We've spent twenty years training sales and marketing teams to do one thing well at a conference: turn a chance encounter into a qualified conversation. The framework that holds up across every show, every booth size, and every product category is four words.
What the framework asks
Every interaction at a booth, whether it lasts thirty seconds or thirty minutes, should answer four questions.
- What did you learn about them?
- What do they now know about you?
- How do they feel about the interaction?
- What will they do next?
A conversation that doesn't answer all four is a scanned badge. A conversation that answers all four is the start of a pipeline.
