4. Get more lights than neighbour This is really a good trick which has worked well with me in most of international trade shows I have participated in. Order a few more lights than what exhibitors are providing. You can argue that more lights would make you a sweat a bit more, but it would also make you stand out amongst similar stalls as booth would look brighter and somehow more attractive.

5. Personnel should be trained on projects Sometimes due to shortage of personnel we might hire hosts for trade show. It is something which cannot be avoided so it would be better that you plan in advance for this and give them sufficient training to them so that they do not appear ignorant to customer requirements.

6. Flaunt your best attributes Though this specific point has been mentioned in previous articles, it is also required to be mentioned here. You should have a concise communication strategy in all your display material to be able to attract visitors. Relevant graphics and a strong message delivery can make all difference between your and your competitors stall.

7. Smile This is something which is a no-cost sure fire winner. You need to be cheerful but not overly friendly and have a genuine smile while talking to visitors. As Chinese correctly said that a man without a smiling face should never open a shop and they surely know something about selling.

2) To point. Each one should highlight one main benefit. If your customer has mentioned 3 really good benefits in their testimonial try to break up their 1 testimony into 3 testimonies. Use an ellipsis in copy …. like this … to start and close testimony where appropriate.

3) Natural. Keep testimonials as unedited as possible. Clean up spelling, of course, but for most part keep things just as your customer has written (or spoken) them.

4) Detailed. The best testimonials aren’t vague… they include details… specifics… processed data… juicy numbers… facts… etc.

5) Include customer’s name and where they live. The more information better… “K. Smith, Pennsville, NJ” is better than “K.S. from N.J.” But “Karen Smith (Owner, Styles Dress Shop), Pennsville, NJ” is best of all.

6) Placed next to relevant points in your sales letter. If you have a testimonial raving about reliability of your product try to place it near any sales copy you have that addresses how reliable your product is. If testimonial raves about how good your service is then place it near sales copy that compares your service performance with others.’

Final Words on Gathering Testimonials Effectively

Always ask your satisfied customers for testimonials. Create a standard form and at top of it type in big letters, “Customer Feedback Form.”

Then give them out to your customers and ask for comments … “Did you like our product/service?” … “Was there anything you didn’t like about it?” … “What was it you liked BEST about doing business with me?”… “Any additional Comments you’d like to make?”

And then, final important question and request… “May we use your comments for promotional purposes?… please sign it and send back to me at…”

There you have it. Now - - gather some testimonials. Use them in all your sales copy. Watch your sales rise along with your credibility.