The more shows I do, the more I start to understand what separates successful shows from unsuccessful shows. While all the pre-show prep and marketing are incredibly important, your attitude at the show itself is the secret ingredient that separates a bad show from a good one. So today I want to share my 3 keys for a successful show.
And while I’m writing these with wholesale shows in mind, you can certainly apply them to retail craft shows, trunk shows, or any other event where you’re selling your products in person.
1. Be present.
While I am a huge fan of multiple revenue streams, sometimes you have to focus on just one. And the hours you’re spending at a show are a good time to do that. When you spend half your day with your head somewhere else, it’s difficult to get the full experience of the show.
I know it can be hard to resist the temptation to check your email, work on your Etsy shop, or any of those of other things are multi-tasking technology enables us to do. Especially if a show is slow.
But the buyers who are there deserve your full attention. It’s a complete turn-off to see have a conversation with someone who’s (not so) secretly checking email behind the counter.
When you commit to being fully present in the show experience, the show will be better because of it.
2. Be positive.
Sometimes a show doesn’t go the way you dreamed it would. Sometimes it’s just slow. In those instances, the worst thing you can do is adopt a bad attitude.
Yes, it can be incredibly frustrating if a show doesn’t have the traffic you want, or if the person across from you is writing orders by the dozen while you can barely get anyone to look your way. But complaining to buyers or your fellow exhibitors isn’t going to fix things.
If you are frustrated with the way the show is going, be proactive. Ask yourself, “what can I do to make this better?” Maybe that means rearranging things in the booth to attract more attention, switching up your sales pitch, or sending your assistant out to walk the show in a sandwich board with your product and booth number. (For the record, I’m mostly joking about that sandwich board thing. But sending her for coffee wearing your product and carrying a stack of business cards can’t hurt.)
And always keep in mind that the show isn’t over ’til it’s over. (And usually it’s not over afterwards either. Follow-up is a key component of show success.) I’ve gotten great orders or met some important contacts in the last hour or two of a five day show. Just keep in mind that if your dream buyer shows up on the last day, they’re going to be much more likely to talk to a smiling, happy seller than one who’s scowling as she watches the minutes on the clock tick down.
3. Don’t take it personally.
I’ve mentioned before that when you run a creative business, it’s difficult not to become emotionally invested. But I also think it’s important to remember that someone’s decision to buy or not buy your product isn’t a reflection on you as a person.
This is especially true at a trade show, where buyers have a whole list of reasons for buying or not buying. When a wholesale buyer is walking a show, they aren’t thinking just about what they like. They have to think about who their customer is, what that customer will buy, how much that customers normally spends, and how much money is left in their store budget for the year. (Plus a whole lot of other things.)
Sometimes a buyer will love your work, but that doesn’t necessarily mean they’ll buy it. When this happens, you need to remember that it isn’t about you. Not every person in the world will love or buy your products. And that’s ok.
Feel free to share in the comments:
What mantras, rules, or attitude adjustments have helped you have a more successful show?
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Want to learn more secrets to having a successful trade show? Check out my best selling class on Creative Live, Sell Your Products to Retailers.
For my last retail show, I learned a lot about the customers and what they were interested in the most on the first day by paying close attention. I took that knowledge and rearranged my booth the second day. I ended up having double the sales on the second day!
This is terrific advice Megan. Thanks so much for sharing. It’s all so true.
The other thing that popped into my mind yesterday, after reading about recent show experiences, is to think about the big picture (just like you’re saying here). More specifically, certain show organizers offer many services beyond the obvious (hosting the show).
We’ve enjoyed getting personal booth critiques from show organizers, they offered advice when a very large company copied our designs. They will help you if a wholesale account does not pay.
Some of these show organizations can be VERY helpful outside of the obvious services of the show. They have had years of experience and can be incredibly valuable if you ask them for their help.
Very valuable advice, thank you so much. I’ve got two shows coming up this fall and will have better shows after reading your article.
