It’s the eternal question that rattles through your mind when you’re standing behind your stall and customers just seem to be walking past: How do I make them buy?
A lot of the time, it’s the coming together of several strands that results in a sale: A product people want, a great display, an effective sales technique and of course a bit of luck.
There’s no failsafe solution but there are certainly some common denominating factors that successful traders all seem to share, so we thought we would let you know what they are.
Make it easy for the customers to know what you’re selling
When customers are browsing at a market, spending money might not be the first thing on their mind. They’re most likely thinking about food/what happened last night/what they might buy for future birthday gifts. Shopping at a Sunday market is quite a laid-back experience for customers who are usually there as much to soak up the atmosphere as they are to make a purchase. The trick is to pull them into the present and persuade them to buy that gift or treat now – and to help them feel good about it.
One way to draw them over visually is to ensure that it’s clear from a distance what you are selling. Focusing on a product that has a coherent theme but that is available in different shapes, sizes and colours really helps to create an impact and re-enforces to the eye what’s for sale. Take Canvas Butterfly (pictured below). It’s pretty clear that the artist Colette sells illustrations of butterflies and insects which have a wide appeal, so all you have to do is to walk on over and choose your favourite colour, size and format. No thinking required.
Try this: Imagine you were a customer and you had never seen your stall before. Would you know what you were selling? What could you do to make it clearer?
2. Use clear signage
Another reason to make it clear to customers what you are selling is that with so much competition for their attention, they might not feel they have the time or inclination to go up to your stall and find out what it’s all about. Also, some customers will fear that awkward moment when they’re browsing and you’re looking at them, so they just avoid going over, but if you have a banner, sign or labels explaining what you sell, it makes it that much the easier for them to know why they should stop and browse. The same goes for pricing – you should advertise at least one attractive but realistic price point for customers to be able to judge if they want to spend with you or not.
Posh Bird Designs made a sign to tell customers a little bit about the provenance of her work (below)
Try This: Take a picture of your stall and show it to someone who has never seen it before and knows little about it. Can they tell you what you make/sell and what your price range is? Did they learn anything interesting?
3. Display products in clever ways
Let your creativity run wild and design a stall where you can show off your products at different heights and use interesting objects to draw the eye and therefore the customer. If you’re selling pictures for example, bring an easel or a metal hanging rack to clip cards onto as well as having a box for them to leaf through. It’s good practise to protect foodstuffs from dust and dirt in the air but you can still display products in baskets at different heights behind a perspex shield or in interesting jars like Eat Roar has in the picture below.
Try this: Start noticing interesting window displays in shops and at markets and work out what you think works. Try applying some of those thoughts to your own stall display.
4. Talk to your customer
This has got to be one of the most essential messages. Stand up, be engaged and look happy and approachable and ready to chat with customers about your product and how its made. Customers who buy local and handmade want to know the provenance of items so they can tell their friends and it adds to the experience of buying. Putting on a friendly exterior also lifts your day says Francesca Kay, who sells letterpress cards and knitted finger puppets, “I say ‘hallo’ and smile at everyone who passes my stall, and even if they walk past, I get a smile in return!”
Try this: Become a smile addict. Say hello to five strangers in the street one day to realise that it’s not the end of the world if you smile at someone and they don’t respond. For everyone that ignores you there will be someone who smiles back which always makes you feel good. You’ll soon be hooked!
5. Learn from others and share what you know too
One of the most valuable sources of information is other traders! Be friendly and ask pick their brains (in a quiet moment!). Or read one of the many great blogs out there and share what you learn in return. Here are just a few that might help.
Try this: Read some of the following blogs about designing and selling at markets/craft shows.
With over 300 million active users in 9 months, Instagram is now one of the top three social media networks used in the UK. But if you’re already struggling to keep up with Facebook and Twitter, why use Instagram too? And how do you even get started with it? Don’t panic – we’ve gathered some tips to help explain how it works and why it can benefit your creative business.
1. How to get started
Getting started on Instagram is fairly straightforward. Simply download the app from your app store (FREE!) and sign up for an account. Keep your name the same as your Twitter or business name if you can, to make life easier. Add a profile image (a brand logo works well), write a catchy bio (keep it consistent with what you have written in other social media bios) and remember to add a link to your website. Connect your account to Facebook and let your followers know they can follow you there.
