Tips & Tricks

5 Ways to Increase Sales at Your Next Trade Show

Participating at Pulse, Top Drawer, Bubble, or Scoop this year? 

Trade shows can be a great way to grow your business and get your brand out into the world. While there are a lot of benefits, trade shows can also be a huge investment of both your time and money. To help you make the most of your efforts, I’ve pulled together some of my top tips for trade show sales success.

Say hello & be positive.

This may seem basic, but there are so many times I walk past a stand at a trade show and find the brand representatives so focused on their cell phones or in a conversation with each other that they don’t even look up to say hello.

While it’s fine to look busy, stay engaged with the visitors that walk by – even when they don’t stop immediately at your booth. Smile, say hello, and ask them how the show has been for them.

Pay attention to everyone, whether they are a prospect or not. If you look like you are having fun with the crowd, people will be attracted to your energy.

Take time to understand your prospective retailers.

When someone stops by your stand, it’s easy to jump right into a monologue about your brand, backstory, bestselling styles, ect. Rather than going into too many details about yourself at first, try to make an effort to ask questions about the visitor’s businesses before making any recommendations.

Where is their store located? What type of customers do they have? What time of year are they the busiest? What other products and brands are working well for them?

The more information you find out, the easier it will be to put together an assortment that makes sense for them. Taking time to get to know a new stockiest also builds trust, and is the start to a mutually beneficial relationship.

Be sure your prices are attractive.

Are you confident in your pricing? What markup are you offering to retailers?

First thing first, always include VAT in your recommended retail price. Even if you aren’t VAT registered, stockists will expect that whatever retail you suggest will already account for VAT.

In terms of markup, after VAT is removed stockists will expect to have at least a 2 – 2.5 x markup (margin of 50 – 60%) depending on the industry and type of product. Need a pricing crash course? You can grab my free Pricing Guide here.

Stop talking minimum order, start talking optimal collection.

While having a set minimum order is a common practice, I challenge you to think about your minimum order more in terms of what assortment best represents your brand.

For example: If you’re a jewellery brand, does your brand look best when a retailer showcases 12 pairs of earrings, 6 bracelets, and 4 rings? What would an assortment like that (with back-up quantities) cost for them?

This is where your minimum order amount should come from and when you show a retailer why they will be much more inclined move forward.

Follow up, follow up, follow up.

Not all the magic happens at the show! Be sure to grab all visitor’s details and reach out in thoughtful ways. Send personalised thank you emails to everyone who stopped by, and even if they aren’t interested for the moment, send updates or info on future events periodically throughout the year.

Did you receive a lot of initial orders? Congrats! Now the real work begins. Be sure to follow-up consistently. Create a schedule so stockists hear from you on a regular basis, every 6 weeks or so. It shouldn’t always be to sell, it’s nice to ask about them, their store and work towards building a stronger relationship!

That’s where the real sales results will come from. 

Looking for more support as you prep for your next trade show? I’d love to help! Feel free to connect with me here.


Sell More at Your Next Fair or Pop-Up

With Christmas markets popping up all over, we wanted to give a few of our best tips for optimising sales at your next fair or pop-up shop so that you're able to get the most out of every sales opportunities.  A few changes here and there can make all the difference!

 1. Limit the choice in what you display.

When a customer is shown too many products to choose from, they can feel overwhelmed and end up not being able to make a decision. They could end up ‘having to think about it’ and wander off to be distracted by all the other booths. When you keep the assortment to a minimum of best sellers in a few different price points, you take the hard work out of shopping and make it an easy decision.

Can the shopper still not decide between all your amazing products? Offer a buy 1 get 20% off the 2nd item so that they don’t have to choose.

2. Include entry price point items.

Remember that a lot of customers are connecting with your brand for the first time, and have not yet established trust with you or your products. Having only high price points at a market can be very limiting and you may lose the chance to connect with a future customer base.

An example of how to make this work? If you produce gorgeous sleepwear that retails normally around £120, consider carrying an intro product such as an eye mask made out of the same material in the £20 - £30 range. This way shoppers are introduced to your brand and can later move on to your core pieces as they establish more of a connection.  

 3. Make sure your products are focused on gifting and showcase any beautiful packaging.

Shoppers will be looking to make a dent in their Christmas list and the more your products appear to be ready to gift the easier the decision to purchase will be. Combine a few single notebooks into a set with a ribbon or have your beautiful jewellery boxes out on the table for customers to see. Don’t have packaging? Consider offering free gift wrapping on the day.

4. Encourage repeat shopping by offering your customers a discount on their next purchase online.

Hand out business cards with a special discount code or free shipping offer when someone shops with you during the markets. This will not only allow you to see how the event drives business to your website, but it is also a way to continue the relationship with the customer long after. 

5. Make sure you share with your current customer community where you will be!

Spread the word in your newsletter and social media channels, your fans will love to support you and have the chance to meet you in person. Give your mailing list a discount by having them share a 'secret' word when they visit your booth. 

Would love to hear any tips I missed or some insights you may also have!

Love this simple assortment of prints displayed by the Brooklyn art library!

Love this simple assortment of prints displayed by the Brooklyn art library!

An Easy Way to Increase Sales During Christmas

Gift Guides.png

What's an easy way to help increase sales this Christmas season? Create a gift guide highlighting best sellers in multiple price points. If you want to go a step further, you can highlight gift ideas specifically for the person they may be shopping for or the age range if you are focused on children. This can be applied whether you are a pop-up shop, own a brick & mortar, run an e-commerce site, or even if you just have a table at a weekend craft fair.

When customers have too much choice and aren't able to focus, they tend to feel overwhelmed and may end up walking away, or needing to 'think about it'. 

If you have a physical space, have your gift guide near the front entrance or hand to customers as an extra way to engage. If possible, I would even pull some of your items from the gift guide together, for a super easy shopping experience.

If you sell online have your guide easily accessible on your landing page, and have the images link directly to the products. 

Here are some examples to help you get inspired. If you need a bit of help pulling this together, reach out for a chat!


Is Your Shop Ready for Christmas? Top Tips To Make 2016 Your Best Holiday Season Yet

Is Your Shop Ready for Christmas? Top Tips To Make 2016 Your Best Holiday Season Yet

This year has just flown by. Halloween is just around the corner, pumpkin spice lattes fill my Facebook feed, and major department stores have had their full-on winter wonderlands set up for more than a month! (visited Selfridges yet?)It is officially time to get all your reindeer in a row and get ready for the busiest time of the year.