Have You Invited Your Customers to Buy?

Recently, I took a short vacation to Key West, one of my favorite places. I happened to be there during their annual "Conch Republic Independence Celebration". The Conch Republic slogan: "We seceded where others failed".

During the "celebrations" there was a street fair with vendors and local artists selling their wares. Now, Key West is known for it's vibrant arts community. Some of it's famous residents have been Ernest Hemingway, Tennessee Williams, Calvin Klein, and of course, Jimmy Buffett. It has a local art scene that is truly wonderful. From high end galleries to small storefronts run by artist co-ops, there is something for everyone.

While I was walking through the street fair, I noticed a woman on her cell phone, complaining. Not meaning to eavesdrop, I couldn't help but hear her talk about "wasting my $50" and a few choice words not for publication. It seems she was upset that she had spent money for a spot in the street fair but was not getting any customers. In fact, I observed that no one was even stopping to look at her prints. They walked right by her.

On closer observation, I noticed that although the other vendors had their work spread out on tables it front of them, or hanging up on pieces of lattice-work, her work was stacked upright in an open box, within a high cart. She had placed her chair and personal belongings in front of the cart. To see her work, first you would have to step over her and her stuff, then you would have to dig through her box to see if there was anything to your taste or even in your budget.

As people who sell, we need to remember that we must invite people to buy from us. We need to engage their senses. We need to make them feel comfortable to just browse if necessary. We need to make it easy for people to buy from us.

How could this talented artist have sold her work? There are several small changes she could have made to generate more interest. Use a table to spread out her work. If she's lucky enough to have more than one table, create a "V" with two tables, or "U" with three tables so that people can walk in. Make a sign telling everyone who you are and what you offer. For example: "Lucinda's Watercolors - The Colors of the Florida Keys" just told us her name, she paints in watercolors and her work depicts scenes of the Keys. This would generate attention. It invites us in.

Finally, personal items should be invisible. It detracts from the products for sale. By the way, personal items aren't just physical. They can be a poor attitude, an overheard gripe, or a discussion with the buyer that discloses negative information about themselves or others.


So, regardless of what you are selling today, invite your buyers in. You'll be glad you did.