Industry conferences abound. This is as true in the fleet industry as in any other, but for public sector fleets, the conference "choice funnel" narrows quickly. Public sector fleets seldom have adequate funding for routine line items in their budgets, much less funding for travel or conference expenses. 

Taxpayers certainly do not understand the value-add of what can seem a luxury or even a junket to an outsider. 

As such, conference attendance by any public sector manager requires specific prior justification, perhaps written report-backs, detailed expenditure reporting, and even off-hand glances from staff or even peers.  Who Needs That?!

You do. 

Why You—and Your Team—Need to Be There

The fast-moving, ever-evolving, technology-rich climate in which you and your staff participate cannot be explored, absorbed, or fully understood without an occasional dip into the "pool."

Knowledge cannot be gained in a vacuum; inspiration for new ideas comes from exposure to new ideas and to leaders who have faced and overcome the same challenges and obstacles you encounter. 

Industry conferences offer these opportunities. It is likely you seek quality training for your staff and find those resources easy to justify. What about training for you??

This article is offered as a roadmap, as our ancestors used, to lead you towards a new strategy in how to present conference attendance justification for you and even for your staff and how you and they can benefit and even thrive in the conference environment 

I'd be remiss if I failed to mention you can test drive this strategy in the coming weeks by justifying your attendance at GFX in June. This strategy works well, however, for any conference from which you feel you can benefit.

Lessons from the Field: How I Learned the Value

As a new government fleet manager, I did not appreciate or understand the value of an industry conference until I attended one at the urging of my boss. I was fortunate to be in Florida, where, as a member of the Florida Association of Government Fleet Administrators, I learned the value of networking with my peers in Florida. 

I did not understand how important engaging with fleet leaders from around the country was until my first national conference, which my boss encouraged me to attend. It was GFX in San Diego in the late 2000s. I attended that conference totally under-prepared; I'm hopeful these tips will provide you with a better preparation strategy.

As I learned over the years, industry conferences offer learning and growth opportunities, so I honed my strategy as my career in fleet management evolved. By the end of my career, I had a winning conference strategy that I recommend.

Although many readers may not recognize this, the art of one-on-one communication is declining with each generation. The universality of text messaging, reinforced by the advent of Zoom and working from home, are all contributing to a decline in business-related, one-to-one conversation. We talk more with our thumbs than with our mouths.  

Conversely, an industry conference succeeds largely due to the quality and quantity of one-on-one conversations with peers and vendors. This realization may discourage attendance as potential attendees may fear those one-on-one interactions that may occur with people they have never met.  

Leading to Productive and Instructive Dialogue

The key to the success and ease of these interactions is knowing how to initiate conversations by asking the right questions. 

Included herein are two sets of questions designed to foster and encourage conversation that will lead to productive and instructive dialogue. What a concept!

First, the Strategy:

1. Define your "Why" – Before you go, clearly define why you should or wish to attend and what you hope to achieve. Consider what keeps you up at night. Or what challenges do you need to solve that may "move the needle?"  Is there a technological solution/product you want to learn more about?  These should accompany both your justification to your boss as you seek to attend and should accompany your "after action" report on what you learned and even how your boss may assist you in moving that needle.

2. Index your Way – Using index cards, jot down (like our ancestors used to do), each of your key "why's, one per card. Three is a good number, your maximum should be five. 

3. Pocket your Why: Keep the cards in your pocket throughout the conference as a physical reminder that these are the "why" you are there.

4. Lead with Why': Engage attendees using your why's. When they have nuggets to offer, take their business cards and note on the index cards who may be able to assist with that specific challenge and commit to contacting them after the conference for further discussion. Don't be shy…"I came here because I'm having this challenge…" Remember, these are why you are there and should be at the top of your mind.

5. Be brief and be Gone – The key to this strategy is to "bank" multiple contacts for later discussion so you can speak with a broader range of attendees. Commit to a later conversation with each one you identify as someone from whom you can learn.  You are building your network while respecting their time in the process; they will remember you.

6. Forget the Agenda – Do not get trapped by the conference agenda. Unless your specific "why" is being covered, target your session strategy by the reputation and experience of the presenter.  You will likely hear useful nuggets within those sessions even if your "whys" are absent. Engage the speaker personally after their session about your "whys" and request their contact info for a later discussion.  It is likely other attendees wish to speak with the session leader; be polite, you can engage your issue in a later discussion.

7. Exhibitors May Help – Your "whys" may best be solved by an exhibitor. See the questions below. Do not be shy with exhibitors; engaging with you is their "why." They want to engage; give them that opportunity and use the same strategy as before: be brief and be gone.  Your objective should be to engage with as many as you feel you can and recontact those you see as having tangible solutions.

Asking questions is the absolute best way to define your "whys" and your best opportunity to get potential solutions. Remember that this community of fleet professionals has been, or maybe are now, exactly where you are. They want to help. Here are a few suggestions to get your conversations started.

Questions for peers and only after you have introduced yourself:

1. I came here looking for a solution to this problem/challenge/issue, would you mind if I shared it with you?   Have you some experience with this?

2. I'd like to improve  .  Have you had this occur in your fleet, and if so, how did you handle it?

3. How do you define your fleet's success?

4. How do you support your team?

5. What were you hoping to learn at this conference (a good way to learn their "whys")?

6. Is there a skill you'd like to improve or develop further?

Conferences offer several networking opportunities on the exhibit floor, during session breaks, and in general sessions. Take advantage of these opportunities to meet your peers and exhibitor representatives.  You may be surprised by how much you learn. 

Exhibitors want to engage with you; that's their "why." Seek out exhibitors first that offer products and services you buy from their competitors routinely. Second, if you wish, you can thank current supplier exhibitors but keep those conversations brief.  

Remember, exhibitors are looking for new business; you are seeking solutions/improvements, so do not waste your time, or theirs. Consider these questions for exhibitors and only after you have introduced yourself:

1. Have you attended this show in the past? Why or Why Not? (You are assessing the value they perceive from their attendance). 

2. Since the last time you were here, what new features/products do you offer? (You are assessing their newest developments and if they apply to your needs). 

3. Who are your customers/clients in my area? (They may offer reference sources or be an indicator of their strength and reach in your area). 

4. Who are your strongest competitors? (How they respect and represent their competition is among the best indicators of how they conduct business). 

5. We typically buy from your competition, so why should we consider you instead? (Their best chance to sell you…listen and learn). 

6. What is your favorite thing about this industry? (You are assessing their industry knowledge and how they may align with your needs). 

If you are skeptical about how conference attendance might benefit your career, consider these career-building advantages. By engaging with peers and vendor representatives, you are building your own network of contacts. 

In addition, your attendance will yield industry insights and grow your skills while showcasing your commitment to professional development. Your boss and your peers will see and admire these attributes.

I learned to assess the value of conferences by the amount of notes I took. Taking notes, like our ancestors used to do, may seem passe' or cumbersome, but I suspect each of you has a device on which you can dictate and record notes to make this process easier. 

Finally, and this is really important, when you get home, drop a handwritten note (like our ancestors used to do) or an email to your boss thanking them for allowing you the time and resources to attend the conference.

If you learned something at the conference that you would like to share and/or you need their assistance in supporting or implementing, this is a good time to mention that in your note. 

Also, it is unlikely your boss's other direct reports will take the time to send thank-you notes like this. Your boss will appreciate your thoughtfulness and likely be more prone to allow you to attend other conferences as a result.