The organiser Lesley Wilson-Rutterford,
is a veteran of the fashion industry and wants to promote local talents. I
counted about 14 stalls ranging from jewellery, both handmade and vintage,
textile, ceramics, stationary and classic vintage clothes.
The atmosphere is very
friendly, Lesley buzzing around, encouraging traders and customers alike,
taking pictures of stalls in order to promote the market on line. The venue is
a classic cosy pub with chandeliers and the customers are mainly young couples
who appreciate handmade goods.
What you really want to know
though is if I sold anything: yes I did! And here are some of my thoughts about
the whole process and selling at markets in general. At the bottom, you’ll find
useful links.
PROMOTION
Market organisers will
promote their event via online media, local press ads, flyers and banners at
the venue. However, I found that promoting yourself before and after the event
is crucial. Not only it can generate interests amongst potential customers, but
you will also attract other promoters of similar events. So don’t forget to
take pictures at the event and to post them afterwards with a debrief.
Promoters will see your wares, display and select you for their own events.
This happened a number of times for me. I was contacted both by regular market
promoters but also local seasonal festivals. See my page on Facebook and Like: https://www.facebook.com/pages/Vive-la-R%C3%A9publique/747999408550118?ref=hl#!/pages/Vive-la-R%C3%A9publique/747999408550118?fref=photo
Beside the classic online
social media, don’t forget social networks such as Streetlife that cater for
local people and events. They are great to connect people together and far more
immediate than Facebook for example. https://www.streetlife.com/
EXPENSES
During and after the event
you must have a clear idea of what your sales and expenses are. Remember,
selling online is cheaper than paying for a stall, so your prices should
reflect this.
Furthermore, you must
include expenses such as transport and food. Some venues demand that you’re
insured. They will advise you who to contact if you need to. So, you may have
already spent £40 minimum before having sold anything.
DISPLAY
Unless you sell vintage
goods, try not to clutter your stall, take goods out of packaging to allow
people to handle them.
Pricing clearly is crucial
if you want to sell. Goods that are not priced have far less chance to be sold.
People won’t ask either because they are too shy, they can’t be bothered or you
may not be available to tell them. Don’t miss your chance to sell! It may be
tiresome to price everything individually but at the end of the day you must
maximise your chances to sell.
Table cloth, mirror, mini
stands, baskets all help to show your goods at their best. Don’t forget to
bring business cards or flyers. Morplan sell everything a retailer needs: http://www.morplan.com/shop/en/morplan
Make sure you’ve got bags,
wrappings, etc. Give a thought to packaging in general. People may buy your
goods as gifts and you must offer a complete shopping experience.
SELLING
Interact with the customer.
Engage. Avoid sitting on your chair looking vacant, aloof or shy. People look
for confidence, at least a friendly smile.
I recommend standing beside your
stall. That way you can chat without the customer feeling intimidated or being
confronted from behind a desk. I found this strategy most effective. As soon as
I stood there, explaining what my goods were made of, I started to sell
immediately.
Whatever you do, do not
spend your time looking down on your phone and texting (I know they’re long hours
and it can get lonely and boring), reading or spending all your time chatting
to other stall holders. It will put off any potential customer. The girl next
to me spent all her time on the phone, never engaged with anyone, and didn’t
price any of her goods: she didn’t sell anything. She was selling jewellery and there was a few other jellery stalls so competition was stiff. The others were far more successful so getting it right is crucial.
Best of all if you are able
to make something on site, it will attract people. You will make your time
productive, people will ask about your technique, and it will show you’re happy
to share. Demonstrating your talent and skills will help you to engage if you
are reluctant to take on the role of a salesperson.
Give people alternatives to
pay for the goods via their mobile phone. Cash, PayPal, credit cards. Make sure you let people know.
Print and display. Bring a money float beforehand. Visit your bank in order to
get coins and money bags. Bring a notebook for your sales and expenses and a
receipt book if needed.
LEARN
Before the market gets busy,
spare some time chatting with the other stall holders to learn how they do
business, what works for them and if they’ve got any advice for you.
Ask if they sell online, at
other markets, if they are regulars, study their display, take their business
cards. Moo offers a great service. You can get free offers if you sell on Folksy. www.folksy.com
http://uk.moo.com/
http://uk.moo.com/
After the event, connect on
social media, Like their page on Facebook, share pictures.
I learnt that twitter has
special hours throughout the week dedicated to craft, women in business,
vintage etc. One of the sellers showed me her calendar on her mobile phone
indicating when she ought to post pictures according to these themes. I don't know if I will use Twitter this way. At the end of the day you do what you feel comfortable with.
I also found that attending markets on a regular basis gives a structure to my working life. Unless you are very successful selling online, you may find difficult to stick to a discipline. Whilst having deadline, new ideas and products to make, you'll find your routine transformed. Meeting your customers, other sellers, seeing what the competition offers, all this helps to be more positive and successful. I really believe that selling at markets and festivals ought to be at the heart of any selling strategy.
I also found that attending markets on a regular basis gives a structure to my working life. Unless you are very successful selling online, you may find difficult to stick to a discipline. Whilst having deadline, new ideas and products to make, you'll find your routine transformed. Meeting your customers, other sellers, seeing what the competition offers, all this helps to be more positive and successful. I really believe that selling at markets and festivals ought to be at the heart of any selling strategy.
DIRECTORY
The Dandy Lion Market (North London/Kentish Town)
www.facebook.com/pages/...Dandy-Lion-Market/165313296862777
Old Spitafields Arts and Craft Market (Central London )
http://www.oldspitalfieldsmarket.com/events/bert-and-gerts-arts-and-craft-market
Crafty Fox Market (South-East London/Brixton)
http://www.craftyfoxmarket.co.uk/
Selvedge Spring/Winter Fair (South-West London/Chelsea Old Town Hall)
http://www.selvedge.org/
Wonder Hill Market (South London/Tooting Broadway)
http://wonderhillmarket.co.uk/
FOOD FOR THOUGHT
Death of the American shopping mall. Shopping habits have drastically changed since the financial crisis not least in America where consumerism has undergone dramatic changes.
Death of the American shopping mall. Shopping habits have drastically changed since the financial crisis not least in America where consumerism has undergone dramatic changes.
http://www.theguardian.com/cities/2014/jun/19/-sp-death-of-the-american-shopping-mall?CMP=EMCNEWEML6619I2
