The Best Kept Craft Fair Secret for More Sales

I love reading Yelp and Google reviews.

I like knowing what throws a customer’s experience off enough that they’ll take the time to go online, give a business one star and write a bad review.

I’ve noticed that so many bad reviews are more about the experience than about the product or the outcome of a service. E.g. “Cute shop but the sales associates were rude…never going back”.

When looking for a physical therapist near me, I read the two one-star reviews out of the 20+ five-star reviews.

Both bad reviews mentioned feeling they didn’t get enough attention from their physical therapist or that they didn’t understand the discomfort they were experiencing.

But neither bad review said:

The actual physical therapy was bad or uncomfortable.

Or

I didn’t feel any better after my appointment.  

They weren’t going back because of the physical therapist’s behaviour. Not because they didn’t get what they paid for.

These types of reviews show how much value people put on the experience, rather than the actual product or service.

Most craft show vendors are worried about their products, their display, where their table is, etc.

Are people going to like my products?

Did I make enough?

Does my display look professional?

Are shoppers going to notice me here? I feel like I got a bad spot…

Having the right products and display are important but even the best products and most stunning display won’t produce as many sales as having conversations with craft show shoppers.

 

Why conversations matter at craft shows

Conversation builds connections and connections drive sales.

And the best part is…you don’t even have to connect with shoppers on a product level.

Just start a conversation.

I promise, if you have a product that has proven marketability (i.e. you’ve sold units and have proof it’s something people want), you will see sales increase if you go from quietly sitting behind your table to striking up a conversation and sharing a bit about you, your business or your products.

Just look at part of an email I received from one of my subscribers the other day:

“I have to THANK YOU for all the tips you have given me through your ebooks. I’m pretty sure I did better than 90% of the other vendors; one reason for my success being, I didn’t sit behind the table and play on my phone… well, I did, but it was when there wasn’t anyone “buying” in the room… I stood up, I talked to EVERYONE… finding something to talk about every time someone came to the table. THANK YOU for getting me up off my duff and to not be afraid to talk.”

She also explained she started most conversations with a question,  which sparked conversation, created a connection, AND a segue into a sales pitch. In most cases, that question led to the sale of a product.

Here’s how you can create a better experience at craft shows, which will likely lead to higher sales.

 

STEP 1 – Go beyond a greeting

A quick “Hi” followed by silence doesn’t create an experience.

When you greet someone and immediately go back to what you were doing, shoppers assume:

• You’re not interested in helping
• They’re on their own
• It’s easy to walk away without buying

Instead, your goal is to open the door to a conversation.

That can be as simple as adding one extra sentence after your hello.

Not a sales pitch, just a regular interaction.

How might you talk to a friend if they stopped by your table?

It helps if you ask an open-ended question, so they need to use more than “yes” or “no” to answer.

For example, you might say “Hi! I love your jacket…where did you find that?”. Or, “What’s the weather doing out there?”. Or even just “How’s your day going so far?”.

These spark a conversation, get shoppers to feel more comfortable in your space (like they’re chatting with a friend), and start to open up.

 

STEP 2 – Find a connection

You may have found something (like the weather) to connect on with your opening line. For example, the conversation may have gone beyond just what the weather is outside and into how you both don’t like overly-hot weather, where you like to vacation for warmth but not scorching hot heat, etc.

But if it the conversation stopped at “it’s pretty hot”, explore some other topics to see if you can bond a little.

Of course, you should always pick up on their cues. They may not want to chat, in which case, don’t force it.

And you don’t want to bounce from one topic to another. “How ‘bout that weather? Did you want the latest episode of ___ last night? Where did you find your jacket?”

That will be overwhelming for them.

If they’re at your table, your products will give you something in common.

For example:

• A jewelry vendor selling the latest trends will have fashion trends in common with their target market. So a question about if they watched the Golden Globes last night and who they thought was best dressed would be get a conversation going.
• A soap vendor may chat about how much harsh ingredients irritate their skin.

Try to shift the conversation toward your products. But if the conversation is flowing, and it’s about the weather, keep that going.

Any type of conversation will start to build a connection.

 

STEP 3 – Make shoppers feel comfortable

You don’t want to ignore shoppers, but you also don’t want to hover.

After a short conversation, give them space in a way that keeps the connection open.

For example:

• “I’ll let you take a look—feel free to ask me anything.”
• “Everything’s pretty hands-on, so feel free to pick things up!”

This tells shoppers:

• You’re approachable
• You’re available
• They’re welcome

That sense of comfort is what keeps people in your booth longer.

And the longer someone stays, the more likely they are to buy.

 

STEP 4 – Listen and adjust

When someone feels comfortable, they share more.

And those little details are what help you make better suggestions.

For example, if they mention:

• They’re meeting a friend – that might mean they need a gift
• They’re visiting from out of town – that might mean they want something meaningful or local

Now you can simply be helpful (rather than diving into a sales pitch).

For example:

• “This is actually a really popular gift because it works for so many styles…”
• “A lot of people grab this when they’re traveling—it’s easy to pack and not fragile…”

You’re just connecting the dots for them.

 

STEP 5 – Remember: people buy from people they like

You don’t need a long conversation or to be outgoing or extroverted.

You just need to be yourself and show your personality to people. You can’t do that if you’re on your phone.

Birds of a feather flock together, so if you’re like me and lean to the shy and quiet side…and maybe a little awkward at times 😉 be comfortable in being the quiet one in the room.

Quiet doesn’t mean ignoring.

People who prefer a softer, quieter experience will be drawn to you and feel comfortable in your space…even if every moment isn’t filled with talking.

When shoppers feel comfortable, they’re going to stay longer, be more likely to buy, and more likely to remember your business and support it in the future.