Government Conferences - Getting Your Money's Worth

The fall of 2023 continues to be the busiest conference and event season since the pandemic. With Society of American Military Engineers Small Business Conference, the U.S. Department of Veterans Affairs NVSBE, Cigar Aficionado 's Big Smoke in Vegas (you know I had to add that), National Veteran Small Business Coalition - NVSBC dinners (San Diego, Washington DC) and NVSBC's Awards Gala in November, it's a crazy period, which doesn't even include client trips!

Over the past couple weeks, many RSM Federal clients and various Federal Access Program For Government Contractors have asked how to prepare for conferences.

Conferences cost quite a bit of money. I thought I'd share some of what we've been telling our clients. Did we miss something? Comment and let us know!

1. You Need a Plan. For large conferences, you can't do everything. If you simply show up, walk around the exhibit hall and attend a couple sessions, you're unlikely to get your money's worth. What are your objectives? Find Procurement Decision Makers (PDM)? Find teaming partners? Collect market or opportunity intelligence? Your plan is based on what you are trying to achieve.
2. Review List of Exhibitors. For larger conferences, like SAME SBC, it can take you an entire day (or two) to walk the exhibit hall. The conference website lists the exhibitors. Which ones provide complimentary capabilities? Which ones can you help be more competitive? Now, review the list of attendees and find out who is attending from those companies / exhibitors. Their email is likely in their profile. Send them an email, introduce yourself, and schedule an informal meeting (even if just in the exhibit hall) before you get on the plane.
3. Review List of Attendees. Most government buyers and decision makers don't exhibit. (Their small business offices do). Who and from which companies can help you make money? Setup informal meetings with them before you get on the plane.
4. Review Every Session. Who are the speakers? If you're attempting to talk with folks for the USACE in the Wilmington District, is anyone from the district sitting on a panel? Which one? What day and time? Don't simply look at the session titles. Review the speakers and panelists. Attend and then go up and talk to them after the session.
5. How You Dress Sets Perception of Maturity. Some events, especially NVSBE and SAME's SBC, it can take 40 minutes to walk from one end of the conference to the other. Make sure you have comfortable shoes! However, that doesn't mean tennis shoes. Perception is reality. When I meet you at a conference, I'm going to judge and evaluate your value in this market in under 30 seconds. Tennis shoes say a lot. Men and women, you want to be business casual.
6. Who Are The Keynotes? Keynotes are often valuable for identifying high-level direction of an agency or command. Every company should have three strategic targets for the upcoming calendar year. Are any of the keynotes for one of those three targets? We often find reasons to not attend, whether fires back at the office or other meetings. Make sure you know which keynotes not to miss.
7. Business Cards. All you techno R2D2 folks can argue with me all you want, but just because there's a technology, doesn't mean you should use it. Whether it's because it's cool, it's easier, or it's cheaper, I recommend against using QR Codes in place of business cards. If you want to use both, fine. But think about how business and relationships work... When I meet you at a conference, you're one of several hundred people I meet. As we talk, we exchange cards and I'm writing on the back of your card. Do I want to follow-up with you after the conference? Do you have some past performance that I want to take advantage of? Do you have differentiators that make you a strong teaming partner? Sure... QR Codes are cool and you immediately get everyone connected on LinkedIn... but how the hell am I supposed to remember what we talked about or whether or not I really want to follow-up with you? Technology is cool and simplifies this process, but without having your card with notes on it, how will I ever remember the specifics of our discussion? Have business cards. Make sure the back of your cards are white, don't have gloss, and you can write on the back!
8. Strengthen Your LinkedIn Profile. When everyone goes home after the conference, a process starts. First, everyone looks through their cards. (For all of you that use QR Codes instead of business cards, tell me how you're going to do this?) I immediately separate the business cards into two piles: follow-up and throw away. For the several dozen cards that I keep, my first stop is NOT your website. It's your profile on LinkedIn. Not your company profile but your individual profile. Make sure it's clean and communicates exactly what you do and the value of the products or services you provide.

Bottom Line

You should have two or more meetings, formal or informal, scheduled before you ever get on the plane. If you follow these simple recommendations, you'll know where to go, where to focus, and you'll get your money's worth.

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Joshua P. Frank is an award-winning business coach, professional speaker, and bestselling author with 35 years in the government market, Mr. Frank is a leading authority on bridging government acquisition strategy with corporate business strategy. Author of the bestselling books "An Insider’s Guide to Winning Government Contracts," and "The Government Sales Manual," his tactics and strategies have helped companies win more than $14.6 billion in government contracts. His training sessions, highly educational and thought-provoking, are consistently rated the top sessions at national conferences and events.

As a result of these strategies, Mr. Frank was inducted into the Government Sales Hall of Fame with the Lifetime Achievement Award and honored with SBA’s award for Veteran Business of the Year; Industry Small Business Advocate of the Year by the Society of American Military Engineers (SAME); Top Business Advisor of the Year by Small Business Monthly; and most recently Vendor Partner of the Year by the National 8a Association and HUBZone Contractors National Council.

Former Military Intelligence Officer. Serves on multiple Boards and is Chairman Emeritus for the Veterans Advocacy Foundation. Two graduate degrees including an MBA. An avid outdoor enthusiast, Girl Scout and Boy Scout leader. 

For media inquiries or questions about this article, please PM him here on LinkedIn with your email and phone number or reach out at contact (at) rsmfederal.com.