If I were to identify my weak point in business a year ago, I would say my skills as a salesperson. I seriously doubted my ability to convince people to buy my products.
When you run a one-person business, you need to be good at a lot of things. And getting people to buy your products is high on that list.
But it was an area where I really struggled. I didn’t feel confident in selling my products. I wasn’t comfortable asking for the sale. And I was worried that this would be the downfall of my business.
At one point I settled into the mindset that maybe this just wasn’t my strength. I thought that perhaps I should seek out a sales rep, or take on a partner who was better at sales than I am.
But before I took such drastic measures, I thought I’d first try to learn to be a better salesperson.
And after coming off this last round of trade shows, I’m happy to report that you can learn to be better at sales.
Just like many other things in business, it’s not a skill possessed by the lucky few, but something that can be learned, practiced, and cultivated.
So how did I do it?
First, I got some experience. A few years ago, I started working at a retail clothing store. This was more than just a strategic move to boost my cash flow (and get a discount on one of my favorite clothing brands). I had never had a job in retail before. In high school and college, I always worked food service. And while that involves selling, it’s much different when you have a line around the block of people who already decided they want ice cream.
Fortunately, I had good bosses at the store, who were committed to training the sales staff. I learned a lot about talking to customers and the art of the up sell. And because they freely shared info about how the store was doing, I learned the importance of paying attention to conversion rates and average dollars per sale.
But despite doing a good job on the sales floor at the store, I still didn’t feel confident selling my own work.
So, being me, I turned to books to get more information. I started looking for anything I could read that would improve my sales ability. The best book I read was called Women Make the Best Salesmen
But as much as I hate to admit it, you can’t become a better salesperson just by reading books.
And while you could argue that practice makes perfect, for me, it was a shift in mindset that helped me become a good salesperson.
First, I had to get over the obstacle that plagues many makers – the guilt of selling. I had to learn to be confident in myself and my products. I had to remind myself that my jewelry is something of great value that people will wear and love for many years.
Then I had to come get comfortable with the idea that in selling to people, I’m actually helping them. In wholesale, buyers come to a show looking to buy. It’s their job. So by selling to them, I’m actually making their job easier. They come to the show looking for great products, and I can help them by sharing what makes my products great.
Even if you only sell retail, you can still help people by selling to them. The need might not be as universal as looking for products for a store, but most people shop with a purpose (even if it’s only to relieve boredom) and it’s your job as the salesperson to help them fill that need.
I won’t lie and say that the shift in mindset is easy. For some, it takes a lot of time and serious introspection to become a better salesperson. I’m a naturally outgoing person who enjoys public speaking, and even I didn’t get it overnight. But if you want to have a successful business selling the things you make, that shift in mindset is critical.
Work on it, talk to friends about it, and practice as often as you can. Because it is possible to learn not to suck at sales.
Feel free to share in the comments: What’s holding you back as a salesperson? Is it lack of knowledge? Lack of technique? Lack of confidence?
Thanks for writing this megan! For me it really is a lack of confidence. I feel like i’m pushing my products at them and they’re not interested. but i think it’s a perception thing on my part, it’s a mind barrier that needs to be removed.
Great post Megan, I think selling is something that just about everyone struggles with. The idea of being a salesman or woman immediately conjures up an image of tricking people into to buying things they don’t need just so you can make a quick buck.
The book that helped me the most is “Spin selling” it’s about asking questions that help you get to know your potential customer’s needs so you can find a solution for them.
The most successful sales people I know aren’t out to sell something, they are out to find people with needs and match them with products that meet those needs. As you said it all boils down to helping people.
josh – thanks for the book recommendation! i’ll be checking that one out for sure!
Great post! I think we’re often afraid of coming off as manipulative. The mental shift from “I feel like I’m trying to sell you something you don’t need” to “I know you have a need and my product/service will help you meet it” is crucial. No matter what you sell, you’re ultimately a problem-solver, and that’s an easier role to take on than salesperson.
