Surviving (and Thriving) During a Busy Conference Season

By Aaron Coleman, Chief Sales Officer, ZSuite Tech

Conference Season: Energizing and Exhausting 

Conference season is one of the most exciting and busiest times of the year. For those in bank technology, these events offer not just networking opportunities but also a chance to strengthen relationships and explore new partnerships.  

It's a demanding experience with travel, sessions, and meetings, which can quickly become overwhelming. After years of attending conferences, I’ve learned that the key isn’t just surviving but showing up prepared, being present, and putting people first. 

Start with a Plan and Stick to It 

The most successful conferences start long before you get on a plane. What's your goal? Are you there to connect with prospective clients? Support existing relationships? Build visibility for your brand? 

Understanding what success looks like and developing a plan to achieve it is essential. That means solid travel logistics, a well-thought-out booth presence, pre-show outreach, and a defined daily schedule. For instance, our successful strategy at a recent banking technology conference involved working with the conference staff months in advance to ensure a prominent booth location, sending personalized pre-show emails to potential clients, and scheduling meetings with key industry players. 

And yes, wear your brand! More than once, just having "ZSuite" on a shirt has sparked a hallway conversation that led to a real opportunity. 

Don't wait until you land to figure it out. The better your prep, the more energy you'll have to focus on what matters when you're there. 

Structure Creates Freedom 

Many people attend events without a plan, hoping to quickly gain something in return. Having a well-thought-out agenda helps you maximize your time. Start your mornings with clear goals, knowing where you're needed, while leaving time for deeper conversations. This structure helps you connect rather than control, leading to the best interactions. 

Conferences can be loud, but being genuine makes you stand out. Great connections come from honest conversations, not perfect pitches. Be curious, ask questions, and listen closely to leave a lasting impression. I encourage my team to be intentional in every interaction, especially at relaxed evening events where meaningful talks often happen. Ultimately, it’s about making others feel valued. 

It's a Team Effort 

No one should go through conference season alone.  One of the aspects I appreciate most about ZSuite's approach is our cross-functional collaboration on the road. Whether it’s sales, customer success, marketing, or product, we present ourselves as one cohesive team. Everyone understands the game plan, knows their role, and trusts each other to deliver results. 

Take Care of Yourself, Too 

To succeed and keep showing up, you need to protect your energy. Your well-being is important for your success. Make time before and after each event, not just for travel, but also for a mental break. Schedule time for exercise, even if it’s just a quick walk. You don’t have to go to every happy hour or stay out late to be successful. Understand your limits and manage your pace. Conference fatigue is real and knowing how to handle it matters.

A Few Memorable Moments 

One of my favorite conference stories is from a bankers' event in Washington where I won a shotgun in a charity auction. Not your typical takeaway, but a proved to be a tremendous conversation over many years. Another standout moment was when someone who had passed on a contract with us recognized my ZSuite shirt in the hallway and said, "I think we made a mistake." They ended up signing with us a few months later. These stories highlight that success isn’t just about luck; it’s about being consistent, staying visible, and showing up over time representing your brand and yourself in a professional manner. 

Final Thoughts: Make the Time Matter 

Conference season can be challenging, but it is also a great chance to make progress. You can build stronger relationships, represent your brand confidently, and stay in touch with what your clients and prospects care about.