliverables in real time to ensure follow-through upon return to the office. Once back at your desk, ensure commitments are made within a reasonable time frame. That doesn’t necessarily mean the very next day as the other conference attendees are similarly re-engaging in their day-to-day work, but within a period commensurate with the request.
Stay Connected and Monitor News. Staying connected does not always mean sending a specific follow-up. Rather, it can mean noting a future conference at which you will connect, following the company for news and/or making a social media connection through Twitter or LinkedIn as appropriate.
Capture Insights into the Event. Make sure you write down anything you wish you had known prior to the conference as well as things you would have done differently. You may think you’ll remember next year, but you won’t. Was the conference productive? Do you want to participate again next year? Maybe you missed an early bird registration and/or were shut out of a favored hotel? These are all good notes to ensure you are prepared for the following year.
Sure, the pre-conference activities are important to ensure a successful trip, but don’t take your foot off the pedal once you return to the office. Commit to spend time after the conference to optimize the value of your on-site presence.