You’ve RSVPed, and the date is set on your calendar.

The opportunity ahead of you: attending a business conference, show, or lecture where hundreds, if not thousands, of like-minded businesspeople will be gathering. Before you go, make sure you’re as prepared as possible by implementing the following suggestions.

Remember your “why”

You’re forgoing your daily duties and loosening your grip on business operations to attend this event, so there’s obviously a specific endgame in play. Whether that’s collecting a certain number of business cards, handing out all your marketing materials, or learning new strategies for your business (or all the above), make sure your purpose is burned into your brain before you leave to ensure you follow through on it regardless of any distractions.

Research the event

Many events will have an app you can download or provide access to information via social media, so take advantage of it. For instance, you may be able to find a list of people and companies attending; perusing it in advance will allow you to identify who you want to connect with at the event. If you make your own company info readily available, there may even be an opportunity to chat with them ahead of time. That way, you can make your presence known before ever leaving home.

Manage your time wisely

Punctuality is important, of course, but the opportunity it gives you to mingle is even more so. By arriving early before there are throngs of people, you’ll be able to get comfortable with the venue and have a better chance to engage other attendees and vendors, talk about your business, and establish relationships. Similarly, make sure you leave ample time after each presentation for question-and-answer sessions.

Know your note-taking strategy

While expanding your sphere is important, you are also attending this event to learn. Each seminar will likely provide materials to supplement the presentation, but these often aren’t comprehensive, necessitating that you find other ways to retain the vital nuggets of knowledge. Are you old-school with pen and paper? Would you prefer to record it, if allowable? Plan ahead so you have the tools you need to jot down the most important takeaways of your venture.

Bring all your marketing materials

Business cards are a must, of course, but you should also be ready to distribute media kits or sheets and other marketing materials, whether that means making hard copies or making them available online. Additionally, consider if your resources should be customized beforehand to the event topic for maximum impact.

Dress appropriately

Most dress codes for these events are business formal or business casual, but some may be black-tie affairs. If possible, find out the expected attire ahead of time—black-tie will almost always be noted—and select your wardrobe accordingly. If you can’t determine if it’s casual or formal, plan for both while prioritizing both style and comfort (since these can be long days, especially with the potential for postevent gatherings).

Prevent distractions

This may be the toughest ask of all, especially if you’re accustomed to taking calls or being included in every vital email thread. To help you be laser-focused on your goals for the event, arrange for someone on your team to be responsible for your calls and email, and include that person’s information in your voice mail and auto-response. You should also inform your family members of the event’s start and end times, being clear that you’re only available in case of emergency.

Master your answers

Any time someone at the event greets you and shakes your hand, what will be the first question out of their mouth? That’s right: “What do you do?” Knowing it’s coming, there’s no excuse for being unprepared for such a question—in other words, brush up on that elevator speech.

In a similar vein, be prepared for the other end of the communication spectrum: seal the deal with the organizer and any connections you make by following up with them soon after the event is over.

Expect the unexpected

Even with all your preparation, things can still go wrong. Flights can get delayed or canceled. Things can go awry at the hotel. Your marketing materials may not arrive on time. Your booth may not be prime real estate for foot traffic. When you go in knowing that everything may not be perfect, and possibly game plan for them, you’ll be better prepared to handle such mini emergencies when they arise.

Be yourself

Perhaps the most important thing to remember is to be authentic. If you want to establish business relationships with other attendees, they need to know it’s you they’re talking to, not a propped-up facade. That’s the only way you can get them to know, like, and trust you and, in turn, create a lasting partnership. So have your elevator speech handy for any initial greetings, but otherwise let your personality shine through.

Attending a business event can be a boon for any business leader. Take advantage of this treasure trove of knowledge and relationship building by ensuring that you are well-prepared—if you are, big wins are bound to follow.

TAKE ACTION:
Brainstorm a list of conferences you want to attend this year, and create a plan to prepare for each of them.