SMALL BUSINESS TIPS | MARKETS AND IN-PERSON EVENTS
Lemon Quay Farmers Market & Shop Small Cornwall event
If you have never sold at an in-person event before, but really want to, I am here as your cheerleader, because I love selling at markets and I know you will too!
My dad used to do all kinds of car-boot sales and markets when I was a kid, and I would go along to help him, which meant that, at a really young age, I learned how to add up without a calculator and work out basic change - a skill that I massively underrated until I got older and started to do my own events. I also watched my dad as he interacted with everyone who stopped by and I quickly learned how to build up a rapport with people and make them feel at ease. In short: I learned how to create an environment to sell.
If this is totally new ground for you I promise you that you will find what works for you, you just need to take your time to get used to selling in a different way and not psyche yourself out!
Some of the most common reasons for not signing up for events that I hear from fellow small business owners are:
I am scared of not knowing anyone
Crowds of people make me feel so intimidated
I don’t know what I will do if people say negative things about what I am selling
What if I don’t sell anything?
I’m not prepared / I don’t know what I need in order to do an event
I’ll admit that signing up for your first event is scary, but I also think it is really exciting! So, I’m here to help ease your mind, answer some common questions, and build your excitement for events, because they are fab and can really help your business, so let’s start by addressing the five common reasons for not doing events that I highlighted above.
Day one of the Eden Project Christmas Market event in November 2022 - I was so scared, but it was so incredible to experience this event
ONE | ‘I’m scared of not knowing anyone’
This is totally normal, but let me rest your busy mind and tell you that the community at all the events I have ever attended is blooming great! There is always that moment when you turn up at your allocated space, see your neighbour setting up, and think ‘oh no, what do I say?’... but just stride up confidently and say ‘hello’. Give it ten minutes and you’ll be chatting away about all sorts of things. I have genuinely made some wonderful friendships at events, it is just a case of letting your barriers down and being open. The more events you attend, the more familiar faces you’ll see.
Top tip: if your event shares other stallholders online, try connecting with them on Instagram ahead of time, so at least you have someone you recognise on the day!
TWO | ‘Crowds of people make me feel so intimidated’
It may come as a shock to anyone who knows me, but I am not a lover of crowds. I used to have terrible social anxiety that would cripple me and stop me from going out at all, so I feel like I can talk about this with some authority. Here are my thoughts:
No matter how busy your event is (Christmas markets are usually hectic), once you are behind your stall, you are in your ‘bubble of safety’ and I guarantee that you will feel protected by the ‘barrier’ between you and the bustling crowds at the event. I like to create a bit of height within my displays, usually at either side of my table, with the centre being lower, so that I can still see everything that is happening, but also have somewhere I can get some privacy if and when I need it.
When you are thinking about the set up of your table, try to imagine where you will keep your important items, such as water, snacks, and anything you immediately need to place your hands on. This will give you comfort and a sense of familiarity.
My other opinion is slightly controversial (and takes a bit of stamina!) - stand up as much as you can. This aids self-confidence and is a more welcoming posture for customers to approach. If you have someone with you, still remain approachable, even if you are chatting away. Personally, I don’t take a chair, which I realise is highly unusual, but that is just what I prefer. I like to build my confidence by standing tall, smiling, and welcoming people in. Just do what works for you!
Something to remember: it can be just as intimidating for a customer to approach your stall as it is for you being there, so smile, chat away and it will soon become second nature.
My little setup at a Christmas event
THREE | ‘I don’t know what I will do if people say negative things about what I am selling’
Oh, the fun of overhearing customer comments! Okay, so it really isn’t fun, but it also isn’t that common either, so stand down your troops. Here are some of the comments I have received, and responses I have given where I needed to:
‘I’m not buying this over-priced tat’ (yep, I’m starting strong here!).
This was a comment from a dad after his daughter loved one of my notepads and wanted to buy it for her mum as a stocking filler last Christmas. She must have been 16/17 years old and did my job for me by turning to him and saying words to this effect: ‘you haven’t even picked it up, feel how thick the paper is, mum will love it and she deserves a bit of luxury’ and then as he handed over his money (!) she quietly said ‘this is this ladies business and she makes lovely stationery and then you come along and call it tat, just because you don’t like stationery’. She mouthed the word ‘sorry’ and they walked off.
