When you go to industry conferences, are you the predator?

Are you the prey?

On this episode, we're going to talk about different conferences, what to expect when going to these conferences, what the game plan should be when attending them.

Some of them, you know, just like I mentioned, are you going to be the predator where you're trying to acquire new business, you're trying to establish relationships, or is it a conference where we just went to last month where a lot of vendors are coming up to us and they're trying to solicit to us where I think it was, it's kind of a complete 180.

So we're being preyed upon, I guess.

Yeah.

Trying to find an avenue around some folks.

But in those conferences, man, what's your goal?

We'll first talk about the one where we're being preyed upon.

So what's your goal in those scenarios?

Industry conferences are industry conferences.

There's always different topics or purposes for these conferences.

Yeah, you know, some of them are awesome where it's, you know, collaboration of minds.

Some of them are we're going to sell you everything we have, spend money like sales, pitch sales, it's nonstop.

And then again, there's some on the flip side that are more, you know, from a transportation standpoint, they're more beneficial for brokers compared to shippers or vendors.

So I, I always do enjoy them.

Mostly because I like building relationships.

Yes, I like, I like learning.

The one we recently went to was more industry focused as a whole.

You know, what's available from a tech standpoint, what vendors are coming out with new products, but also educational where they're focusing on, you know, risk mitigation and insurance providers and best practices when it comes to building long term partnerships with shippers.

Yeah, there's a number of topics there.

At the end of the day, I try to get better from attending those as opposed to just going through the motions, showing my face and leaving.

Yeah, if you're already going to be there, get something out of it.

Right.

But there's also the network connection where you're meeting people and you're building some of those relationships that you don't always get to see those people.

So yeah, as far as those conferences are concerned, I think trying to get the most out of it.

Right.

I'm going there, I'm spending my time right away from my team, away from the family, away from, you know, spending money.

Right.

That we're spending, you know, a couple thousand bucks and flight, hotel industry fees or industry, you know, tickets or whatever to get into the show, making sure that I'm using the best use of my time to establish those relationships.

I mean, you, you said it earlier, but I love the relationship side of it and the connection side of it when go to those things.

And also learning more about the tech side or learning more about the legal stuff.

Right.

Where it's like, okay, I'm not really well versed in this.

How do I get better and how do I bring this stuff back to our team in Cincinnati where how do I make them better?

And oh, they mentioned this.

You should really think about this on the sales and operations front.

I think that kind of the bad part of some of those conferences, especially this past one at the tia, was there are a lot of vendors and they are looking to sell to us, which, like, God, it's like, okay, I got it.

We already have a tms.

We're all set for another couple years.

How do we entertain and how do we do that, you know, in a cordial manner to say, hey, get lost.

Right.

I think that's.

Yeah, no, I hear you.

And not saying that one in particular, but there's conferences where you come back from your like, what's not even worth it.

So, like, cross that off the list.

If you don't find value in those types of conferences, just don't go again.

Correct.

But, you know, here's some advice from vendors.

We wanted to connect with the vendors that we work with.

You know, we have relationships there.

We don't need every bell and whistle available in the industry.

But if you are setting time and this goes with us and shippers.

But if you are looking for time, I think my time is valuable.

And you're sending me a generic copy and pasted email that you've blasted to the every single attendee.

You mean prior to the conference?

Yes, yes.

Why would I want to sit here and meet with you when I don't even know what your product is?

Because your approach and your attempt to schedule time and demo your product or meet face, it's just very bland.

Yeah, I think, I don't know, I think sometimes people or sales reps, in those scenarios when we're getting sold to, I think they want to like roll out everything or show them the demo on day one.

It's like, okay, like it to me.

And I think you feel the same way.

But I think it's not about that.

It's about shaking hands.

It's about getting a drink or coffee or dinner with somebody to get to know them a little bit and then schedule some time Whether that's on a virtual demo or whatever, at least you have a connection where you can build off of that.

Yeah.

What it all comes down to for me is what can we take back from the time and money invested in this conference?

Is there a venue vendor that's, you know, kind of cutting edge and new to the industry that we need to actually take a look at?

Yeah.

Like, what boys do we have as a company that could potentially be filled with maybe a vendor that's going to be attending?

Yeah.

So, yeah, we'll do legwork as well.

But we're always going into those conferences with a game plan.

Sure.

On how do we want to attack this, how do we want to spend our time?

Because it's typically two or three days spread out.

Like, you gotta fill that time with stuff that is actually worth your time.

No.

Agreed.

And I think that's.

That's exactly it.

Now, on the flip side of that, let's talk about.

So we talked about the prey side.

We're the predator now.

Yeah.

We're the pre.

The best.

The lion.

That's right.

And yeah, we went to a food shippers event down in Orlando and it's, you know, it's like.

I heard somebody say it.

It's like a bunch of piranhas.

Right.

Starving.

Starving piranhas in the lobby of the hotel.

And that thing, I swear, when you walked into that lobby, that thing, it was so loud.

It was from, you know, 5pm all the way up until, like 1am I didn't stay up till 1am but it.

Was later than that.

Was it?

Okay.

But even with that, like, how does your.

How does your approach change when we're the predator.

Right.

