One great aspect related to leading Communicating with FINESSE workshops at conferences is that we have a living laboratory to study empathy. However, that lab is not in the classroom but in the conference exhibit hall. These are five lessons on empathy that can be experienced at an exhibitor booth.

Why Professionals Have An Exhibition Booth

According to Christian Chase of Everything Tradeshows,

• Trade shows are a great way to network with people in your industry.

• You can get feedback on your product’s performance in the market.

• It’s an opportunity for you to learn more about what other companies in your industry are doing.

• You’ll have access to potential partners and suppliers at trade shows.

• You’ll increase your brand awareness.

• Trade shows are an excellent opportunity for lead generation.

• It’s a great place to do some research on potential clients.

Empathy in the Exhibit Hall

Empathy is the ability to understand and share the feelings of others.

While empathy may not be immediately obvious, these things may indicate that an exhibitor is empathetic (or not).

1. Active listening

Exhibitors who are empathetic will be actively engaged in listening to customers or potential customers. The good ones will be attentive, ask questions, and respond thoughtfully.

2. Understanding of customer needs

Empathetic exhibitors seek a deep understanding of customer-indicated needs and will offer solutions that meet those needs. The good ones explain potential pain points and offer thoughtful perspectives.

3. Personal connection

Empathetic exhibitors make connections that create trust. The good ones build rapport (trust and respect).

4. Customer-driven approach

Empathetic exhibitors will have a customer-driven approach to their business. The good ones will go out of their way to ensure you have the information you need before you leave the conference (or at least a schedule for getting the information).

What Exhibitors Are Seeking

Exhibitors are looking for five key things that lead to their demonstration of empathy.

1. Understand others

2. Build rapport (make a personal connection)

3. Field questions

4. Establish (purchase) authority

5. Understand timing

Shockingly, effective communicators are seeking the same things when we present to decision makers.

Applying It with FINESSE

One great aspect related to leading Communicating with FINESSE workshops at conferences is that the exhibit hall provides a living laboratory to study empathy. Don’t lose the opportunity to stand back from the technical matter and simply observe the empathy techniques of the exhibitors. In addition to empathy, you will also see some great examples of how to build or lose credibility with decision makers.

The first E in FINESSE stands for empathy.

Founded by JD Solomon, Communicating with FINESSE is a not-for-profit community of technical professionals dedicated to being highly effective communicators and facilitators. The community’s 750 Club shares special tips and pointers associated with each bone in the FINESSE fishbone (cause and effect) diagram. Learn more about our publications, webinars, and workshops. Join the community for free.