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 USP 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.