It’s a new year. A new opportunity for your trade show staff to enhance their persuasive abilities.
Use these three tips to help your staffers conduct more compelling conversations and win more opportunities. .
1. Understand the prospect’s primary buying need. Ultimately, every prospect is asking “Why should I buy your solution rather than a competitive option?” But the context of their situation will inform the answer to that question. Is the prospect trying to save money? Fix a service problem? Develop a new line of business? Understand the back story and you’ll understand the difference – in the prospect’s eyes – between you and your competition. That difference is what holds value for your prospect.
2. Use opposites to create a lasting impression. Words such as “more,” “less,” “easier,” “smarter,” “faster,” “increase” “and “reduce” create strong comparisons. They help the buyer quantify the differences between you and your competition.
3. Make sure the customer sees himself in your solution. The benefits of your product might be clear to you, but that doesn’t mean they’re evident to your prospect. Always ask yourself “So what?” Communicate the answer within the context of the prospect’s business problem and you’ll likely have a convert.
