people and processes

Attendance at any conference is a significant expense and more and more organizations are limiting the number of folks they will send to any single event. If you want your attendees to continue receiving approval to return to your meeting year after year, offer them the following recommendations to get the most bang for their employers' buck - and the greatest return on their professional development. You can include these suggestions on your event Web site and/or in registration and marketing materials. Reinforcing these at an orientation session at the beginning of your conference can also be helpful.

Put advance thought into the sessions that you will attend. Make sure that the sessions you elect will benefit both your employer and your own professional development.

Take advantage of the expo. Conduct product searches on the convention's Web site and map out the booths that you want to visit. Make sure that you use the trade show as an opportunity to get up to date on the latest technologies and service providers as well as to strengthen existing supplier relationships. Set up advance appointments to connect with suppliers crucial to your business.

Show up for sessions five minutes early. Get a seat so that you will be engaged and sit next to someone that you haven't met before. Meeting new contacts and networking with folks with similar interests is one of the key benefits of attending a conference. Be sure to add to the interactivity of the session by posing questions or sharing experiences that help others.

Divide and conquer. If other employees from your organization are attending, make sure to split up and attend different sessions and expand your ability to network. Sit next to a stranger on the bus or at lunch. Try to make it a personal goal to evenly split your time between making the acquaintance of those you haven't met before and reconnecting with those you have.

Stay in touch with your office. Periodically check your voice and e-mail messages, especially if you have fires burning that need to be tended to by others. Keep conversations with the office focused on the educational and networking value of the conference - not on the lavish parties, great entertainment, and the host city's attractions.

Complete a trip report within a week of returning. By documenting the value that both you and your employer will receive because of your attendance, you will help communicate the ROI. Make recommendations to share appropriate session content, handouts, or other information picked up during the trade show that will benefit your co-workers. Build your network. Send follow-up notes and contact information to people you met with whom you would like to keep in touch. Expanding your sphere of contacts puts you in a better position to improve your performance and increase your value to your employer.

Follow through. Make your involvement in the organization that held the annual meeting more than a one-time event. If possible, take an active role at the chapter level, to continue your professional development and networking throughout the year. This will also help you gain approval for attending national events. Finally, take your own advice. Use these suggestions to maximize your own or a member of your staff's professional development when attending meeting industry conferences.

° Dave Lutz is managing director of Velvet Chainsaw Consulting, www.velvetchainsaw.com, a business improvement consultant specializing in the meeting and event industry. His company assists organizations in realizing top- and bottom-line growth by delivering customer-focused solutions in business development, best practice and process improvement, strategic planning, and training.