Whether live or virtual, companies are still attending events. Representatives take a great interest in setting C level qualified appointments at these industry events. I’d like to share some best practices that have helped us succeed in setting these high level appointments for our clients.
The key is connecting with the right contacts at the right companies at the right time. A compelling message is a must, along with impeccable follow-through.
First and foremost, knowing which target market and target audience our clients wanted to connect with was important. Then we needed to craft the right messaging and learn about the contacts we wanted to meet with before reaching out to them.
Here are five tips for successful event appointment setting:
- Ask conference organizers about attendee information. Some of the events offer prior access to conference attendees, based on the company level of registration with the conference. If you are registered to participate in an industry event or conference, inquire about the available information and usage guidelines.
- Segment or categorize who you may want to meet with and why. For example, the industry event may be attended by customers, prospects, partners, and competitors. You may want to invite your customers to a specific company-sponsored cocktail reception to thank them for their patronage or introduce them to a new product or service. You may want to connect with current or potential partners to discuss the status of your current partnership or form a new partnership. You may want to meet with potential users you’ve been working with live. Or you may want to meet with prospects who have just heard about you and are interested in learning more.
- Develop segment appropriate messaging. Your compelling reason to meet with each group of customers, prospects, or partners will vary, and so should your messaging.
- Follow up religiously. Just as your time is limited and your to do list is 1,000 items long, it’s the same for those you will be meeting. Confirm, adjust and follow through with those you’ll be meeting.
- Plan. The careful orchestration of a successful meeting schedule at an event requires attention to detail. Process and plan are the keys to success.
I hope these five tips get more qualified appointments quicker for your next event.