Exhibitors could make their "main differentiating benefit" the most prominent message in all 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 to take to complete the sale, from signing to delivery through possible training on the use of the product? Can exhibitors take steps not only to make buyers happy with their decisions but also to be heroes among their colleagues so they will tell others and buy again?

After walking through 68 trade and exhibit shows prior to speaking to exhibitors, I've been surprised to see that less than 10% of the exhibitors make their top message the one prospective buyers need most to know: 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). 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 "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 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 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. Considering changing vendors if they find a better product  

3. "Trolling": Not buying now but seeing what is new for future reference or without the budget or need and will never buy  

Serious buyers most want to see and hear information regarding:

• The main reason to buy at all
• If they do buy, the main reason they should buy from you over your closest competitors, as they see them

22 Ways to Attract Serious Buyers to Your Exhibit and to a Sale

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. 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, 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 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 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 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. 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": more information, a time-limited or bundled-product order price, 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.

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?"

Then ask, "What do you like best about our 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.

19. 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.

20. 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.

21. 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.

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 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.