Recent advances in large language models (LLMs) have enabled their use as conversational recommender systems (CRS), demonstrating strong recommendation accuracy and natural dialogue. However, guiding multi-turn interactions to elicit user preferences effectively remains challenging. Existing approaches either use separate reinforcement learning agents with templated interactions or optimize for interactivity judged by another LLM, without measuring how much useful information is actually gained. We propose a new approach that quantifies the effectiveness of each interaction by the reduction in the assistant's uncertainty, measured via entropy over recommendations. We apply this entropy reduction as a reward---without relying on ground-truth recommendations, which are often unavailable in real-world scenarios---to fine-tune the LLM, enabling strategic interaction generation. Empirical results with supervised fine-tuning (SFT) and direct preference optimization (DPO) on the INSPIRED and ReDial datasets show that our method improves both recommendation quality and conversational efficiency.

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