There’s no point in having the best product or service around if you don’t sell it in the right way. You can’t afford to sit back and expect your customers to pick up telepathically what a brilliant job you’ve done. Instead you have to stick it under their noses and present it in such a way that whatever’s on offer is immediately better and more enticing than those of your competitors.
The Art Of Selling
Some people are natural sellers, most of us work hard at it and get there in the end, and then there’s the minority who read every self-help book on the planet but are still terrible at it. Hopefully you’ll be one of the first two, but don’t despair if selling really isn’t your thing. What is important is to acknowledge it early on and either get
a partner who can, or sell through an agent or other third party like a wholesaler.
But you never know until you try, so give it a go at least once or twice. There are a few simple rules to remember:
- Listen to your customers and take your cue from them.
- Do you sense they want to talk or be left alone?
- Don’t gabble out of nervousness.
- Smile and stay relaxed.
- Be patient.
- But persevere (gently) if you think they’re wavering.
- Don’t point score.
- Know everything there is to know about your product or service and be prepared to answer questions.
- But don’t be too clever.
- Be confident.
- Be polite but not oily.
- Be yourself.
- Be aware of body language. If their body is closed to you and they’re backing towards the door, you know you’ve overdone it.
- Know when to stop.
The point of sale is also a good opportunity to let your customer know if you’re doing anything else they may be interested in. Perhaps if you’re a landscaper you may have a sideline in selling organic vegetables, or if you’re an aromatherapist can you either sell your own oils or recommend a good source?
Repeat Business
Once you’ve made a sale, it’s far easier to make another sale to the same person. They know your product or service and can trust it.
People on the whole are conservative and will usually go with something familiar. Perhaps the customer liked your product packaging, ethical approach or attention to detail. Ask them what it was that appealed to them. It’s also cheaper to sell products to existing customers because you know they’re out there. It means you don’t have to spend so much money on advertising or other promotions.
There’s something called the 80:20 rule which says that successful businesses need to get about 80 per cent of their income from 20 per cent of their client base. What this means is that you need to create a core of loyal customers who’ll return again and again with little prompting, giving you time to concentrate on finding new customers and refining your product or service.
But of course you don’t want to neglect the loyal core. If possible, keep contact details for them. Let them know about new lines, tell them first about sales, discounts or special offers. Make them feel valued.
Selling At Craft Fairs And Markets
Selling at fairs and markets rather than shops is slightly different. There tend to be fewer barriers between sellers and customers, the atmosphere more relaxed and informal, and customers more likely to want to chat. There can also be a festive air or sense of occasion if the fair or market is held at Christmas or at an annual agricultural show or village fete. So be prepared to get into the spirit of things and think about how you can make best use of it.
Selling at fairs and markets can also be more personal. Usually you’re selling your own goods, often handmade, which says a lot
about you as an individual. Contrast that with a typical shop which almost always sells factory-made products from many sources, which are sold by assistants who don’t care if the goods have been made by Indian slave labour or dropped from the heavens.
All the usual rules of selling apply at fairs and markets, but because it can be more relaxed you need to be a bit careful. Remember that there are still boundaries.
- Don’t be too familiar.
- Don’t be too pushy. Don’t jump out from behind your stall the moment customers approach because they’ll take off like a nervous deer.
- Don’t take rejection of your products personally.
Remember too that not everyone is the same and that you’ll have to develop different approaches for different situations. Think about how you would sell your product or service to, for example, an elderly farmer, a well-to-do middle-aged woman in a Barbour jacket, or a young mother towing a couple of children. Then practise on patient family and friends.
A good selling technique is something that only comes with experience. Don’t get downhearted if you find it difficult or even distasteful at first. As your experience grows, then so will your confidence and skill. And consider the advantages of starting out at a fair or market:
- There should be many more passing customers than in a shop so you’ll have plenty of chance to practise your selling.
- There’ll be a greater cross-section of people.
- You get instant feedback on your product or service.
- You can pick up ideas from other traders, both in how to sell and in how to display goods.
And you can learn all those skills without having to commit to a shop or studio.