| What's the biggest single
change some exhibitors could make to move more prospects closer
to a sale? They could make their main differentiating benefit the
most prominent message in all they display or discuss.
In most cases, features (how a product is constructed or its “capacity”
or how it is operated) are still promoted more heavily than the
benefits (what it does for the customer). This is not customer-centered,
thoughtful marketing. The prospect has to do more work to make a
fair comparison.
Exhibitors can offer succinct, specific, and easy-to-follow comparison
sheets that do not insult the competition. One comparison sheet
might headline the major benefits. Backup sheets can provide more
detailed comparisons. Put a face on the facts by providing customers'
situational examples to illustrate the benefits.
Plus, staff often attempt to build traffic to their booth with
contests, drawings, or giveaway gadgets that don't relate to their
main, differentiating benefit or even their product, so they don't
get closer to their hottest prospects. Further, staff's icebreaker
comments are often general and not relevant to the reason to buy
(“Having a good time?” “Want a free . . .?”)
Unfortunately, exhibitor staff seldom get the opportunity to be
involved in the design of their exhibit or promotional materials.
They must accept the setting in which they sell, attempting to engage
prospects as they pass with involving comments that state the main
benefits verbally to attendees in a brief, involving way to pull
them in rather than turn them off. When companies don't make their
main benefit easy to see and hear quickly, attendees must be deeply
motivated to look and ask for the essential information they want.
Credible benefit statements increase the chances for a sale. A
credible brand name then reinforces the reason to buy, not the other
way around. Good benefit statements are vivid and offer specific
examples, facts, and comparisons.
Here are 22 ways to attract serious buyers to your exhibit and
to a sale.
1. Draft and memorize a one-to-two sentence differentiating benefit
statement relative to your two closest competitors and without denigrating
the competition.
2. Start with the specific benefit, rather than building up to
it with general background, so the listener will listen sooner and
longer. A specific detail (“Product with the fewest parts
that need replacement”) proves the general benefit. A general
statement (“We are the people who care”) is less credible
and less memorable.
3. Multiply attendees' positive exposures to your benefit in everything
you say, display, point at, mail, stand near, or offer.
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4. Be able to reduce that
benefit to its essence in one vivid phrase or sentence.
5. Make your phrase sufficiently interesting and brief so attendees
feel they're in charge. They'll be more likely to stay and ask enough
questions so you can recognize their main interests, level of knowledge,
hot buttons, and how they are making their decisions.
6. Offer real situational examples. Cite relevant and diverse customers'
experiences. Tell them what your customers actually said.
7. Give no more than three supportive benefits.
8. Express each supportive benefit like a headline, a “billboard
message” of no more than five to eight words.
9. Use everyday, non-jargon, and non-industry-specific language,
even if the attendees might know the jargon.
10. The most credible proof of your benefits is the third-party
endorsements of three diverse customers who have little else in
common other than their adoration of your product and their similarity
with your prospect.
11. Display a satisfied client's quote under each benefit on the
booth and in promotional material—preferably in a different
color and typeface. When endorsements relate to a specific situation,
change, vivid contrast, or improvement, their words are most credible
and will be most memorable.
12. Remove all graphics and words in the booth and materials that
do not relate to either the main benefit and supportive benefits,
so attendees will be able to take in the information within 12 to
15 seconds—the average “pause-to-scan” time in
such conditions.
13. Display your main point and supportive points on the booth
above the tops of the heads of the booth staff and attendees, so
views are not blocked.
14. Booth visuals and words should guide attendees' eyes down a
path from one message to the next.
15. Avoid opening references to weather, freebies, drawings, or
other topics not benefit-related.
16. Verbally and visually make a conference offer. This might include
providing more information, having a time-limited or bundled-product
order price, offering a consultation, or other vivid benefit to
move them closer to a sale.
17. An attendee’s attention span is shortened if you wear
patterned or very detailed clothing or accessories (pin, necklace,
tie, earrings) or other busy body signage, especially on the upper
half of your body.
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18. When an attendee knows
your product (and you know they are familiar with it) hand the person
a gift (preferably one that does not prominently display your company
or product name) while asking them: “May I give you this small
gift for taking the time to answer questions for me?” Ask
what they like best about your product or service. Whatever is said
aloud is then believed more deeply by the speaker. Be a complete
and supportive listener as they explain. Give uninterrupted eye
contact, nod, and offer other responsive gestures that are natural
for you. Ask for more detailed information. As they elaborate, they
move the topic closer to the top of their mind, and they also become
more articulate and vivid, deeply believing in the reasons they've
stated for liking your product
The result? You've moved them closer to being fervent and articulate
fans. They are more likely to talk themselves closer to a sale and
voluntarily tell others why they like your product.
19. When you first meet a prospect, find the quality in them you
can most like and admire and keep it uppermost in your mind as you
talk with them. You are more likely to bring out that aspect of
their personality when they are around you and less likely to react
to their behaviors that irritate or otherwise bother you.
20. When you stand opposite someone, you are more likely to literally
oppose that person. Instead, “sidle” whenever possible.
Men instinctively “sidle” when together, shaking hands
and then standing more or less side by side. Women instinctively
continue to face each other or a man. When standing side-by-side,
people tend to feel more comfortable with each other, themselves,
and their surroundings. They listen sooner and longer and are more
inclined to agree with each other.
21. Learn how to get people to remember what you say, even if they
are not trying to.
Final Tip
Continuously nurture your best prospects, seeding in their minds
your main and vividly stated differentiating benefit and providing
ideas and help at non-sales times. Make every aspect of your behavior,
booth, and promotional material repeat, reflect, and reinforce that
benefit before, during, and—most important— right after
the conference, and then later, again and again to your hottest
prospects.
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Kare Anderson is the founder of the Say It Better
Center, located in Sausalito, CA. She can be reached via email at
kare@sayitbetter.com.
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