If going to conferences means:
- Small talk for 48 hours
- Chatting up random people trying to sell other things
- Sitting next to someone in a seminar who’s never gonna buy
You might as well stay home.
Two years ago on the 30MPC podcast (Episode 151), I shared my playbook for "Mastering Every Moment at Your Next Conference."
Since then, as the leader of Strategic Enterprise at Asana, used conferences, executive dinners, and onsites to break into some of our biggest strategic accounts.
There are 4 steps that we’ll break down in this newsletter:
- The Pre-Game That 10X's Your Conference ROI
- How to Maximize # Conversations at the Event
- How to Turn Conversations Into Business
- Don’t Wait For The Conference to Get In-Person
Let’s dive in.
1. The Pre-Game That 10x's Your Conference ROI
Most sales reps waste conferences by wandering aimlessly through booths or sitting through irrelevant sessions. The magic happens in the preparation.
The Hit List Strategy: Before any conference, create a list (or Asana project!) with:
- LinkedIn profile and a screenshot of LinkedIn photo for target prospects
- Brief activity notes on recent posts/activities for conversation starters
- Your POV on why your company can help them
Share this with everyone from your company attending the conference. Assign specific targets to each team member to maximize coverage. We use Asana to manage all our account plans using Ai, so face to face meetings are seamlessly integrated into the larger strategy. Do as much as you can to get meetings arranged in advance of the conference.
The Pre-Conference Outreach Template: From there, never suggest meeting after the conference - everyone's mentally checked out by then. Schedule meetings before or during the event:
Hi [First Name],
I noticed you'll be at [Event Name] next week. I'd love to connect for 15 minutes to discuss [specific industry challenge].
I've been following your posts about [reference something specific they've shared] and would value your perspective.
Would either of these times work for a quick coffee?
- [Day 1], [Time Range]
Looking forward to meeting in person!
2. How to Maximize Conversations at the Event
Once you're at the conference, use these two tricks to have as many conversations as possible:
Use “Musical Chairs” to talk to multiple people in a single session:
- For any session you attend, arrive 15 minutes early
- Sit next to someone who looks like a potential prospect
- Start a conversation with: "Hi, I'm [Name] from [Company]. What brings you to this session?"
- If they're not a potential fit, politely excuse yourself and move
- Repeat until you find a valuable connection or the session starts (No one cares or even notices!)
Use “The Session Schedule Hack” instead of sitting through every single session:
- Attend the first 15 minutes of a session (intro and main points)
- Leave tactfully and head to the next session
- Arrive for the last 15 minutes of that session (Q&A and networking)
Or get a drink at a happy hour, but only take a few sips.
The bar line is one of the best places to make connections without feeling forced. The script is simple: "What are you drinking? I love that! I'll get one too."
But remember: You're not at happy hours for the free drinks.
You're there to meet someone, sell, and go to Presidents Club. Eat before networking dinners and events so you can focus on conversation, not food.
Being the sharpest person in the room means you'll catch opportunities others miss as the event progresses (and lets you wake up early and hit the gym too).
3. How to Turn Conversations Into Business
The real magic isn't in the first encounter itself but how you transition from casual networking to meaningful business conversation without being awkward.
Use “The Natural Business Transition Script” to transition from small talk to business:
Start with genuine connection:
"Before we dive in, I noticed [personal interest/LinkedIn post]. What's the story behind that?"
Ask the purpose question:
"I'm curious - what are you hoping to get out of this conference/event?"
Transition naturally:
"That's interesting. At Asana, we've been working with companies like [peer company] who faced similar challenges with [related problem]."
Close with a soft next step:
"I don't want to go too deep into business, but it sounds like we might have some relevant insights for you. Can we reconnect when we're back in office next week?"
Then follow “The 24-Hour Follow-Up Template” to turn conference connections into business:
Hi [First Name],
It was fantastic meeting you yesterday at [Event/Session]. Your insights about [specific topic you discussed] were particularly interesting.
As promised, here's [resource/article/connection] related to our conversation about [specific challenge they mentioned].
Would you be open to a quick follow-up call next week? I'd be happy to share how [similar company] addressed this recently.
How does [specific day/time] look on your calendar?
Pro Tip: In your follow-up, reference something specific or personal from your conversation that shows you were genuinely listening.
4. Don't Wait For The Conference to Get In-Person
Don't just wait for conferences. At Asana, we proactively create face-to-face moments through executive dinners and office visits. As my leader always tells us “you’ve got to put your face in the place!”
The Executive Dinner Formula:
We host targeted dinners in cities where our customers are concentrated, focusing on quality over quantity (8-12 attendees maximum).
Try This Dinner Invitation That Gets 40%+ Response Rates:
Hi [First Name],
I'm hosting a small, executive dinner with select [Industry] leaders in [City] on [Date] at [Restaurant].
We'll be discussing "[Specific Industry Challenge]" with just 8-10 peers from companies like [Company Example 1] and [Company Example 2].
Can I save you a seat?
If they decline, use the "Even If You Can't Make Dinner" Play:
I completely understand! While I'm disappointed to miss you at dinner, I'll actually be in [City] from [Date Range].
Could I stop by your office or take you for coffee? I'd love to get your perspective on [Specific Business Challenge] and share what we're seeing across [Industry].
How does [Specific Date/Time] work for your schedule?
Or use “The Champion Co-Working Invitation” if you know they’re visiting your city:
Subject: Work from our office during your [City] visit?
Hi [Champion],
I noticed you'll be in [City] for [Event/Conference]. We'd be happy to host you in our office on [Date] before or after your other commitments? We have great food, reliable WiFi, and comfortable workspace.
Let me know if this would be helpful!
Closing Note: How I Booked 3 Meetings Co-Working
To make it real, here’s a closing story of me using one of the tactics above.
A champion from one of our customers recently worked from our office prior to an event.
During lunch with them, I asked about a few names that had come up in previous conversations.
Her response: "Do you have a whiteboard?"
We immediately moved to a meeting room where she diagrammed their organization's power structure, circling key stakeholders and offering to make introductions.
That 15-minute whiteboarding session led directly to three meetings with senior decision-makers that we couldn't have secured otherwise.
Remember: Whether at conferences, executive dinners, or onsites, the most valuable asset isn't your pitch
It's your ability to create natural human connections that transition seamlessly into business value.
