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As hard as it is for me to believe sometimes, I have been in this industry for over 30 years. Admittedly, some days are better than others, but I love it more today than I did the day I started or any day since.
It’s a drastically different industry today. There are a lot of things competing for our time: new trends to learn, more complex client demands, the need to participate in social media, and the list could go on. In many ways, it’s more difficult to enjoy the entirety of this amazing industry because of the strains placed on our calendars. There just isn’t enough time for everything; we must prioritize.
There is one activity I refuse to give up on, though—I still commit time to engaging with the larger industry and, specifically, attending industry events.
I’ve attended two such events in the last few months, two of which are at the top of my priority list every year: the BenefitsPRO Broker Expo and the NABIP annual convention.
Don’t just show up
When attending industry conferences, I look for an opportunity to be a speaker. For me, speaking at an industry event is a great business-building opportunity. And, as important as those opportunities are for our business, I really do it, believe it or not, for something bigger. I attend and get on stage to give back, to pay it forward to an industry that has been so giving to me.
This industry has been kind and generous to me professionally and personally over these 30-plus years. I have grown because of the ideas shared by others who have gotten up on stage, stopped and chatted with me in the hallway, and then followed up with an email about yet another idea that made them think of me.
Because I’ve been an active and engaged member of the industry at this level, I've grown, developed, and had way more success and fun along the way.
Costly excuses
I find it sad when I hear other industry professionals making excuses not to participate: “It’s too expensive,” or “I just don’t have time.”
I’m not going to say that there isn’t a significant expense to attend or that time away from the office isn’t a challenge. But almost every investment in yourself and your business comes with a commitment of both time and money.
It’s part of the cost of success...in my opinion, anyway.
The real question we should all ask is:
“What is the cost of not attending/participating?”
What is the opportunity cost of the presentations you didn’t learn from, the mistake you didn’t prevent because of a missed conversation in the hallway, or never meeting that center of influence who would have regularly sent you leads--if you had only met them?
The most successful agencies/organizations in this industry have one thing in common: They support and encourage their team members to actively participate in the larger industry. This shows in their organizational energy, culture, and growth. Those who don’t take this approach tend to withdraw and relegate themselves to the periphery while great changes happen all around them.
Attending at another level
As invaluable as it is to be an engaged attendee, when you take a deep breath and decide to be a presenter, the return on the conference investment grows exponentially. I’m not talking about getting up on stage and making a sales pitch (that will backfire every time), but about sharing your wisdom, successes, and (maybe most valuable of all) the mistakes you made along the way. I guarantee that you will have exponentially more ideas coming back to you, more conversations in the hallway, and countless additional connections that will deliver you value WAY past the closing keynote.
In addition to the business reasons to attend, there are the friendships that are made. It may sound odd, but it is amazing how quick and deep personal friendships become with people you only see once or twice a year. I can’t begin to tell you how many times I hear how much of a “family reunion” the industry events are because of the personal bonds that have been created.
If you’re curious as to why these two conferences are at the top of my personal list, just reach out to me on LinkedIn. I’d love to share with you why they are so special to me. Regardless, though, find the events that resonate with you and make attending and engaging a priority. It’s an investment in yourself that will deliver a lifelong return like few others.
Content originally published on Q4intelligence
Photo by pookpiik
