E2: B2B Expos: What’s Your USP?

GET TO YES by Listening, Not Telling with Neil Osborne | Selling in the Hair, Beauty and Body Industries

How do some exhibitors adjust their USP conversations for different clients and exactly what are the various types of expo experiences you can create? Neil identifies three different types of exhibitors and shares different learning experiences that he’s had over the years. Expos are filled with exhibitors, each using various methods to impart their information – Neil explains the three layers of imparting information and identifies the most successful approach to use at expos. From now on, you’ll never forget that not everyone needs to know everything to buy.

In this episode you’ll learn:

• USP is your brand’s Unique Selling Proposition
• The 3 different types of exhibitors
  • The Positive
  • The Wasteful
  • The Young and Inexperienced
• The 2 sales personalities at the bar
• The 3 layers of unpacking your pitch
  1. Introduction Layer
  2. Information Layer
  3. The Detail Layer
• Not everybody needs to know everything to buy

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