WALKING THE AISLES, LOOKING AT BOOTHS
by Alan J. Zell, Ambassador of Selling

As one who once was a retailer of craft, gift, and table wares, and who now is a business advisor, I walk through many craft fairs and gift shows. It is, as I have noted for many years, apparent that most exhibitors do not see the relationship between wholesaling and retailing.

Artisans, especially when selling at craft fair wholesale days and at gift shows, look at this type of selling as being different from retailing. Surprising as it may sound, there are two only two things that separates selling wholesale and retail, One, of course, the obvious difference is that the buyers buy at different prices. The other, not as obvious, is that retail customers are looking for one item to fill a void or need, whereas at wholesale, customers are looking for several items to fill a void or need.

What makes wholesaling and retailing similar? Primarily, that with both selling situations, there is a lack of understanding of how merchandise should be displayed to aid the selling process. The way artisans usually display their work usually has little or no relationship to the way it should be shown at retail. And, I might add, the way galleries and retailers display has little relationship to effective display either.

Galleries and retailers have, for the most part, patterned their displays in two manners. Some pattern themselves after they way museums display. Museums display for viewing only, an item stays where it is put. However, because gallery, retail, craft fair, and gift show selling are asking customers to buy, and move the item to some other venue, a different type of presentation is required.

Some galleries and retailers use display techniques learned while attending craft fairs or gift shows. I have asked many why they display the way they do. Most tell me this is the way the artisans and vendors display their wares. When I quiz artisans and vendors, they tell me they do it this way because galleries and retailers do it this way. These answers give insight to the reasons why there is much to be desired in the display of craft wares. The expression used is the "blind are copying from the blind."

I am not trying to place the blame for these display errors that are repeated and repeated and repeated. However, if uninitiated buyers are seeing poor display (although they may not recognize it as poor display), they will copy what they see. Buyers are unaware that most exhibitors don't know how to display. In fact, they probably think artisans knows best. Artisans, who often tell me they display the way they do because retailers do it that way, don't know that most galleries', shops', and stores' displays leave something to be desired.

Another reason I often hear for not displaying the wares in a manner that make it easier for buyers is they want to force customers to ask for information. "If they are interested," I am often told, "they will ask." The fallacy of this thinking is that no one can force a customer to do anything! Rather, it is good display that causes customers to want to purchase, not to ask questions. The only question an exhibitor should want customers to ask is, "How soon can I get it?"

Both retailers and wholesalers face the problem of their customers' unfamiliarity with the environment they are in. Few exhibitors at craft fairs and gift shows understand that better than 50% of the people attending the show have never been to that show before, and half of those have never been to any show before. The percentage may even be higher than I have stated. Retailers face the same problem. Many who come into their place of business are unfamiliar with the store or the items they sell.

Because people may be unfamiliar with an artisan's work, the way it is displayed will help or hinder customers entering the store. What draws people in? Interest . What keeps them from entering? Three things primarily. One, they don't want to be embarrassed for asking a question they will be looked down on for asking. Two, they believe they might be looking at prices they can't afford. Three, they may be wasting their time looking at something cheaper or less expensive than they were interested in buying.

A show is, actually no more than a large temporary store or gallery. And, if one looks at retailing closely, one could see that a store or gallery is a trade show for the public. This, too, brings these two selling situations closer.

Artisans should realize, though their booth is an entity, that buyers see the show as a whole. One might liken a show to having a few hundred display windows (booths), and customers are walking down the street(aisles). Each window is different, each has a different story to tell. So, just as a store's display window should draw customers into the store, each booth's display should draw customers in off the street (aisles) and into the store(booth).

Then, once they have come into the store (booth), the details of the display become ultra-important. Poor display, display that deters the sales process, gives the impression that the sellers are bored with what they are doing, that they are not very happy with this aspect of their work, or they are not interested in making the sale. This type of apathetic attitude results in poor displays. Poor displays are a sign of apathy.

When potential customers walk the aisles and look at booths, if sellers' displays project apathy toward what they sell, buyers will be apathetic about what they buy. It is as simple as that.

This article was written to help you and your business. If you believe some of these articles will be helpful to your business, please e-mail me your comments on how you will apply them. ajz

Please click here for reprints of this and other articles.

Copyright © 2000-2007 Alan J. Zell, Ambassador of Selling, Portland, OR. All rights reserved.

If you are interested in our consulting services or as a speaker at future meetings, conventions or trade shows, please contact me via E-mail, phone, or letter.