7 Ways For Your Art or Craft Business to Outsell the Retailers Part 1
October 17th, 2009
- 7 Ways For Your Art or Craft Business to Outsell the Retailers Part 2
- 7 Ways for Your Art or Craft Business To Outsell the Retailers Part 4
- 7 Ways For Your Art or Craft Business to Outsell the Retailers Part 3
- 7 Ways for Your Art or Craft Business To Outsell the Retailers Part 5
- 7 Ways for Your Art or Craft Business to Outsell the Retailers Part 7
- 7 Ways for Your Art or Craft Business To Outsell the Retailers Part 6
- 7 Ways For Your Art or Craft Business to Outsell the Retailers Part 1
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. Click here to see Pam’s original article.
7 Common Disconnects In Retail Business
By Pamela Grimm, Ideaco
Many of you have contacted me wondering where I have been; as you may have noticed, I haven’t had an article in this magazine for several issues. Well, here’s your answer. For the past several months we have been working with a major financial institution analyzing why their stock value has decreased and where they are going “wrong” in their front line business. We identified some major issues that have simple solutions; these changes will ultimately have a huge impact on their business practices and their front line behavior, but will require a paradigm shift in their thinking.
Our results were not a surprise, however the reaction from the company was interesting. They basically indicated that they had moved from being unconsciously horrible at the business to being consciously horrible at the business. They couldn’t see what they were doing wrong even though it was right in front of them. Sometimes it requires an “outsider” to come in and take a good look around. Our end results brought us to 7 key disconnects in their business practices that needed to be addressed. These problems have been seen both in mainstream retail and independent stores, so we decided to do an “unofficial” business audit and note similar business practices. Here are the 7 common disconnects found on the retail level within the craft industry:
- First Impression Failure: When a customer comes into a store, she is either there for the first time, is a repeat customer or she has come in with a problem. Regardless of the reason, every time a customer comes in, she gets a certain impression of the store. We found, in the majority of the stores, that the first impression failed miserably. Often staff members were too busy to say hello and didn’t know how to approach a customer to see if she needed assistance. Many times, the staff wouldn’t even talk to a customer and she could walk out as quietly as she came in. Sometimes the atmosphere of the store was uncomfortable, like a fight had just happened between the staff and the management, and everyone was in a terrible mood. It showed on faces and in the manner they moved products around, or just in the way they spoke to each other.
First impression from a physical standpoint failed horribly in the independent store sector as products were disorganized and crammed in anywhere…or there was a great lack of products. Samples seemed old and tired, and handmade signage promoted classes that had already been taught weeks prior. Many stores had no personality or flavor, leaving the feeling that you had walked into an overpriced dollar store.
How to Improve the Customers First Impression of Your Booth
We need to recognize that their mistake is our opportunity. When retailers fail to make the sale they leave the door open for anyone with a similar product to make the sale. What is the first impression that you are creating?
Always greet every person who is passing your booth. Your greeting may be the only reason they look your way. Ask them if you can help them find something. Point them in the direction of whatever it is they are looking for even if it’s somebody’s booth.
No matter how slow the sales are that day remain positive and don’t discuss the slow show with other vendors or customers. Remember there are opportunities everywhere so be prepared to take them with a smile and positive attitude.
Set-up your booth at home and take a good look at it? Consider the first impression that you’re creating. Is your booth professional, clean, organized, warm, inviting, interesting and attractive? Is it cluttered or empty, disorganized, confusing, and unprofessional? Ask the show promoter for an additional space (or half space) if you need more room to keep your booth looking it’s best. A larger booth makes it easier for customers to enter and leave making it feel less claustrophobic as long as there is enough product displayed to fill the space. Display more arts or see about sharing booths, if your booth looks empty. Set-up products between your knees and eye level for the best visibility. Don’t lay things flat on the table, use packing boxes under table cloths to add some height. Arrange items that have something in common together and then display attractively. For instance all the T-shirts should be together, then all the large T-shirts might be together on the rack, then medium, small, and extra small.
Are the colors of your booth showing off your crafts well or are they distracting from and competing with them? Make corrections now to improve sales.
Set-up early at a show and use the extra time before the show to get the opinions of other artists and crafters. Ask them to tell you as much about their first impression of your booth as they can. Record what they say in a notebook for reference after the show. Carefully consider their opinions and you will know which ones make sense for your business. Take a good look at the booths around you and record the things they are doing right and the things they aren’t in your notes for later.
Next do an informal survey of your customers. During your conversation with them at the show tell them that you are working to improve your customer service and ask if they would be willing to spend a few minutes telling you what they thought about your booth. Always take notes.
If show promoters won’t allow surveys or drawings in your booth print some simple business cards that have a link to your online survey. As customers make a purchase include the card with their purchase . Tell them it’s there and that they will be entered to win a prize or will receive a small gift for answering the survey. Ask about things like first impressions, colors, displays, greeting they received, how prompt service was, price of product compared to value, etc. Make the survey as simple as possible while collecting the information that you need. Don’t forget that the survey will be skewed if you only ask people who purchased so ask people who check out your booth and a few passers by to take an extra look at the booth and do the survey as well.
Make signs on the computer for a more professional appearance. Check them for wear and tear. Update them occasionally be sure to make them timeless, simple and as clear as possible.
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Categories: Art/Craft Show Booth Display, How to Make Shows Better
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