craft trade shows tips
5. Creating Points of Connection - Craft trade shows offer a much greater opportunity to create customer connections both with your brand and your products. You have a captive audience with which to work and much greater control than on your website. While you can, with time, convert visitors into buyers online, craft trade shows give you the opportunity to measure results immediately. How do visitors respond to words, visuals, signage, and tactile experience?
In sales, every point of contact that your visitor makes with you, your brand, or your product, brings them one step closer to making a purchase. Your job is to present as many of those "contact" opportunities as you can. Starting with a warm greeting, followed by sharing some product knowledge and, finally, by getting your visitors to touch and try on your designs.
At craft trade shows the first point of contact is visual and, while you have your visitor's attention, you can move them through to interaction. Creating comfort and a feeling of being a welcome guest will increase the time you have to work with your visitors to bring them closer to your work.
Once you have engaged your visitors in conversation with a little friendly talk and by sharing stories, or details, about your work, it then becomes easy to usher your audience closer to that purchase by getting them to touch your work and then, of course, try on your designs.
Getting people to touch and try your work on is as easy as conversing about one of your designs and putting the item into your visitor's hands, while saying "feel how light these earrings are" or "see how the necklace can easily be converted to a short necklace by doubling it up."
The more reasons you can find to put an item into the hands of your customers, the closer you bring them into experiencing what you have to offer. By the time they are actually over at the mirror trying on that necklace, you are many more times as likely to make that sale.
Sounds simple enough, however, selling something so personal as your own work can sometimes impede that ability to really connect with your visitors with greater ease, and in a manner that doesn't scare them away. For example, simply saying "would you like to try that on?" can sometimes interrupt the flow rather than warm up your visitor.
Depending on the level of interest, bringing a visitor closer to your work with a seamless invitation, such as handing them an item, rather than asking a question, can keep the pressure down while increasing that level of interest. See how many ways you can find to get your audience to engage with your products through touch, sight and words and you will increase that impulse to buy now.