Attending conferences as a salesperson can be a daunting task, with countless competitors vying for attention.

Standing out from the crowd is crucial. In a sea of booths and endless networking opportunities, the key is to make a lasting impression by thinking outside the box a bit.

We talked to Neil Weitzman, a GTM operator, CEO, and entrepreneur with over 20 years of sales and GTM experience.  Neil shares his secrets to piquing curiosity and enticing people to approach your booth at any conference as a salesperson. Let’s get into it!

3 tactical strategies for standing out at a conference

1. 20 seconds of insane courage

Neil reminded us that in the movie "We Bought a Zoo," Matt Damon's character talks about how "20 seconds of insane courage" can change your life. Yes, he’s talking about meeting his wife, but this principle holds true in the business world, especially for salespeople attending conferences. To stand out in a sea of booths and competitors, you need the courage to be different and take bold steps.

Conferences are often filled with hundreds of booths, each only a few feet wide, all fighting for attendees' attention. There are also the thousands of people roaming the floor, each with their own objective and people to meet.

In such a crowded environment, it's essential to find a way to make a lasting impression. This could be through unique booth displays, engaging attire like sparkly purple jackets (did you see Pod at Collision?), or any other creative approach that sets you apart from the rest.

“It does not matter how good your product is if you can't be noticed. You have to stand out.” - Neil Weitzman, CEO and Founder of PORCH

The key takeaway is that standing out in a crowded market or conference requires the courage to be different and take calculated risks. It doesn't have to be a groundbreaking idea – even small tweaks to your booth or approach can make a significant difference in capturing attendees' attention and leaving a lasting impression.

2. Be human, be patient

One of the most effective strategies for success at conferences is to focus on building genuine connections with attendees. Rather than immediately launching into a hard sales pitch, it's crucial to take a more human and purposeful approach. Genuine curiosity about the person you're interacting with can go a long way in creating a meaningful connection.

“You'll have a way better chance at business success by just being human.” - Neil Weitzman, CEO and Founder of PORCH

Start by asking open-ended questions that allow the conversation to flow naturally. Inquire about their experience at the conference, their interests, or their role within their organization. Listen attentively to their responses and engage in a thoughtful dialogue. This not only demonstrates your interest in them as an individual but also provides valuable insights that can inform your approach. The opportunity to talk about business will present itself. When that moment arises, you'll have already built rapport and trust, increasing the likelihood of a successful outcome.

3. Ask the right questions

One of the most effective ways to build genuine connections at conferences is by asking the right questions. Instead of launching into a sales pitch or talking about your product or service from the get-go, take the time to show genuine interest in the person you're speaking with. Ask open-ended questions that encourage them to share more about themselves, their interests, and their challenges.

Neil shared some examples of good opening questions include:

• "How has your experience been at the conference so far?"
• "What brought you to this particular event?"
• "What are you hoping to learn or achieve by attending?"

“One thing I've seen a lot of great salespeople do is actually be curious about the other person and not just go straight into a  pitch about their product. They get to know the person that comes to the booth and understand what's driving them and try to be helpful to them in any way, shape or form.”  - Patrick Monnot, CEO and Founder of Pod

Letting the other person take the lead in the conversation can be incredibly powerful. It allows them to feel heard and valued, and it gives you the opportunity to truly understand their needs and pain points. Once you've established a genuine connection, the conversation will naturally progress to a point where they become interested in learning more about your offering, and that's when you can seamlessly transition into discussing your product or service.

Post-conference follow-up strategies

While you might be exhausted and a bit overstimulated by the end of any conference, there is still work to be done when you get back to your home base! Follow-up is crucial to nurturing the connections you made and converting them into tangible business opportunities.

Here are some best practices for effective post-conference follow-up:

• Timely and personalized outreach: Within a week of the event, reach out to the people you met with a personalized message. Remind them of your conversation and express your interest in continuing the dialogue. Personalization is key – reference specific details from your interaction to show you were truly engaged and not just mass messaging everyone you met.
• Provide value: Don't just ask for a sale or meeting. Share relevant resources, industry insights, or helpful information that demonstrates your expertise and provides value. This positions you as a trusted individual, not just a salesperson.
• Nurture relationships: Not every connection will be ready to buy immediately, most probably won’t be. Develop a nurturing campaign with a mix of educational content, product updates, and occasional check-ins. Stay top-of-mind while respecting their buying journey.
• Set next steps: For those more promising leads, propose concrete next steps, such as a follow-up call or a meeting. Outline the agenda and expected outcomes to keep the momentum going.
• Leverage social media: Connect with your new contacts on professional networks like LinkedIn. Share relevant content and engage with their posts to strengthen the relationship. It goes a long way!
• Track and analyze: Use a CRM system to track your follow-up efforts and monitor their effectiveness. Analyze which strategies yield the best results and refine your approach for future conferences.

Was it a success?

The conference is over, you’re tired, and you’re reflecting on how it all went. While lead generation and closing deals are often the main goals for salespeople at conferences, consider broader metrics that reflect the true value of your participation and attendance. Conferences offer a unique opportunity to raise brand awareness, forge meaningful connections, and lay the groundwork for long-term relationships that can yield dividends far beyond the event itself. Now you know whether it’s worth attending or how to make a strategic plan for the next one!