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Have you ever wondered what customers want when it comes to customerservice? Of course! Aside from the many questions artists have onthis subject, one of the most asked is “is it something I said ordid that prevented someone from buying from me?” I have somethoughts on this topic.

Question 14 What kind of service do customers want?

1. Respect. Customers want to be treated with respect like a friend or familymember. Respect can easily be achieved through welcoming customerswarmly or recognizing them as a repeat customer and always lettingthem know you are available if they have any questions.

2. Trust. Patrons don't want to feel like a criminal, they want to betrusted. Letting customers know you trust them – “Sure, Iaccept checks” or “Feel free to try this on, I trust you.”goes a long way. The worst thing a craft artist can do is hover,guard your booth like a gargoyle, or follow a person around thebooth pushing them into purchasing something.

3. Be left alone. If you polled anyone what kind of customer service theylike, they'll most likely say – just leave me alone so I can shop.I say this each time I go into a shop at a mall. Before I put onefoot in the store I get accosted by 2-3 clerks asking, “Can I helpyou find something?” I recommend quick greeting those who walkinto your booth, and go about doing some simple chores letting themknow you are available to answer any questions when they are ready.This shows customers you trust them by giving him/her the power tocontrol the sale. This is very pleasing, don't you think? Also,don't interrupt customers while they are shopping they don't careand is a turn off to most. Only when a customer asks you a questionabout an item you make/sell, then is the time to win them overmentioning interesting facts about your work or testimonials (I justsold that very piece to a gal who loves the color blue too, let meshow you some other blue pieces I have over here...).

4. Don't ignore me. A big turn off customers have is being ignored. Far toooften at shows I see craft artists chat with their neighbors orco-worker, chat on their cellphone, or take too much time talking toone customer and ignoring those who very well might be ready topurchase something. This is rude. A solution might includeinterrupting the current conversation (say “hold that thought –let me assist a customer and I'll be right back) or simply makingeye contact with those who come in your booth to show you see themand will be right with them.

5. Be friendly. Customers are less likely to ask for help or buy from youopenly are having a bad day. Customers rarely buy from craft artistsif they over hear you complaining about a shows attendance or badsales as well as exhibiting negative body language (for instancesitting during, reading, or frowning or looking as though you areagitated say by a customer who rustled your feathers or whatever).One thing I learned back in my drama club days is “act” like youare having a good day even if you really aren't. Be kind and politeas well as jovial and enthusiastic about your work and being at theshow. People who are passionate about their work creates a positiveshopping environment which attracts even more customers.

Hopefully this helps to identify what customers want regarding customer serviceand how to achieve these results. Do you have a suggestion orexperience you want to share regarding this topic, do tell by using the comment button. Our next question will cover how GenX and Yr's affect how people shop especially at art and craft shows –this will be a fun topic! Happy Easter everyone!

Michelle, www.quickcraftartisttips.blogspot.com

While we have been on the topic of booth design, I feel the subject of effective merchandising needs to be addressed. Merchandising and booth display needs to go hand in hand.

Question 4 – What is merchandising and what are some effective merchandising techniques?

Merchandising is a common term used in the retail business. It is all about the way the merchandise is presented to maximize visibility and accessibility. Poor merchandising can wreck even the best booth displays. Some examples of poor merchandising includes piling items on top of another either in a bin or on a flat table, poor lighting, work displayed too high or low, too much visual noise, and dirty or unorganized displays. A customer, who has never seen your work before, will judge your work by the way it is displayed well before they even really look at your work. Take off the rose colored glasses and ask yourself what is going on in my booth when people enter it? If they are only staying in the booth for under thirty seconds, you may want to explore new ways of displaying your work differently.

For great merchandising to occur, there are two basic elements to follow: simplicity and organization/neatness. Look in print ads or even specialty gift shops and you'll see these elements. Simplicity is all about displaying one's work where the product is the only thing people see, nothing else. To achieve simplicity in a booth, some ideas include using clear acrylic risers, stacked crates, garment racks, good signage, and minimal use of furniture. If your booth requires the use of tables, raise them up to become counters. The use of clear acrylic risers, leg extenders, crates or table topper displays are very effective as well. Garment racks or waterfall grid wall displays provide a perfect way to show off knitted sweaters, scarves, even purses.

In most cases, you only have a 10x10 space – not much room for an elaborate display, so don't force it! Customers should feel as if they are in a boutique or gallery, not a flea market, when they approach your booth. Not only will a cluttered display limit the amount of customers in your booth at one time, but prevent them from wanting to touch items for fear of breakage too. You want people to touch your work. They will more likely buy it if they do. Items displayed well will encourage a touch response and, for a one-two punch, put your price labels on the bottom or back of your craft work. This will force customers to touch and notice the craftsmanship that goes into your work making for an easier way to sell your work, right?

Signage, such as simply made small signs - 3x5 index cards or smaller with short phrases, will romance a customer. Signs can include the story of the item such as materials used in making it (wood turners take note), name of the piece and price, testimonials, or reasons why people buy should buy a particular piece of art. For example, a note stating “our best seller” is very attractive to customer who cannot make up their mind.

The next question in the series will focus on lighting, flooring, and canopies – oh my. As we progress, through this series, we'll begin tackling questions focusing on product development – including pricing ones work, customer service techniques, marketing your work before, during and after art fairs, and so much more. Do you have additional questions regarding merchandising? Leave a comment or email me at mksholund@gmail.com and I will personally respond! - Michelle Sholund