COURSE READING AND WORKSHEETS
Conference meetings and follow-up kit
Copy into your preferred editor. Use public event information and permitted participation features. Record only the business context needed to keep promises and evaluate fit. Requested follow-up is not permission for unrelated subscriptions.
Event brief
- Event and date:
- Primary outcome: customer learning / new opportunity / existing deal progress / partnership:
- Audience and evidence they will attend:
- Direct cost and preparation/follow-up time:
- Why this event is preferable to another way of reaching them:
- Useful resource or demo to share:
- Rules or restrictions to verify:
- Meeting capacity:
- Owner and post-event review date:
Target and meeting log
| Person / company | Role | Evidence of relevance and attendance | Unknowns | Appropriate contact route | Invitation / meeting status | Planned time / place |
|---|
Conversation and follow-up log
| Person / company | Context | Problem in their words | Current workaround | Timing / buyer / fit unknowns | Agreed next action | Owner / due date | Follow-up status |
|---|
Questions
- How are you handling this today?
- What tends to go wrong?
- What happens when it does?
- Who gets involved in fixing or evaluating it?
- Is improving this a current priority or something you're exploring?
- Would a resource, demonstration or later conversation be useful?
Message templates
Invitation: “Hi [name] — I saw [specific public event/work context]. I'm working on [relevant problem] and would enjoy comparing notes about [specific question]. If you have [short slot] at [place/time], would a conversation be useful? Happy to send [real resource] either way.”
Follow-up: “Hi [name] — good talking at [context]. You mentioned [problem]. Here's [the promised resource]; [specific section] relates to what we discussed. [Restate the agreed next step, or offer an appropriate optional step].”
Fictional completed record
- Person/company: Maya, platform engineer at ExampleCo.
- Context: Webhook reliability session; company and problem fit remain to be confirmed.
- Problem: Difficulty connecting failed deliveries with support tickets.
- Next action: Send the debugging example, using the contact route Maya provided for this purpose.
- Owner/due: Founder, next working day.
- Status: Resource requested; no sales meeting or buying intent established.
Event review
- Relevant conversations:
- Agreed next steps:
- Completed qualified meetings:
- Evaluations:
- New customers, when observable:
- Existing-deal progress, recorded separately:
- Direct costs:
- Preparation, attendance and follow-up time:
- Lessons and next event decision:
Example arithmetic: $1,500 direct cost / 5 completed qualified meetings = $300 direct cost per meeting. This excludes labor/time costs and is not customer acquisition cost.