2020 has been a challenging year for all of us, there's no doubt about it. And for those of us in direct sales who do vendor shows, it's been a pretty substantial blow to our income with most of the shows cancelled.
Vendor shows provide a large part of my income. Last year, I participated in 23 vendor shows, or about one every two weeks. This year, I will do 11 shows by year's end. Twelve were cancelled. It's sad for sure, but it will get back on track.
I've learned that vendor events can be hit or miss. The ones that you expect to be great sometimes turn out to be dogs. But, on the flip side, a show that you expected nothing out of may end up being your biggest moneymaker of the year. You just never know. So many factors can contribute - including the weather (too nice out, too rainy, too windy, too cold, snowing, etc.), and if it's scheduled at the same time as another large event, like your city's NFL team game.
One show I did a couple years ago was in a tiny rural village's library. They had a total of three vendors, crammed into the library's children's room. There was a lady who made jewelry, a wedding venue, and me. I thought, "oh boy, this is going to be a huge waste of time." But it actually turned out to be one of the best events of the year for me.
I live in a rural area, so most of the shows I do are fairly small. I don't do the big, expensive events near the city; I leave that to the younger reps who have help carrying their stuff. As a 65-year-old, five-foot-zero, 110 pound grandma with osteoporosis, I have to limit myself to what I can physically do. Even outdoor events are getting harder, as I can barely lift my canopy, let alone put it up by myself. I have to rely on the kindness of other vendors to help me with it. So I put on my best "damsel in distress" face until someone offers to help, and if they don't, I have to approach someone and ask. Thank goodness for nice people!
But for all the hard work and iffiness involved with doing shows, I really enjoy doing them. Why? Because it's not really about making money with shows; it's about building relationships. I've been to shows where I barely made back my table fee, but the next day someone who picked up a book placed a $75 online order. I've gotten team recruits from vendor shows. And I've gotten many face-to-face customers from vendor shows.
Here are some things I've learned (some the hard way) about doing vendor events. These tips are general and apply to anyone selling at vendor events.
1. Don't pay more for a space than you can afford to lose. Around here, the norm is $25 - $40, but in more urban areas it can be a lot more.
2. Ask the show organizer how the show will be advertised. I did a show at an elementary school an hour away from me last year. Pulling into the driveway, there were signs all over the place for the school's book fair. Not a single sign for the vendor show. In four hours, there were maybe 10 customers, and they were all teachers at the school. I think I sold two items, and they were to other vendors.
3. Ask what time they open for set up, and give yourself enough time to get your display ready. It takes me the better part of two hours to do mine (I usually get two tables).
4. Bring a bag lunch or at least snacks. No need to spend money on food provided by the venue, if they even have food. And sometimes, all that's available is hot dogs and chips. As a vegetarian, I would go hungry if I didn't bring my own lunch.
5. Wear the most comfortable shoes you own, and comfortable but cute clothing. Put your makeup on, fix your hair, and wear jewelry. Wear your company's products whenever possible.
6. Be approachable and friendly. When a potential customer approaches your booth, stand up, smile, and greet him/her. Compliment them on something they're wearing, and ask if they're looking for anything in particular. If you're sitting behind your table, looking bored, playing with your phone or reading a book, people will just walk on by.
7. Have plenty of small bills and change on hand. Also, it is very helpful if you have a Square or similar device that accepts credit/debit cards. People are likely to spend more if they can use their card. The fees are minimal (3 to 3.5% normally), a small cost for doing business. Note: Do NOT charge customers a surcharge for using their card. This is illegal in some states.
8. Invest in a wagon. My Mac Sports Wagon is the best $80 I ever spent, let me tell you. It unfolds in a second and holds 150 pounds. I can get 6 Avon boxes in it, with other items on top. The wheels spin in all directions so you can get around tight corners easily. Pull the knob in the center to fold it back up and it fits between your front and back seats. I got this on Amazon.
9. Make a packing list and check it before you leave. If I didn't, I would forget something every time. Here's my checklist:
- Wagon
- Inventory
- Tote bag with office supplies, samples, tape, scissors, etc.
- Tablecloths
- Inventory list
- Square & change
- Brochures
- Business cards
- Recruiting flyers
- Chinese Auction basket
If the show is outdoors, add:
- Canopy
- Canopy weights
- Tables
- Chair
- Canopy sides & bungees
10. Last but not least, relax and have fun!
Please let me know if you have any tips to add to my list!
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