During this segment of the sales cycle that the unique selling proposition (USP) of the event, those elements that differentiate it from competitors, will be noted by the sales person.
The USP sets the tone for the marketing materials, which details the features and benefits of the exhibition. The following is an example of a USP for a fictitious show:
The National Widgets Conference and Exhibition is the primary event of the widgets industry. Manufacturers of widgets and relative technologies are afforded the opportunity to influence and interact with over 50,000 widget buyers. No other event in the world delivers comparable face-to-face buying power for leading widget manufacturing companies.
The statement identifies the benefits of the show as well as differentiates the show from competing shows.