You’re zoning in on my brainwaves, Megan! When I’m shopping, a wall immediately goes up inside me when I feel I’m being sold. And I’ve worked in retail for a long time! I think that by being hypersensitive to my own feelings of being sold, I come off as too timid and not confident in selling my own stuff. Great post, great timing!
Helpful post! For me it’s shyness. I just never know how to begin talking about my work. This post should get me started, and the comments are useful too!
I’m a TOTAL introvert and I still managed to learn how to sell. For me, it came out of necessity: either sell more work, or get a job. The thought of a regular 9 to 5 job scared the hell out of me so I just dove in head first. I watched others who were good at what they were doing, I asked questions to people who were successful, and then I just did it. I found a way to talk to my customers without feeling like that stereotypical used car salesman. It can be done! I talk about food a lot with my customers (I make functional pottery) and I use humor to not only break the ice, but to make me feel more comfortable too. You don’t have to be “in your face” at all, you just have to make connections with people!
This is going to sound off the wall, but go out and take some acting classes at your local community theater. It will teach you to be more comfortable speaking in public, more comfortable making eye contact when you speak, and the improv lessons will help you think on your feet.
All of these skills have come in handy when I’m out at craft fairs. I am normally a shy person, but at a fair I’m “on-stage” and can at least appear to be calm and confident in public for a few hours.
deb – that’s not off the wall at all! in fact, it’s a great idea. i’m really comfortable when it comes to public speaking (i actually love it), and my sales improved immensely when i started viewing selling as just another form of public speaking
I second the acting, and especially improv, classes. I’ve done both, and love how improv classes challenge the speed and way in which you think. They’re a ton of fun and a fantastic tool that anyone can use, no matter what field they’re in.
Making the beautiful handmade products seems easy when it comes time to sell them that’s the hard part, right? The more events I do the better I get at selling.
Working retail helped tremendously in learning how to “turn it on” in terms of a personality and confidence. Where I have been stuck is the “guilt of selling”. My nay voice chimes in saying “times are tough, people can’t afford art, it is not essential” and I tend to listen. Going to the trade show really helped open me up to the fact that people do want to buy art/craft products, and more importantly there is money out there. We live in times that promote a sense of scarcity and where I live I see people struggling. I have to keep my mind open to the fact that the world is far bigger than my daily experience shows me.
Good timing for this post! I just did a big retail show (ACC) and noticed the people who were constantly selling vs. those who weren’t. Their product wasn’t better, and in fact in some cases less original or interesting, yet their product was moving; they were great sales people. Talking and being personable seems to make a big difference especially when there’s a lot of competition at a show and people are trying to decided who they want to buy from when they can’t make up their minds; most likely they’ll go with the seller they connected with. I am trying to develop this skill and I will admit it’s hard because I am an introverted artist. Thanks for the post I will check out these recommended books!
Great post! Yup, I’m another who really hates it when people try really hard to sell me something… I’m another introvert, but can turn it on for shows and Open Studios, thanks to lots of public speaking training in my past life (as a lawyer) (eeps) (lol).
So I approach selling in the way that the people that don’t bug the heck out of me approach it, lol. I make eye contact, say hello, if they look like they’d like to chat I might ask if they’re from the area, if they’re having fun at the show, how they found us (at Open Studios), that sort of thing… And people inevitably ask me about my materials if they pick up my scarves (I use bamboo a lot, it catches people’s attention). Lots of people want to know about the process of weaving, too, or talk about how their grandparents worked in the textile mills in my area. 🙂 I just try to be friendly but not pushy.
What I have a hard time with is when somebody obviously wants help with choosing colors, etc., and I’m terrible at that! (Must practice!) I think that’s where my reluctance to push my work at people really hurts me… I need to get over that!
Great post! I’m terrible at selling my own work. One thing that holds me back is that I have always hated being sold to, so I don’t want to turn around and sell to someone else. I’ve always been that person that comes into your booth, doesn’t make eye contact, and beats a hasty retreat if you say “Hi.” (Now that I sell myself, I try not to do that to other sellers when I am at a craft fair as a shopper!)
