Once a conference begins, every moment counts as a business development opportunity for attorneys. From the opening reception to the final coffee break, each interaction is an opportunity to strengthen existing relationships and build new ones. Success at this stage comes from being visible and moving with purpose to maximize the return on your time and investment.

This is part two of Builden’s three-part series on maximizing event ROI. Part one focused on preparation — ensuring every meeting, conversation and interaction is intentional before setting foot on-site. But preparation alone doesn’t deliver results. It’s the in-the-moment actions during the event that determine whether the experience translates into measurable business development opportunities.

1. Networking Basics That Work

For attorneys, some of the most valuable interactions at conferences happen outside the formal programming — in passing, by the coffee station or during offbeat activities. Don’t overlook these basic tweaks that can make a big difference:

• Wear Your Nametag Strategically:When approaching someone, the goal is to make eye contact – not have them glance at your stomach to find your name. Position your nametag where it’s easy to see so you aren’t forcing people to look down. If you’re wearing a lanyard, tie a knot to raise it higher.
• Capture the Moment:Snap some photos with event signage, panelists or colleagues. These images are great for same-day social media updates during the conference and will come in handy for post-event follow-ups.
• Referral Sources:Don’t focus solely on targets. Make connections with industry peers, service providers and other professionals and vendors who can introduce you to key contacts.
• Don’t Stand on the Sidelines: Sign up for interactive activities – cooking classes, games or a team challenge, you’re in! Participating in these activities creates natural openings to connect.
• Leverage Baseball Cards: Remember the baseball cards prepared in Part 1? While they should stay in your hotel room, take quick notes each evening on the people you met and what you discussed. This helps keep details fresh for follow-up.

2. Maximize Your Time

Early birds and night owls get the worm! Sleep? Never heard of it. The most effective networkers treat conferences like a 48-hour sprint, balancing energy with efficiency.

Here’s how attorneys can make the most of their time on the ground:

• Avoid Sessions: Sessions shouldn’t take priority over high-value interactions. If attendance is necessary, turn it into a business development opportunity by:
  • Arriving early and striking up a conversation with the panel in advance
  • Sitting in the middle to maximize post-session connections
  • Stepping out to network by the coffee station if the session isn’t adding value
• Work the Transitions: Waiting outside the plenary sessions is a prime time to spot and approach your target contacts.
• Ask Simple, Open-Ended Questions: Questions like “Were you at this conference last year?” or “What did you think of the keynote?” can spark conversation without feeling forced.

3. Meet the Most People

For attorneys, conferences are about more than absorbing information — they’re business development opportunities to build relationships and expand visibility. The key is to be intentional about movement and interaction. Every room, line and meal is a chance to meet someone new, and effective networkers plan for it.

Here’s how to meet the most people:

• Talk Up the Solos: If someone is standing alone, you’re their new best friend. Introduce yourself and, when possible, connect them with other attendees by inviting them into group discussions.
• Have an Exit Strategy: If a conversation has run its course, a polite exit such as, “I don’t want to keep you from meeting other people,” frees you to continue meeting new people while keeping the interaction positive.

Make Each Moment Matter

A well-prepared attendee knows who to meet; a standout attendee seizes every unplanned opportunity. Stay visible, actively engage and keep conversations moving to transform casual encounters into lasting professional relationships.

Stay tuned for part three of this series, where we cover how to follow up after the event to turn new connections into long-term value.