If you’ve stood next to your products watching people walk past you as you “hello” then you know the torture that can come from having a booth at a craft fair. You’ve worked hard on your product, decided to do a show, and have your booth set up just the way you’d like. Now you just have to wait and let the customers roll in, right?
What happened? Where are the customers? Where are the wods of cash you were hoping to bring home with you? We’ve all been there. Here’s a few tips we’ve learned that will hopefully stop this from happening to anyone else.
- PUMP IT UP -Most list you’ll read will start off by talking about your booth. Don’t start with your booth. Start with the event. Start with building it up on your platforms such as Facebook, Instagram, Twitter, and Snapchat. If you’ve got followers that live in the area let them know where you’ll be. People like connecting. That’s why social media works. If they have a chance to check out your product in person or meet you face-to-face they’ll likely make an effort to do so.
- DRESS IT UP – Nobody walks onto a car lot and asks to see the ugliest car there. People go to what catches their eye. Put as much effort in your booth as you do for your product. Make it stand out. DO NOT use one of those neon plastic table cloths you picked up from the dollar store on your way to the show. Those are ugly. It’s like going to the prom in your pajamas.
- ASK YOURSELF – With most small businesses, you are your customer demographic. Meaning the type of people that will buy your products probably have a lot in common with you. It’s unlikely you’re a Northwestern lumberjack selling pink crochet doilies (if you are, contact me because you are awesome). So what would you like to see at a booth? What would draw your attention? Do that.
- USE WHAT YOU HAVE – Once you decided that your booth is a priority and you have ideas swirling in your head, you’ll probably do a Google search or check out Pinterest to see tons of ideas. Unless you just have gobs of money to throw at a booth, don’t waste your money on purchasing a lot of decorations. Use what you have. Make some stands from leftover wood. Grab some furniture from the thrift store and dress it up. Use that same resourcefulness that made you a maker and focus it on your booth.
- DON’T BE LATE – Just don’t do it. Don’t be late setting up. MAKE yourself be there early. Be the first one setting up. It will give you more time to get comfortable and get those confidence-juices flowing. Being late is very inconsiderate to the people hosting the show. Show up early and stay the entire length of the show. It’s just good manners and should go without saying.
- GET OUT THERE – Do not sit behind a table. You’re not giving out raffle tickets. You’re not selling something at a concession stand. You’re selling something you work hard at and believe in. Don’t hide behind a fold-up table! Stand up and get out there. Meet people. Enjoy yourself and make sure other people do too.
- YOUR STOCK WILL NOT SELL ITSELF – We all have this sort of internal scenario where we just put out our stuff and flocks of people gather around to “ooh & ahh” at what we’ve done. Guess what – that’s not how it works. People walk around a craft show and slow down at booths that catch their eye. They’ll pick up something that looks appealing. They’ll buy it if they feel it’s worth the price. Do anything you can to help that process. Help customers look at your items as something of value. If they perceive the value of your item is greater than the price, then you’ve got a sale on the way. This won’t happen by itself though. You’ve got to work for it. Don’t be pushy, but don’t let your customers walk away without an interaction from you.
- DO NOT GIVE OUT YOUR BUSINESS CARD – I know this sounds insane, but hear me out. If you are speaking to a customer who is interested in your business, DO NOT GIVE THEM A CARD. Giving someone a card signifies that the transaction is finished and they are free to move away from your booth, like telling them they’ve got what they came for. You are effectively killing the conversation and the opportunity of a sale. Don’t close by giving a card, close with a sale. If they ask for a card of course give them one or if there is a particular reason like to do a custom order in the future. Overall goal should not be to hand out cards. Your goal is to make a sale.
- DON’T SEE COMPETITION – If selling just doesn’t come natural for you, holding your own at your booth can really be a challenge. Here’s a tip – do not compare yourself to others. You are not competing against anyone there. You should only be competing with yourself. Focus on doing a better job at this show than you did at the last.
- EMBRACE THE COMMUNITY – You’ll meet some of the friendliest people at shows. Every other maker there is going through the same thing as you. Make an effort to talk to the folks there. If you like something, give a compliment. Gather ideas for your next display. Ask them about their products. It won’t take long for you to realize that sometimes the best customers you’ll have are other crafters. They’ve spent the whole day looking at your booth and as soon as they get a little cash for themselves, they tend to shop.
- DON’T PANIC – There you are – the show is wrapping up and you’re left with a ton of stock you didn’t sell. It happens every time and every time you’ll be tempted to start slashing prices just to get a sale. DON’T. Don’t start selling things from a scarcity mindset. When you reduce the price of your products you de-value your own work. Just because you still have it at your booth doesn’t mean it’s any less valuable or has any lower quality. If you really want to get rid of something then give it away. Free goes so much further than discounted.
- LEARN FROM IT ALL – After the day is over and you’re all packed up make sure to take a moments and write down the experience.
- What worked?
- What didn’t?
- What did you feel good about?
- What do you think you struggled with?
- What do you think you need to work on?
- What caught customer’s eye?
- What items sold the best?
- Are my prices too high or too low?
Take a moment while the events are still fresh and make some notes for next time. Learn each time and you’ll get better and better.
These are a few tips I hope other makers will find helpful. If you’ve got a great product you owe it to people to put it in their hands. Don’t let a few simple mistakes at a booth keep that from happening.