Amongst the myriad of changes we’ve experienced during the Covid-19 pandemic, one of the most challenging for Business Development professionals is adapting to the loss of one of the key elements of customer engagement – The Conference. Physical meetings, congresses or symposia are one of the most effective way of engaging customers, to alert them to new products or services, to check in and make sure their needs are being catered for or just to maintain the contact that ensures you’re still effectively connected. It’s unlikely that 2020 will see another physical conference so we’ll all have to get used to the new reality of the Virtual Conference.
Switching to a virtual format has, in equal part, created both an opportunity and a challenge. It is now easier, more efficient to “attend” without loss of time due to travel and less expensive cheaper to attend a conference. Thousands of small, curated events are cropping up in our inboxes offering insight into a whole range of subject matter. These are often free or at low cost due to the vastly reduced overheads. The challenge lies in choosing which events allow for the highest quality of interaction with fellow delegates and potential customers and partners.
What are your motives…
Making the right choice for the type of event you choose to invest your time and energies in will depend on your reasons for attending. If you’re looking to connect with customers, then make sure there’s an efficient partnering system employed. The quality of on-line matchmaking services varies so it is always best to understand the rules of engagement before signing up. Look for platforms that allow you to connect outside of the time boundaries of the conference or meeting – this allows for much greater flexibility and meeting availability. You may, however, only want to learn about a new subject or hear an expert panel discuss a current topic. The quality of moderation is key here so look for events facilitated by a professional able to manage the dialogue.
Look for ‘non-transactional’ events…
Building relationships with fellow professionals is always more effective when done in an environment which is collegiate and driven by natural curiosity. If you are attending a virtual event, look for meetings that encourage interaction with participants who share a professional interest in the subject matter. This approach allows for a better appreciation of the challenges faced by colleagues and offers you the chance to suggest the appropriate solutions if you are able to provide them.
Small is beautiful…
Events come in all shapes and sizes but quite often the larger events are much harder to navigate when in a virtual format. Look for meetings that are well curated and have a smaller attendance. This allows you to focus on communities that will appreciate your area of interest and are more likely to yield meaningful engagement.
You get out what you put in…
Like their physical counterpart, the virtual event will require you to ‘work the room’ only this room is upon a digital platform. In many ways this makes it easier to network. Meeting people you have never met before does not now require you to hover around with a glass of warm prosecco waiting for a break in conversation. The structured networking environments provide for a more predictable process of meeting new people where common interest can be easily established in a more process driven way. This does require clear and compelling articulation of your interests in order to gain the attention of the colleague. Make you overtures concise, meaningful, and impactful.
And finally…take the lead!
More than ever, the virtual meeting allows you to take control. Sponsors of virtual conferences have a much greater chance to own their own content and curate their own sessions. Developing an online community through attendance and meaningful contribution can establish a trusted reputation in your area of interest which will lead to deal flow as you attract the attention of the partners you struggled to connect with across that crowded room at that anonymous conference center. Own the process!