How Exhibitors Can Move More Attendees Closer to Buying, by Kare Anderson

Exhibitors could make their "main differentiating benefit" the most prominent message in all that they display or discuss.

Are exhibitors giving their prospects what they most need to know to close a sale? How can they help attendees make an informed choice -- and act sooner?. How many steps do even "warm" buyers have take to complete the sale, from signing to delivery through possible training on the use of the product? Can exhibitors not only take steps to make the buyer happy with their decision but also a hero among her or his colleagues so the customer will tell others and buy again?

After walking through over 200 trade shows prior to speaking to exhibitors, I`m surprized to see that less than 5 percent of the exhibitors make their top message the one that a prospective buyers needs to know most: the main differentiating benefit between their product or service and that of the top two or three alternative vendors, as the prospect most probably views their options.

Instead, exhibits and promotional materials usually give more prominence to the product and or the company name.

Attendees rarely see or hear about an exhibitor`s main benefit first. Benefits rarely "jump out" at attendees from the booth or collateral messages or the staff`s explanation. Thus exhibitors inadvertently hide their biggest benefit.

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). That 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 may "headline" the major benefits. Other back-up sheets can provide more detailed comparisons. Put a "human 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 giveaways 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 ice - breaker comments may be general and not relevant to the reason to buy ("Having a good time?", "Want a free . . .?")

Unfortunately, exhibitor staff often do not get the opportunity to be involved in the design of their exhibit or promotional materials. They must accept the setting in which they sell and engage prospects as they pass with involving comments and state the main benefits verbally to attendees in a brief, involving way that pulls attendees in rather than turning 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 specific examples, facts, comparisons. Passersby are in one of three buying modes:

1. seeking information to buy a certain kind of product for the first time and trying to select the best product

2. consider changing vendors if they find a better product

3. "troll":