Conferences: It’s More Than Just Showing Up

For rainmakers, conferences can be fertile ground for developing business and strengthening relationships, but only if approached with intention. Too often, lawyers view these events as passive experiences: attend the sessions, maybe give a talk, and hope something sticks. The reality is that success at conferences comes from thoughtful preparation and active engagement.

The US hosts more than 10,000 to 13,000 industry-specific gatherings each year, roughly 250 each week. Lawyers attend many of these programs within their practice areas, industries, or regions, to develop business, to stay abreast on changes impacting their practices, and to fulfill their CLE requirements. With that much activity, and that many motivations filling up the conference arena, it is easy to get lost in the crowd unless you have a clear plan.

Conferences can be a powerful tool for building relationships and expanding your practice, but they can also become wasted opportunities. Without preparation, you may find yourself speaking with colleagues you already know from your home office and missing out on time spent with key prospects.The consequences go beyond lost opportunities. A poorly planned conference trip can lead you away from the office with little to show for it, and the impression you make on other attendees may be less than memorable. Preparation is what separates the rainmakers who turn conferences into business development engines from those who simply collect another lanyard and tote bag.

Every conference has its own rhythm, themes, and audience. Before you pack your bag, take time to study the agenda closely. Ask yourself, if you are speaking, what perspective can you bring that is unique? If you are attending, which sessions will attract the people you most want to meet?Positioning matters. If your panel is one of many on a similar topic, think about how to highlight what sets you apart, such as your industry focus, your real-world experience, or even your storytelling approach. Being mindful of where you stand against other speakers will help you make the most of your time on stage and in conversations. The best rainmakers do not just show up to talk, they show up to add value in a way that resonates.

The real business of conferences often happens in hallways, at coffee tables, and in receptions, not only in the sessions themselves. That means you need to know who is attending. Many conferences provide a list of participants or at least the roster of speakers. Study it in advance.Highlight the clients, prospects, and industry leaders who matter most to your practice. Then, do your homework: Who do you already know? Who do you want to know? Find out if others in your firm already have a relationship with them. A warm introduction from a colleague can go a long way in turning a quick chat into a meaningful relationship. By mapping out your connections in advance, you will arrive with a plan instead of relying on serendipity.

If there is someone you want to meet, be sure to conduct advanced research and know something about their business, their interests and their industry. Even if you don’t bring up those background points, it will help you to begin a conversation with confidence.

One of the biggest mistakes lawyers make at conferences is not thinking about what happens after the event. A productive conversation is only the beginning; the real work is in the follow-up. Before you leave for the conference, develop a menu of thoughtful ways you can continue the dialogue once you return home.That could mean offering a training session for a client’s in-house team, sharing a recent article or research relevant to their challenges, or inviting them to an upcoming firm program. Having these options in your back pocket means you will be ready to move quickly when a promising opportunity arises. You do not need to script every follow-up, but you do need to have the scaffolding in place.

Breaks between sessions are often overlooked. Many lawyers use them as a chance to return emails or retreat to their rooms. But in reality, those breaks are some of the best opportunities to meet people.Instead of checking your phone, scan the room. Look for people standing alone. They are often grateful for someone to meet. Seek out those you have marked on your list as “must meets.” These informal moments are often where real rapport is built, because the conversations are unstructured and personal. If you are intentional about it, you can turn what most see as downtime into high-value networking.

Conferences offer the rare chance to have many of your most important contacts in the same city at the same time. Take advantage of it. Before you go, reach out to key people on the attendee list and suggest meeting for coffee, a meal, or even just a quick chat between sessions.Better yet, organize a group dinner or drinks gathering. This not only strengthens individual relationships but also positions you as a connector, someone who adds value by bringing people together. At larger conferences like the annual IBA, these side meetings are often where the most impactful conversations take place. As I write about in my book “Breaking Ground: How Successful Women Build Thriving Practices,” (PLI 2026)a little pre-planning ensures you leave with stronger relationships than when you arrived.

Conferences are not about showing up, sitting through panels, and hoping for the best. They are about strategy. By understanding the agenda, knowing who is attending, planning your follow-up, seizing breakout moments, and building meetings around the event, you can turn any conference into a business development engine.For rainmakers, the goal is not simply to attend but to leverage every moment for relationship building and future opportunities. With thoughtful preparation, a conference stops being just another trip on your calendar and becomes a true platform for growth.

Deborah Farone is a leading authority on law firm marketing and business development. As the former Chief Marketing Officer of Cravath, Swaine & Moore and Debevoise & Plimpton, she has advised many of the world’s top law firms and lawyers through her consultancy, Farone Advisors. Deborah is the author of Best Practices in Law Firm Business Development and Marketing (PLI) and the forthcoming Breaking Ground: How Successful Women Lawyers Build Thriving Practices (PLI, 2026). A Fellow of the College of Law Practice Management, she is a frequent speaker, trusted advisor, and advocate for innovation, authenticity, and collaboration in the legal industry.