Meeting buyers in person.
WHAT EVENTS PROVIDE
Concentrated access Conversations that build trust quickly Awareness of the market
WHAT THEY COST
Time and money, frequently substantial.
WHAT TO ESTABLISH BEFORE ATTENDING
Who will be there Whether they are your buyers What you want from it
WHY
Most events produce nothing without a purpose.
WHAT A GOOD OBJECTIVE IS
A specific number of relevant conversations.
WHAT TO DO AT AN EVENT
Ask about them.
WHY
It distinguishes you from everyone pitching.
WHAT QUESTION WORKS
What are you working on, and what is difficult about it.
WHAT TO AVOID
Pitching immediately Collecting contacts indiscriminately Talking only to people you know
WHAT TO DO WHEN SOMETHING RELEVANT EMERGES
Agree a specific next step, then.
WHY
Vague intentions to connect produce nothing.
WHAT TO DO AFTERWARDS
Follow up within days, referencing the conversation.
WHY WITHIN DAYS
Memory fades, and later contact is anonymous.
WHAT TO INCLUDE
Something specific you discussed.
WHAT TO MEASURE
Conversations that became opportunities.
WHAT TO DO IF THE ANSWER IS NONE
Stop attending that event.
