
Some of the problem is certainly that the builder/customer must be open to learning about product knowledge that they may not think they need even if it is just for the sake of learning something new. You never know when you can apply that new knowledge to some new innovative application. But vendors/exhibitors can create more engaging environments that ignite a curiosity in customers that is beyond the product. Vendors need to help their customers understand what other problems their relationship can solve besides the obvious one. Many of the additional problems vendors can help solve (such as warranty, longer life, better batteries, on time delivery or what ever) are not what customers immediately think of when they see the product. Finding new and innovative ways to engage customer curiosity long enough to exchange more knowledge and solve more problems is a better business model and will foster longer term relationships.