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How to Sell Your Products Without Competition
By
Rena Klingenberg
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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.
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