Even if you’ve never used it, most people have at least HEARD of Instagram. If you’re signing up an account for your business, think of it as a visual marketing tool. This app makes it easy to create and share entertaining and beautiful images without the use of complicated software like Photoshop. Users can instantly post pictures with captions and hashtags directly from their mobile phones and tablets, sharing them instantly not only with their followers but also thousands of those searching for images relating to particular subjects eg: #Craft or #Vintage.
3. Use hashtags!
But how to people find the content they’re interested in? Well, they just put a hashtag (#) in front of a word, just like you would on Twitter. If you’re looking for inspiration then Instagram has plenty of hashtags to discover – simply type what you are looking for in the search bar under the magnify glass icon eg.#handmade or #streetfood. Here’s what comes up when we look up #bathartisan
To make life easier for you and to make sure your images are found by people interested in the same topics, compile a list of popular hashtags that relate to what you do eg: #ceramics #artisan and each time you post an image remember use these hashtags underneath it. You could also create a punchy caption that explains your brand, for example, we use #BuyLocalBeUnique so that your phrase becomes associated with your pictures.
4. Inspire potential customers
It’s all very well knowing how to use Instagram, but what is the point? Well, for creatives like you, it’s the perfect place to form a personal connection with your audience by using visual images of your work and insights into your world (everyone’s nosy after all). Here are some ideas for subject matter: Behind-the-scenes at your business, your latest work or product, a photo of you at a market or fair, a picture of an exclusive offer. The more your followers see your pictures and engage with your world, the more likely they are to remember you the next time they are looking for a gift/commission/service. And as it’s so quick to take a pic, this is one social media network that won’t eat up your life – giving you more time for fun which is of course, the key to any creative’s inspiration!
It’s one thing whiling away the hours developing products to sell, but what happens when you bring them to market? Do you think that simply putting them on your table will ensure significant sales?
Of course you don’t, because you know that your market stall is your shop window for the day, but it’s not always easy to know the best way to present your stall so that it catches the public’s eye but retains your individuality at the same time. That’s why our designer, marketeer and Bath Spa art graduate Carla Stobbs has researched some innovative, creative and simple ways to help make your stall stand out. And if you use Pinterest, find some more ideas here.
1. Make eye-catching signs.
Be proud of your brand! One of the first things a customer looks for is your business name or information about what you are selling/making. There are lots of creative ways to do this, from hand-stitching your name onto bunting or banners (especially if you sell textiles) to creating handmade signs with an arty feel to commissioning a fellow trader from the market to make one for you. We love how this blogger (pictured) has upcycled some old pallets to do just that.
Not confident with your handwriting? I’m sure many of us have struggled writing that perfect chalkboard sign. Here is a sneaky tip to getting it perfect!
Tags and labels are just as important, these are best written in a simple font or neat handwriting. If a price tag isn’t shown or is hard to read, the customer might not always ask and may walk away.
Does your packaging have your brand name on it? If you are using plain paper bags how about getting your logo design turned into a stamp so you can turn that boring paper bag into your own unique creation! I recommend The English Stamp Company who I used to create a stamp for my screenprinting business, Happy Inkers.
2. Find unique ways to display your products
Your stall should be an inviting space for people to be drawn to, just like a shop front. How about bringing extra things to the market to use at props? People love objects that are visually interesting – these scarves displayed on a ladder makes for easy pickings, plus they are easy to display and customers can quickly compare and contrast colours. Even you wouldn’t have to keep folding them back up.
Use colour to set things out from each other. If you have lots of clashing colours it may be difficult for the customer to spot things easily, but by using plain tablecloths you can really make your stock stand out.
Also, another useful tip is to have a look at other market stalls or browse on our Pinterest board for some stall inspiration.
3. Wear your products
If your product is clothing or jewellery, always wear it! This shows that you are confident about its functionality. If you have a couple things to show off then bring along some mannequins. This will give people an idea of the shape and style more so than a hanger.
4. Allow your customers to visualise your products in their lives.
If your product isn’t worn, think about creative ways to show its uses. If you’re selling food, have some samples out to taste. This will invite the customer over and open up a conversation plus they will hopefully be seduced by your delicious food.
