By Donna Zibley
Okay, admit it, you say you make all these wood
projects just for fun and to give away, but deep down, you’d really like to
make a bit of money off your many hours of work. Some of you have taken that extra step and
actually set up a table at craft shows where you attempted to sell … but with
what results? Having spent time in Swede
Bengtson’s sales booth, I’ve seen first-hand that this guy really knows what
he’s doing when it comes to bringing in customers who not only buy once but
call him later to buy again.
Swede treated us to a fun and fabulous
presentation on what’s needed for successful selling:
·
You’ve got to aim at “selling to the browsers who
have no intention of buying.”
·
Catch their attention: by how you dress, by
standing stand up front, by holding up one of your best pieces…this is what
brings in the impulsive buyers.
·
Swede says, “Selling is like Grandma’s apple pie,
so many wonderful, tasty ingredients, and it LOOKS really good and inviting.
Then, just like you top off the pie with an irresistible scoop of ice cream,
you top your product off with your irresistible selling techniques.”
- Smile
and make eye contact.
- Wear
a nametag with your company’s name and your name.
- Get
out in front of your booth. Don’t just sit at the back wall with your arms
folded and watch the people walk by.
- Dress
up your table/booth with nice cloth, sign, and an attractive display area.
- NEVER
SIT DOWN.
- Sometimes,
GIVE something away or throw in something for nothing, and you will gain
customers.
·
If you can, demonstrate your skills (live
scrolling or carving) but do NOT ignore the customer that is standing there!
- Always
have one of your creations in hand to show folks, to hand to them to look
at while you explain what it’s made of, etc.
- If
folks pause and are looking – step up and work with them – engage them
- BS
a little. Chat it up with folks. Tell fun stories, etc.
- Label
the back of your project with your business card, your signature and a
list of the wood species you’ve used in your project.
- To
prove you’ve created the products yourself, display a picture of yourself
at your saw, or put up a sign that says “handcrafted,” etc.
- If
nothing else, distribute your well-designed, informational business card.
You never know when someone will call you based on your card. It happens
to Swede.
·
Be creative about how you display your work!
- Do
NOT have a cluttered booth. It’s
always better to have less displayed than to have so much stuff out that
there’s too much to look at.
- You
can keep additional pieces in boxes under your table and fill in as you
sell.
- Always
have some cheaper, fun things on hand, things that attract children for
instance. Parents or Grandparents
will often give in and buy things for the kids if they are not expensive.
- Display
some awards, such as blue ribbons that you’ve earned, instantly increasing
the value of your product to the consumer.
- If
it works with your project, offer something special. Tell them you will
take it home and engrave their name on it. That’s an example of the ice
cream on that pie.
- Have
one big attention getter up front, like Swede’s John Wayne piece.
- Have
a handful of small attention getters up front. Pick something so unique
that people pick it up and want to know what it is or how that was made,
like Swede’s trapped golf ball pieces.
Those “how did you do that” type of items cause a give and take of
conversation and interaction that can be priceless to you.
- It
is okay to diversify and have odd, fun, cheap items on hand that aren’t at
all like the rest of your work.
- If
your product allows it, show the ACTION it can make.
·
USE SILENT SELLING.
- Have
a dish of candy out for the kids
- Have
attractive and informative displays
- Have
some creative signs, especially one that shows a bargain, like crossing
out 6 for $5 and making it 10 for $5.
·
HAVE FUN…AND COUNT YOUR MONEY ALL THE WAY TO THE
BANK!
- Don’t
become discouraged if you don’t make the sale.
- Assess
the reasons WHY you didn’t sell, and decide to be different next time.
Swede finished his
presentation with his favorite saying: "Shoot for the moon and if you miss, you will still be among the
stars". Swede’s
presentation, as is Swede, was a delight and so very, very informative. Some
salesmen are born; others have to work a little harder and smarter, using the
tips mentioned above. That’s Swede’s
gift to all of us–right off his successful salesman tool belt. |