Show attendees rarely see an exhibitor's main benefit as the most prominentlydisplayed message on a booth or in promotional materials, nor do they hear it expressedby exhibit staff. Exhibitors inadvertently hide their biggest benefit. Thinkabout the typical trade show booth:
When companies don't make their main benefits easy to see and hear quickly,attendees must be deeply motivated to look and ask for the essential informationthey want.
Credible benefit statements initiate a sale. A credible brand name thenreinforces the reason to buy, not the other way around. Good benefit statementsare vivid and specific.
The people you most want to attract to your booth are:
The serious buyers most want to see and hear information regarding the mainreason to buy at all and, if they do buy, the main reason they should buy from you.
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