The ROI of Showing Up

Lessons from the ABA White Collar Conference

One of the things I’ve been reminded of this week at the ABA White Collar Conference in San Diego is how powerful it is to meet people in person.

In a world where so much of our work happens over Zoom, email, and text messages, it’s easy to underestimate the value of simply showing up.

I almost didn’t make the trip.

Conferences require time, travel, and energy. And if we’re honest, there’s always that quiet question in the back of your mind: Will this actually be worth it?
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That said, I’m glad I came.

In one packed evening of networking receptions, I met more than a dozen clients I’ve coached whom I had never met face-to-face before.

There’s something special about that moment when you finally shake someone’s hand after months of virtual conversations. You’ve already built a relationship, but meeting in person adds a different layer of connection.

This photo captures one of those moments. It’s with a couple of clients I recently started coaching, and it was the first time we had met in person after several Zoom conversations.

We’d already spent plenty of time working together virtually, but standing there talking face-to-face felt different. The connection deepened instantly.

I also had the chance to reconnect with several clients I’ve known for years. Those conversations matter just as much. Relationships stay strong when you take the time to keep them warm.

And of course, I met several new people who may become future clients.

But the biggest reminder from the trip was simple.

Business development rarely happens sitting behind your desk. It happens when you show up. When you invest the time. When you put yourself in the room where conversations can happen.

You can’t always predict the ROI of a conference, a networking reception, or an industry event, but sometimes the biggest return comes from something very simple.
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Being there.