23 Ways to Attract Serious Buyers to Your Exhibit and to a Sale, by Kare Anderson

1. Draft and memorize a one to two sentence top "differentiating benefit" statement, relative to your two closest competitors without denigrating the competition.

2. Start with the specific benefit, rather than building up to it with general background and 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 memorable.

3. Multiply attendees' number of positive exposures to your benefit in everything you say, display, point at, mail, stand near or offer.

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 that 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 how they are making their decision.

6. Offer "real life" 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 may know the jargon.

10. The most credible proof of your benefits are 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 quotes under each benefit on the booth and in promotional material -- preferably in a different color and type face. Their endorsements are most credible when they relate to a specific situation, change, vivid contrast or improvement, their words will be more memorable.

12. Yes! Remove all graphics and words in the booth and materials that do not relate to either the main benefit and (not more than three) supportive benefits so attendees will be able to take the information within 12 - 15 seconds, their 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, "Having fun?, freebies, drawings or other non-benefit-related topics.

16. Verbally and visually make a "Conference Offer": more information, time-limited or bundled product order price, consultation or other vivid benefit to move them closer to a sale.

17. Attendees' 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.

18. For those who know your product (and you know that they are familiar with it):

a. 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 two questions for me?"

b. Then ask, "What do you like best about our product or (service)?" Whatever is said aloud is then believed more deeply by the speaker.

c. Be a complete and supportive listener as they explain. Give uninterrupted eye contact, nod offer other responsive gestures that are natural for you.

d. When they're finished, ask, "Tell me more about that." As they elaborate, they move the topic closer to the top of their mind and they also become more:

• articulate and vivid
• deeply believing the reasons they've stated for liking your product.
  

19. When you first meet that prospect, find the quality in them that you can most like and admire and keep it upper most 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 both you.

20. When you stand opposite someone, you are more likely to literally oppose them. 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 feel more comfortable with each other, themselves and their surrounding. They listen sooner and longer and are more inclined to agree with each other.

21. Learn to get people to remember what you say, even if they are not trying to.

Here's three success ways to "lodge" your message in their mind:

1. People remember more and feel more intensely -- for good and for bad -- when they are in motion. Say your main points while turning, shaking hands, when they are reaching for something, demonstrating a product, pointing to something, when a part of the booth is in motion, etc. Here's two guides to what kind of motion is most memorable:

a. Things are most memorable when you're both in motion, next most memorable when the other person is in motion even if you aren't, third most memorable when you are in motion and fourth most memorable when you are both watching something or someone in motion.

b. The more dimensions of motion involved (up, down, left, right, forward and back) the more memorable the experience will be. Involve motion to reinforce memory in exhibit demonstrations, staff gestures and walking, video vignettes, parts of the exhibit, etc.



2. Relate your benefits to their three "core life experiences:" family (theirs, yours or a metaphorical family of services or products), where they work or have worked or where they live or have lived.

3.

a. First refer to one of their currently pressing interests (not your product),

b.then to how you two share a common interest in the topic and

c. how it relates to you and your product's main benefit.


This method is called "Triangling" to agreement: You-Us-Me approach:

Example: "I gather that you are the expert in (1. YOU) and that by discussing this with you (2. US ) I'll get more ideas about if and how our products can best serve people in your situation (3. ME )"

23. Begin your comments with the direct response to their last comment rather than working up to your response with other background information that they may not want to hear until they feel heard. Characterize your benefits in direct response to:

a. a specific, negative "hot button" or problem which they've expressed that you can make better or solve, or

b. some strong positive preference that the prospect has just expressed.

© Kare Anderson - All Rights Reserved.