The Traveling Saleswoman

At a fair last Saturday with 40+ vendors, I did the most business of anyone there by a long way.  More than one other vendor came up to me during the day and asked, “What’s your secret?”  So I thought I’d add some more craft fair pointers to the ones I originally listed back in May.

• You’ve got to come up with a win/win scenario.  In my case, that means selling products that make the customer feel like they are getting an amazing bargain, while also making me a decent profit that will cover the cost of the table fee and make the day worthwhile.  I buy the hostess specials on parties where my hostesses decline them, and then turn around and sell them as cash and carry at fairs.  I buy $40 items for $9.99 and sell them for $20.  I make 100% profit and the customer saves 50% on retail.  Like I said, everybody wins.
• Use bags with your company logo on them.  Put each purchase in a logo bag and then when your customers are walking around the fair, it’s like a walking advertisement for your table.
• Get out from behind the table.  I see too many vendors using the table as a barrier between them and the customers.  It makes you seem distant and unapproachable.  You’ve got to get out and make small talk – start by complimenting someone’s earrings or children, and use it as a launching point for a conversation.
• On a similar note, make your display welcoming.  I favor an angled display that invites the customer in to explore – like a little shop.
• Set your price point correctly.  I saw both extremes on Saturday.  One woman was selling beautiful hand-painted furniture.  Everybody who walked past stopped to ooh and ahh over it, but she didn’t sell a single piece.  I attribute this to the fact that almost all her pieces were $100+.  Very few people come to browse at a craft fair with the intention of spending that kind of money.  On the end of the scale, another woman was selling dishtowel angels.  But when she added up the cost of the component pieces, she was only making cents not dollars on each item.  I don’t think she even covered her table fee at the end of the day, never mind making a profit for all her effort.
• Dress up your products.  I can buy a $9.99 product and easily sell it as is for $15 or $16.  Or I can spend minimal money and effort to dress it up with cello wrap, a ribbon or a Christmas bow for easy gift-giving and sell it for $25.