‘I can get this for two pounds in the supermarket, I’m not paying over that for a notebook’.
This was a comment that an elderly gentleman said to me before walking off huffing about the price of things and, to be honest, I understood him. Why? A couple of reasons. He probably wants a notebook to scribble or to write scrappy lists on and probably doesn’t care much about the fact that it is super smooth, FSC-approved paper stock with a hand-painted cover. I also know that he was not my ideal customer and, if you have done your work on that subject then you will know that ‘your people’ will love what you do! I couldn’t be offended by him for those reasons. He didn’t get it, and that is okay.
‘If I buy two planners can you throw in a notebook for free?’.
The swift response would be ‘are you fricking kidding me love, do you know how much these things cost me!’, but instead I chose to point out the offers I did have on that day (that I knew I could afford) and also (kindly) reminded her that I am a small business who’s cost per unit it high as I buy in small quantities currently. A point worth noting - she bought the planners and the notebook at full price.
I think the lesson here is that people will try their luck and I don’t blame them, but also not everyone is for you and your business and it isn’t personal. It took me a long time to learn that. I still get offended sometimes, but I promise that these sorts of things don’t happen often, the majority of people are friendly, supportive, and really lovely to chat to!
FOUR | What if I don’t sell anything?
You can attend the same event one day and make lots of sales, and turn up another time and literally scrape in a few pounds, but this is, unfortunately, the way of it. It took me a while to realise that there are more benefits from in-person events than direct sales on the day. By being approachable and friendly you build a much quicker rapport with a potential customer than you would over a social media interaction. They may have chatted for a while, picked up some products, and got a good feel of what your brand is about. This is incredibly valuable and would take far more ‘touch points’ on Instagram (for example).
Make sure you have business cards in easy reach for the customers and encourage them to pick one up if they haven’t bought from you (and put one in with anything they do buy). Trust me, you will get website sales from people who have seen you at events and they will usually tell their friends about you too!
FIVE | I’m not prepared / I don’t know what I need in order to do an event
This is a case of starting small, borrowing a few bits where possible, and understanding that the things you do have to buy are investments in your future. Because this is quite the subject, I have popped a printable list of things to think about which you can grab by clicking below. I’m not asking you to sign up for anything by the way, just click and download the list instantly- I didn’t want it to take up too much room here! However, if you do want to jump on my mailing list you can do so right here and for joining you will receive four phone wallpapers from my Colourful Florals collection totally free!
Please note that my checklist is based on everything that works for me and I’m sure will be missing something you may need too, so use it as a guide!
Just look at the amount of variety at this event - never worry because there is room for everyone
So, now that we have covered all of that, it is time for you to think about the type of event you want to do (and apply!). Here are some thoughts:
Not every event will be the right fit for your brand and price point. Sometimes this will be obvious before you apply, other times you won’t realise until you are there. Don’t lose heart, because sometimes the unlikely events are the ones that surprise you!
Be sensible when booking into a lot of festive markets. Because it is a busy time of year, there are a lot of events happening and, most of the time you will be booking for them in the summer months. Trust me when I tell you that you need more rest than you realise during the festive run-up! So, consider what else is happening in your business throughout those months and build your events around that.
Ask questions! Don’t be afraid to ask the event organisers questions, even if you think they are obvious. The more prepped you are, the better you will feel. Also, I like to check the location thoroughly on street view/maps so I know exactly where I am going!
Be prepped for rain! I probably should’ve added this to the checklist, but make sure you have some way of covering your products should the rain come in. I have two see-through covers that I take with me to outdoor markets, but also be prepared to pull your stall back if you need to. I also store/carry my products in plastic boxes, just in case the rain gets on the ground. Adapt and overcome!
There you have it! I am sure I’ve probably missed something, but I have done my best to cover everything that comes up for me around in-person events. Honestly, you will not regret giving them a try, just start small until you know that they are something you want to continue doing and then gradually add to your setup from there.
Events are an amazing way to reach new customers and also learn what people like or want more of. They are fantastic for networking and making new pals too, so just take the leap, you won’t regret it. I hope this has been helpful!