This is a guest post from Bill O’Boyle of North State Consulting.

Legalweek is the largest conference in the legal industry.  Countless firms, vendors, and thought leaders are represented so it’s a great way to grow your business in 2018. A well-executed strategy can have a major impact on your business.  It all begins with planning and now is the time to get started.

Like anything else, you get out what you put in. Here are some proven strategies to make sure you get the most out of the conference.  

New business.

Booth traffic is for exposure, not closing deals. The best teams schedule appointments ahead of time. When talking with potential leads, start discussing LTNY after the value prop and decision makers are identified. NEVER use the “lets grab a drink” approach; show people you’re looking to do business, not drinks. While you’re at your booth, engage attendees as they pass.  No need to overdo it but a simple “Are you familiar with our technology?” will go a very long way. As you’re talking with them, always take notes on the card they give you, as you will forget important parts of your conversation.  When it comes to followup, don’t just wait for marketing to send out an email blast —that is for the cards in your fishbowl that only wanted a free pen.  You want to call over email, every time.

Establishing partnerships for integrations.

Often vendors go booth to booth speaking to sales reps, explaining their product, asking about theirs, determining the best person to speak to, and finding out who to follow up with.  The person you need to speak to is likely in a meeting working through a partnership.  Experienced partnership development professionals typically don’t stop moving the entire show, so have your intro calls ahead of time and schedule your meetings outside of exhibit hall breaks first.  Ideally, the show should be to finalize timelines, not educating.  Make it happen!

Before you talk to a potential partner, research and become an expert on their product. Find the specific integration points and the gaps your product fills. Learn their go to market strategy.  Can you help open a new segment for them? In partnerships, one company is usually bigger than the other.  Each can bring something to the table, but if you are the smaller, plan on doing the development work.

Finally, get creative!  There are plenty of things you can do to increase market awareness and tie your efforts to revenue.

Fill your calendar and get things done.  This is the time to set the tone for your whole year.  Don’t just show up to LTNY and see what happens.  Take advantage of every opportunity to grow your business. This is your time to be your best.  Don’t slow down — speed up! You got this!

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