I agree with Gwyn — the other part of it is guilt. That inner critic loves to say “people don’t have any money, they’re losing their homes and jobs, and even if they do have money, they should be saving it and not blowing it on your jewelry!” I have to make a conscious effort to remind myself that just because I and many of my friends are extra frugal, there are still plenty of people out there who have money to spend and want to spend it on shiny things.
Because this is a universal issue with many makers, there are a lot of books on the subject. One I like is “BRAG! The Art of Tooting Your Own Horn Without Blowing It” by Peggy Klaus.
~Annie
My downfall is definitely in the lack of confidence department, but not in terms of being able to sell in general. I’ve had enough retail jobs for that, but it wasn’t my stuff. For me, I’m more or less self-taught, constantly wishing I had the proper training in some of the more technical and theoretical aspects of creating art. I’m getting it on my own, little by little, but reading about all the art and design schools attended and training under the belts of artists I admire makes me feel like… oh… somewhat of a fraud? Which is dumb, really, because there are equally as many accomplished, self-taught artists out there that I love just as much. When you’re starting out and don’t have the feedback, sales, press, or recognition as those more well-known than you, it’s harder to put on a confident face that people will like what you make. I know it’s just going to take time, but the early stages of it certainly suck. 🙂
I used to work for a national company with Sales Reps. There were whole days set aside for this sort of training – How to sell. How to upsell, practise scenarios, etc.. Wish I had sat in a few of those lessons now. I think confidence with a positive mindset is very important. …And practise. I’m guilty of feeling guilty about selling my stuff. I keep reminding myself to ‘find my people’ and work on my brand, and it won’t feel so much like selling, but sharing.
I think practice makes perfect. I worked for an importer part-time for many years and it became increasingly easier to approach people and (this is very important) read their body language to see if they wanted to engage. We even got into a little competition to see who could break through the reserve of the toughest customers. I must say, it was usually shyness on their part that held them back. If we can remember that the person we are talking to is at least as shy as we are, it will be easier to take that first step.
Practice makes perfect. I used to be shy and worry that I was ‘cheating’ people into buying my product for some reason. After doing show after show after show and dealing with the masses, I became more confident. I heard feedback that my work was beautiful, my prices were very good (and maybe even too low!), and people loved to buy it, wear it and buy more! Now I have no shame in selling!
I have a relaxed style and I don’t push sales. I just tell people about myself and the jewelry & the materials and it sells itself. Or it doesn’t, in which case, that wasn’t my target customer!
Oh, Megan… Your post totally represents me! I think I have one part of everything: Guilt of selling… lack of confidence… and the need to improve selling techniques. I am always reading something about that, in forums, blogs, videos, tutorials… but it seems that I still have a lot to learn, specially how to be a successful ONLINE seller. I try Facebook, Twitter… almost on daily basis but my shops sales are still far from what I´d like them to be.
I have just moved in to another country (I am originally from Argentina, now living in Uruguay) and I really need to start selling BIG!
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In the realm of selling, this is what I ask of myself:
– Relax and lighten up
– Be myself
– Trust that my best will improve
– Take a genuine interest in my customers
– Be a great listener (it was said about Jackie Kennedy that she made whoever she was with feel as if they were the only person in the world, she was such a great listener.)
– Love what I sell. That way I am offering love and not a thing.
The best thing I learned about selling, through my years in retail, was to engage the customer in a series of questions designed to determine their need. Customers don’t generally tell you what they want right away & even when they do, it’s often not really what they’re searching for. This is, for me, harder on-line. I feel like I’m going through the process in kind of a backwards way. I have to first find the customers who are looking for what I am making, instead of finding the perfect item for someone who has walked in off the street. The fact that these are things that I’ve made & invested time & thought into makes it even more difficult. I want everyone to like them & it’s hard to just think, ‘well, they aren’t my market’ & move on to find someone who is the right market. It’s almost a wanting to please everyone mindset.
