How To Create a Sales Funnel at a Craft Show

When someone slows down or stops at your table, you’ve already won the hardest battle: their attention.

But what happens next is where most vendors lose people.

Many craft show setups unintentionally give shoppers two options:

• Buy
• Don’t buy

And when buying feels like too big of a commitment in that moment, walking away is the default.

A good in-person sales funnel adds a third option:

• Buy
• Don’t buy
• Stay connected

That third option is what turns a “just browsing” shopper into a future customer.

 

Why Craft Show Vendors Need a Sales Funnel

Most people who stop at your craft show booth won’t buy that day.

Some of the common reasons shoppers hesitate at craft shows:

• They’re still comparing booths
• They didn’t plan to spend money
• They like it but want to “think about it”
• They’re worried about price or practicality
• They’re buying for someone else and are unsure
• They don’t want to carry it around all day

That doesn’t mean they’re not interested.

It means they’re leads — and leads are valuable if you have a way to follow up.

 

STEP 1: The Table Experience (Your First Funnel)

Your table itself is the top of your funnel.

Before a single word is spoken, shoppers are already deciding:

• Does this feel high-quality?
• Is this for someone like me?
• Can I picture this item in my life?
• Do I trust this seller?

Your craft show display, and your products, should help answer these questions…ideally with a “yes!”.

And if your display does that, you’re nudging them closer to a sale…that day or in the future.

 

STEP 2: The Conversation (Guiding Without Pushing)

A good craft show funnel doesn’t rely on sales pitches — it relies on guidance.

Instead of:

“Let me know if you have questions!”

Try:

• “That one’s my most popular gift size.”
• “People usually choose that scent for sensitive skin.”
• “If you’re deciding between the two, this one holds up better for everyday use.”

These comments:

• Reduce uncertainty
• Answer unspoken objections
• Build trust

And trust is what moves someone closer to a purchase.

 

STEP 3: The Soft Exit (When They Don’t Buy)

This is where most vendors drop the ball.

When a shopper says:

“I’ll think about it.”

What usually happens?

They walk away.

A sales funnel gives you a planned next step.

Instead of letting them walk away completely, you offer a low-commitment option.

 

Creating a Craft Show Opt-In Offer

Just like online, people won’t give their email “just because.”

They need a reason — especially in person.

Your opt-in offer should solve the same hesitation that stopped them from buying.

 

Common Craft Show Objections & Opt-In Ideas

Price

• • “Join my list and I’ll send you a show-only thank-you discount”
  • “Subscribers get early access to sales and limited pieces”

Not sure if they need it

• • “I email ideas for how people actually use these at home”
  • “Get my care tips so your piece lasts for years”

Buying later

• • “I’ll send you reminders before my next release”
  • “Join to see new designs before I post them online”

Gifting uncertainty

• • “I share gift ideas and reminders for upcoming holidays”

 

Opt-In Examples for Craft Show Vendors

• • Soap & Bath Products:
    “Get my free skin-type guide + scent recommendations”
  • Jewelry:
    “Free jewelry care guide (so it doesn’t tarnish or break)”
  • Bags & Accessories:
    “Tips for choosing the right bag size for everyday life”
  • Home Decor:
    “Ideas for styling this in small spaces”

 

STEP 4: Make the Signup Easy

If signing up feels awkward or time-consuming, people won’t do it.

Good craft show signup options:

• A clipboard with a clear headline
• A small sign with a QR code
• A tablet with a simple form
• A printed card explaining what they’ll get

Avoid:

• “Join my newsletter”
• Long explanations
• Asking for too much information

Instead, communicate the benefit clearly.

 

STEP 5: What Happens After the Show (The Real Funnel)

Once someone signs up, your email sequence does the heavy lifting.

A Simple Post-Show Email Sequence

Email #1 (1–2 days after the show)

• • Thank them for stopping by
  • Deliver the opt-in
  • Remind them who you are
  • Share an update of the pieces that sold out and what’s still available

Email #2 (5–7 days later)

• • Share value (tips, inspiration, ideas)
  • Show your product naturally in use

Email #3 (7 days later)

• • Answer common objections
  • Share social proof (reviews, photos, testimonials)

Email #4 (Limited-time nudge)

• • Show-only free shipping
  • Bonus gift
  • “Order by ___ to receive ___”

This turns a quick booth interaction into a real relationship.

 

A craft show funnel:

• Respects the shopper’s timeline
• Removes pressure
• Builds trust gradually
• Keeps your business top of mind

Instead of hoping people remember you after a busy show, you intentionally stay connected.

And over time?

Those “just browsing” shoppers often become your best customers.

Don’t let starting a newsletter stop you from creating a craft show sales funnel. It can be quick and easy. 

>> How To Start a Newsletter for your Handmade Business