Why All Bakers, Makers, and Creators Should Attend the Farmer's Market
I actually can’t believe I’m writing this because I never in a million years thought I would have attended 45 near-consecutive markets over a six month period but the reality is that, outside of a few holiday breaks, I consistently attended a twice weekly market in my home town all because my daughter convinced me to “just try one” and I got the bug. Though I was scared, intimidated and overwhelmed initially, it ended up being one of the best decisions I made for my business and here’s why:
1. General Knowledge: Let’s face it…new small business owners really know nothing, or at least I didn’t. So, regardless of whether you sell out or sell very little (I’ve been at both ends of the spectrum), just being present at a weekly market will quickly take you from novice to expert when it comes to all topics related to small business sales.
2. Confidence: As small business owners, we often face a great deal of rejection and that can leave us feeling defeated and possibly even lead us to giving up. When you put yourself in a market environment where many people are coming with the intention of purchasing items, it is very likely that you will make sales. And when you make sales…. let me tell you…the feeling is amazing and it can be a BIG, needed confidence boost.
3. Consumer Psychology: You will rapidly learn about consumer psychology and what drives individuals to purchase or not purchase. By the end of the six months, I had gone from not having a clue as to what items would sell well in my stall to confidently and consistently making decisions that resulted in an increase in sales each week
4. Marketing Experience: If you feel like marketing is something that overwhelms you, you will quickly learn what causes people to walk on by and what draws them to your booth. I learned that any baked good in natural wrapping (kraft parchment paper, etc.) caught almost everyone’s eye so I made sure to always have my sourdough bread or my banana bread loaves on display front and center. I also learned what type of signs worked well and what catchy words or phrases should be on those signs. I learned to put information sheets next to some of my unique items and the best way to display my menu or how not to display my menu. I learned how to track my transactions and collect data on what sold or didn’t sell, etc. All of this was invaluable to me understanding how to be a successful small business owner.
5. Exposure/Word of Mouth: When you consistently show up, you will significantly increase your community exposure. People will begin to make it a tradition to come visit you to grab their favorite items. If you sell produce, they will make it a weekly outing to stop for your fresh foods. If you are a baker, they will begin to reach out to you for their special events. If you sell candles, they will purchase your items when they need a gift. This increase in community exposure will greatly benefit you in the future and open doors that were not previously opened (i.e. opening a storefront, offering porch pick-up, offering delivery, increasing your prices due to demand, etc.).
To sum it all up, you will simply improve in all areas of your business. You will find faster ways of doing things. You will work smarter, not harder and all of the wisdom you gain will be applied to each aspect of your business. Even if you commit to only doing the market for a specific period of time (there’s nothing saying this has to become your reality forever), rest assured that you and your craft will benefit indefinitely.
Still not sure if markets are for you? Make sure to read my post “The Downsides of Regularly Attending Farmer’s Markets” to get both sides of the coin.
