I have been going to ISC West for nearly 20 years. I will never forget my first trip — convinced I would hate the place, I fell in love with what Vegas, and the show, offers. In 20 years I have never had a bad trip. That said, in that time, I spent a grand total of 20 minutes — literally — at the tables, and that was watching someone else spend (lose) their money (as a lawyer, I don’t like deals where the odds are stacked against me).
This month’s column is dedicated to the art of conquering ISC West from a guy who has gained a few pounds and some gray hair since his first visit. Here are six tips:
1. It’s a Marathon, not a Sprint. Pace yourself. Avoid the rookie mistake of burning yourself out in the first day. Wear comfy shoes. I am a proponent of wearing the right uniform — suit and tie or at least a sport coat, and please leave the shorts and t-shirt at home. Eat well (but not too well). Drink plenty of the right liquids (just because the alcohol is free doesn’t mean you need to drink it. Soda, water, juices are free, too). Leave it on the playing field, but make sure you save enough to get to the airport and back on the plane.
2. Show up Early and Stay Out Late, Even if it is a School Night. You can sleep on the plane ride or when you get home, or better yet, during your dirt nap. Make the best of your time in Vegas. ISC West offers a myriad of opportunities to better yourself and your business. For those visiting from the east coast, the time change provides a vital early morning advantage; but don’t be envious, the advantage fades when our 9 p.m. dinner really means food and wine after midnight. I begin each morning with breakfast meetings, selecting venues where I know industry players go see and be seen. Out of sight really is out of mind and out of mind may mean missed opportunities. Meet with people who can help your cause — professionals who offer sound business advice, referral sources, friendly competitors, your network or others similarly situated in far-flung markets. Note that late does not mean early into the next morning.
3. Mingle, Mingle, Mingle. The show offers countless opportunities to network. Go to every event you get invited to — even if it is just for a single drink. You may be able to crash parties that you weren’t invited to, but if they let you in, your nametag will be handwritten. Don’t bother telling others it was a mistake. Everyone will know you crashed the party. They don’t care — it will make them feel superior.
4. Walk the Floor and Ask Questions. I always dedicate at least one-half of day to walking the floor. You never know what you will learn or whom you will meet. There are also plenty of educational opportunities at ISC West — take advantage.
5. Be Prepared. It’s not just the motto of the Boy Scouts. Don’t let things to chance. Years ago, I learned from one of business marketing partners about the power of a day chock full of back-to-back business meetings (thanks, Sam). I try to fill my ISC West dance card to the brim. Make appointments. Set goals. Plan your calendar and use your time to the fullest.
6. Enjoy Vegas…within Reason. What happens in Vegas doesn’t always stay in Vegas, especially in today’s day of instant media. Elevator doors open after they close. People have eyes. Don’t become “The Story.” And most importantly, keep in mind I cannot help you because I am not licensed to practice in the state of Nevada.
Eric Pritchard is a Philadelphia Lawyer who spends his workday making the world safe for electronic security providers. Reach him at [email protected].
