COMMUNICATIONS ASSESSMENT
COURSE #11 PREPARING THE PRODUCT
“You Are What You Look Like”
Created by: Marty Butts, Owner of Small Potatoes Marketing
Bio
Martin Butts is a local food advocate, entrepreneur, writer, salesman, consultant, and the owner of Small
Potatoes, a boutique marketing, consulting, and advocacy firm that specializes in working with small scale and
start-up food producers. He previously served as the Director of Syracuse University’s Community Test
Kitchen, working with aspiring “foodpreneurs” to help them turn their product ideas into businesses, and as
the Community Education and Outreach Coordinator for NOFA-NY.
In his nearly 15 years working in the food system, he has worked with food producers, farmers, restaurants,
retailers, distributors, non-profits, colleges, and consumers, as well as on an advisory council for fair trade
standards, another for retail food co-ops, and currently as an advisor for Syracuse First. In 2010, he was
chosen as one of Central New York's 40 Under Forty, recognizing individuals who have excelled in both the
workplace and in the community, and Small Potatoes was recently awarded a Snail of Approval Award by Slow
Food Central New York.
Course Summary
Presentation is the key to selling a product for a maximum profit. How your product looks, how it is presented
and how it is labeled and promoted to consumers can make the difference between selling success and utter
failure. Is your product clean? Does the size of the display promote abundance? Does it invite customers to
buy? This course will cover the basics of building a better display that works harder for your business!
Course Outline
I) Building Your Display
II) Customer Service
III) Sampling
IV) Upselling
V) Promotion
VI) Establishing Wholesale Relationships
VII) Maintaining Wholesale Relationships
VIII) Your Company Itself
What You Will Gain
 Discover the building blocks of a great display
 Understand your role in the sales process
 Gain strategies for sampling, upselling, and promotion
 How to appeal to wholesalers
Look for the small potatoes for first-hand advice from Marty.
I) Building Your Display
1) Signage + Display Basics
There are a few different types of signs you’ll need and basic display tactics you should follow. All signage
should be clear, easy to read, and legible from a few feet away. In general, displays should be organized and
visually enticing. Let’s look closer:
A) Main Sign This is your primary sign and should contain your logo (if you have one created,
otherwise, logo creation will be briefly covered towards the end of this presentation). It’s great to have
a banner that you can raise up behind your booth at a farmers market, but how does this ensure
visibility for those who are walking through the market? Customers would need to turn their heads to
see your sign. Consider creating a sign that runs perpendicular to market traffic. There are many “pop
up banner stands” that are easy to transport, and operate like a window blind. These banner stands
can then be easily tilted so they face the market traffic. The goal of your primary sign is two-fold:
ensure regular customers know where you are, and draw in new customers with an attractive sign.
B) Product and Price Signage Don’t clutter up your signage with more than
the product and price. If you put your logo on the item signage, it could make
it difficult for customers to see what the product is and how much it costs.
The example at left is clean, easy to read, and legible from a few feet away.
Note the use of the wood panel – it signifies quality and “natural.” Good
product/price signage will also ensure that if you are busy helping another
customer, a browsing customer has enough information to make a purchase
decision on her own.
C) Height and Depth The display at left has built height and
depth into their display. Notice how the items are stacked
upwards and the flowers are likely propped on a box. This
display conveys bounty and abundance. The peppers and
cucumbers are stacked in baskets at multiple levels. And the full
table is utilized in this display. Overall, this display makes the
shopper feel like the selection is even more plentiful than it is,
which reassures the customer that he will have plenty of
options to select the best produce possible.
D) Color Breaks Looking at the display above, this farmer did a great job creating color breaks within
their display. Beware of putting “like colors with like”: for example, do not put all of your greens in one
place. This may make your display blend in to a customer walking by. Don’t try to pair colors together!
Try to create contrast like the display above where the orange of the carrots really pops between the
beats and the spinach.
E) Shopability Most customers like to sift through products to find just the “right” one! Think ahead to
accommodate the customer’s natural tendency to pick through your display. The display above might
cause some problems for a customer who wants to sift through the carrots or the beets. However, the
cucumbers and peppers allow for the customer to easily handle the produce. Another issue to
consider when setting up your display is: where will the transactions take place? Make sure there is
a place where you can conveniently conduct business with your customer.
