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January 16, 2012 by Robindl 13 Comments
Another season of Christmas Fairs is over. Did you go? Were you selling? Craft shows
are a great opportunity to connect with customers. It is a thrill to see the determined
stride of a familiar face that recognizes your booth and is incoming for a purchase. It is
easy to do the same thing year after year make the same items and set up in the same
style. But consider other booths and vendors. Did you see things you liked or actions
Grab my e-book. Youll get my
that turned you away? Here are 7 deadly mistakes for selling at fairs. (Circumstances
newsletter, too
have been altered to prevent the identification of the guilty.) Are you making any of
these mistakes? E-Mail Address GO
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The presentation of items in the booth, the low chairs, and the physical posture
communicates to the customer dont bother me. This is a bad fair. Im not selling as
much as I want to. Im in a bad mood. This works very well for sending the customers
on their way. Piles of products are an actual physical barrier while the crossed arms are
an implied barrier. Both of these need to be taken down. Dont make these mistakes in
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your booth.
One of our first Christmas Fairs caught me off guard on this one. Located at the turn of
the outside aisle, I thought we had a good location for attracting customers. While in the
booth I could see people a long way straight ahead and to the right. The place was
packed with shoppers. My wife left during a quiet moment and I reflected on why so
few people were stopping to see our lovely products. When she returned she said
Weve disappeared! At her suggestion I walked away from the booth and returned.
She was right, nothing was standing out about our average looking, dusky corner of the
venue.
From the customers perspective what do they see? They see a vendor with her head
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7 Mistakes that Kill Sales at the Show - Turning for Profit 2/8/17, 10)03 AM
inclined to a book, moving her head slowly from left to right as she moves methodically
through the pages. There is no recognition or eye contact until the customer connects
with the vendor. The customer has to make the first move. In the selling game the
customer usually quits and there is no game, these are challenging mistakes.
Same thing happens at the craft show, but this time you are the sales person. As the
customer enters the booth you watch them, maybe make eye contact. Now you know
you need to say something, but somehow cant bring yourself to start the script that is
always answered with, No thanks. Are you silent until the customer initiates the
conversation. They arent going to.
Did you read #3? If the customer has to talk first theyve probably moved on to the next
vendor. So lets not be silent. Ask the first question.
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are the vendor and you know your product. Youve just put the ball back in their court
with a yes/no question. A quick no leaves you as the silent shadow again. Try to
avoid asking questions that are answered with a quick yes or no. By the way Im
still working at this one, its one of the hardest mistakes to avoid.
Ask questions that open a discussion or introduce a special aspect of the product that
they are looking at. If you recognize the person you could mention that you remember
them from before and ask how are they doing this year? Engaging the customer
increases your ability to suggest ways that your products meet their needs or solve a
problem that they have. And when products solve problems they are more likely to be
sold.
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strike a balance between product availability and choices. This year we had a fair where
we were able to expand into more area to fill the space out. I thought that it might be too
sparse because Im always trying to squeeze more items out and on display. My
customers indicated that they appreciated the extra space in order to examine the
products that attracted them and they werent crowded out by other shoppers. This is
definitely a challenge in a 10 by 10 booth space. Sometimes samples on the table with
more in bins underneath works to satisfy both presentation and selection.
Even when you are cramped for space take an item or two off the table and make it look
like some items have already sold. If the display looks perfect the customer doesnt
276want to wreck it. Usually no one will take the last item. No one wants to seem greedy.
Shares
So restock as the day goes on.
Conclusion
These 7 mistakes can kill your sales but with a little fore thought you can avoid them. It
is hard work to sell your products. You need to be presentable and available to your
customers. You should be knowledgeable about what you are selling and excited to
share your information with them. While it may seem that I am exaggerating, Ive seen
all of them at fairs and made a few of these mistakes myself when I was starting out. I
hope that by reading this you can avoid these mistakes and improve your sales at the
next show.
Over to you
What have you done to improve your sales at craft fairs? What mistakes have you made
that I didnt mention? How did you do better at the next show? Leave a comment.
