Your Sales Pitch
Buyers at trade shows differ from buyers at retail events in many ways. The most noteworthy difference is in the details they want to know about your products. Retail customers tend to want to hear about who you are, how you make your craft and how you "got started". This is usually not the case with wholesale buyers. Buyers want to know pricing information, minimums, markdowns and lead times. While "storytelling" is a great sales tactic in arts and crafts, and while many buyers are interested in your craft and its history, serious buyers are more interested ordering details. Be ready to answer these questions when they are asked.
Acknowledge Browsers
It's important to acknowledge the presence of buyers when they are browsing your booth. I don't mean to jump on them like a hungry used car salesman as soon as they enter, but a smile and nod helps to let people know that you are there if needed. If someone is spending a little longer browsing your product line, it doesn't hurt to say something like "I will be happy to answer any questions you may have." The point is that at trade shows, one customer can make your show a success; make sure you don't ignore that customer!
Don't pick your Nose!
OK, I know most of you don't have that problem… However, there are some things to avoid that can be offensive to buyers. Do not smoke in your booth. Try not to eat there either if you can help it. Don't chew gum. And don't drink alcoholic beverages while tending customers. Remember, things that may offend your customers are things that can cost you money. Be on your best behavior at these events, it's worth it!
Appearance Matters
While a tuxedo is not required to be presentable at a trade show, it's important to look your best at these events. Dress casually, but not too casually. You may even want to go out and buy a set of clothes that are strictly your "show duds". That way, they can always be ironed, clean and ready. Whatever you wear, just make sure you save the cutoffs for the family cook out.
| 