GROW BY EXAMPLE
THREE EXAMPLES ELEMENTS OF SUCCESSFUL PRODUCT DISPLAYS
EXAMPLE #1: SWEET PRAXIS MACAROONS
Here’s another example of display. This is not a farmers market display, but is actually a setup at a wedding
reception, otherwise the cookies and cupcakes would not be out in the open like this. But the display does
incorporate all of the design elements that we look for in a successful display.
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The display shows a variety of heights that draw your eye through the entire display. The cupcakes on
the wooden box, as well as those on the log trays invite the customer in.
The baskets on the side, spilling the cookies out is a clear image of abundance.
The chalkboard sign identifies what is on display and has that homey- old time farm feel that fits with
the rest of the display materials.
Color is a little more difficult since the products are all the same shade. But to add color, they have
incorporated a couple of miniature pumpkins to draw the eye.
One of the best things about this display is that the materials cost less than $40. Many of the materials were
purchased at dollar stores. The log trays were from a fallen tree that was cut up and smoothed out for use as
trays, with multiple sized logs to create varying heights in the display. Display materials do not have to be
expensive. But make sure they convey a natural, wholesome feeling to your customers who are looking for
displays that suggest authenticity and great care taken to produce the food and products they are buying.
EXAMPLE #2: JARRED PRODUCTS
This is a display of value added product. It is a highly functional display without much embellishment because
the business owner is limited by the fact that he must transport the product AND the display in a small
hatchback vehicle! The boxes that the jars of product came in are being used to create a second tier, with a
row of jars in front to create depth. The jars, are sorted by product type (pickles together, salsas together) and
there is color separation to help each individual product stand out. In this case, the product is being separated
by label color. The signs, here, are written out on the butcher paper table covering. While it does not lend
itself to be seen from a distance, they are large enough and clearly marked so that customers that are waiting
their turn with the seller can easily see the prices and can make purchasing decisions while waiting their turn.
You can be inventive and create a great display: even with limited materials and space!
EXAMPLE #3: WAKE ROBIN DAIRY FARM
This is one of the best display examples. She has each of the five elements of a good display executed
perfectly! Let’s take a look…
SIGNAGE
Missing from the photo, since it did not fit into the picture, is their farm sign. This is on a post in the
building that allows them to hang their farm sign, which includes their logo, perpendicular to the
walkway. Customers can easily see the sign from a distance and locate their booth, even if they have a
crowd around them.
PRODUCT SIGNAGE
This booth excels in signage. Not only is there the colorful signage on each product, but she has
multiple other signs that promote the farm. The sign front and center tells customers about a milk CSA
and encourages them to ask about it. It gives just a tease of a message and encourages interaction with
the farmer for more information. The posters of the cows on the truck promote the farm. Customers
can relate all these dairy products back to the cows on the farm. This is very effective in helping to
build customer relationships. Finally, on the top shelf she has a picture frame with another farm
picture. Again, try to help the customer relate to the farm. Another idea for this would be to use a
digital frame where you could load multiple pictures of your farm, products or the farm family. It
would be on a continuous loop and customers would be able to view multiple pictures.
HEIGHT AND DEPTH
Height and depth is very well done with the shelving she is using to hold her display baskets of cheese.
Each height is set back from the one below giving the display depth as well as height. The covering on
the shelving is subdued and doesn’t take away from the product being displayed.
COLOR BREAKS
This is a bit difficult in this case because her product is cheese and the packaging all looks alike. So
what she has done is create multi-colored signage on each of the baskets to identify the type of cheese
and the price. It adds a great deal of color that draws your eye to each of the baskets.
SHOPABILITY
This display is very customer friendly and easily shopped. The open space in the center invites
customer interaction. Notice how she is standing in this space. Her bright smile invites customers in,
where she can not only transact sales, but she can easily engage in conversation with her customers.
Also note the display dome for samples. Although it is early and she hasn’t gotten them out yet, she
has it located in this open space where customers can easily take a sample. She has also lined it with a
red cloth, a color that does not appear elsewhere in her display. The red color serves as a beacon for
customer focus and draws them in for a sample.