Working in a shop is a great way to develop the confidence and experience you need in selling your own work. I have been working part-time in a fabric/yarn and gift shop for several years and nearly as long selling my work at markets. I must say I have never tried consciously to sell anything as I think the idea of persuading someone to buy something is quite offensive. The underlying philosophy of the shop is to provide a great experience for visitors. not to try to ascertian their needs (seems too formulaic!). Helping customers find what they are looking for, allowing them to browse undisturbed, or engaging in enlightening conversations about their lives…I use this same approach when selling my own work. I don’t go to market with a mind-set to sell. Instead I approach it like a mini-exhibition and spend time setting things up to look interesting and inviting, allowing easy access to the work so shoppers can pick things up and look closely (I don’t stand around watching while they do this either!). I used to feel awkward and bit shy but the main thing that I came to realise is that people love looking at things that are different and that tell a story. So rather than trying to sell my work I am happy to tell a story about it – where I get my ideas, what materials I use, how I spend my time in the studio etc. On many occasions people have bought an item as a result of such chats and are very pleased to have found something with a story. Most people love to have an opportunity to chat with an artist about what they do and why and usually this leads to people asking me where else I sell and can I add them to my invitaiton list for future shows which ultimately, leads to more sales.
One thing I want to say is the fact that car insurance calenlnicg is a hated experience and if you’re doing the proper things as being a driver you’ll not get one. Some people do get the notice that they are officially dropped by their insurance company and many have to fight to get further insurance from a cancellation. Affordable auto insurance rates are generally hard to get after the cancellation. Understanding the main reasons concerning the auto insurance termination can help owners prevent completely losing in one of the most crucial privileges offered. Thanks for the tips shared through your blog.
Thank you for the tips Megan!
My lovely other half is a social whirlwind and can usually be found in deep conversation with someone he barely knows at the most random of moments. I asked him how he managed to have such a lengthy discussion with people he barely knows and his response was that he tried to find something he had in common with the other person. It does help that he is interested in a lot of things, but he has a good point.
I always try to remember that when I work in my shop, invariably conversation will lead to a question about a product and I feel relaxed with that customer to feel as if I’m not pushing a sale, because we have a little bond.
Being British though most conversations with customers usually start with a discussion about the weather!
Super helpful, thanks! I, unfortunately, don’t fall into the comfortable-with-public-speaking category, but that’s not going to stop me from trying to shore up some courage!
I sell at local farmer’s markets where people are coming mainly to get their weekly produce. I sell soy candles with pure essential oils. Many people think of them as luxury items, not day to day necessities. I love engaging with my customers but first they have to stop in and look interested. Short of calling out to them as they pass I try to act busy in my booth, polishing the tins and glass jars, fixing the bows and arranging items (over and over again, acting). I find that this lets them scan my tables and decide if they are curious. As they pass I try to meet their eye contact with a hello. My signage invites them to smell my samples during which I ask them to tell me which scents they like the best. That’s a good start, but I have trouble up selling. I know they have money to spend because when I feel I have failed I see them go on to purchase down the line. I am making notes today as I am reading through the comments and I feel I need to bone up and memorize the different therapeutic qualities of the essential oils and appeal to their affect. This will arm me with more information I can pass on to them. Major companies spend thousands on this topic. This is a challenge we can have fun with as we try what works for us. Love this etsy community!
Hi! Megan, I agree with you. I am definitely of that kind of person. I just know that working hard on my work and don’t know how to promote my product. So, that is the weak point for me to start business. The only chance to let my friend knows what i am working on, just send my products as a birthday gift even though i don’t know whether they like it or know. Sometime, i feel very frustrated i couldn’t get any feedback..
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I love selling! I used to work for Cutco Cutlery, where I basically went into total strangers’ houses, and spent over an hour with them, and ended up selling them 100s, sometimes thousands of dollars of knives. After that, selling my own work was really easy!
