Turning Conversations into Conversions: How to Drive More Sales from In-Person Events

You’re at a busy industry conference. The floor is buzzing with energy, booths line the hall, and every corner holds the possibility of a new connection. You strike up a conversation with a decision-maker you’ve been hoping to meet for months. The chat is promising, they seem genuinely interested, and suddenly they’re off to the next session.

Later, as you flip through business cards and half-finished notes, you realize the details are fuzzy. Was it their team struggling with onboarding or retention? Did they want a follow-up demo next week or next month? By the time you send an email days later, the moment has already passed.

According to the 2025 State of Events and Industry Benchmarks report, 66% of organizers plan to host more in-person experiences this year, up from 42% in 2024. Half of attendees say B2B conferences deliver the best networking opportunities. Clearly, the stage is set for significant potential. The question now is: How can sellers translate quick chats in crowded halls into closed deals?

With the right strategies, these conversations can turn into real revenue.

Maximize ROI from Every Meeting

Think back to the last time you had less than five minutes before your prospect darted off to their next meeting. That short window can feel like a sprint, but it’s enough to spark a meaningful connection if you’re prepared.

To maximize ROI at events:

• Come prepared: Research the attendee list in advance and identify priority accounts.
• Lead with value: Share an insight that ties directly to their role or business challenge.
• Capture intent in real time: Use notes or apps to record details on the spot instead of trusting your memory.

While a strong first impression can set the tone, even the best conversations lose their value if they aren’t followed up quickly and thoughtfully.

Bridge Offline Conversations with Digital Follow-Ups

You had a great chat with a prospect on the show floor. They seemed eager, and you promised to follow up. But after the event, life got in the way – travel, other leads, the daily grind. By the time you send your email, their inbox is full of other event follow-ups and your message gets lost.

That’s why it’s so important to connect the dots between what happens in person and what comes next. Here are some helpful tips that’ll help you get there:

• Log lead details instantly in a CRM or event app to avoid losing context.
• Personalize every follow-up by referencing what was said in person.
• Send digital resources within 24 hours. A one-pager, case study, or short video recap would be a great starting point.

The follow-up is where conversations become opportunities, and the most effective follow-up starts the moment the meeting ends.

Capture Leads on the Spot

Now, picture a prospect pulling out a pen and scribbling their email on the back of a brochure. By the time you dig it out of your bag later, the ink is smudged – or, worse, you can’t even remember who gave it to you.

To avoid this scenario, you can use digital business cards or QR codes to exchange information instantly, eliminating the risk of lost or illegible contact details. Additionally, you should segment and qualify leads on the spot so they don’t get lost in a pile of random contacts. Finally, you can personalize your first outreach with specific details from your real conversation, making your follow-up much more meaningful and effective.

Capturing leads in the moment keeps your pipeline organized and ensures every promising chat has a clear direction forward.

Turn Events into Revenue

In-person events create the chance to build meaningful connections that can become lasting business relationships. As you plan your next event, take a moment to ask yourself: Are we capturing leads in real time? Do our follow-ups reference the conversations that actually happened? Is our sales team aligned on how to turn quick chats into qualified opportunities?

Start by auditing your current event strategy. Identify where leads fall through the cracks, and set up one small change. This could be introducing digital business cards, creating a 24-hour follow-up playbook, or training reps to log details instantly.

Every conversation has revenue potential. The question is whether your team is ready to capture it. Most teams let it slip through their fingers, but smart teams know how to cash in on the potential.

Ravi Pratap Maddimsetty is the co-founder and CTO of Uniqode.