Food Safety and Displays “If you’re displaying meat or dairy products, you’ve got to consider food
safety. First, check with your market manager for any specific requirements. But a good rule of thumb is
to continuously rotate perishable items from the display back into the freezer or cooler. Another idea is
to cover meat or dairy products with plexi glass over a cooler. Another tip: Restaurant Depot (online)
sells catering bags which are refrigerated bags that will keep products cold for days! They’re soft, so
they can be folded easily. These bags are about half the price as regular coolers.” -Marty Butts
II) Customer Service
1) Signage
Signage has already been covered in the previous section. However, it’s helpful to look at signage within the
context of customer service. Providing customers with clear, easy to read information about who you are
and what you sell is a service to the customer. It makes shopping simple and enjoyable.
2) Eye Contact
Good customer service begins with eye contact. It shows your customer that you acknowledge their
presence. If you’re busy serving other customers, and you notice a customer walking by, simply make eye
contact. This accomplishes two things: First, you are engaging the customer which makes them more likely to
shop with you. Second, you are giving them a non-verbal cue that you notice them, and will help them as soon
as you can. Eye contact is so simple, yet so powerful in beginning the sales process with your customers.
3) Be on Your Feet
When Marty Butts runs booths for businesses at market, he encourages his personnel to stand as much as
possible. They don’t even bring chairs to the market! That’s because being active and on your feet sends a
strong message to customers that you truly care about your business – and the products you’re selling. In
addition, being on your feet makes it much easier to make eye contact with market shoppers.
4) Greeting
A simple “hello” really puts shoppers at ease. Just like making eye contact, it affirms to the customer that
you’re aware of their presence and are ready to serve them!
The Ten-Four Rule “In the retail world, there’s a great customer service tactic that’s easy to remember
and even easier to implement. It’s called the 10-4 rule. It means that if a customer is within ten feet of
you as the business owner or salesperson, that you should make eye contact. If customers are within
four feet of you, greet them. The 10-4 Rule will help lower people’s natural defenses and begin to
engage with you and your business.” -Marty Butts
5) Probing Questions
Once you’ve made eye contact and greeted your customer, you should ask your customer a question. This
serves two purposes: First, it’s a great way to get to know your customers and what their interests and
preferences are. Second, by asking the right questions, you are gently leading the customer towards a sale.
Here are a few examples of questions to ask:
Is this your first time at the market? Many people you see at market are new shoppers. How can you
put them at ease?
If so, what brings you to the market? This might cue you into what the customer is seeking. You can
either provide helpful information about another vendor. Or, you might have exactly what they’re
looking for!
III) Sampling
Sampling sells. People who have the opportunity to try your products are much more likely to buy. But you
need to be aware of regulations regarding sampling. The market, the county, or the state may have food
safety regulations you will need to follow to be able to sample your products at the market or your farm
stand.
1) Start with the Market Manager
First, ask your market manager what sampling
practices are allowed at your market. In the
photo at left, Marty Butts was allowed to open
jars of product so that customers could use
disposable spoons to scoop the product onto a
chip or cracker. By the way, do not sample the
way this picture shows – letting the customer
reach into the jar. In this case it was the last
pickle in the jar, so she was getting the last
one. You should always have single use utensils
to sample products with.
2) Keep it Clean!
Use clean utensils, packaging, table covering, and covers to protect the samples, to prevent any possible
contamination and to give customers the comfort of knowing that you place a heavy emphasis on cleanliness
and their health.
Prepare a kit that contains all the items you will need to sample your products, keeping everything clean and
sanitary and in compliance with any local regulations or recommendations that are applicable to your location,
market, and product. Use a checklist of inventory to help you keep enough of each product on hand.
The Right Attitude About Sampling “Sampling should be considered a cost of doing business. So don’t
be afraid to have people come up to you multiple times to sample your product, even if they don’t buy.
Keep in mind, they may make the decision to buy at another time. But they also will talk about how
good your product is to others, and by doing so, may encourage others to buy your products.
Remember, people talk about experiences. Sampling is great word of mouth advertising.” -Marty Butts
3) Mix it Up!
Should you sample everything or just a couple of products each week? If at all possible, sample everything.
This is especially true for value added products. But produce is more difficult to sample everything. In that
case, choose one or two products and sample them. Then mix it up by sampling different products each week.
