Selling fine craft at a wholesale show is very different from other types of sales channels (consignment, retail fairs, etc.). There's a number of things an artist can do in order to improve sales at a wholesale show.
In case you missed the October issue of Market Insider, here are 10 tips to improve your sales at a wholesale show:
1) Display All Prices and Sales Terms Clearly— Buyers at a wholesale show don’t have time to search your booth for prices. Make it easy for your buyers to know what to expect when buying from you—label your prices clearly!. Some artists think that not displaying prices encourages buyers to speak to them, but most buyers will simply continue walking if they don’t see your price points right away.
2) Spruce Up Your Display—Create an engaging booth that will attract buyers’ attention. Use color to pull all of the visual components (your work, your signage, your flooring) of your booth together. Your booth is not a work of art–what you are selling in your booth is–so choose color(s) that look great and reinforce your brand, but do not overpower.
3) Light It Up—Buyers want to get to know your products before buying them. Good lighting is lighting that is almost unnoticed and illuminates your work beautifully. Your lighting should strike a perfect balance–not too bright and not too dim.
4) Listen to Your Buyers—Listen to what buyers are telling you. Try to find a way to match your products to their needs.
5) Stand Up and Close Sales—Standing up and making eye contact will put visitors to your booth at ease, making a sale easier to close. Hiding behind your display or sitting down can intimidate a buyer or make them uncomfortable. Be your greatest asset and embody elements of superb salesmanship.
6) Look Busy—Motion attracts attention. Dust off your booth or make minor adjustments to your display. Buyers will be interested in your products when they see you showing an interest in your display.
7) Believe in Your Work—Your enthusiasm for your work will help buyers visualize how they will sell it to their customers. Enthusiasm is contagious and buyers will leave feeling good about your products, whether they make a purchase or not.
8) Promote Your Work Before the Show—Prior to the show, send e-mail and postcard reminders to your best buyers with your booth number on them. Consider offering a special discount to anyone who brings the email or postcard to your booth. Tell them how and where to find you.
9) Ask about Promotional Opportunities—Ask the show promoter if you can participate in any promotional opportunities. Many shows offer co-operative mailing programs and special advertising opportunities in the show’s buyers guide. Get your name and your work in front thousands of buyers before they even set foot on the show floor.
10) Follow up on Leads—Collect information from everyone who enters your booth. Even if a buyer doesn’t make a purchase at the show, follow-up with them after the show. Remember, cultivation is an essential sales tool! You may just be creating a lifelong customer!