More sales on event days doesn’t necessarily mean only bringing more stuff.
It is about bringing, displaying and selling the RIGHT products for your dreamiest customers. And it’s sort of about you but really selling is about your customers.
Effective selling requires you get out of your own head. It requires you seeing yourself from an outside perspective. It requires you understand VALUE beyond COST.
Value = what this will mean to someone who buys it.
Cost = the number amount that they will give to you in exchange for the value that the product brings them.
So, how do you determine this?
Well, first we should define your dream customers.
WHAT MAKES A DREAM CUSTOMER?
+ they pay you what you ask (ie, the price doesn’t seem to high to them)
+ you like making / sourcing the stuff they also like buying from you
+ they’re not constantly asking you to be different, and you’re not asking them to be different
WHO ARE THE CLEVELAND FLEA DREAM CUSTOMERS?
You know we already attract a certain type of client, and we want to share some insight with you about who they are.
Love new, fashion-forward takes on things
Particularly drawn in by exclusives and designer risks
Love the unique, treasured find
Take their time to search, but are also often looking for the most magical item (which you might have prominently displayed- and priced to match)
Fill their homes with eclectic purchases or seek out ones all the time that match their more refined aesthetic
Small Batch Scouts (the foodies, essentially)
Love small batch food that is creatively presented AND very tasty
Ideally they can have snack-sized options so they can sample the market AND if you have something they can take home with them that’s amazing
If it’s instagrammable, you’ll get such a huge value out of your product
Vegan / Gluten Free | a huge gap in the market
Modern Classic | can you update a nostalgic favorite?
Health-inspired | This is a huge market to tap into
Love forward-thinking makers who are doing things in a different, unusual and high-quality way
High Quality Craft / Technique is BIG for them
Are looking for stuff that doesn’t scream ‘made in Cleveland’ and often times are looking for things that don’t feel like ‘Cleveland’
Love all things Cleveland, HOWEVER, they get easily burned out on all the same stuff that’s been appearing year after year. In other words, you’ll still be selling to Trendsetting Locals, Treasure-hunting Locals, Small Batch Scouting Locals & Maker Fanatic Locals.
If you have a fresh take on Cleveland-inspired goods, you’ll really be able to capture the market. Make sure to be doing research to see who’s doing what and to determine how you’re unique.
We’re also an event that attracts a lot of families who love to have unique, different, modern, well-designed (and curated) goods for their own home life
As far as food goes, this is a big open area- who is making food JUST for kids? If you’re not,
So, why do people buy things?
Typically, people buy things because they want to feel good. They want to have a creative experience or enrich their lives or express their values (ie, maybe they only want to have a closet full of vintage clothing, or they want to stick to a low-sugar diet and eat only locally-sourced products, etc).
Sales can be intimidating but it’s not when you just remember that you’re bringing joy to the right people. Not everyone will love you, but the right people will.
Good luck planning your products this week!