But be willing to sample any other products if you have a request. Customers that know you sample different
things each week will come back to you each week to see what’s new and exciting. It’s important to have
samples that are kid friendly: carrot sticks, cucumber chips, celery with peanut butter or cream cheese. Kids
will bring their parents to you, and parents will buy from you because they appreciate they way you interact
with their kids.
IV) Upselling
Upselling is the process of encouraging customers to purchase more products than they originally planned to.
Grocery stores base their tactics on this theme: get the customer to purchase just one more item! We would
do well to follow this example as it increases the amount of each sale and can build goodwill as well. Upselling
can truly be a win-win for you, and your customers. Let’s look at ways of upselling…
1) The Basic Upsell
When a customer buys a product, alert her that another complementary product is available and would go
well with her purchase. Sometimes the customer has simply overlooked this possibility and would welcome
your suggestion and buy it! For example, the customer is purchasing your tomatoes. You suggest that the
fresh basil is in season and you have some available. It will go great with the tomato salads and sauces they
are planning to make with the tomatoes. In addition to vocally encouraging the purchase, you might want to
display complementary product together.
2) Cross Sell
Another method would be to bundle products to create another product. For example, could you package
produce together for a soup mix, salad, or a stir fry? This encourages consumers to purchase a greater amount
of your product instead of just buying carrots for their soup. If you include a recipe with the bundled product,
you now have created an even greater reason to buy the bundle. You have given them the answer to what
they should prepare for dinner by making it an easy decision and an even easier purchase. Be even more
helpful by pointing the customers to where they can purchase the rest of the ingredients: You can send
them to the cheese vendor or the meat vendor that has the products to finish off the recipe. Then, these
vendors can send THEIR customers to you: it can be a profitable cyclical approach!
V) Promotion
These are promotion ideas that you can do right at your table. You don’t need to have all of these on your
table, but you should have at least one or two available each week!
1) Recipes
People love to collect recipes! Make sure you put your farm name and ideally, your logo, on the recipe card so
that you are branding your farm. Offering free recipe cards gives customers another reason to stop at your
table, buy your products and then return to you when they have had a good experience with your recipe and
your products. Recipes are especially important if you are selling unusual products. For example, few people
are familiar with kohlrabi, so having a recipe utilizing kohlrabi, alongside your display of kohlrabi, will
increase your sales. Recipe cards can be expensive to print. But one suggestion is to have a book with the
recipes you want to share and ask people to take pictures of the recipe with their phone. You can say we are
trying to save paper, so take a picture instead!
2) Flyers/Brochures
Anything you have that talks about your farm, you should have out for customers to pick up. The brochure or
flyer should have your logo and the “look” of your farm, so customers become more familiar with your brand.
Flyers and brochures should tell customers who you are, what you are about, what your products are and
where they can find you.
3) Where to Find You Online
Let your customers know where they can find you online. Customers love to go online, visit your farm virtually,
and learn more about you! Getting them to like you on Facebook, or follow you on Instagram or Twitter, is a
great way to engage with your customers and ensure you stay on the top of their minds!
4) Events
If you host any events, or are involved in any events, be sure to have that information available to your
customers. Maybe you host a farm tour, or a farm to table dinner, or are providing the produce for a special
event. Whatever you do, if it’s an event that your customers can attend, be sure to display that information
at your table each market day.
5) CSA Information
If you have a CSA or other sales program, display that information on a simple one page flyer and have sign up
forms available for interested customers. You have a better chance of bringing more people into your CSA if
they can sign up and pay for it on the spot!
VI) Establishing Wholesale Relationships
The best wholesale buyers often attend farmers markets looking for new talent. So if you want to make those
connections, be prepared for it. Here’s how:
1) Be Ready For a Wholesale Buyer
Wholesale buyers WILL approach you at some point. When a wholesale buyer approaches you, be prepared
with a goody bag to hand them. This bag should minimally contain:
 A sell sheet that outlines your products, pricing, and terms; contact information; and
information about your farm, along with your logo and perhaps a photo or two
 Your business card
 Samples of the products they are interested in
 Any other brochures/flyers that you have about your farm
The Goody Bag Approach Works “By having the good bag ready for wholesalers, I was able to acquire 40
wholesale contracts in one summer. Preparing goody bags was the single best wholesale marketing
strategy that I implemented.”-Marty Butts
2) Ask Good Questions
Ask the buyer questions. You need to know what kinds of products they are interested in, the quantities, and
for how long they’d like to buy from you. The more information you can find out about their wholesale
business and their needs, the better equipped you are to fulfill those needs!
