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Written by: Barry Glassman | Glassman Wealth
Every year, Schwab puts together and hosts Impact - the Super Bowl of conferences for financial advisors. For four days, they transform a city and its convention center into a star-studded hub of knowledge, resources, advice, access and entertainment.
So, now that you’ve paid for your flight, hotel and registration fee (not an insignificant sum), how do you get the most impact out of your experience? I have a few suggestions:
1. For the sessions, read the bios, not just the session titles:
I believe that anyone can learn more from an interesting speaker, even if the topic may not be on your A-list, than a speaker with content you may find useful, but whose delivery makes it difficult to sit through their session, let alone remember the material. Tim Ferriss, the New York Times bestselling author of The 4-Hour Workweek, gave this great advice in his talk, 4 Tips to Rock SXSW . Take the time to listen to his insightful advice before going to Impact.
2. Ask the exhibitors the very best, MOST important question:
You gotta love the exhibitors. Most people view them as salespeople. But you are going in armed with the most important, fantastic question. The one that taps their best knowledge while helping you gain an advantage over your competitors. Whether it is a product or a service provider, ask them: “How are other advisors using your product or service?” And don’t accept a generic answer. Keep probing for innovative examples. You might just find something that could be a game changer for your firm.
3. Talk to the techies:
You can gain a lot by hanging out with people who are on the forefront of what’s next. Technology can either provide you greater leverage and therefore time; or it can suck your time into a never-ending black hole. Sure, the people in charge of sales are there, but also the product development gurus. Find out how best practices can help (save) your practice and what’s coming in the next updates.
4. Get to know the Schwab folks. (Hint: They are the ones hanging out in the middle of the exhibit hall.)
Consider this a super concentration of “the best of” Schwab all in one place. You will learn everything that Schwab offers advisors in this marketplace of talent and thought-leadership. Need help developing a strategic plan? They’ve got that. Want better technology to serve your clients? Consider it done. Interested in new ways to attract clients? Look no further. Schwab has thought of literally everything you need to transform you business. All you have to do is show up and be curious.
5. Pay it forward:
Spend time with the financial planning students attending Impact. You will easily recognize them by their school colors and slightly harried program directors escorting them throughout the conference. Take the time to introduce yourself and answer their questions. It won’t cost you a thing, but will mean the world to them.
6. Create one deep connection with one person:
Too often, we go to conferences with other people in our companies and never take the time to look outside our circle for a new friend. With over 3,000 advisors, vendors, fund managers and Schwab personnel in attendance, Impact is a target-rich environment to seek out and start a deep and lasting connection. That one person could make a huge difference in your life.
7. Develop a winning strategy to get the best free stuff:
If you’re the person who needs to collect all of the logoed balls and stuffed animals, then grab a logoed bag first and arrive early to get the best SWAG.
8. Attend “Rethink Your Communications Strategy To Grow Your Business”:
While this may be a shameless plug to get you to attend my session on Wednesday, November 11 at 9:45 AM, I can tell you that you will not want to be anywhere else. Why? Let’s just say that this is a “tell all” seminar. Among other things, you will find out why I list my competitors on our company’s website, and why that has proven successful in generating new clients.
I’d love to know if my suggestions were helpful. Please stop by, say hello and let me know when you see me at Impact!