Trade show exhibitors spend a lot of time learning how to engage attendees in sales conversations. Disengaging from sales conversations can be just as important, however, according to a new report published yesterday by the Center for Exhibition Industry Research (CEIR).
Titled "Once the Conversation is Over -- It's Over," the report gives exhibit staff tips for politely ending conversations with prospects and customers so they can maximize their time on the trade show floor.
"It is as important to know how to effectively end a conversation with attendees as it is to engage with them," CEIR President and CEO Brian Casey said in a statement. "Business-to-business exhibitions are time compressed marketing opportunities. To assure exhibit staff engage with as many target attendees as possible, a systematic disengagement approach is key."
In particular, the report discusses how to implement two disengagement approaches: Presumptive Disengagement, wherein both exhibitor and prospect recognize the conversation is over, and Conciliatory Disengagement, wherein the exhibitor is stuck in a conversation that won't produce a viable sales lead. With a special focus on Millennial attendees, author Barry Siskind breaks each approach into three implementation steps, with examples on how to put each into action.
"What today's Millennials want from exhibitors is a welcoming and engaging approach," Siskind said. "These same Millennials want to make sure that the time they spend at a booth is productive. Yet many booth staff miss the signals that the conversation is over, and neglect to end it politely and professionally. Mastering the skills of disengagement has never been more important."
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