5 Main Things you MUST do to sell more product!
This is a longer read than I typically post, but I promise this information is WORTH IT!
The bottom line is this:
Every step you take to make it easier for a customer to purchase brings you closer to a sale
This is the most important piece of advice for ANYONE selling ANYTHING…
If you make it easy for your customer to make a purchase, they are more likely to buy!
Why this is true and what exactly do I mean by it? Because every time your ideal customer has to make a decision or ask a question, it adds difficulty. Yes I know, choosing a color or asking a question isn’t difficult by most people’s standards. But the point is: you’re adding MORE STEPS to the buying process.
Let me elaborate when it comes to craft fairs:
1. Your Brand
When your ideal customer sees your booth, they need to know what your company is all about. Meaning, they need to understand what you sell the moment they see it. For example: You sell jewelry. Great, I’m sure people can see that, but what KIND of jewelry. Is it bohemian style pieces? Maybe you specialize in wood carved watches? Whatever it is, have a cohesive theme. If you sell beach inspired rings, necklaces, and bracelets, we need to see your display in the same theme. If it were me, I would use a light blue tablecloth and white, distressed wood display pieces and probably a couple decorative shells. You could even use little sand trays to display some product. It doesn't have to be overwhelming. A customer would immediately know you sell beach or ocean themed jewelry.
If your customer looks at your table and it isn’t obvious what your brand is, they’ll move onto someone else….that DOES have an obvious theme.
Exception: If you’re selling something new to the market or something that needs an explanation, you NEED to pique their interest enough to come over. At that point you would immediately offer a demonstration OR depending on what it is, you could be demonstrating your product for the entire show, especially if there is a steady flow of traffic.
2. Shopability
This is a wide category that would be different for every vendor, and every product, but basically…
If you have an unorganized booth, it makes it difficult to shop!
Think of the last time you were in ANY store. You didn’t waltz into Winners and find the purses smack dab in the middle of the toy section did you? Put similar items together!
Example: You sew kids’ items from toys to clothing. Group your clothing together. Get a nice rack; Tops on the top, bottoms on the bottom. Put your accessories in one group, and your toys in another. If you have complimenting items, put them on display together.
Another detail to keep in mind is how to arrange your items, especially colored ones. Make sure you try to put complimenting colors together or arrange them in a way that is aesthetically pleasing.
Also, limit the amount of stock you have displayed. You probably don’t need to have 3 identical pieces out. You don’t want customers to feel like they’re going through a bargain bin!
BUT, shopability is impossible without the next point…
3. Narrow Down Your Product Line
This is a HUGE problem for us crocheters/knitters (probably others too but I can speak to this from my own experience)
You do not need to make ALL THE THINGS!
I know it’s hard when we see all the pretty things we can create, but truly, you don’t need to make them all. If you can’t narrow down your products, you will not be able to achieve the first two points in this blog. IT ISN’T POSSIBLE.
Start with the thing that you love to make, and are good at making (or can get good at making). This is KEY. If you don’t love what you’re doing, it ain’t gonna last long!
Then, build on it! Example: You’re a woodworker. Right now you make cutting boards, signs, bowls, all the things, etc. You love making wall décor. Great, then stick with wall décor! If you don’t want to stick with one thing. Add other types of décor to the mix. Don’t go throwing kitchen supplies and toys in there!
The next step in narrowing down, is keeping your variations to a minimum. This minimum amount is going to be different depending on your products. I’m going to use crochet/knitting as an example: Simplified, you make hats. Several different styles of hat. Don’t create each style in 10 different colors! This is too much for a customer to choose from. What happens to customers when they have to make a tough decision? They walk away because they can’t be sure enough about their decision when there are too many options! Not only do too many variations create an overwhelming decision, but think about how un-shoppable your booth will look. I would choose a couple of neutrals (a light and a dark), a popular color, and a couple of “in” colors.
There will always be someone looking for something you don’t have, that doesn’t mean you have to make it!
HOWEVER, if you WANT to, you can offer custom orders. In the crochet example, keep a swatch handy of the colors you CAN offer each product in, just in case you have what they are looking for. Then use a Custom Order Form to take your customer's order. And ALWAYS get payment in FULL.
4. Pricing
First off, I can’t tell you how much to price your items for. I’ve explained my method in another blog post: How to Price Items for Craft Shows
BUT, I can tell you that pricing your items individually makes it easier for a customer to make a purchase! The vast majority of people look at the tag when they pick up an item. Don’t you?
In my experience, if you don’t price your products, you’re going to miss out on sales. Honestly, some people just aren’t interested in asking questions or talking to you. Here’s part of the reason why: If they ask you how much it is, they feel pressured into making a purchase, so it’s easier not to ask, and to walk away. These people might not even come over to your booth if they don’t see a price sign.
This is why I always choose at least 2 of my items that are around the middle of my price range and display their prices on a small sign. This way, people who are too coy to come into my booth know what to expect, and might feel more at ease to have a closer look.
As an introvert, I really resonate with this type of customer. If I don’t know what to expect I don’t really want to stop at your booth unless I am IN LOVE with what I’m seeing.
Now if you’re thinking you’ll just post signs then instead of pricing each individual item, here’s the problem: hands on customers, RARELY see the signs. They just walk right up and start touching, which is great, but do you really want them to have to ask how much something is? Again, I know it’s not hard to do, but it’s another little step you don’t need your customer making.
5. Payment Methods and other Signage
And finally... you need to post your payment methods. If you have nothing posted, people may assume you only take Cash. Or may they assume you take credit because it’s so popular, but you don’t.
Either way…
-you don’t want your customer assuming anything
-you don’t want that awkward transaction
-you don’t need them asking you what you take for payment. This makes it “harder” to make a purchase. So just post your payment methods!
Yes I’ve said it before and I’ll say it again. CUSTOMERS RARELY READ SIGNS! And tough love, you’re going to have to get over it.
Also please for the love of all that is good…if a customer asks you a question and you have a sign that answers it…don’t point to the sign! Bluntly…it’s RUDE!
Additionally, post any other relevant signage. You don’t want your booth cluttered with signs, that’s why I said RELEVANT. So, do you accept custom orders? Do you have more sizes available? Are you products vegan? Remember this is about making it easier for the customer!
Now you could go on to do your craft fairs ignoring all of this. That’s fine, and you’ll probably still make money. But I don’t want you to learn the hard way like I did!
I want you to build your business with the knowledge that I've gained. I want you to make that extra money, or be able to quit your day job if that's what your heart desires! And finally, I want you to do it all doing something you LOVE and something you were doing for FREE
As usual, please connect with me if you have any questions at all I am here to help YOU!! Shoot me an email or connect with me on the 'gram @the_introvert_maker
(the fact that I just referred to it as the 'gram is probably an indication of how old I am LOL)
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