Think about how you want your customer to use your product and display it in a way that makes them easy to visualise it in their own homes. Revel Interiors for example, uses a parasol to hang her lampshades which gives the customer a better understanding how the product may look when hung. Not only that but it makes a huge impact to the way her stall looks! Display cushions on chairs and hang pictures on a back board if the space allows.
5. Don’t be afraid to change…
If something isn’t quite working, think about doing things differently. Nicole from Loganberry did just that by changing the way she displayed her soaps from rustic but cumbersome wicker baskets to painted wine boxes. Not only do her products stand out more now, but also it has saved her time cleaning up straw at the end of the day!
We like to help our traders…so here’s a piece to help you improve your experience, especially if you’re new to markets. And if you’re a customer, please comment at the end of the article about what makes you want to stop and buy from a stall. By Catherine Stokes, Market Organiser.
You’ve booked in at The Bath Artisan Market – hooray! Now for the hard work. You spend all your time working away at your art, perfecting your product and ensuring you have enough to sell. The night before you remember everything – your chair, table, float, some snacks to keep you going.
But there’s another vital tool that can sometimes be overlooked – how you’re going to sell, which is a daunting prospect when you’re selling your own work/produce especially if you haven’t had much experience of selling to the public face-to-face. I’ve run many markets and have spoken to lots of traders who all have different experiences, such as Claire MacDonald from Oh My Lovely, who I’ve spoken to for this article and who has been trading at the market every month since it started. And in doing so I’ve noticed some common factors that help some to do very well, plus I have experience selling direct to the public myself when I used to sell vintage china at festivals and events. I hope you’ll find the following insights useful when and to improve your own sales and confidence.
1. Stand up!
Yes I know it sounds radical – having to be on your feet for six hours. But there’s nothing more off-putting for a customer than approaching a stall where the trader is sitting down. That’s because it gives the impression that the seller is bored or disinterested in talking. It’s better to stand up so you can give the browser some space, plus it will make you look energetic and approachable if they want to ask a question. You need to give off the air that you’re happy if someone does buy, but if they don’t that’s ok too so that they don’t feel under pressure.
Claire MacDonald thinks sitting down is fine “if you are working on a project (eg knitting or drawing) because it will bring out the curious and inquisitive nature we all have – reading the paper though is a no-no, even if it’s tempting after a busy week.” So if you must park your posterior make sure you are involved in work of some kind that will engage the customer and prompt them to ask you what you are doing or stop and watch – thereby creating an opportunity to talk more about your work – and sell. Remember too, that at the Bath Artisan Market we don’t provide chairs anyway.
2. Learn how to break the ice
Just because you’re a creative type doesn’t mean you are a sales type too, but the harsh reality is that when you’re running your own business you need to be, especially in the early days. One of key tips for success is very simple and everyone can do it, even if you’re shy. Smile. And if you’re braver, say ‘hello’ or ‘good morning/afternoon’. Graduate onto ‘How are you?’ and maintain eye contact (although not too long to become starry). “Ask them how they heard about the market,” suggests Claire, “or talk to them about Bath.”
Everyone likes to meet new people, so if you’re not naturally comfortable with strangers pre-prepare some topics. What about the weather – cheesy but something everyone can talk about eg: ‘Sunny today isn’t it?’ or ‘at least we’re not in the rain’ or ‘wish I’d put my thermals on!’ Or you can talk about the next big holiday – Valentines’, Easter, Christmas or something neutral in the news like a sporting event or national celebration. Smile and say something when you catch your customer’s eye then leave them to browse – at least you will have made them feel at ease and you’re there if they need you.
Visitors to The Bath Artisan Market appreciate getting to know friendly traders and if you make a good impression they’ll remember you and tell their friends. Similarly if they think you rude or unresponsive they’ll pass you by next time.
3. Big yourself up
This is tricky for most of us Brits who’ve been brought up to be modest. But believe me – you are instantly interesting to customers because you are an artisan who is both running your their own business and producing their own work, Honest! Practise by telling friends and family how you work and identify some nuggets of information you can tell potential buyers. For example, do you use surprising materials for your work, where you get your inspiration from? When did you start making food/sewing/ceramics – did you start off at home or do you still work at home? Do you have another job? Did you give up a job to do this? What are your plans for five years time? The Bath Artisan Market encourages customers to ‘Meet the Makers’ and most visitors are very encouraging of people who are talented and making their own way in life. They want you to share your story with them.
