When I was coaching Charles, a confident, seasoned sales representative in the competitive healthcare industry, I didn’t expect to hear this:

“I’m going to a conference next month, and I’m terrified.”

Terrified? Of a conference?

Charles wasn’t nervous about presenting. He wasn’t worried about his sales pitch. He was overwhelmed by the lack of structure, the casual conversations, the unplanned moments, the “networking.”

He was a master in one-on-one meetings. He could listen, ask sharp questions, and close million-dollar deals. But walk into a buzzing room of badge-wearing strangers and try to make small talk? That felt paralyzing.

And you know what? He’s not alone.

Plenty of professionals thrive in formal settings but flounder when the rules disappear. Connecting at a conference is neither a scheduled sales call nor a friendly beer with a buddy, it’s something in between. And most of us were never taught how to do it.

So Charles and I got to work. We broke down the whole conference experience into manageable parts, from preparation to connection to follow-up.

Next week I’ll share the plan Charles and I created. I know that if you’ve ever dreaded a networking event or wondered how to be more strategic at conferences, the blueprint Charles and I created will help.