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Filed Under: Profit Tagged With: craft shows, customer relations, display at craft shows,
lighting for craft shows, merchandizing, selling crafts, Setting up for shows
About Robindl
I am a wood turner, an artisan, and a shepherd. I'm also an accountant, an
administrator, and a retired financial planner with 20 years experience
teaching professionals about business, financial decision making, and the
nuts and bolts of setting up a business. I earned my MBA from Simon Fraser University, and
my CGA-CPA and CFP from the organizations that award those things. And now I am
doing what I love, living on 140 acres in the wilds of BC, taking care of sheep and goats,
playing with wood and wool, and thinking deeply about what it takes to live respectfully,
sustainably, with joy on this Earth, while honouring God and the gifts that He gives us
daily. Gifts like the wood from fallen trees, the wool on the back of my sheep, or the friends
that enrich my day. I hope you'll stop by and visit for a while, and let me help you turn your
hobby into a profit making venture.
Comments
Youve definitely hit on many of the major deadly sins that Ive seen vendors
at shows commit. Another common one Ive seen is having a negative attitude. People
with a negative attitude arent friendly or smiling to the customers or other vendors. They
are too busy moaning about how they arent getting sales. The other one is leaving early
before the end of the show. (which is often another thing done by sellers with a negative
attitude) Ive learned that many times people coming to a show are on a budget of how
much they want to spend and want to look at everything before they decide what they
want to buy. I cant tell you how many times Ive made numerous sales in the last 10-15
minutes before the end when people return to buy something they saw earlier.
Reply
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Robindl says:
January 23, 2016 at 10:31 pm
Thank you for your extensive comment. It can be a challenge going to shows
and a positive attitude is a must.
Reply
What kind of lights do you recommend? I bought some LED lights but they
werent bright enough.
Reply
Robindl says:
September 1, 2016 at 11:16 pm
To bad that those lights didnt work for you. You might use them for
ambiance lighting. I used desk lamps that clamped to shelving with 60 watt bulbs. I
would try to find LED lights that are brighter. I hope you do well at your events.
Reply
Leigh says:
November 27, 2016 at 5:05 am
Have looked into a couple of fairs that would be ideal for me as a novice.
However they only offer booths with electricity to established traders/businesses.
The artists booths are smaller, in a separate less travelled area and you cant choose
where you end up. Will be looking for some battery operate lighting but any
additional hints on how to stand out would be gratefully appreciated.
Reply
Robindl says:
December 12, 2016 at 3:57 pm
Reply
Great tips! Ive worked many trade shows over the years, and your pointers
are spot-on!
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At several venues in our area, they provide a table and two chairs in each booth. I always
told them to keep the chairs. In my mind, Im there to work, not to sit.
One of the things I tried was to have one of my customers as a co-worker in the booth. Of
course, it has to be the right fit: personality wise, the type of show, the product youre
selling and the market youre trying to reach. But I did find it advantageous to have one
of my fans working with me as a salesperson. Just an idea.
Reply
Robindl says:
December 12, 2016 at 3:33 pm
Thank you for your comment. Having a second set of eyes in the booth is a
great help. Especially if it is a raving fan! Definitely a very personal decision but a very
interesting idea.
Reply
Trackbacks
[] you are attending a craft show as a vendor you want to have a successful show.
Heres seven mistakes to avoid, and six ways to be successful. Check out the
profit category as I have several []
Reply
The nuts and bolts of pricing your work - Turning for Profit says:
December 12, 2015 at 5:09 pm
[] for your art to be appreciated. Some craft fairs are not suited for high end
artistic work. Your attitude while selling your work also influences the customers
[]
Reply
Turning for the Garden: A Garden Dibbler - Turning for Profit says:
January 5, 2016 at 11:09 pm
[] blog posts to help you. What you should do (Mastering the craft show) and
what you shouldnt do (seven mistakes to avoid). You might find that your friends
at the farmers market who are selling bedding plants would be []
Reply
Seed Starting pot form you can turn - Turning for Profit says:
January 9, 2016 at 9:34 pm
[] are a couple of articles to help you Master craft sales and avoid common craft
fair mistakes. Please check out the profit category on this sight for more business
related articles. If you []
Reply
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