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How Exhibitors Can Move More Attendees Closer to Buying, Pt. Two
More tips for more profitable exhibiting
26 Ways to Attract Serious Buyers to Your Booth
… and Move Them Closer to Buying
(Don’t forget to see the last two tips, now made possible
by new and free technology)
1. Draft and memorize a one-to-two-sentence top "differentiating benefit" statement, relative to your two closest competitors and without denigrating the competition. When you can weave it into conversation, you have created a shorter path to their buying process. Get tips on how by reading “Grab Their Attention”
2. Start with the specific benefit rather than building up to it with general background, so the listener will listen sooner and longer. The specific detail ("Product with the fewest parts that need replacement") proves the general benefit. The 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, stand near, or offer.
4. Condense further to intensify attention. Be able to reduce that benefit to its essence in one vivid phrase, motto, slogan, or sentence. Get more ideas by reading “Speak English Like it Tastes Good”
5. Make your phrase sufficiently interesting and brief so they feel they're in charge. They'll be more likely to stay and ask you enough questions so you can recognize their main interests, level of knowledge, hot buttons, and decision-making process.
6. Offer "real life" situational examples. Cite relevant and diverse customers' experiences. Tell them what your customers actually said and did with your product or service that helped them, how.
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. Could and would the disinterested spouse of the attendee or conference hall maintenance staff understand it?
10. The most credible proof of your benefits are 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 quotes under each benefit on the booth and in promotional material -- preferably each in a different color and type face. When endorsements relate to a specific situation, change, vivid contrast, or improvement, their words are most credible and will be most memorable.
12. Yes! Remove all graphics and words and materials in the booth that do not relate to either the main benefit and (not more than three) supportive benefits, so attendees will be able to take in the information within 12-15 seconds, their average pause-to-scan time in such conditions. Really! Try it and you’ll become a believer in brevity for more selling power.
13. Display your main point and supportive points on the booth above the heads of the booth staff and attendees, so attendees' views are not blocked.
14. Booth visuals and words should guide attendees' eyes down a "path" from one message to the next.
15. Again, this is controversial except to those who’ve given up these unhelpful habits. Avoid opening references to weather, "Having fun?", freebies, drawings, or other non-benefit-related topics that distract and dilute your relationship with your prospect.
16. Verbally and visually make a "Conference Offer": more information; a time-limited or bundled product order price; 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.
Learn more about the author, Kare Anderson.
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