Gaining conversation and selling skills could be a hard task for artists, especially introverts. For me personally, it used to be really tough at the beginning because I felt awkward just standing in silence but also didn't really know what to say. I thought I would share my list of helpful tips so you would skip that phase and learn from my experience!
When the event is busy and there's music, and people squeeze by your table, there's constant chatter and flow, the vendor's silence could go unnoticed. Although it is not helping, it's not harmful in that particular setting.
But imagine the venue being quiet, and you watching a customer browse in silence... awkward!
I am not really skilled at the art of conversation or small talk, but with time and experience, I have uncovered some tips and tricks that help me and would definitely help you too if you have similar struggles.
Start With The Basics
The first point I would like to make is pretty self-explanatory, but I still feel like I should mention it.
Always greet your customers! When you see someone approach your table, even if they are hesitant, give them a smile and a hello! That would make them feel even more welcome to approach you.
Have A Few Scripted Options
I have a few go-to ice breakers that I use quite often, and I match them to the specific person.
The artsy one
You see someone with an interesting or creative outfit- give them a compliment! Say "I love your scarf!" or whatever element of their look honestly grabbed your attention. They will thank you, and probably say something else about that item and you could segue into something else and the conversation would take its natural flow. Or you see them wearing something from another creator, like a brooch or jewelry - you could say "Great pin, I love X's stuff! I am thinking of getting X from them." Just remember to be sincere and use your own voice!
The funny one
You see a customer eyeing a particular item? You could start with a story like "Another customer asked me if this was ___" - I am sure that if you've been at Art Fairs you've gotten some funny or even ridiculous interactions, so you could use that to start a conversation!
The Practical One
You see your customer checking out an item? Let them know about a "hidden" feature - "Oh you can use this as ___". You could even make a little joke and suggest something funny. Having a sense of humour is a great way to spark a friendly conversation.
The Guessing Game
"Do you draw too?" - I am usually able to guess when I see other fellow artists, or if young kids or teens who come to my table are also into art and drawing. This usually starts a conversation about their own journey, even if they're shy. If they're young you could even ask them if they go to art school and how they like it.
The Oversharer
I have used my cat as a model for some of my illustrations, like the Magical Cat Pin or Keychain. When visitors are looking at these items and I don't know what to say, I would just drop the info that this is my cat and that he's just evil. People usually giggle at that and share about their own pet or a type of animal that they like. Sharing personal (not too personal!) bits of information about your own creations with your customers gives them an interesting insight and creates a connection.
The Segue
It would be a little weird or awkward to start with a sales pitch straight away or to switch directly to it right after having some small talk. It is a delicate area, and we want to avoid sounding sleazy or overly salesy, so the transition has to happen gradually.
In the best-case scenario, people would be open for a chat or small talk but be prepared for customers who won't be as receptive. I've had customers who ignored me when I greet them- all sorts of people could visit your table.
The Classic one
If the person doesn't seem too interested in a chat, you could simply offer your help for them to accept or refuse, using something like "Let me know if you need any help. All products are handmade/cruelty-free/hand printed " - use a hook that is suitable for your work. I find this line really non-intrusive but still offering help and information, and showing that you are here and available for questions.
The advanced one
To break a stream of short yes/no answers, you could ask a customer an open question! Ask them if they collect stickers or art prints, or if you are selling some sort of supplies - what are they using right now? Once the conversation starts moving naturally, you could shift focus to your products.
Keep in mind you don't want to seem like all you're interested in is making that sale. You could still talk about other things, and come back to your products. You could show interest in something else about them after you've spoken about your craft, like asking them if they have anything exciting planned after the fair, or if they are shopping for a gift right now and what the occasion might be.
Closing With A Pitch
After you've had a chat, it is time to bring up something that is interesting or unique about the product that they are interested in. Be prepared they might not react, or just nod - still you have made a good effort! Not everyone is interested in buying, or at least buying on the spot and that is fine. Once you have made a great impression, they would remember you for future reference and could come back to you. You do not want to push them - your customer's comfort is of great importance.
Prepare some pitches that just sound natural and sincere, and not like a teleshopping ad. You should be able to show people a sense of trust! I also always let people touch my products, no matter if they are kids or adults. It has made quite a bad impression on me when vendors do not allow customers to touch the items that they are selling.
If you are having a hard time coming up with a pitch, you could just use an interesting fact or feature about your product. For example, I would let visitors know that my tote bags are screen printed by hand, which seems to spark an interest in them since not many people would know much about the process.
Conclusion
I believe that the most important things when it comes to sales are trust and quality. You can read my article on quality control for artists, where I go more in-depth on that topic. To create a sense of trust in a potential customer you should be honest and sincere, and avoid using cliched and salesy phrases. Use your own voice, that is the way to go! Be prepared with a few options for ice-breakers to start a natural conversation, and try a smooth segue into a sales pitch following the steps in this article, and you should be good!
One final tip - I wouldn't use words that a kid wouldn't understand. There are a lot of terms in screen printing, for example, that would not be comprehensible for someone who is not practising that particular craft. So, when a visitor asks me something about the process, I would sneak in simplified explanations in a natural way, so the person I am talking to doesn't feel inadequate or feel like I am condescending towards them.
These are some super useful tipps, thanks you! 😊