And we're looking to hunt new business as opposed to the flip side at the tia.

Yeah.

The predator part shouldn't keep running with this predator stuff.

Yeah.

I just love being the predator.

Yeah.

Yeah.

No, it's.

I'm going to see.

I'm going to see if I can't say lion and how many times I get lion.

Yeah.

So when it's flipped and roles are reversed, I'm not going the same route I just talked about with the vendors where I'm blasting everyone.

Yeah.

I want 15 minutes of your time.

And I've never talked to these people before.

Yeah.

So why would they give me 15 minutes of their time when I have zero relationship with them now if they are, you know, potentially prospects that I've.

I've connected with over the course of a year or two years or whatever?

And there's A relationship already built, and they're familiar with who I am.

Yeah, Yeah, I feel.

I feel like I have the right to see if they can meet for five minutes or grab a coffee or grab lunch or.

Or just sit in a side room and talk for 10 minutes.

So I will approach people that I have relationships with.

Anyone I do not have a relationship with.

I am always looking to introduce myself.

Yeah, I'm always looking to meet, you know, they have, you know, meet and greets at those.

They have luncheons.

You know, it's funny that food shippers in particular, that everyone had badges, so you don't see anyone looking at each other in the eye.

You just see them literally their head, like, staring at.

Yeah, like, like, yeah, like hooked over, staring at their.

Their midsection.

So it was.

It was awkward, but no, it was great.

We met with a lot of clients.

We scheduled time with them, got lunch, dinner, drinks, whatever.

So it's awesome.

Connect.

But yeah, you want to be professional and not overly aggressive in those types of settings because your reputation, at the end of the day, like, your reputation carries outside the office.

You don't want to go down there and.

And, you know, embarrass yourself by overstepping and being unprofessional.

Yeah, I mean, I think it's a, you know, first impressions are huge.

Right.

And I think, you know, you were talking about the lanyard thing.

I feel like they should make like a, like an orange lanyard for shippers and then like a blue lane.

That way, you know, man, you can start just like, the hunt would be too easy.

No, I think it's awesome because I think that, you know, you do want to be strategic about it, and you see a person with, you know, that you've seen before, and maybe you're.

You connect with them on LinkedIn and you know what they look like, and you have the ability to go up and say, hey, my name's, you know, Brian.

I'm with Veritas.

We've connected on LinkedIn.

I've sent you a handful of messages.

How's the conference so far?

Right.

Where, you know, instead of, you know, just going up and shaking hands with everybody and hoping that they're with a shipper.

Right.

It might be three or four carriers or brokers and then one shipper out of it.

So I think you do have to be so strategic with that, especially on the front end prior to an event or prior to those.

Those conferences.

What would you do differently?

Attending a few of those.

Yeah.

Is there anything that you would do Differently.

Yeah.

That you wish you would have done.

Yeah.

I think next time we go, I'm going to put a ton of emphasis on the front end.

Right.

Being able to try to connect, whether that's on LinkedIn, whether that's on, you know, email or phone call prior to that event to try to schedule some time.

Right.

I also think if we have a handful of clients down there creating a client dinner where we already have a client dinner set up, we can say thank you for the current business that we have today and then try to deepen that relationship or, you know, establish more of a relationship with our current clients.

Is there ever a time where, you know, you've prospected anybody at these events or, you know, conventions and it's been fruitful or if it's been advantageous for you?

Yeah.

Ironically enough, this past one in Orlando, we had a handful of clients that were there, so we met them.

But yeah, you know, we had one.

One prospect that I'd been pursuing for.

For well over a year.

I didn't know what the.

My point of contact looked like.

I went back and forth with him a few times on email.

Yep.

Didn't have anything scheduled, but I had sent a lot of personalized emails.

Everything I sent is personalized.

Yeah.

And in those emails, I have pictures of my family and I'm in those pictures as well.

But I might follow up on a Monday and send him a picture.

Hey, when had a blast and build.

That relationship and whatever it may be.

I just update him building a relationship.

And we are walking to one of the meetings at this conference and I feel a guy like kind of pat me on the chest and I had no idea who he was.

Sure.

Even on LinkedIn online, never saw a picture of him.

Yeah.

But he recognized me because of those personalized emails.

Awesome, man.

And we got to me, we Talked to him 5, 10 minutes, saw him throughout.

Unbelievable guy in general.

And then we run into him in the airport.

Yeah, that's right.

Long story short, a few months after the conference, we had our onboarding call.

As we filmed this today, we do work with them.

And I don't know if that would have happened if we didn't by chance run into each other at that time.

Yeah.

So many connections that you can make, like so many personal connections.

And I think that's part of the process.

Right.

Like, how do you get, you know, even from a sales perspective, how do you develop that pipeline where, you know, you're getting those personal touches in and then you get to shake hands or you get to, you know, have a drink or have coffee with these people.

I think it's, it's huge, man.

You know, especially in a digital age that we live in today, I think that the power of human connection is definitely relevant.

So some of the goals with industry conferences, sometimes you're the predator, sometimes you're the prey.

We've, you know, definitely experienced both, and we'll probably experience both in the future.

If you have different comments or you have questions, please feel free to share those with us.

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Yeah.

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