“Lead Action Plan” – Yes or No when attending conferences?
Welcome to Mistake #3 when it comes to generating leads from conferences – avoiding making a Lead Action Plan. Often, businesses will just turn up, mingle with the crowd, and expect to somehow just meet their target. It doesn’t work like that.
If you don’t build an activity plan, all the hard work you did to avoid Mistake #1 (about goal setting), and Mistake #2 (confirming your target audience is attending), will be wasted effort. You will be the one running around like a headless chicken trying to get your goals completed.
In this post, I give you some hints and tips on the activity plan. In particular, why most miss out Step 2 of their plan and wonder why their leads never amount to much.
What is a lead action plan and why should we use them for conferences?
Lets start with the basics and ask, ‘What is an action plan?’ As usual, I go to Wikipedia to see what they say:
An action plan is a detailed plan outlining actions needed to reach one or more goals.
Alternatively, businessdictionary.com defines an action plan as a,
…sequence of steps that must be taken, or activities that must be performed well, for a strategy to succeed.
As a goal, turning the conference traffic you meet into leads will need a plan. That plan must ultimately feed your leads into your sales funnel.
Create the Lead Action Plan
Why is this different to any other action plan? In fact, the Lead Action Plan still tells us to “do this, then do that”; we still need that part. However, I want to suggest you look at the actions differently.
These actions are based on converting the traffic – people you meet – into leads. You want to make sure the actions you take focus on the right lead for your business, qualifying them as you talk to them. We need to create an action plan that is for lead generating and conversion.
There are three parts to your plan:
- The pre-attendance plan activities;
- The “lead action plan”; and,
- The “do this, then that” on the day plan.
Step 1. Pre-attendance Activity Plan
The first part is the usual planning you would do to prepare for a conference:
- Decide which elements are you going to attend.
- Are there any clashes? Which will have the most impact for your business?
- Look out for the social events; these are great networking opportunities.
- Create a pitch for this conference – will your current one suffice, or will you need a tailored one?
- Business cards (electronic or card based)
Then the important part of the plan. This is the part most businesses fail at, and it’s their biggest mistake.
Most people will just exchange cards and say they’ll contact each other afterwards. Maybe they exchange leaflets or other marketing bumf. Our Platinum Card holder does more – they want their lead to take action there and then.
What action do you want your lead to take at the conference?
What do I mean?
Step 2: Build a Lead Action Plan
You want them to take an action there and then. Leaving it runs the risk of losing momentum. How many times have you met someone, said it would be great to meet up, and nothing happens?
Try to get them to take a micro action with you there and then – momentum is key.
Have an idea of what you can do for every type of lead you meet. Then, depending on the type, you will have a suitable action ready.
What would this be for your business? A free no obligation call; a workshop; an e-book…?
Step 3: The Day-by-Day Plan
Now we do the day-by-day plan – who we want to meet, see and listen to. Plan out the day. Know what time you have available for the actions you need to complete to meet your goals.
Include travel time, note-taking, breaks, networking, and moving between the different sessions. Understand your day, so you can plan out where and how you are going to find the leads you want from the conference.
Planning your visit with this kind of detail will put you a step ahead of your peers. This quick look at how to avoid Mistake #3 – Avoiding Making a Lead Action Plan for Conferences, should help you on the road to becoming the Platinum Club Member you deserve to be.
Next time, I’ll look at Mistake #4 – Attitude & Appearance. Do you look like an expert?