It’s closing in on the end of the year and, if you live in a mandatory CLE state like I do, you’re making sure you’ve accumulated all of your required hours. In North Carolina we’ve got a grace period that gives us through February to sit through the hours. It gets crowded in those hotel ballrooms in January and February.

My usual attempt at making the day in the classroom more productive is to bring my laptop and do some work between (and sometimes during) lectures (especially if the program is on a video player).

But, I’ve got a better idea for you. How about generating new business while you’re getting educated?

This is your chance to get to know some new people. If you’re going to a family law program you can meet people from outside of your area that have driven in and might need to make referrals to someone in your area. If you’re meeting your competitors, you can be available for referrals of conflicts or other situations requiring a referral out.

Ideally, you’ll pick a CLE that presents the opportunity for generating business. Maybe you should go to a CLE in another part of the state if that presents better opportunities for meeting people. Another option is to go to a program that has an audience that is broader than just family law practitioners. Think marketing – not just education – when you pick your class.

Here are my tips of making the most of the CLE as a business development opportunity.

1. Have business cards. Be sure to have a pile of them at the ready so you can give one to everyone you meet.

2. Be prepared with your elevator pitch and deliver it at every opportunity. You can assume you’re going to be asked what kind of law you practice by pretty much everyone you meet. Have a good, memorable answer. Make sure it includes your practice area, geographic area, etc. Practice it in advance.

3. Get to know the speakers if it’s a live presentation (and I’d suggest you only register for live presentations). It’s easier to connect with the speakers if you sit down front. You can ask questions and you can pop up and meet them when they finish. The speakers are usually movers and shakers and are well worth getting to know.

4. Meet the course planners. Like the speakers, they are usually well connected leaders. You want to know then and have them remember you. Connect with them, give them the elevator pitch and hand them a card. Maybe they’d like to have you speak at an upcoming session. It’s an important connection to make.

5. If lunch is provided, don’t sit with your friends. Meet some new people over lunch and get to know them.

6. If you’re attending a two day program, arrange to have dinner with a group. Don’t eat alone. Be the organizer. Make it happen even if it means making an announcement inviting everyone at the close of the first day’s session.

7. Followup. This is the most important thing you can do. Take the cards you’ve collected and followup with each person. Send a note, arrange a lunch or plan a coffee. The followup is the key. You will not get referrals from these people if you don’t followup. Followup is a mandatory part of this plan.

Continuing education can be a great learning opportunity. It can also be much more than that. If you’ve got to sit there anyway you might as well get the full benefit of the experience.