Tips for Craft Show Vendors Who Don’t Like Selling

I’ve never loved selling. I didn’t like it when I worked for a retailer, and I like it even less when I’m having to promote my own work.

But selling is a necessity if you want a successful business.

So I’m sharing my best tips as someone who strongly dislikes selling.

 

1) Focus on connecting, not selling

I love the quote; It’s better to be interested than interesting.

I think it’s more related to building connections with people, but it applies to selling to.

You don’t have to give a presentation about your products. Just point out a few key things that you think a shopper might care about.

And you must get to know them before you can do that.

Start with anything you can chat about. You might ask them where they got their jacket. That could lead to talking about your favorite stores and why you love them. Then lead to why you started your business.

Just try to make small talk at first, rather than leading with a sales pitch.

 

2) Ask questions

If you’re leaving tip #1, thinking, that doesn’t help because I hate small talk….I feel ya.

I’m not a fan of small talk either.

But what gets me through it is asking questions.

That takes the pressure off me and again leads back to being interested, rather than trying to be interesting.

Shoppers will feel special when you take an interest in them.

Have a few generic questions ready to go:

• How were the roads getting here?
• I love your ____ (something you genuinely like; their glasses, haircut, bag, etc.). Where did you get it?
• Are you all done with your Christmas shopping?
• How’s your day going so far?

You never know where their answers might take your conversation, and if you’ll uncover a connection or some information that leads back to your products.

 

3) Talk about what excites you (about your business)

It’s much easier to talk about a topic I’m interested in. So think about the aspect of your business you really love.

For example, let’s say I’ve started an apron business. Not because I love aprons, but because I love baking.

Instead of talking about the size/materials/pockets of my aprons, I would start with my love of baking and how that got me into apron-making.

You may love:

• learning about fashion trends
• sourcing unique materials
• playing with different scent combinations
• etc.

Focus on what you find exciting, and that will help sell your products.

 

4) Point out favorite features

Building on the last point, think about why you love your products and use them. Or share what your customers love most.

These are the features you should point out to shoppers.

Telling them what you love about a product and why will feel less like selling and more like sharing.

For example, “I love using that bag for travel because it has the long adjustable strap and the trolley sleeve, so I can set it on top of my suitcase and slide the handle through the sleeve. It’s also small enough to fit under the seat on an airplane.”

Bonus points if you’re pointing out something that’s not obvious.

 

5) Be aware of your body language

It’s okay if you need a break from selling, or if you’re getting the vibe from a shopper that they want to be left alone.

In this scenario, just be sure that your body language stays warm and welcoming.

Smile, say hi, let them know you’ll let them shop, but you’re available if they have any questions.

Stay present; don’t scroll on your phone while they’re at your table. Tidy your shopping bags, organize your stock behind the table, work on a craft, etc.

 

6) Prepare selling points

Think about your target market and what they care most about when it comes to your products.

Then prepare a few short selling points so you don’t feel on the spot.

Also, make notes after each craft show so you remember which points resonated with shoppers.

If most people don’t respond to “there’s a pocket inside for your laptop,” but many say “oh really?” when I tell them about where I source my vegan leather and how they’re known for being the most durable, I’d lean into that point in the future.

 

7) Go in rested

Easier said than done, I know. But try to stay organized before a craft show so you can head into the day rested.

When my battery is depleted, it’s even harder to make small talk and be “on” all day.

Try to get a full night of sleep before the event, arrive with lots of time to load in, park, set up, and have everything ready to go so you can build your display on autopilot. 

 

8) Reuse selling material

My business partner and I used to laugh about using the same lines over and over. To us, it was a lame joke or icebreaker we used 100 times in a day, but to each shopper, it was new.

His favorite was asking a shopper if they ever get told they look like a celebrity (when he thought someone looked like a (complimentary) celebrity). If they said yes, he’d guess who it was, and if they said no, he’d tell them their celebrity look-alike.

He’s a very charismatic guy and great at reading people, so he only sparked that topic when he could tell a shopper would be comfortable with it. It always broke the ice and had their friends and other shoppers joining in, sharing whether or not they saw the resemblance.

Once you have a set of questions/selling points/icebreakers, use them over and over.

You need enough material in your rotation so the shopper you just asked where their bag is from doesn’t hear you asking another shopper the same question when they’re at the next booth. But there’s nothing wrong with working from a script all day.

 

9) Mimic other vendors

Try to pay attention to the other vendors around you and pick up on the types of things they say about their products and how they interact with shoppers.

Stay authentic to who you are, but don’t be afraid to use some of the icebreakers, questions, and techniques they use to chat with your shoppers.

When I first started selling at craft shows, I was so shy. But watching how my then business partner interacted with people taught me a lot, and I eventually started using (some of) his techniques when I was on my own.

 

10) Bulk up on signage

Signage should be clear and to the point, so it’s easy for shoppers to read at a glance.

Have several signs throughout your booth that share important product information, so you don’t have to.

Props and lifestyle photos can also help convey important information to give you a break from selling.

 

You don’t have to become a smooth-talking salesperson to succeed at craft shows.
The goal isn’t to sell at people — it’s to connect with them.

When you focus on sharing what you love, asking questions, and creating a warm, welcoming booth, the “selling” part starts to happen naturally.

And remember, every show is practice. The more you do it, the more comfortable you’ll feel — even if you never actually like selling.