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1. Draft and memorize a
one-to-two sentence top "differentiating benefit" statement, relative
to your two closest competitors and without denigrating the competition. 2. The specific detail
("This is the product with the fewest parts to ever need replacement")
proves the general benefit. The general statement ("We are the people who
care") is less credible and less memorable. When you start with the
specific benefit instead of building up to it with general background, attendees
will listen sooner and longer. 2. 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 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
life" situational examples. Cite diverse customers' experiences – 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 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 and their words more memorable when they relate to a specific
situation, change, vivid contrast, or improvement. 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 in 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 topics not
benefit-related. 16. Verbally and visually
make a "Conference Offer" of more information, a time-limited or
bundled product order price, a 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. When an attendee knows
your product (and you know 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 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, and offer other responsive gestures that are natural for you. d.
When they have 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 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. Then keep that
quality 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. 21. When you stand opposite
someone, you are more likely to literally oppose them. Instead,
"sidle" whenever possible. 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. 22. Learn how get people to
remember what you say, even if they are not trying to. Closing
Summary Tip:
Continuously nurture your
best prospects, seeding in their minds your main and vividly stated
differentiating benefit . Make every aspect of your behavior, booth, and
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. |
