Over the years that I’ve worked as a craftsman, I’ve participated in many craft shows, boat shows, and art shows. The interactions with the casual visitors to the shows are what it’s all about. Your job is to take the minute you have their attention and turn it into a motivated sale. And, no, you can’t come across as a crass, ruthless sales clerk. Your job is to interest them in what you have laid out for them to examine.
Usually, it’s about me educating you. But I’ll never forget one interaction that was an educational moment for me.
For a while, I had a line of hand-carved walking canes. The heads were carved owls and bears, but I mostly sold ones with eagle heads at boat shows. At a good show, I could sell several of these throughout the show.
My best and most enjoyable show was held late in March every year in Portland, Maine. The Maine Boatbuilders Show was in a funky former factory on the waterfront. Being it was in Portland, and during March, you trudged through puddles of rain or drifts of snow to gain access to the show. But lousy weather did nothing to lessen the crowds. And thousands of boat owners, potential buyers, and casual visitors did troop through my booth. It was my most profitable show of the season.
Sunday afternoons were always slow, and it was the day that most families visited the show. By four in the afternoon, most of the vendor’s thoughts were turning from spotty sales to packing up, packing out, and getting dinner. We had all started a bit of surreptitious packing away of smaller items. But we couldn’t be too open about this. There were still visitors walking about and some sales to be made.
That afternoon I had a visit by a pair of sisters in their twenties. They looked carefully at everything and asked intelligent questions, and it was a joy to have them see me on a slow Sunday afternoon. One thing that I noted was that they ran hands over everything. Seeing that, I noticed one sister told me the other was blind. She enjoyed the tactile aspect of my carved goods. I admitted that I deliberately made my cherry spoons to be fun to touch and hold. But it was the eagle-headed cane that attracted the most attention. It was fun to have and feel – contours, feathers, beak, and eyes. It was an easy sale, and a happy customer.
Taking up my trim saw, I quickly adjusted the cane to her size. Then, the pair strolled off to meet up with family, carrying a shopping bag with the cane, spoons, and a cutting board, all useful but also pleasing to the touch. Since then, I have pointed out to people that the carvings have a tactile element.
It’s not just sight but feeling that brings pleasure.
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