How To Remove Buying Friction At Craft Shows

The longer a craft show shopper needs to think about a purchase, the less likely they are to buy that day. 

Doubt can start to creep in and when making a decision is hard, the easiest option is to make no decision. 

They’ll walk away and “think about it”.

To avoid this at a craft show, you need to make the shopping experience smooth and effortless. 

Remove resistance. 

This article shares a few tips that will help you do just that. 

 

Step 1 – Ask open-ended questions

A close-ended question is one that can be answered with a “yes” or “no”.

SALES ASSOCIATE: Did you need help finding something today?

SHOPPER: No

End of interaction.

An open-ended question forces the shopper to open up and share more information.

SALES ASSOCIATE: What brings you in today?

SHOPPER: I’m just browsing for a dress.

SALES ASSOCIATE: What’s the dress for?

SHOPPER: A wedding.

SALES ASSOCIATE: That’s exciting; I love weddings! What’s the attire?

SHOPPER: It’s an outdoor wedding and a little more casual. I’m hoping to find a long sundress.

SALES ASSOCIATE: Let me show you a few options we just got in.

Just through a short interaction, there’s a stronger connection between the sales associate and the shopper. Even if the shopper is a little more closed off, forcing them to answer with more than a “yes” or a “no”, get’s them to open up.

When you get a shopper to open up, you can do a better job of helping them find what they need.

You also help them realize exactly what it is they’re looking for. Which will help them make a purchasing decision faster.

Brainstorm some open-ended questions you can ask your shoppers to get them to open up and learn more about their wants and needs, as they pertain to your products (e.g. A vendor selling skincare products may ask: “what type of face cream are you using now?”).

 

Step 2 – Create the right layout

Even though you may only have a 6 or 8 foot table at a craft show, you still want your setup to make it easy for people to shop, and lead them through an experience. 

• Fixtures – Fixtures can be used to create a “path” you want craft show shoppers to follow. Try using a taller fixture in the part of your table or booth you want shoppers to be drawn to first. 
• Display – Make it obvious which products are your most popular by giving them more space, more obvious real estate, displaying more stock in it, using signage, etc. Knowing what’s popular can help shoppers make a decision.
• Product Placement – Make it easy for shoppers to touch and browse the items you want them to buy/your bestsellers. Being able to interact with your products will make shoppers feel more comfortable buying them.
• Layout – Start with the showstoppers at the beginning of your space, followed by your best sellers displayed in a way that makes it easy for shoppers to interact with them. Then the last part of your display should be smaller, add-on items. Shoppers should get to the end of your space and have another version of a popular product to decide between. This will force them to think more rather than feeling confident in their item. For example, if a shopper has decided on a new face lotion, they may find lip balms, travel sizes, or other low-cost items at the end of the display.

The placement of each item in your display should be deliberate, limit distractions, and help shoppers focus on key pieces.

This will help shoppers feel as though there are fewer options to choose from and fewer decisions to make.

 

Step 3 – Limit product options

Have you ever been at a restaurant and everything on the menu looks amazing? It’s hard to decide what to order, right? 

You may even have a bit of “buyer’s remorse” after finally deciding, and wonder if another dish would have been better, even as you’re eating. 

Offering a product in every color in the rainbow and a variety of prints makes it harder for a shopper to decide between options. 

You have to think of yourself as a leader in your industry. You’re telling shoppers which are the best colors/prints/styles by focusing your products on them. When you offer a little bit of everything, you’re telling shoppers “I don’t know what’s trendy/what’s considered boho style/what beautiful design is. You decide”.

Also think about how your selling style can help limit options and help shoppers make a purchasing decision.

If you keep throwing options at them (e.g. “I also have it in this color”, “or maybe you want something lighter”, “this would also look great with it”, etc.), you’ll add to their confusion.

Use the information you gathered with your open-ended questions, along with your knowledge about your products, to pull the right items. 

Then help them sort through the thoughts in their head to make a confident decision. 

For example, “Do you have more blue or red in your wardrobe?” can help a shopper decide between a blue pair of earrings they love and a red pair. Once they realize the blue pair will work with most of their wardrobe, they’ll be ready to buy. 

 

Together, these 3 steps can help craft show shoppers find exactly what they’re looking for, make a buying decision (quickly), and feel confident in that decision.