By Richard Ensman

You already know why the upcoming NAIFA Convention and Career Conference is important. It's a chance to view new products, discuss emerging trends and visit with people who make a difference in the industry. But if you look and listen very carefully during this important event, you can glean benefits you probably haven't thought about. The convention offers you a rich variety of secret benefits. Here are some of them:

Communication secrets. Sure, you'll meet and greet people at the convention. But here's a chance to carefully observe how people you know and admire communicate with each other. Things to watch for: How your peers meet people they don't know, how they probe for information, how they affirm others and prepare for upcoming deals. Just imagine what you can learn from these folks. Technology secrets. Bring along some sample data and ask one or two vendors to allow you to input your information and give their software a test drive. Even if you don't buy, you'll end up with insights about information system capabilities—and ideas to make your existing software more productive. Vendor secrets. Vendors who sell to our industry try to learn everything they can about it. They get to know your peers, perhaps much better than you. And they get to see firsthand how your peers practice their craft and solve problems. Make it a point to hang around with one or two vendors and ask whatever industry-related questions you're curious about.

Advertising secrets. Did you ever wish you could see a collection of world-class advertising and marketing materials? This may be exactly what you encounter at your convention—if you look for it. Check the best booths. Browse the literature swaps. Pick up the brochures you see scattered around the convention hall. Look at the signage and the posters. Firms that advertise at conventions and trade shows try to put their best foot forward. Watch that foot and follow it around.

Organizational secrets. Staying organized keeps you ahead of the pack. True, you may get away from your usual organizational routine while you're at the convention, but take this opportunity to watch how conventioneers—the committee, the vendors, even your friends in the industry—organize themselves. Do they carry schedules? Use electronic organizers? Make notes for their secretaries or assistants? Do they seem to have specific goals when they talk with seminar participants or favorite vendors? Watch closely and you can pick up tips that can save and make time for you in the future.

Whatever your 3:30 a.m. worries happen to be, seek out someone at the convention who's been through your problem and addressed it with creativity and vigor.

Your 3:30 a.m. wake-up call canceled. Whatever your 3:30 a.m. worries happen to be, seek out someone at the convention who's encountered your problem and addressed it with creativity and vigor. Don't know who? Find out! Ask a convention organizer or seminar leader. Or bring your problem up with friends at the first luncheon you attend.

Secret war stories. You have the opportunity to attend 12 education sessions and an equal number of special events. But the best education may well be the war stories—replete with tales of victory and defeat—at lunch, dinner or the bar. Listen to your colleagues explain how they corralled an important—but misguided—client, picked their way through a state regulation minefield, or lost a critical partnership because of a bad strategic decision.

Secrets from home. Do you wonder how the folks back at the office or shop get along without you? Convention time is when you learn. If you are on the telephone or sending emails every half-hour, you have a problem. When you return, it's time to parcel out more responsibility or simplify tasks through new work processes. If your people get along well without you, you've learned a great lesson as well: Your employees are quite capable and, left to their own devices, might do great things in the future. Let them.

People secrets. Maybe you know a lot of the folks who will be attending the convention. But chances are you'll have the opportunity to meet people who are new to insurance and financial advising. When you meet them, make the most of the opportunity. They entered this business for a specific reason: Why? What are their personal and financial goals? Did they have any unique coaching or preparation along the way? What success secrets have they learned? Listen carefully. You might pick up some nuggets of wisdom. At the very least, you'll catch the enthusiasm of these newcomers and carry it home with you.

These tips will help you make the most of the 2003 NAIFA Convention and Career Conference, even when you're not in a session or event. To learn more about this year's convention and to register, click here.

Richard Ensman is a freelance writer and frequent contributor to AdvisorToday.com. You can contact him through publisher@compuserve.com.

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