I had the privilege of working the merchandise booth recently for a friend, and I observed some aspects that made me a think a little deeper about the realm of sales and the point of purchase. I wanted to share what I was able to procure from this experience:
- Presentation is important. People are drawn to things that look good. That’s just a pretty obvious point to most things in life in general. Attractive people, attractive homes, attractive clothing- you name it. So make it pleasing to the eye. Even small touches like how it’s arranged or the orderliness could go a long way. So give some thought to placement and the “how” behind it all.
- Sales can be low, so make it easy for people to purchase. People seem to be purchasing more online these days, so music merchandise tables are no different. With comments like “oh yeah, I can just buy this online,” there’s a definite sign that the times of purchasing have changed. With the ability to purchase later online, there’s no sense of urgency. I mean, I can worry about this later so no need to whip out cash or card now, right? Another thing to consider is making your price points visible. People who might be willing to give 5 or 25 should all be made to feel welcome. Create a legible sign. Let your sign show that this is the 5 dollar price point, this is the 10, this is the 20 and on to the package deal at 25-30. Oftentimes, people already have their spending limit in their mind. If you had something at their particular price level, they could purchase on the spot. Whether it’s an online store or a brick and mortar, make pricing easy to read and available. There’s nothing more unsettling than not knowing price and having to ask. No one likes to think- If I have to ask, then I must not be able to afford it. That’s isolating and arrogant on the part of the seller. Be proud of your product and be confident enough to know that it’s worth every penny.
- Interaction is imperative. Be friendly and engage with all people who may come your way. Ask people how they are doing and engage them. People may want to chat for a bit. If so, they may linger and purchase something. It is important that you have someone work your merchandise table while you play. If people decide to purchase any merchandise during your set and your table is vacant, they may move on and not come back later in the evening. If your music is strictly online, then make yourself accessible somehow. People sometimes need help, so be around when they need it.
So, consider the details, because they are important. Don’t minimize the preparation and attention you give to your merchandise and your merchandise table. If you actually take care about the tiny things, the larger things in your career and life may just take of themselves.
Be faithful in the small things 🙂