How to Sell Your Products Without Competition
By Rena Klingenberg
Selling your products at shows can be difficult when you have
a lot of competition. Although some show organizers are careful
to have a good mix of vendors, it's not uncommon for other shows
to have 20% or more of the booths filled with vendors in the same
niche — which is a buyer's market and a seller's disappointing
show.
Before signing up for any show, ask the promoter how many other
vendors in your niche will have booths. And if possible, find
out what kinds of these items will be represented at the show.
Even if you have to dig a little for this information, it's worthwhile
to find out in advance whether the show is likely to be profitable
for you.
For example, my medium is jewelry, which is usually the most
competitive field at any show. And because of the overcrowding
in this niche, many jewelry artists price the jewelry in their
booth so low that it's hard for them (or any of the other jewelers
at that show) to make any sales at a worthwhile profit. No one
benefits from that kind of venue.
But I've found out how I can easily get my fair share of the
jewelry market by finding less competitive shows for selling my
work. Here are some suggestions for shows where you can find eager
buyers for your products and likely no other competing vendors:
Local Expos and Events
Many organized events in your area involve wholesale or retail
vendors selling their products in booths. These events are usually
well promoted and attended, and may be unlikely to have other
vendors in your niche. Examples of this type of event include
a women's career expo, a home improvement show, a health fair,
a business expo, and virtually any trade show.
Other unusual events that can be great prospects for selling
your products without competition include historic re-enactments,
car club shows, gun and knife shows, garden shows, spring or fall
fashion shows, motorcycle rallies (motorcyclists are among the
best and biggest-spending jewelry customers you'll find!), and
music competitions (like a battle of the bands or a bluegrass
festival).
Club or other organization meetings are also a possibility if
your product is interesting — you will likely be welcomed to give
a talk about your goods and then sell them afterward. Examples
of organizations include a Rotary club chapter, a garden club,
an alumni association, or a local newcomers' club.
To find out about events like these well in advance, or to locate
clubs or groups that would welcome an interesting product presentation
and show, call your local tourism commission and chamber of commerce.
Ask for their recommendations, and most importantly, request to
be put on their mailing lists of upcoming events. When you receive
the listings, carefully consider each event for its potential
as a show for selling your goods without competition.
Your Own Shows
With a little more work, you can organize your own shows where
you can be certain you'll be the only vendor in your niche. Examples
of these are home parties, open studio sales at your studio or
home, and fundraiser shows where you donate a portion of the proceeds
to a designated charity. You can also cooperate with other vendors
to set up bigger shows, and profit from each other's customer
lists.
You might do very well at an event with a ready-made huge crowd,
such as a high school football game. Secure permission ahead
of time to set up a booth presenting your product, and donate
a percentage of sales to the school.
The key to success when doing your own shows is to be sure the
event is well publicized if it's open to the public, or that you
personally phone and remind each invitee if it's a private sale
or party. The higher the attendance, the higher your sales.
So you see there's no need to sell your products in overly competitive
venues. Instead, consider your targeted customers and think creatively
about opportunities to present your products to them. •
About the Author
Rena Klingenberg is a jewelry artist with expertise
in displaying
and marketing products creatively on a small budget. She publishes
two websites, www.home-jewelry-business-success-tips.com
and www.trade-show-booth-display.com,
to assist other entrepreneurs in marketing their work successfully.
02/17/05
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