Use one-on-one breakout meetings to gather intel you can't get in a group setting. Ask directly about competitors, pricing, and evaluation status. The private, trusted environment makes stakeholders more likely to share candid details, effectively turning them into your internal informant on the deal.

You don't need a badge to benefit from a major conference. Simply being present in the surrounding environment—hotel bars, cafes—puts you in close proximity to target prospects. This creates serendipitous opportunities for connection without the cost and structure of official attendance.

Customers describe an idealized version of their world in interviews. To understand their true problems and workflows, you must be physically present. This uncovers the crucial gap between their perception and day-to-day reality.

To truly understand a prospect's decision-making process, ask for more than you expect to get, such as requesting to be part of their internal evaluation meeting. Even a "no" often prompts them to reveal more about their process, criteria, and stakeholders than a standard discovery question would.

The trust you've built with current customers allows them to share raw industry insights and market intelligence that prospects won't. This feedback loop is invaluable for product development, competitive strategy, and identifying new opportunities.

A formal conference ticket isn't necessary to extract significant value. The ecosystem of events, vendor lounges, and networking dinners surrounding a major conference like Dreamforce offers just as many opportunities for learning and connection as the official sessions, often in more intimate and accessible settings.

Every buyer, regardless of industry, researches five core topics before engaging with a company. Businesses that openly address questions about cost, potential problems, comparisons, honest reviews, and what's 'best' will dominate their market by building trust and capturing traffic.

To avoid sounding pushy when asking critical questions about a deal's viability, frame them as necessary steps to ensure the customer's success post-implementation. This shifts the intent from closing a deal to building a successful partnership, encouraging open answers.

Instead of just celebrating a win, use that moment to learn. Ask the new customer two key questions: "Where were we better than we thought?" and "Where are we not as good as we think?" The champion is now invested in your success and will provide candid feedback to ensure their decision pays off.