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.
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