Updated August 2024
Well, at least for Bookkeepers and Accountants, that is… In the coming months, we have (my favourite) CPB Ignite, CPA “The One”, The CPA Small Practices conference, Accountex, and, of course, Quickbooks Connect in Las Vegas.
With a new child at home, I’m being more strategic and selective about which conferences I attend this fall. In particular, they need to provide me value – they need to help me achieve my goals.
Regardless of which conferences you attend or why, planning can make the difference between a money-sink and a worthwhile investment.
Live Conferences
Although there are a lot of great learning opportunities online, there is no substitute for real human connections at a great conference. In this article, we discuss how to get the most out of business and trade conferences.
In the bookkeeping and accounting world, conference season runs for about six months, from June to early December. Conferences scheduled during tax season don’t draw the audience they could because that’s when bookkeepers and accountants are buried in tax returns.
Conferences are often fun. They usually have great opportunities to learn and connect with industry peers. Many relationships begin at conferences that can become friendships and business partnerships in the future.
Don’t make it ONLY about the fun, you are there to accomplish certain things. Make sure you clearly define what those are.
Budgeting for Conferences
The costs of attending conferences can add up quickly. Travel costs, accommodations, and food only get you started. Before you go, you may need to make additional preparations that incur costs, and once you’ve arrived, there always seem to be small additional expenses that were unplanned.
With the increased costs since the pandemic, it’s even more important to understand what you can afford. The price of admission is only the beginning.
There will be travel costs, such as airline tickets, taxis/uber/lyft or parking, accommodations, meals that aren’t a part of the conference, and other incidental expenses.
Products and services are often sold at conferences. If you’re buying something, make sure you need it, want it, and can afford it. One good way to prepare is to take stock of your needs and budget and plan ahead.
Presentations at conferences are often designed to encourage an emotional response and immediate purchase. Sometimes, these impulse buys can hurt if you don’t make good use of them. Remember, you’re there to grow your business, not run it dry.
The increase in virtual conferences creates a lot of opportunities to attend events you otherwise couldn’t afford to attend.
However, there is no online substitute for the synchronicity of starting a conversation with a stranger in the hall or in line. Some of my best connections have been made this way. Sometimes, spending the extra money to actually go is well worth it.
Your Conference Strategy
When deciding which conferences to attend, define what you’re looking to accomplish.
Do you need new technology?
Who are your target new customers?
Is a better supplier in the cards?
Are you looking for good learning opportunities?
Will you want to connect with peers?
Goal Setting
What are your goals for this conference season?
The more specific you are with goal setting, the better you’ll be able to position yourself for success. For instance, if your goal is to meet new customers, an industry conference that your target customers attend might be a good place to start. If your goal is to improve your supply chain, a conference featuring vendors that sell into your industry would be a better fit.
Pick the Right Conferences
Step one to getting the most out of conference season is to pick the right conferences to attend.
This year, Intuit Get Connected (Toronto), and am traveling to Winnipeg for CPB (Certified Professional Bookkeepers of Canada) Ignite. Though I haven’t decided yet, I may also attend Accountex and a CPA conference. There are a few other virtual conferences that I’ll sign up for, but I’ll pick and choose the sessions I want to attend.
Be Prepared
Being prepared for a conference requires more than knowing your budget. Make sure you have reviewed the agenda beforehand to see if you can sign up for your most desired sessions before they’re full. It hurts to miss the session you really wanted to attend.
You should also make it known that you’ll be at the conference. At KATA, we discuss these things on social media, reach out to colleagues and vendors we want to meet with in advance and discuss with colleagues what they are looking to get out of the conference.
We also take our phones, of course. This allows us to exchange information with new colleagues we meet and take pictures. And just like with holidays, let your customers and clients know that you’ll be away.
Many conferences encourage sharing of what’s happening through social media, so I’ll often live-Tweet (I still can’t call it X, I mean, what are we doing, throwing X’s?) what I’m getting out of the conference. I’ll frequently make posts on Facebook and Instagram or LinkedIn when I get some time.
Plan for a conference like you would any other business event. Bring appropriate clothing and lots of business cards (if you still use them) and prepare some canned emails ahead of time. When you meet someone or get a business card, canned emails can help you reinforce the connection you made in real life.
Make sure you have some time set aside when you return to do something with the information you’ve gathered.
This is also a good opportunity to think about and practice your elevator pitch. While you’re organically building relationships, it’s important to speak clearly about what you do and how you help your customers.
Ensure your website and social media handles are up to date with your profile information and picture. People often forget to update their pictures, which can impact the first impression negatively.
Connect at Conferences
It’s important to connect with new people and old friends at conferences. Relationships can’t be replaced by computers. They are the foundation of any small business.
When you meet someone new, make sure you connect with them on an ongoing basis. Exchange contact information – and use it in the future.
Follow-up After the Conference
It’s important to tell people what you got out of the conference. Not only does it demonstrate that you are continually learning about your industry, positioning you as a thought leader, but it also gives people a better idea if this conference would be good for them to attend.
Most importantly, reach out to new and old contacts after the conference and keep connected with them on an ongoing basis. If you meet someone, but never connect afterwards, they’re still a stranger and won’t add to your network. Make sure you develop those connections..
What Are Your Takeaways?
Not everyone has the same pattern of behaviour at conferences. Some people, like me, want to learn as much as they can and be extremely social. Others prefer to focus on the key sessions they’re interested in and just relax the rest of the time.
What do you look forward to most when it comes to attending conferences?
What conferences are you planning to attend this year? And more importantly, why?
What are you doing to prepare for the conference season?
Share your answers on social media now.