How to Sell at Craft Fairs

With Confidence

Selling at craft fairs can be really hard for those of us who are a bit shy and not used to it.

We don’t want to feel pushy and salesy…….

We don’t want to ask a customer if they need any help and hear those dreaded words “I’m fine thank you” which we interpret as “leave me alone.”

Most people who come to your stall will not actually buy and that can feel like rejection. But remember they are not rejecting you. They’re just not ready to buy yet.

Think of how many times you browse in shops and don’t buy. There are so many reasons like you were just “having a look.”

However you don’t want to miss out on potential sales from people who are really interested in buying or half interested but need a little help to make up their mind.

A Head Start with an Expert

To help you get a head start in selling confidently at your craft fairs I decided to approach a true expert in this field….. my husband.

My husband can sell anything!

When we met for the first time he approached me cold, out of nowhere in a book shop. He then proceeded to use a common sales technique which was to ask me about something I was interested in (i.e. the book I was holding).

This was intended to spark a conversation and was the ice breaker. From there we went for coffee, spent the day together and then we got married shortly after.

Excellent sales pitch. He was the offer and I was sold.

Later when I did craft fairs hubby would tag along and to my surprise he sold more of my hand made products than I did and he hardly knew anything about them.

So I asked the guy who could make a winning sales pitch to Scrooge what were some of his top tips on selling for those who are inexperienced? How does he do it?

To get you started on your selling journey or to add more ammunition for the experienced seller try these 2 main strategies.

I have broken them down into parts A and B which are slightly different and are more suited for certain personalities and situations.

In total you will get 4 selling techniques that you can try out at your next craft fair.

Strategy 1 – The Product Focussed Method

This is where the focus is on the product and getting customers to engage primarily with your products.

Technique A) The “No talking technique” – This works great for the shy seller and you don’t have to say anything.

Yes you can engage with your customers without even physically speaking to them or making eye contact. Sounds crazy but it is possible.

The following method is so obvious but still overlooked by so many craft fair stall holders it is astounding. It’s so simple and easy to implement.

Write instruction cards.

This works so well for prospective buyers. Put the cards in front of samples or products on your stall such as –

• “try me”
• “use me”
• “ smell me”
• “ pick me up”
• “squeeze me”
• “take a look”

This way you are telling prospective buyers that it is okay to try and look at your products which makes them start to actively use them.

Trying out your products helps people to make a purchase because they actually get to road test your stuff and see how it works for them.

This is also a pain free way to start a conversation because a customer might ask you a question after having tried your product.

See, you engaged a prospective buyer without even opening your mouth.

Bonus Tip – Let samples and business cards do the talking

If your products are suited for this you can also have a bowl of free samples with a business card that customers can take away with them. Even though they don’t buy at the craft fair they might buy later online.

What if I don’t have samples?

If you cannot offer samples then put business cards out on your stall or a leaflet. Let your cards and leaflets do the talking.

Technique B) The “talk a little bit technique” – This is great if you are feeling a little bolder and are happy to say a little more at the outset.

My husband says that if someone stays at your stall for at least 15 seconds then you should talk to them. That is long enough for them to show they are interested.

What should you say?

You can actually say similar phrases like the written ones above. Obviously you would adapt them because you would not want to say to someone “smell me “ or “ squeeze me.” At least not at your usual craft fair.

Say something like “would you like to try this” or “please try this” and hand them a sample of one of your best selling products. Odds are that they might like it too because it sells so well.

Then let them try the product. This naturally can lead onto this question – “Are you looking for something in particular?”

This opens up a conversation and an avenue to find out more about them. They might tell you that they are looking for a gift for their mother who likes the smell of roses.

Perfect. Do you have any rose scented or rose themed products? Then get those out.

If they tell you that they are buying for themselves, ask them what they like. What colours, smells or textures do they like?

The customer will guide you and you can show them suitable products.

Strategy 2 – The Person Focussed Method

“Most people think ‘selling’ is the same as ‘talking’. But the most effective salespeople know that listening is the most important part of their job.”

Roy Bartell, sales expert

Great sales people are interested in solving people’s problems first and foremost. Making lots of sales comes afterwards.

But you have to find out what those problems are and you do that by engaging with your customers.

Technique A) The “Ask a general question or make small talk Technique” –

Encourage engagement by asking general questions. This breaks the ice and gets customers talking.

It even works well if you are shy because when you ask someone a general question you haven’t even mentioned a product yet so it feels more like a natural conversation and less salesy.

Be observant and pay attention to people when they approach your stall at a craft fair.

If they have a baby ask them “how old is your little one?” Even if you don’t offer baby products you still managed the most important first step which is to engage with the customer.

Ask about someone’s day or what they have planned for Christmas?

These are general ice breaker questions to get some customer engagement going.

Technique B) The “Ask a specific question that might help you to recommend a specific product Technique”

This is where you will need to be a bit more observant and look for clues.

If you notice your prospective customer has on dusty clothing and work boots ask them if they work with their hands. They might then volunteer that they are a carpenter.

Trades people often suffer from dry hands and they might benefit from some of your fantastic body/hand butter. So easy now to make a recommendation for one of your products.

If they are wearing Christian Louboutins you can tell them how much you love their shoes and that brand. They will probably really appreciate that you noticed and be delighted to talk to you about them.

See you have successfully broken the ice again. Pat yourself on the back.

Now a customer like this will probably not be interested in your most budget items.

They more than likely will be attracted to bougie products with a high perceived value so you might want to offer them something a bit more luxurious from your range.

So by using this technique you are actively trying to solve your customers problems by offering them products that might help them or products they will really like.

This can make a customer feel appreciated and special because you are making an effort to get to know them which means you are genuinely interested in them.

Now you have at least 4 methods to confidently engage with and sell to people who approach your stall at a craft fair.

No longer do you have to stand there clueless all day waiting for someone to approach and when they do be lost for words with a gaping mouth like a guppy.

Be brave give these techniques a try and let me know how they worked for you.

Wishing you all great craft fairs where you completely sell out of your stock and go home happy.