Retail Observer

RETAILOBSERVER.COM AUGUST 2017 64 T aking days out of your office to attend a convention is expensive. If you are going to spend money and sacrifice a valuable chunk of time that could be spent making money, then the conference better be worth your while. The usefulness of an industry conference is determined by how you approach it. Approach it right and you can pick up new skills through the education offered at the conference, get inspired by learning about new trends in your field, and network making valuable contacts. Approach it wrong and the conference can end up being long, boring, and useless. Here are some tips for getting the most out of your conference… 1. Read the agenda before going to the conference and figure out what sessions will best fit your needs. You probably won't be able to attend all the sessions so prioritize the ones you most want or need to attend. If you are attending with a co-worker, consider splitting up some of the sessions so that between the two of you, you can cover more sessions. 2. Read the presenters list and do some research on the presenters for the sessions you are attending. It is always better to know the credentials of the presenter, as it will give you more insight to the material and give you time to formulate questions. If the presenter's information is not available, reach out to them prior to the conference. 3. Read the exhibitors list ahead of time and make a list of the people and companies you want to speak with. Otherwise, in a large exhibition hall, you may get overwhelmed and miss getting to the people you wanted to talk to. 4. Ask questions in the sessions you attend. Don't be shy about questioning the presenters about points you would like clarified. You are actually doing the presenters a favor by asking questions, as most presenters dread having "disengaged" audiences. The more interaction in the session the more you and everyone will learn, including the presenter. So ask away! 5. Be approachable. Don't spend all your time outside of conference sessions using your phone or immersed in reading material. Be open and engaged and you will be more likely to meet like-minded people. Most people attending a conference are looking for others to interact with, so don't be afraid to approach people yourself. You don't even need an excuse; you can simply walk up and introduce yourself and ask about the other person. You can also ask whether they have been to any good sessions. 6. Don't make non-work plans for the evenings. You might be tempted to catch up with your friend who lives in that city, but lots of networking will happen in the evening, often spontaneously. You will want to be available for the last minute dinner or attend the hospitality room. 7. Stay away from alcohol. If you enjoy an alcoholic drink, at most, have only one or two. If you find yourself hanging out at the bar or in the hospitality room ask for a seltzer or soft drink. 8. Bring snacks. Conferences often offer only unhealthy, overpriced convenience foods. Find a local market and buy some healthy snacks to keep on hand in case you miss lunch or get hungry during the day. 9. Where comfortable shoes. You're going to do a lot of standing around talking to people and you might even end up standing in some sessions. You will also be doing a lot of walking to get from your room to the conference halls, meals, and so forth. There is nothing so distracting as when your feet hurt from uncomfortable shoes. 10. Bring business cards. The exchange of business cards is a time- honored tradition at conferences. When exchanging cards be sure to make notes on the back of cards from the people you want to follow up with to remember each person once you're back in the office. 11. When you get back to your office after the conference, take some time to follow up with the people who you met. Email them to let them know you enjoyed meeting them and perhaps reference something you talked about (those notes on the back of their cards will be helpful). 12. Reach out to your contacts beforehand and set up an early breakfast or lunch. Conferences are more than just sessions; they are an assembly of like-minded folks with great intention. How often do you get uninterrupted time to discuss matters of interest with industry peers from around the country? Many great experiences happen during the downtime so don't leave these experiences to chance. When developing NASC 2017, PSA has sought to create an experience for you with great intention and resource. If you put some time into research prior to the conference and follow the tips listed here, you will most certainly come home with a trunk full of ideas and knowledge that will help you succeed. It's not too late to sign up: NASC 2017, Portsmouth, VA (October 2-5, 2017). Register at www.psaworld.com, or call 888-777-8851. EDUCATION–NETWORKING–INSPIRATION 12 tips for making the most of a convention S E R V I C E D E P A R T M E N T RO Ralph Wolff, Industry Relations, PSA Certified Service Center www.certifiedservicecenter.org

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