Since my early childhood, I have always found immense pleasure in reading. This passion for reading eventually evolved into a love for writing, and I often dreamed of becoming a journalist and a writer when I grew up. If someone had told me that I would one day be selling books at various festivals and markets, I would have likely dismissed the idea.
As an introvert, I find peace in writing and hiding behind a microphone on the radio, where my voice can be heard without the pressure of being seen. The idea of engaging in conversations with strangers terrifies me. Despite my reservations, I have published books that need to be shared with the world, along with manuscripts waiting to be printed and other projects waiting to be brought to life. This left me with a decision to make: should I stick to online sales or venture into selling in person?
The realm of online sales presents its own challenges. In order to reach a wider audience and sell a substantial number of books, I realized that I needed to step out of my comfort zone and personally engage with potential buyers at markets and festivals. It was a daunting task, but one that I knew I had to undertake in order to succeed.
In 2024, I participated in 5 book festivals and 12 markets, in Harrisburg, Camp Hill, State College and Syracuse. While some sales were successful, others were not as fruitful. Through this experience, I gained valuable insights that I would like to share.
One important lesson I learned is the set up: The way products are displayed sends a message to customers. A disorganized table can deter potential buyers. When I only had two books to showcase, it was manageable. However, when I introduced additional items such as flashcards, mugs, tumblers, stickers, earrings, and puzzles, I encountered challenges.
I observed that customers who had a particular affinity for the okapi were drawn to the book and related products. For instance, I overheard a customer saying, “I don’t have children, but I love the okapi, so I’ll take an okapi mug.” This feedback highlighted the importance of creating a cohesive display that caters to the interests of different customers.
When I added the third book, “Meeting the Mountain Gorilla,” I strategically placed it in the center of my display table, flanked by the okapi on its right and the bonobo on its left. This arrangement was intentional as I wanted to draw attention to the mountain gorilla, and it worked!.
It is crucial to take the time to thoughtfully arrange your items on the table to maximize their visibility and appeal to potential buyers.
Establishing and maintaining eye contact with customers is key to engaging them effectively. As I stood behind my table, I made a conscious effort to observe those around me. When I noticed someone showing interest in my display, I would make eye contact and offer a warm smile, silently inviting them to explore further. This simple gesture often prompted customers to approach me, leading to meaningful interactions.
I would encourage them to browse through the books and initiate conversations by asking if they were familiar with either the okapi or the bonobo. This approach allowed me to introduce the books and share the purpose behind my publications. Even if a sale was not immediate, these interactions often led to valuable connections and potential future opportunities.
Engaging with customers who were already familiar with the okapi or other animals featured in my books provided me with valuable insights and opportunities to learn more about their experiences. These conversations not only enriched my knowledge but also helped me establish connections that could lead to future sales or collaborations.
One memorable encounter was with a lady who initially did not purchase the bonobo book but returned months later to buy multiple copies. This experience highlighted the importance of building relationships with customers and the potential for long-term connections.
By wearing a welcoming demeanor and engaging customers in meaningful conversations, I was able to create a positive and inviting atmosphere that resonated with visitors. This approach not only enhanced the customer experience but also opened doors to new opportunities and connections.
Make sure to wear comfortable shoes. I know it may seem unexpected to discuss footwear, but it was crucial for me to stay on my feet most of the time to remain active. This allowed me to easily navigate from one end of the table to the other, bend down to pack purchased items, and ensure a smooth shopping experience. Trust me, without comfortable shoes, the day can feel never-ending. It is worth noting that these sales events can last anywhere from 4 to 6 hours. While I may not be standing the entire time – I’m not as young as I used to be – I do take short breaks during quieter moments when there are no customers around.
Avoid getting too absorbed in your phone. Remember, you are at a market to engage with people, so it’s important to put your phone aside for a while. Personally, I only used my phone to post on social media or to invite potential customers to visit our booth. I have observed other vendors who remain glued to their phones, missing out on valuable interactions with customers who pass by their tables. It’s essential to be present and attentive to potential buyers, rather than being absorbed in your phone screen.
Markets vary greatly in terms of clientele and products!
I found book festivals to be particularly enjoyable, as they attracted a significant number of customers looking to purchase books. I made sure to focus solely on selling books at these festivals, leaving behind other items like mugs and water bottles or tumblers. Each market has its own unique customer base, making it challenging to predict who you will encounter, but I always come prepared for any situation.
When attending other markets, I brought a variety of products to gauge customer interest. I paid close attention to what items caught people’s attention, such as the popularity of tumlers. For the Christmas market, I strategically added coasters after noticing their success as gifts the previous year. Coasters are affordable and practical, making them a hit with customers. As a result, I sold out of all coasters I brought!
Despite diversifying my product offerings, books consistently remained my best sellers at all markets. I am extremely pleased with this outcome. Children books will always be my main focus. The consistent demand for these books and the large number of buyers they attract bring me great joy!
The markets I participated in generated twice the revenue of the space rental cost, which exceeded my expectations. While some markets drew large crowds, others were less successful. I discovered that market outcomes can be unpredictable – success is not 100 % guaranteed. However, the key is the importance of building relationships and gaining valuable insights from each unique experience.
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