You might not remember me, but I took one of your classes at Millersville University earlier this year and as a result went to Baltimore last Monday as part of the visiting artist program. I’ve learned so much!!
Thanks again!
Also, re: trade shows and buyers not placing orders on the spot – most of the stuff I’ve seen with advice for retail store owners actually advises NOT placing orders during trade shows, but mostly using them to gather information and then placing orders once you get home and can digest all of it. Which totally makes sense, because it would be easy to get overwhelmed on the trade show floor and fall in love with stuff, start placing orders and then accidentally realize you’ve stocked up on one thing and spent most of your budget on multiple styles of the same type of product.
Great tips! As I read your post I realized that your 3 pointers were not just great for shows, but in everyday life. I think I’m going to jot them down and post them to my bathroom mirror! 🙂
It is hard not to get discouraged when things are slow, but I try to focus on what I have learned from a show experience – I’ve taken this accumulated knowledge and am in the midst of retooling my selling strategy as a result. Much better than just being glum!
A great (and timely) post. Thanks!
Great tips – esp the third one. It is hard to not take it personally when someone doesn’t like what you have made or designed. It feels a part of YOU and you feel like they are rejecting you. It is a great reminder that it has nothing to do with ME as a person – the buyer doesn’t know me at all. For whatever reason, the item just doesn’t fit their needs or taste.
Even though I know this, it is good to be reminded of it because, like you said, we can easily get emotionally invested.
I’m a realist. Starting at my first show…mainly because I was terrified that I wasn’t going to sell a thing…I told myself, “I am just a sales person. This is just another product. It should be easier since it is something you believe in. Not everyone is going to like it. Use what you have learned in the retail world and it should be a breeze.” I made back my booth fee and then some. Since that first show, my sales have steadily increased online and offline.
Fully agree about being present. It is hard to watch people walk right by you as if you are not there. Not everyone is interested. When I attend a show I try to be generous with smiles and eye contact as I know how it feels to be on the vendor side. Making someone feel comfortable about taking a look at your work without feeling awkward is really important. They may not be in a position to order in that moment, but if you start relationships here they can often grow into great customers later. Make sure to end a conversation with “it was great meeting you. Please take my business card!”
We did a local street sale a couple of weeks ago and didn’t sell one thing. However, we made a great contact and now some of our items are in a gallery on consignment at a very reasonable rate. We also had several inquiries for business cards and if we were a retail shop, which we’re only e-commerce. Overall, the booth fee was low, so it wasn’t a major loss. Sometimes the smaller shows can be good for experience and exposure, even if things don’t go well. Doing a smaller show can also be a good way to test the market. As a result of our experience, we now see that juried fine arts shows are the way to go, even though they can be expensive. The kinds of crowds they attract are more our target demographic. You can learn these things from doing smaller shows.
Speaking as a former buyer, negativity is definitely noticed and affects buying decisions. I attended High Point in October 2007, right before the official start of the recession. Looking back on it, I’m sure lots of experienced industry folks saw the writing on the wall, because many vendors were relentlessly negative about their reception and sales … maybe not during sales hours, but certainly at after-hours mixers. You never know who’s listening.
On the other hand, I had a fantastic experience with the guys from Blue Barnhouse letterpress at the Dallas Gift Show one year. They’d never been there before (and I doubt they returned; it wasn’t really their market), plus they wound up with a less-than-ideal location (in the juried area, but away from the rest of the stationery). They didn’t fake enthusiasm–which is how I know they weren’t having the best of shows–but they were so upbeat and clearly loved what they were doing. It was an absolute pleasure to order from them then and ever after.
First of all I would like to say wonderful blog! I had a
quick question that I’d like to ask if you don’t mind. I was interested to know how you center yourself and clear your thoughts before writing.
I have had difficulty clearing my mind in getting my
ideas out. I do enjoy writing however it
just seems like the first 10 to 15 minutes are usually lost just trying to figure out how
to begin. Any suggestions or tips? Thanks!