Shopping and buying are feel-good activities. People who love to shop, love how they feel when they are shopping. Do your best to encourage that in your booth, and they will linger.
When we do a show, we make sure the attiude in our little space is upbeat, positive and affirming.
It doesn't matter how slow the show is, how many or few the buyers are or how miserable the weather is. We do our absolute best to rise above it and promote good cheer to our prospective customers.
Why? Because people like to be around happy people, successful, confident people. If we greet people as they come in, make ourselves available to them IF they need us, and we leave them alone to shop, then they will relax and enjoy the artwork.
Sitting in a chair with arms folded and a grumpy face will ensure they hurry on past. Ditto standing at the entrance of your booth with a scowl on your face.
Never get sarcastic with a customer. (It's one of those "it makes you feel worse and it just annoys the pig" situations.) And never, ever comment rudely on a previous customer in front of the next customer, even if that second customer brings it up herself. Think of ways to put a funny or positive spin on what happened.
Why? Because no matter how annoying or rude the previous person was, the customers still in your booth need to know you will NOT TALK ABOUT THEM the same way when THEY leave. We all say or do stupid things from time to time, often inadvertantly, and we need to feel it will be overlooked. Make a snide comment about someone who's just left, everyone left will feel uncomfortable--even if they think it was deserved. I'd rather be known for my forebearance and patience than my rapier repartee.
I remember the time I visited another artist's booth, and he shared with me a "stupid question" a customer had made earlier. I was so embarrassed--I'd been about to alk him the same question! I beat a hasty retreat before I said something else he could use as "stupid customer fodder."
No spatting in my booth! My second rule for my daughter when she began to assist me during shows was simple: When tempers flared, one of us had to go for a walk til tempers were cool again. And it wasn't going to be me.
Sometimes it's a hard rule, but it's always worked for us. As Bruce Baker points out in his selling skills seminars, two angry people in a booth generate negative energy that is palpable. No one wants to join up with that kind of energy.
No group grousing in my booth! One year a fellow artist came by to complain about another artist. There were customers in my booth, but she started her rant anyway. I told her we would talk about it later. She didn't get the hint, she was so upset. I told her again, firmly, we would talk about it LATER. She was not happy with my response, but left. When I explained afterwards, she apologized.
At this year's fair, a customer told me that another artist at the fair had complained to her about a spate of thefts that had occurred there. "She lost a $200 piece! Isn't that awful??" exclaimed the customer. What I thought was awful was that nn artist would share that with a customer. She had fallen completely out of "buy mode" and now hovered in "commiseration mode". I immediately reassured her that such incidents were rare, that in general the show was incredibly safe. But I couldn't rouse her out of her mood.
What was that artist thinking?? Why would you want a customer to know you've been robbed? For sympathy? It's tempting to think that someone might buy our work because they feel sorry for us, but that's rare.
I know because this happened to me. While I was paying for my purchases, the storeowner started to complain. Someone had written him a bad check, and he could not stop ranting about it. And there I was, writing him a check.
My first reaction was one of guilt. Did he suspect ME of writing a bad check, too? And I felt bad I couldn't help him. I felt indignant--I hadn't done anything, but I was bearing the brunt of his anger. And finally, my instinct was to leave--because his tirade freaked me out. He couldn't stop talking about that one bad incident. I wanted to cut and run.
NOT the atmosphere I want to promote in MY booth! Keep your mad stories for friends over drinks AFTER the show.
Another emotion I try to limit in my booth is sadness. This gets hard. The stories behind my work are poignant, and some people respond to that. They open up and tell me what is in their heart.
I truly believe I have been healed by my art, and that others can find solace and comfort in art, too. I have listened to many tales of loss and sadness, because the stories move me. I feel honored my work has been an agent of healing and succor.
But sometimes we are simply trapped in our booths by someone who recognizes a captive audience when they see one. These people need to be moved on, gently but firmly. If it's someone you know, tell them you'll meet them for drinks later--your treat! If not, tell them to put their feelings into words and write you a letter--after the show.
So how do you force yourself to stay happy at a show?
Avoid the perky Pat syndrome. It's okay to be a real person. But be a real HAPPY person. If you slip and something negative comes out, put a positive spin on it--QUICK!
Try not to do a show with expectations. It's hard. But it's worth it if you can honestly go into it with an open mind and empty hands.
Take the long view. Know that there will ALWAYS be bad shows and annoyances. But that's life. And that's SHOW life. Something will always go wrong.
Keep a mental list of all the things that have gone well, and all the NICE people you've talked to. Think about what you will do differently at your NEXT show.
Take the big view. A good friend once said, "Is your only measure of a "good show" how much money you made?" That brought me up short. Yes, we all want to make money from our work. But sometimes, other good things besides money come out of a show. We may find new opportunities that are even better for us. We may gain insights on how to better build our business, or even how to be a better person.
The first half dozen shows I did sucked bigtime. But I learned amazing things from them. I learned the work I wanted to do was never going to do well at small, local shows. I learned to have faith in my work, and to take some risks with it.
I learned sometimes the best sales take place AFTER the show. I met people who became good friends and advisors, who helped me get to my next step. I've met book editors, writers, and organizations that led to book deals, articles and new venues. Sometimes all I needed was enough money to get me to the next step, and not enough to encourage me to keep pursuing a dead-end strategy.
And finally--take care of yourself!
Make sure you get enough sleep, that you eat as healthily as possible, that you keep yourself hydrated.
If you are getting up there in years, make sure you elevate your feet above your head for awhile each evening.
Wear comfortable shoes. Wear clothing that's comfortable but makes you feel beautiful, and attire that fits in with your target audience.
Keep a journal of all the WONDERFUL things that happen at a show--the amazing things people said about your work, the wonderful artist who was so helpful and supportive when you felt low, the quiet, unassuming customer who ended up buying your best piece without a quibble about the price.
Note what worked well in your booth, and what you could do better next time.
And above all, even when you don't feel like it, but especially when you do--SMILE!
