WHAT'S HAPPENING NOW:
SUBSCRIBE TO MAGAZINE
Topics Magazine Find It Show eTrak FastTrak Certification Awards News Advertise
Topics
Planning
& Execution
Planning
& Management
Show & Space
Selection
Booth
Staffing
Transportation
Logistics
Vendors
& RFPs
Case
Studies
exhibitor Q & A


Several of my staff don't listen well to customers in the booth. How can I help them improve their listening skills?


During your next booth-training session, remind your staff of something John Marshall, the chief justice of the United States, said almost 200 years ago: "To listen well is as powerful a means of communication and influence as to talk well."

Listening well is still relevant today to what staffers do in the booth, because almost every interaction is focused on discovering which of your products or services prospects most need. That means paying keen attention to what visitors are saying. To help your staff achieve that heightened state of aural attentiveness, I suggest using what I call a "discovery agreement."

A discovery agreement is when staffers summarize to visitors what they heard them say when asked about their needs or interests, followed by a basic verifying question, such as "Did I understand what you're saying correctly?" The attendees then confirm it, or go on to clarify what the staffer missed or didn't understand.

Your staff should then physically record these discovery agreements for your company to use as needed after the show. They can summarize the conversations using, for example, your lead-management system, or whatever means works best. Requiring staff to transcribe the discovery agreements will force them to focus on their conversations with attendees and listen more closely. In fact, it won't take long before they're all ears.

Dan Lumpkin is an organizational psychologist and president of management-consulting company Lumpkin & Associates in Fairhope, AL. E-mail your career-related questions to askdan@exhibitormagazine.com
Share this article:
you might also like
FIND IT - MARKETPLACE
Graphics - Large Format
ER2 Image Group
Exhibit Producers
Lynch Exhibits
Banner Displays
Radius Display Products
International
Glow
>> More Products
courses
resources

Exhibit Audio
from Stop and Listen
Manufacturer of quality audio products including Gorilla Audio Handsets (shown), Digital Audio Recorders/Repeaters (DAR-050, DAR-800), utility amplifiers and accessories for exhibit designers and display fabricators.
Stop and Listen Inc.
Exhibit Audio
800.387.2365
www.stoplisten.com

>> more Resources
Join the EXHIBITOR Community Search the Site
TOPICS
Measurement & Budgeting
Planning & Execution
Marketing & Promotion
Events & Venues
Personal & Career
Exhibits & Experiences
International Exhibiting
Resources for Rookies
Additional Content
MAGAZINE
Subscribe Today!
Renew Subscription
Update Address
Newsletters
Advertise
FIND IT
Exhibit & Display Producers
Products & Services
Supplier to Supplier
All Companies
Compare
Jobs
Get Listed
EXHIBITORLIVE
Sessions
Exhibition
Networking
Certification
Get the Brochure
Exhibit at the Show
Registration
ETRAK
Sessions
Certification
F.A.Q.
Registration
FASTTRAK
Locations
Sessions
Certification
Sponsor
Registration
CERTIFICATION
The Program
Steps to Certification
Faculty and Staff
Reasons to Enroll
Enroll in CTSM
Submit Quiz Answers
My CTSM
AWARDS
Sizzle Awards
All-Star Awards
Exhibit Design Awards
Portable/Modular Awards
Euroshop Awards
Corporate Event Awards
NEWS
Associations/Press
Awards
Company News
International
New Products
People
Shows & Events
Venues & Destinations
EXHIBITOR News
© Exhibitor Media Group | The Leader in Trade Show and Corporate Event Marketing Education 310 South Broadway, Suite 101, Rochester, MN 55904 | (507) 289-6556 | Need Help? Ask Scott