Claire MacDonald also emphasises how important it is that your stall is well-presented: “It can be hard to think of yourself as a brand, but that’s what you are which is why the presentation of your stall, products and stallholder is really important – you are selling a lifestyle not just a product. When setting up your stall, think about what draws you to a shop window. Maximum sales are achieved in shops at eye level so bear that in mind.”
4. Be bold about prices
Have a good idea of what you will charge before the day starts and work out what you are prepared to negotiate down to (if in fact you are – remember you do want to make a profit so include your materials in your cost price as a bare minimum).
To price or not to price? That’s the question every trader debates, as you worry that if prices are labelled too high people will walk on by, when you would have been prepared to give a discount if they asked – or at least explain the reason behind your charge (skills, time, materials etc). And if you don’t list your prices it gives customers a reason to talk to you – ie to ask how much so you can then start talking to them.
“But,” continues Claire, “it can be awkward not having a price/price list on show.” A happy medium is to have a range of prices on show covering all budgets – an entry-level price up to your Rolls Royce price and then work at engaging with customers. When they buy a smaller priced item be friendly and start chatting – thank them and then point out some of your other products too. Or as them if they found everything they were looking for. Know your stock well and really try to help the customer by coming up with solutions for what they need.
If you are unsure what to charge, adding a minimum of 50-75% profit is the norm although in some cases as much as 100% can be put on smaller items, but play around and work out what you think is fair. For example, if your cost price is £5.55, 100% mark up will be £5.55 so the sales price would be £11.10 – which sounds odd, so why not make it £10.99.
6. Dress Up
It can be difficult on early mornings (especially in winter) to make yourself look good when you wake up at 5am and all you want to do is wrap up in a puffa jacket and drown in cappuccino. But come 11am, the customers are in front of you wanting to buy and if you’re feeling drab you’ll come across as dowdy too. So learn to put on a front, to make sure your hair is tidy, clothes are neat and clean as are your nails and brush your teeth! It will help you feel better if you know you look great and give you more confidence to sell. Some traders even have specific trading clothes that they only wear for markets – it’s their uniform if you like that gets them in the right mindset to meet the public.
Adds Claire MacDonald, “think of the market as theatre, to the traders it’s a normal way of life but if you look at the market from the visitor’s point of view, it’s an event, a point of interest in the month. Just like the circus, we roll into town once a month with all the different stalls, colours and entertainment, so be prepared to play a role for the day.”
7. Stay positive and relax
Of course you want to make money at the market. But some days are better than others. In fact some hours are better than others, so it’s important to come with a positive attitude. It can be hard standing beside your work when everyone seems to walk past, or visit the stall opposite you. But the most important thing to do in this situation is the hardest – relax and stay positive! There are many other benefits to being part of The Bath Artisan Market, such as networking with other traders, picking up commissions and promoting yourself – so remember to have cards and/or flyers with you because more often than not, traders receive internet orders and enquiries for work after the event. “Don’t despair about lack of sales,” reassures Claire, “think of each event as advertising yourself – it’s a lot cheaper than placing an ad and it gives you the unique opportunity to present your product and promote it and be in total control of how it’s presented. Sales will come, it just takes time and confidence, fine-tuning of your product, prices and presentation, but you will find your style and niche. And if all else fails talk to other traders to learn from their experiences and laugh to release tension – it can be spotted in the body and face a mile off and is off-putting whereas customers find a smiling face far more attractive.”
You also want to project a positive, upbeat energy. I’m not talking about being so hyper that you scare people off but I’ve noticed that those who do well are generally happy and smiley and are just automatically more pleasant to be around. This aura is something you can’t see but something that seems to work.
I hope that these tips have inspired you. Of course they might seem super-obvious, especially if you are experienced. Do leave your comments below, trader or customer as I’d love to hear what you think and if you have any more to add. Happy trading!
For more information about Claire MacDonald go to her website Oh My Lovely, follow her on Twitter or see her on the second Sunday of every month at the Bath Artisan Market on the walkway, just by the square.