This entry is part 2 of 7 in the series 7 Ways for Your Art or Craft Business to Outsell the Retailers. Read Part 1, Part 3, Part 4, Part 5, Part 6, Part 7

by Shasta McLaughlin
The Extravaganza Craft Productions

Parts of this 7 part series have been reprinted with permission from the article “7 Common Disconnects In Retail Business” by Pam Grimm of Ideaco.

7 Common Disconnects In Retail Business

By Pamela Grimm, Ideaco

2. Lack of interest in customers:

It surprised me how often I could walk into and out of a store without having a single conversation with anyone. No one seemed interested that I was even there. When we did come in contact with staff, they really didn’t know how to conduct small talk to establish some kind of personal relationship connection. It was all business. Why is this important? Because the personal connection made with the store is the core of a positive experience…making a connection that makes you want to come back to that store, think of that store,and become an advocate for that store. Another “dropped ball” was in the lack of gathering contact information. In over 95% of the stores, we walked out with no way for the store to ever follow up, market to us, or make another connection with us.

How to Overcome a Lack of Interest in Customers

As I mentioned in part 1 everytime a retailer misses a sale they leave an opportunity for you to make the sale, if you have a product of similar quality and value. I feel like it is obvious that if a customer walks into your booth and leaves without even a greeting that you have missed an opportunity, but since it happens so often in every industry it bears repeating. If a customer walks into your booth and walks away without having a conversation with you, you have missed an opportunity for a sale.

I admit it is hard to find the motivation to happily greet every customer when a show has few customers and sales are slow. Remember it is more expensive to find new customers than it is to sell to those who have already purchased from you. It’s not the purchase one customer is making that will make your business profitable it is the many purchases they will make in the future that will. Retailers who fail to greet their customers aren’t seeing the full potential of each customer. Every customer has the possibility of one sale or one thousand sales depending on what you do to earn their business. If you follow up with correct marketing principles with the customers who have purchased from you approximately 20% of them will make 80% of the future purchases from your business. By treating each customer like your best customer you won’t miss your next golden opportunity.

A customer walked into your booth, saw something there that interested them, your job is to establish a relationship of trust with the customer. Find out what is was that brought them into your booth, and ask for the sale. How do you establish trust with someone? What makes you trust someone? Establish trust by getting to know them, find out what it is that they want and give it to them. You can’t establish trust if you haven’t spoken to them. Start off with a simple, “Hello.” Don’t ask, “How are you today?” unless you truly want to know, customers know when you care and when you’re just asking to start a conversation. If you ask, “How are you today?” you must truly care how they are today. Ask where someone is from, or what brought them to the show today, ask what they are looking for, or if you can help them find something. Ask if there is someone they are shopping for or if they are shopping for a special occasion. Ask if they are looking for a particular style or if they are looking for something in a certain price range. Listen carefully to their answers without trying to figure out what you are going to say next. When they are finished speaking then take a moment to consider what to show them. When you have narrowed the choices to a few of their favorites ask for the sale by saying, “May I wrap those up for you?” or “May I take those to the counter for you?” If they’re having a hard time deciding, offer to give a small discount (10% off) the lower priced item if they buy them both.

When ringing up the a customers purchase always offer an upsell. An upsell is an additional complimentary product for example McDonalds offers a larger fry and drink with every hamburger (or hamburger meal) purchased. Done correctly chances are some customers will make the extra purchase, but no one will if you don’t offer. Don’t forget to collect the customers contact information during this step. They have purchased from you showing a need or want for your products so you should follow up with them to find out if they have additional needs, You can’t follow up if you have no way of contacting them again. You can collect their personal information by using duplicate receipts and including their name, mailing address, phone and email on every receipt you make out. Be sure to ask if you may include them on your mailing list and mark that on the receipt. Only mail to those that gave permission to be included.

Treat every customer like a golden opportunity. Follow up with them multiple times and soon you will be able to sort out the customers who will make many multiple purchases in the future and focus the largest part of your marketing budget on them and your profits will definitely grow.

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Art and Craft Show Expert Shasta McLaughlin provides articles, hints and tips, checklists and more for artists and crafters that sell handcrafted products who want to save time looking for shows, packing for fairs, and get more sales at festivals. Now she is revealing how to collect your customers contact information, follow up with them and make more money while working less. Go to http://www.extravaganzacrafts.net to get her newsletter, The Extravaganza Craft News, that will help you avoid mistakes, save time and money when preparing your craft show booth.