For rainmakers, conferences can be fertile ground for developing business and strengthening relationships, but only if approached with intention. Too often, lawyers view these events as passive experiences: attend the sessions, maybe give a talk, and hope something sticks. The reality is that success at conferences comes from thoughtful preparation and active engagement.
The US hosts more than 10,000 to 13,000 industry-specific gatherings each year, roughly 250 each week. Lawyers attend many of these programs within their practice areas, industries, or regions, to develop business, to stay abreast on changes impacting their practices, and to fulfill their CLE requirements. With that much activity, and that many motivations filling up the conference arena, it is easy to get lost in the crowd unless you have a clear plan.
What Can Go Wrong If You Don’t Prepare
Conferences can be a powerful tool for building relationships and expanding your practice, but they can also become wasted opportunities. Without preparation, you may find yourself speaking with colleagues you already know from your home office and missing out on time spent with key prospects.
The consequences go beyond lost opportunities. A poorly planned conference trip can lead you away from the office with little to show for it, and the impression you make on other attendees may be less than memorable. Preparation is what separates the rainmakers who turn conferences into business development engines from those who simply collect another lanyard and tote bag.
Understand the Conference Agenda and Your Place in It
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