Marketing Tips From the Masters
or Groovin’, Movin’, Schmoozin’:
The Art of Display, Sales, and Customer Service

by Janne Stark
Board of Directors,
Portland Farmers Market
 

• Set your booth to pull people in: keep some open space in the middle for socializing, have a variety of  display areas

• Make your product visible: Set tables, racks, shelves in a variety of size and shapes, or tidy uniformity: find a "look" that fits your style. Keep your product within easy reach, make sure the units are stable, put height in the middle, lower towards the edges (falling tomatoes mean falling profits).

• Keep it looking colorful and inviting: use table coverings: burlap, oilcloth, tablecloths: keep ‘em clean! Back stock: keep it organized and out of the way — stack and nest empties

• Look abundant and festive: baskets, crates, bushels, decorative boxes...... again, a variety of shapes, sizes, textures, or the "clean-line" look of uniformity........ what does the artist in you prefer? A variety of sizes will help you "shrink" your display as the day goes along and you are selling product........ transfer smaller quantities into smaller containers for a look of abundance. Have some items to help you "dummy-up" a dwindling basket, i.e.: newspaper, bubble wrap, broken-down boxes

• Sample product: follow all state regulations for food safety, keep a separate sample kit.

• Vendor name: large, above eye-level (visible from a distance in a crowded aisle, or visible from the road), banner or sign with your name, product and location. Nice to add if space allows: proprietor’s name, date of establishment, a catchy phrase or quotation.

• Individual product names and prices: alongside the item, large enough to read easily, how the item is sold ( by the #, each, quantities), highlight different varieties, heirlooms,

• Signage "extras": recipes, how-to’s, seasonality ( 2-weeks only!), "special price"

• Check-out table: large enough that customer can put down their purchases and personal items, write a check, arrange their things. Sign indicating methods of payment accepted.

• Check-out Indispensables: Approved scale, bags (boxes, flats), pens and pencils, scratch paper, business cards, receipt book, calculator, tape, business newsletter or promotional materials, first-aid kit, mailing list, market info and schedule

• Vendor’s table: your little home-away-from-home, to keep your coffee, snacks, personal items, purchases. Set it behind you, and step away from customers to eat and drink.

• Be professional, prompt, and prepared

• Critique your stage from the customer’s viewpoint. Step out in the aisle and see how your booth looks.

• Cultivate a theme with consistent decor, signage, specials, dress

• Educate customers: talk, talk, talk

• Educate employees: talk, model, talk, model

• Educate yourself: listen, listen, listen, watch, watch, watch

• Offer more than just the product: recipe cards, care and storage tips, a who’s who list of chefs and restaurants that serve your products

• Offer samples. Have a separate sampling box that includes all your health-code approved sampling needs.

• Read periodicals and books, attend conferences, visit other venues

• Share the harvest: donate to gleaners, food banks, WIC and SNP customers

• Tell your story: picture posters, photo albums, write a press release, advertise

• Use your market managers: they are full of ideas, info, contacts

• Solicit feedback: create an e-mail or list, have suggestion cards

• Get your news out: mailing or e-mail lists, community news bulletin board

• Model good will, good manners, good humor

• Donate product or gift certificates to fund raisers and auctions

• Wear your uniform: aprons and name tags are a great, "but you’re never fully dressed without a smile" (Hum appropriate Broadway show tune.)

• Create coupons, bonus incentives, frequent buyer cards

• Create "kits": salsa-set-up, pesto-in-a-pack, window-box-herbs

• Host an event on the farm: cider press, pumpkin pick, tomato toss

• Make lemonade from lemons: Sell those #2s as jam-berries, soup starters, tossing tomatoes (especially effective during election years.)

• Pack it for multiple sales: salad tomatoes in quart boxes, lunch box size fruit packs, 5# potato bags

• Print your name and logo on bags

• Sell business logo t-shirts, aprons,

• Give away business logo pens, refrigerator magnets, blank recipe cards

• Entertain the wee ones: coloring books, small toys and craft projects

• Educate: send your customer away with new knowledge.

• Make your booth fun for the customer.

• Assist the customer: take care of their needs; do not bring your problems into the booth.

• Give more than the customer expects: samples, an extra something, a heartfelt "thanks".

• Make it easy for the customers to do business with you.

• Create a positive image; meet the customer with a smile.

• Do not use selling price as a measure of service. Low price does not equal better service.

• Sell with integrity: clear pricing, highest quality product, state inspected scales.

• Design a booth that draws in the customer: clean, organized, fresh and colorful.

• Greet the customer with a smile.

• Easy to read prices.

• Learn customers’ names.

• Easy to shop display.

• Abundant and attractive display.

• Clean clothes and neat appearance.

• Knowledgeable about what you are selling.

• Highlight points of differentiation: provide story about farm/unique business qualities

• Greet your guests: Make them feel at home as soon as they enter your space. Make immediate eye contact. Offer a hello, welcome back, good morning. Greet as many customers as possible by name. Don’t be embarrassed to ask them their name several weeks in a row until you get it. Learn the names of their children, dogs, guests.

• Come out from behind that table! Make contact: The old-fashioned handshake feels terrific on both ends! Walk up to customers and offer them a new item, your daily special, a sample. Be a visible presence in your booth. Wear a name tag. Hire an extra employee to work the cash register; it’ll pay off in the long run as you schmooze the crowd. This is a social event!

• Know your product: Walk the booth just before you open to familiarize yourself with just where everything is and how much is being charged. You’ll be ready to answer questions regarding product.

• Throw a fun event: People like to have a good time. Make sure the time they spend in your booth is quality time:

• Ask what they are planning to do with product. Listen attentively. Offer suggestions, tell them how you like to prepare the item.

• Tell them what the popular chefs in town are buying.

• Offer samples, properly handled and served.

• Make it easy to shop: keep things within easy reach or offer to grab an item for those short folks, the elderly or alter-abled, create an "express lane" for harried shoppers, crying babies

• Support the market as a whole: Recommend fellow vendors when you don’t have a requested item. Suggest a fellow vendor who sells a different variety of an item that a customer loves and buys faithfully from you. Think prosperity, not competition.

• Pay attention to the small stuff: Compliment your customers on things that matter to you (and to them). Acknowledge similarities, honor diversity. Notice changes, offer kindness and compassion. Return the kindnesses when they are offered to you. Practice generosity and accept the generosity of others. Some customers love to help and feel included........ let ‘em restock a basket of ‘taters.

• End on the right note: Offer a sincere thank-you, with or without a purchase, remind your guests to return, offer your contact info, encourage them to shop the entire market, walk their heavy purchases to their car, say good-bye! The sign of a good party is that no one wants to leave. Let them know you look forward to their return.