The thing is, you can’t convince someone to like your work. They either like it or they don’t. What selling does is help the customer be comfortable in purchasing what they already want. Selling someone something they don’t want is pretty rotten, and pretty hard to do, but that’s what most people think of when they think “sales.”
A lot of people say they hate being sold to, but what they really mean is they hate pushy, aggressive salespeople. If a customer is genuinely interested in a product, but hesitates over the price, or thinks “maybe I don’t really need this…” what they really want is someone to tell them why they should get it, why it’s worth what it costs, and what it will do for them.
There are so many ways to make a customer feel comfortable. How much work you have to do depend on how big the gap is between what the customer perceives as their comfort zone for spending, vs what your product costs. My work is pretty high up there, so it’s rare someone just walks up and hands me their credit card. (it does happen though, and that’s a whole other talk about building the right energy in your booth.) So, I have to do a lot of comfort building. I smile at everyone and say hi, and I build a lot of rapport. Sometimes I will talk to a customer for several minutes before we even start to talk about my work!
A lot of it is learning to read people. I can tell when someone really wants my work, but the reason they don’t get it immediately varies from person to person. You have to figure out what their objection is and answer it. A really good salesperson will answer their objection before they have a chance to voice it!
The only way to learn what the biggest objections are to your product and how to answer them is to get out there and sell. Books are great, but no one has a product quite like yours, so you have to learn through trial and error.
I could seriously go on for hours, this is my favorite topic ever.
Caitlan-I wish you would keep going on. Your experience and knowledge would be very helpful to alot of us. I agree that making the customer feel comfortable is the first step. I would love to hear more.
Great article, I enjoy all your insight and help!
For years I struggled with being able to talk to strangers about the soap I make, because I am a shy person and I never wanted to come off as trying to make a sales pitch.
I didn’t realize it was perspective that needed changing until that faithful day at the local whole foods market, where I ran in at the last minute to purchase lavender. What started as just a normal conversation about herbs with another woman grew into a curiosity on her part on why I was purchasing so much the lavender. When I told her I used it in my soap, the shy feeling wasn’t there because we had been carrying on a conversation for the last 20 minutes about herbs. My point is it’s so much easier talking with someone about your products after engaging them on a more informal, friendly manner. Anyhow that’s my 2 cents.
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I read the first couple of pages and purchased it from Amazon…thanks for the tip!
For me the first hurdle was to just look approachable to customers (I’m severely shy), even just making eye contact! So I have already come a long way.
In my case a bit of role playing did help, like “pretending” to be a sales person. But staying true and honest within the role is important as well. If someone tries a hat on that doesn’t fit, I will advice something else. I wouldn’t push a sale. Because personally I never go back to shops that give bad advice just to get a sale.
Trust yourself and your product.
Very helpful post and comments! I’m in the same boat as many of the commenters—I tend to feel awkward about selling my items, and really want to cultivate my selling skills. The shift in perspective makes a lot of sense, especially when I think about it from the perspective of a customer. When I have a good experience in a store, it’s because the salespeople were helpful, engaged, and not at all pushy.
Megan, perhaps a future post on specific things one can do to put customers at ease and start a conversation would be helpful. I know smiling is always good. But when should you make eye contact? What are good questions to ask people to find out their needs?
I realize this is an old post, but this link came up when I googled “I suck at retail”. I’ve started my first retail job about seven months ago for a higher end children’s clothing store. I’m a very shy person and I suffer social anxiety.
My biggest worry is that I could be annoying the customer. Another problem I have is that I am unable to strike up conversations with them, I feel awkward. My co-worker is able to really talk to customers and make friends with them. She makes it seem like it’s so easy. She also emphasizes the need for “add ons”, again I don’t want to annoy my customers.
Another problem I have is giving customer service to shoplifters. For some reason they intimidate me and I have an even harder time approaching them then I do with other customers. I know what they are up to and it shies me away.
I feel like I am letting my co workers down.