A Craft Show Sales Strategy that Turns Shoppers into Buyers

This article is yet another lesson taken from the exciting pages of my life, this time when I was bathing suit shopping.

Who wants to try on bathing suits, right?

Especially after you’ve just finished a big dinner and a pint of beer.

I’m sharing why I was persuaded to try on and buy an expensive bathing suit and explaining what I call the bathing suit sales technique.

My husband and I recently went to the mall to have dinner and grab some things for an upcoming trip of his, which required a new pair of swim trunks.

I went into the bathing suit shop with my husband, headed to the ladies’ side and slowly weaved through the store, waiting for him to be done.

Here are the factors that encouraged me to become a customer:

 

FACTOR #1 – OPTIONS

If you’ve been reading my blog or have joined one of my free email course (email course #1 and email course #2), you know I’m all about scaling down. I believe too many handmade businesses are spreading themselves too thin by trying to offer too many products.

So I’m not suggesting you offer more types of products.

The bathing suit sales technique teaches us to offer more choices in limited products.

The store offered bathing suits. There are plenty of other products one may need when wearing a bathing suit: sandals, a cover-up, a hat, a beach bag, etc. The store may have carried a few of these items (I didn’t notice), but their focus was clearly bathing suits.

They carried limited types of products but a wide variety of options within the bathing suit category.

As I was browsing, a navy bathing suit top caught my eye. It was the exact style I’ve been admiring for a while, but the matching bottoms next to the top were not my style at all.

When I looked up, I noticed there were several more top and bottom options in the same navy blue fabric. Out of reach, there were a pair of bottoms that I loved just as much as the top.

Now I was starting to contemplate trying a bathing suit on and imagining wearing it on my next vacation.

 

How to apply at a craft show

We all have slightly different tastes. You never want to try to appeal to everyone’s tastes, but you can take a few preferences and offer options for them.

Start with one product and think about what the common preferences might be within your niche market. For example:

• • A jewelry maker could offer a pendant necklace in silver and gold, and maybe even with a small pendant and a large pendant.
  • Someone who makes scarves may offer the same color and knit in a regular style of scarf, an infinity style and a cowl style.
  • A soap maker may offer soap in a bar, on a rope, or in liquid form.

This is also a great way to create a cohesive product line (along with having a signature style) and not go too crazy with variety.

A jewelry maker could easily offer three styles of necklaces, carry each in gold and silver, as well as an understated option using a small stone and an overstated option using a large stone. There are 12 options to choose from without having to design 12 completely different necklaces.

It’s best to showcase options together. If that alternative bathing suit bottom were on the other side of the store, I likely wouldn’t have found it and would have talked myself out of a sale.

At a craft show, group variations together in a secondary display. Online, show options under the same tab, group thumbnails together, or even suggest them under a “you may also like” or “related items” section on a product listing page.

 

FACTOR #2 – DON’T HESITATE

As I was staring up at the bathing suit bottoms and admiring them, I was also talking myself out of trying on the bathing suit.

The sales associate was right next to me, steaming items, and my actions were clearly showing I was interested in the bathing suit. But she didn’t ask if I wanted to try it on or if she could get a size down for me.

That sales associate’s hesitation almost lost the store a sale.

Yes, it would have been just as easy for me to ask her to get my size down, but I was looking for a sign to buy or not to buy. I didn’t need a new bathing suit and really didn’t want to go into the dressing room, so I was looking to be nudged in one direction or the other.

“Did you want to try it on?” was all I needed.

When my husband came out of the dressing room, I asked him if he liked the bathing suit, and the sales associate finally asked if I wanted to try it on.

Once I said yes, I was one step closer to buying.

 

How to apply at a craft show

Don’t assume shoppers will decide on their own to buy, even if they love an item. We’re all looking for signs whether we should spend our money on an item or watch for red flags (e.g. bad customer service, product flaws, etc.)

I’ve tried a piece of clothing on, been on the fence about it and had the sales associate tell me it looks great. All of a sudden, I see it in a different light. My “I’m not sure” turns into “she’s right, it does fit me great…okay, I’m going to get it!”

Other simple statements can also sway me, such as “it would look great with __________” or “it would be perfect to wear to ___________” which get me imagining the piece in my life.

Don’t let people shop in silence and wait for the sale. Ask for it!

• • Ask if they want to try an item on.
  • Ask if they want to smell a scent or sample a lotion.
  • Go ahead and tell them you offer your greeting cards in a packaged bundle…even if they don’t ask.

>> You may also be interested in: How to Ask for the Sale at a Craft Show (without being pushy)

 

FACTOR #3 – SHOW IN A GOOD LIGHT

I had gone from “just looking” to trying the bathing suit on. But there was still the option of me not buying if I didn’t like what I saw when I looked in the mirror.

But each dressing room had this soft, warm lighting that illuminated from behind the full-length mirror. It made my skin tone look warm and didn’t shine a spotlight on all my flaws. It made me feel confident enough to open the door and get the sales associate’s opinion on sizing; that doesn’t typically happen when bathing suit shopping.

The store knew that minds can easily change in a dressing room and took steps for their products to be shown in their best lighting when being tried on.

 

How to apply at a craft show

Your products must also be shown in the best light possible, both literally and figuratively.

At a craft show, you may want to add lighting to your space. It could be a soft table lamp with a bulb/shade that helps cast a warm light. A jewelry maker may use spotlights with a bulb that makes pieces sparkle.

Also, be mindful of the background. Bring a tablecloth to cover rental tables and make sure it’s as wrinkle-free as possible. Choose a color, pattern or texture that complements your products and be mindful when choosing other props your products will sit on. 

You can also help show your products in a good light through the way you speak about them or handle them. Show your passion for your products as you explain their features or wrap a purchase.

Ensure every element that surrounds your products at a craft show helps paint them in a good light.