My husband could eat a Dairy Queen blizzard almost every day for dessert (for those unfamiliar, it’s soft-serve ice cream mixed with a flavor/ingredient of your choice). But he knows my metabolism isn’t quite as fast as his and I’ve (very kindly) suggested he not tempt me with a blizzard every night. So if he really wants DQ, he has to sell me on it…or in other words, ask for the sale.
However, there are plenty of times I’m craving a blizzard and don’t need him to sell me on the idea, but rather, simply suggest it.
I can’t just come right out and say I want a blizzard…that would be silly 😉
I want him to pick up on my hints. That way I feel like a blizzard is meant to be and I’m not being the bad influence.
I might say, “That looks good” when an ad for a dessert comes on.
Or sometimes I’m a little more forward and will say, “I want something to eat”.
He usually suggests something from our fridge or cupboards first:
“Want some trail mix?”
“No, something sweet.”
“I could cut up an apple?”
“I guess that could work”
I was already sold on the idea of having a blizzard, I just needed a gentle nudge to fully commit.
Have you ever felt this way? You’re on the verge and little things push you in one direction or the other? There are several occasions I’m easily persuaded into a “sale” of something.
It can work the opposite way too. If those little nudges, hints or signs aren’t there, I’ll decide not to give in.
We require gentle nudges to make decisions, especially when it comes to buying products.
Just like I need my husband to come right out and ask if I want a Dairy Queen blizzard so I have the easy decision of saying yes or no, many of your shoppers also need you to help them come to a decision.
We usually want to give the answer that will please the person in front of us so your chances of getting a “yes” are pretty good.
But most vendors do not ask for the sale (maybe because they don’t want to come across as pushy?).
They typically wait for the shopper to make the final decision and say, “I’d like to buy this”.
But I want to explain why asking for the sale is so important to your business’ success…
Asking for a sale is like a call to action (CTA). Basically a “do this now” type of instruction for your shoppers. It seems too simple to be effective but there are many studies proving how a “sign up below”, “enter your email” or “buy now” prompt can increase conversion rates (how many people turn into subscribers or customers).
In most cases, people appreciate being told (nicely) what to do and when to do; it makes things simple.
Craft show shoppers tend to be a little less decisive when it comes to purchasing because they’re not usually looking for something specific.
When we head to the mall, we usually have something in mind to buy: an outfit for a wedding, new shoes for working out, a new bag for school, etc.
Craft shows are about discovering new products. Because we aren’t usually planning to buy an amazing handmade scarf, pair of earrings or piece of art, we sometimes look for, or require, a sign indicating it’s the right decision to buy.
That sign often comes in the form of you asking for the sale. At which point, the shopper is forced to make a decision.
You’re not forcing someone to buy by asking for a sale; you’re simply forcing them to think about if they want an item or not.
If it’s a “no”, don’t you want the shopper to kindly make room for someone who is interested in buying? 😉
When you come right out and ask, you uncover information that can help you adjust your marketing tactic.
Even when we’re quite certain we want something, there’s usually a little voice in the back of our heads questioning if we really need it.
It’s not that shoppers think your products aren’t worth the money. It’s that we’ve been conditioned to think spending is bad and we should hold onto our money as tightly as possible.
Spending helps drive the economy; don’t you want to help stimulate the economy? Then ask for the sale! 😉 Gently nudge them towards becoming a customer.
If someone has made up their mind and they’re ready to buy, get them to the checkout stat.
There are many things that can change a shopper’s mind in a matter of seconds so don’t let someone who’s ready to buy, linger.
Once you ask for the sale and they admit, out loud, they’re interested in buying an item, they become even more committed.
Asking for a sale creates a simple “yes” or “no” situation. Consumers want decisions to be easy. Just check out this article, which is proof we’re willing to spend more when things are easier.
We’re not going for “How many can I put you down for today?” So fear not, I’m not asking you to do anything that will tarnish your reputation and brand you as a pushy sales person.
Not everyone who stops by your booth will need you to close the sale but many are just a small question away from pulling out their wallets.
Asking for the sale can come across as pushy when someone’s not actually interested in buying.
Sort of like my husband asking every night if I want a blizzard; eventually I had to tell him to please stop trying to push blizzards on me. Now he knows to watch for signs that I might want one.
You must pay attention to the signs shoppers give you at a craft show and notice when they’re an interested shopper on the verge of buying.
PHASE 1 – INTERESTED
My husband would never ask me if I want a blizzard before we eat dinner, he knows that’s too early to ask for the sale.
Obviously, you don’t want to ask a shopper if they’re ready to pay after they pick up their first item. Wait for them to:
Once they reach the “interested” phase, watch for signs they’ve moved into the “committed” phase.
PHASE 2 – COMMITTED
Some people only make it to “interested” and don’t quite get to this step. That’s okay; you can’t force a sale.
Asking someone if they’re ready to buy when they don’t have anything in their hands and haven’t zeroed in on an item isn’t going to help you make more sales.
People may be going from “interested” to “committed” when they:
Nowwwww you can ask for the sale.
I know it’s not easy to ask for a sale but it doesn’t have to be as forward as it sounds.
“Can you buy that?” is asking for a sale but really isn’t what we’re going for.
Instead, see if one of the following questions would be more comfortable for you to ask:
If you’re unsure if the shopper is on the verge of buying or you don’t feel comfortable enough to come right out and ask for the sale, you can try more subtle tactics such as:
Consider which way of asking for a sale will feel most comfortable for you. That’s the key to any sales technique being effective; you must feel comfortable and confident.
If you feel uncomfortable, shoppers will feel uncomfortable and an uncomfortable shopper is less likely to buy.
Finally understand why your hard work isn't resulting in more sales
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