Shopping Is Psychological

This weekend, I went to a very well known juried craft show with a girlfriend. We were so delighted to be among small business, colorful displays and quality products that we bought something at the very first booth we stopped at (soap, of course!). As we wandered the aisles, making conversation with everyone, we were both happy to be there and eager to spot the next ‘perfect’ gift. We asked all the crafters how the show was going and got happy smiles and varied responses: “I’m having a lot of fun.” “Lots of traffic.” “I love this event.”

Until we hit one beautifully arranged booth with an array of beautiful toiletry products; when we asked the woman at the booth how the show was going, she answered “Terrible.” My friend and I were taken aback and made sympathetic noises and then asked how her other events this year had been. “Terrible.” I said something acknowledging the challenging economy and she came back with “You’re right, it is tough and I’m thankful for every dollar I make.” Despite the positive last comment, we both walked away feeling slightly disjointed and worse yet, never picked up one single item in her booth. In hindsight, I just wanted to flee the negativity.

We continued our shopping trip, buying several things over the show and making lots of great conversation with everyone we met. But, the one crafter stuck with me. What could she have said? Should she have lied? How did that affect me, as the shopper? How did it affect her, as the shopkeeper, to say that?

Just from a public relations standpoint, the following answers are better then “Terrible”:

• “I’m having a great time. There are lots of people to talk to.”
• “Isn’t the array of crafters incredible?”
• “It’s been a lot of fun!”
• “I’ve been getting good feedback on this product.”
• “The contacts I’ve made this weekend have been invaluable.”
• “I may have picked up a few new wholesale accounts so I’m thrilled”
• “This is a great place to test out new products.”
• “Oh my goodness, this is incredible; I’ve been getting so many goodies from other crafters here. You should definitely check out XYZ over there. They have great XYZs.”
• “I am so thankful that the weather has held up the way it has. It’s just so beautiful/warm/clear/crisp/inviting/balmy.”
• “The floor traffic is great. The promoters really did a wonderful job of getting a crowd in here.”
• “It’s been exciting to see what sells. Right now, my XYZ soap/lotion/bath fizzy/scrub is selling really well. I think it’s because it conveys happiness/the spirit of the season/calm/insert whatever adjective you want here.”

These answers are not a lie. They don’t address sales but at least they’re trying to find the silver lining on an otherwise dismal weekend. And, just like with children, if you don’t answer the initial question but just answer with a positive, all your potential customer will remember is your sunny nature.

The second we got into the car, my friend and I both discussed the comment and parsed the phrasing of the exchange. When I got home, my friend had already emailed me the following:

I was thinking about the downer soap lady on the way home and realized that not only did I not pick up and smell her soap – which is SO uncharacteristic of me, I love to smell everything – but then I felt a little off the shopping game at the next several booths. It’s as if she conveyed the attitude that we weren’t in the fun, cool shopping place, we were in the loser shopping place and it impacted my shopping. So it wasn’t until we hit the friendly soap booth that I thought about spending money again.

Shopping is so psychological!

She hit the nail on the head – shopping is psychological! People buy with their emotions and rationalize the choices later, after they’ve made the buying decision. So, when you’re at your craft shows this season, be sure to have handy phrases and a big smile to put on – even if your show isn’t what you expected. And you never know, by changing your own attitude, you may help to change the attitude of the customers in your booth helping to turn a so-so show into a great one.