In a recent webcast, VettaFi CMO Jon Fee, Connective Communication CEO & Founder Jennifer Morgan, and Blue Ocean Global Wealth’s CEO Marguerita Cheng discussed how to make the most of the Exchange conference.
The conference, March 23-26, is poised to be the financial services conference of the year. But how can attendees make the most out of their Exchange experience?
The Right Approach to Conference Attendance
With over 1,500 people currently registered for Exchange across the financial services industry, Exchange is set to be a can’t-miss community event.
“How do you elevate your voice? How do you connect with others? Exchange will help you with that,” Morgan said.
Dialing in from Tokyo, Japan where she recently completed the Tokyo marathon, Marguerita Cheng shared how much she was looking forward to helping advisors meet their ethics CE requirement.
Fee polled attendees on the biggest obstacle for attending in-person events. Cost, and time away from the office were big factors. “That’s why we do everything we possibly can to ensure this conference gives you the biggest bang for the buck while you are away from the office.”
The biggest individual reason folks listed for why they attend Exchange was networking. Although many also noted they attend to gain insights, CE credits, and to learn about the latest industry trends. However, the biggest answer was “all of the above.”
Getting the Most Out of Networking at Exchange
An expert in making connections, Morgan said the most important thing to do for advisors was to have a purpose and a plan. “Preparation will yield better results for the time you spend at the conference,” she noted.
“Everyone’s most valuable asset is their time,” Fee added.
Cheng also urges attendees to use the app and prepare: “Look at the agenda, see who you want to see speak, map that out.”
The Vegas Move
After several years in Florida, Fee shared the primary reason the conference moved is to make things more affordable for the advisor community. The hotel is also conveniently located. “In a six-minute car ride, you are at the hotel,” he noted.
The three-day conference is set up for attendees to be able to maximize their time, earn CE credits, and not burn time trying to find restaurants or traveling through traffic.
“This is an incredible opportunity to be part of this community,” Cheng said.
How to Divvy Up Your Time at the Conference
Cheng shared that one of her favorite Exchange moments was meeting people at the Super Bowl party at last year’s Exchange. Despite not knowing much about the game, she met lifelong friends at that event.
“It is a really great opportunity for you to create relational connections,” Morgan added, advising attendees to take the time to meet people they have emailed and start having in-person connections. These connections can lead to quality outcomes and transactional relationships where business moves forward.
Aside from taking the time to prepare, Morgan urged folks to look at who will be attending. She joked about her use of the BRICK method: “Be ridiculously inquisitive for client knowledge.” Bringing the right positive energy is key, she said, noting that at conferences, people tend to be in elevated emotional states and being positive can have a profound impact.
She also advised, regarding talking to new connections at the event, “the more you get the other person talking to you, the more likable you are.”
Social Media & the Appointment Tool
Announcing you are going on social media is beneficial. You need to be posting both in advance and at the conference. “Its a great way to let people know what you are doing,” Cheng said.
“It is your opportunity to share where you are,” Morgan said. “I don’t organically post a lot on my own, but I am monumental at reposting.” Sharing things you like and what you are excited to see can do a lot to lift up everyone at the event or even inspire people at Exchange to reach out to you.
Exchange’s bespoke appointments tool makes it easy for advisors, issuers, and attendees to connect. “We’re starting to roll it out so be on the lookout in your inbox,” Fee said. Registered attendees will get access to this tool, which they can use in their preparation and at the event.
Cheng & Morgan at the Exchange Conference
Cheng is hosting a session at Exchange that helps satisfy the hard-to-get ethics requirement. “After the ethics class, have margaritas with Marguerita,” Cheng joked.
Morgan’s session is about escaping the sea of sameness. “I partner with revenue generators to increase their market share,” she said. Morgan has helped close big deals and knows how to be present and prepared for meetings. She hopes her Tuesday session can give attendees actionable tools to make quick but deep connections with others.
Connecting at Exchange
Morgan offered a few quick tips on how to connect, including keeping your phone tucked away while networking. “The mere presence of a mobile device prevents us from having deeper conversation,” she said
Cheng urges you to frame your questions around who the person is and what they are doing at the conference. Asking other attendees what brings them to Exchange, what they like about their current roles can help form a connection. “‘Work’ as in ‘networking,’” she said.
Following up with tailored messages is also critical. “Because we spend so much of our time in of front screens,” Fee said, “we forget some of these person-to-person best practices.”
Best Conference Preparation Tips
Closing things out with best preparation tips, Morgan said, “Map and plan how your days look.” Thinking about what you are going to say when you meet people for the first time and how you want to present yourself helps make it easier for people to connect with you.
She also stresses that people should follow up immediately. Send a thank-you note, craft a personalized message, and share a unique thing you remember about them. Adding one more nugget of advice, Morgan offered, “The most important word you can say to someone else is their name.”
Offering her advice, Cheng shared, “No. 1: pacing; don’t burn yourself out.” People can see when you are out of fumes, so knowing how to pace yourself at a conference is critical. Having multiple pairs of shoes can make the physical toll of running around at a conference easier. She also suggests you make sure you know how to pronounce people’s names, and if you aren’t sure, ask them. That care matters, and people appreciate it.
You can learn more about Exchange here.
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