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and engage your customers in conversation. Developing relationships will keep them coming back. Ask them questions, and tell stories about your products. Stories make your products authentic, and authenticity is what your customers want. Likewise, demonstrations will engage your audience at


markets as well as parties. People are excited to learn how to do something new, like a simple craft. Your merchandise then becomes a conversation piece. Different ways of wearing a scarf would be a good demo to conduct at a home party. Music and refreshments help create a relaxed and


Heather Castillow sells her handcrafted jewelry at farmers’ markets. The response has been phenomenal.


beads that people can mix and match to create unique bracelets and necklaces, which keeps them coming back for more.


Remember that your first experience at any given market


should be about testing the waters, not berating yourself for not being perfectly prepared. “You have to realize every year you’ll get better, because you can read the crowd better,” Castillow says. Predicting the type of merchandise your customers at


the party will be most interested in is important. Keep your customers’ preferences in mind when packing inventory. Record all your sales, including any specifics about the items you’re selling, like color and size. Goodine keeps her products fresh at parties so that


several months down the road, customers will see a whole new array of merchandise. Customers can mix and match her clothing, jewelry and accessories to create complete outfits, encouraging more sales. She brings a variety of pieces to create a well-rounded selection, which in turn creates a well-rounded impression of her business. Staying prepared for markets or parties will make your


work easier. Goodine keeps a box stocked with order forms, pens, and a calculator. Castillow keeps her market inventory packed in boxes and bags, keeping it in the truck she uses for markets to prevent unnecessary unloading. As you sell your products through these venues, paying


attention to the immediate feedback your customers give you will help you hone your strategies.


Work it At both markets and parties, your personality is just as important as your display. Bring out your extroverted side


114 GIFT SHOP n Winter 2012


inviting atmosphere at a party. Choose music like jazz or classical that sets the mood without being intrusive. Goodine brings the hostess’ drink of choice as a thank-you gesture.


Dressing in nice but casual clothes for either venue will


make you look professional but not overdressed. Wearing your product is key, says Goodine. Before guests leave a home party, give them literature


about how to hold parties, inviting them to contact you about doing so. You might offer free merchandise for the host as an incentive. Invite guests to pass the word along to friends who may want to hold a party as well. Goodine says she chats with party guests as friends.


“The networking is phenomenal,” she says. She makes her parties feel as casual as possible, without pressure to buy. Often she holds a raffle as a fun activity. “Having a good time yourself is important—people will sense whether you’re enjoying socializing with them or focusing on sales. Be their friend. Don’t pressure them,” Goodine says. This advice works well for gift retail in general: focus on


building relationships be it on the road or at home, and the sales are sure to follow.


Melanie J. Martin has written on business, environment, green living, travel and other topics for a variety of publications. Visit ravensongstudios.net for more information.


Article Resources Heather Castillow


Wildflowers by Heather Castillow Pleasant Grove, UT heathercastillow.com


Katie Goodine Lakeville Cards & Gifts Lakeville, MA


GiftShopMag.com


Stacy Miller Executive Director Farmers Market Coalition farmersmarketcoalition.org


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