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Good morning,
Business events are one of the few places where you can compress months of outreach into a few days.
CES in Las Vegas just wrapped, and tens of thousands of conversations happened on show floors, in hotel lobbies, over coffee, drinks, and late dinners.
Most of those conversations will quietly disappear. Not because they were bad, but because nothing happened next.
The skill of meeting people well and following up with intention is what separates wasted effort from real opportunity.
For sellers, this skill turns chance encounters into pipeline. For managers, it creates visibility and discipline around how relationships turn into revenue. For business owners, it ensures the time and money invested in events actually produces a return.
Strong follow-up builds trust because it shows respect, clarity, and reliability. When you do this well, revenue becomes more predictable, and relationships get stronger instead of colder.
DEFINITIONS
Term | Definition |
CES | If you have not been… CES, the Consumer Electronics Show, held annually in Las Vegas, is one of the largest business events in the world |
First touch | The initial conversation you have at an event |
Second touch | The follow-up contact that moves the relationship forward |
Conversion moment | The point where a follow-up turns into a meeting, a new introduction, or the next step |
Event ROI | The business value created from attending an event |
TEST YOUR KNOWLEDGE
Question | Format | Answer |
What actually determines the value of an event | A Number of people met B Number of business cards collected C Quality of follow-up | C |
Most business event conversations turn into real opportunities | True or False | False |
What is one reason follow-up fails | Short answer | No clear next step |
DO’S AND DON’TS
Do | Do Not |
Be intentional about who you meet | Wander without a plan |
Reference the real conversation in the follow-up | Send generic messages |
Propose a clear next step | Say, let’s stay in touch |
THE WORKSHOP
Each module builds on the last and is written to work as a workshop for you and your team. And, here is a Google Sheets tool to track event meetings, follow-ups, and your happy hour list RSVPs.
MODULE ONE: ENTER THE ROOM WITH INTENTION
Objective: Learn how to approach events like CES with clarity instead of chaos
Introduction: Events reward preparation. Most connections are rarely accidental.