3) Get Their Card and Follow Up!
Even though you are including your contact information in the goody bag, get the wholesaler’s business card
as well. Never leave it up to them to contact you. You need to do the follow up and you need to do this on a
timely basis, within the week. Marty Butts often sends a handwritten thank you card to wholesalers who
visit his booth, thanking the wholesaler for taking the time to get to know him. Once you have gotten a
wholesale account, be sure to promote that your products can be found at that location.
VII) Maintaining Wholesale Relationships
Competition among farmers and producers for the best wholesale relationships is very fierce. Plus, wholesale
buyers have high expectations. Here are some tips for meeting those expectations, and maintaining a positive
relationship with your wholesaler!
1) Weekly Price Sheets
This can be faxed or emailed, whichever is the buyer’s preference. Highlight anything that is new this week, a
featured product or what may be on special. Most often buyers expect to see this every Monday. Even if they
are not always buying, keep sending it every week unless they tell you they are no longer interested.
2) Seasonal Planning
You can meet with your buyers ahead of the season to find what products they will be needing and how much.
Offer to grow those products especially for them! This is a win-win because it empowers you to plan your
harvest, and it shows your wholesaler that you are accommodating and will go the extra mile to meet their
needs.
3) Meeting Retailer Expectations
Thinking beyond just your wholesaler, how can you meet the needs of the end retailer? By thinking ahead to
the retailer, you will help make the wholesaler’s job easier.
A) Your product needs to be clean and trimmed.
B) Your boxes that you deliver your product in need to be clean. They can be reused boxes but they
must be clean. But there will be some wholesale buyers that require a new box. You’ll need to
understand who these buyers are. But, no matter whether new or used, think of the box as
representing your business and you want to put your best image out there!
C) Expect that your buyers may want to negotiate price with you. Know what your ideal price is and
then allow for some wiggle room. Be open to the discussion.
VIII) The Company Itself
Part of your product is your company itself! So you need to promote your business using best practices
1) Logo/Branding
Your branding and logo is the image and story of your business. Every business should have a brand. It makes
you look professional. You should incorporate your brand into all you do, whether it’s a website, social
media presence, flyers and brochures, farm signage or attire. The more you put your brand out there, the
more consumers will be aware of your business and immediately think of you when they see your logo.
2) Facebook
Facebook is a critical social media platform for engaging your customers. If you do no other social media, you
should at the very least do Facebook. Customers will go to your Facebook page to learn more about you, your
products and your farm. So post regularly, up to as much as once or twice a day. Mix up your posts – include
recipes, photos, events, what’s happening at the farm, your workers, etc. Keep it interesting and people will
become engaged. When a customer posts, be sure you comment on their post. This shows you are
interested in socializing with them…after all, it is called social media for a reason.
3) Cleanliness
Cleanliness for your retail customers is important. Consumers like to think that anything they buy is clean
enough to eat without washing. Even though they may know they should wash it first, it is the appearance of
cleanliness that is important.
GROW BY EXAMPLE
BUILDING A SUCCESSFUL BRAND: EARLY MORNING FARM
Early Morning Farm does a great job of carrying their logo and their brand throughout their marketing
materials. First, let’s look at their logo: It’s a red pepper with green lettering. It’s very easily identified because
of its simplicity! People recognize this farm simply by the sketched pepper. They incorporate their logo and
brand into their Facebook page and website as well.
EARLY MORNING FARM: WEBSITE
Note how the bright red of the logo is carried throughout the site with the cooking radishes and the “Join Our
CSA” button. The green is carried out in the navigation bar as well. This helps people to associate Early
Morning Farm with “red and green” – and therefore, easily identified online and in person at market!
EARLY MORNING FARM: FACEBOOK PAGE
The simple but memorable image of the hand sketched red pepper is easily visible on Facebook. When
Facebook users see their newsfeed, the bright red pepper will stand out even when displayed as a small icon.
COMMUNICATIONS ASSESSMENT
COURSE #12 SELLING THE PRODUCT
“You are what they THINK you are!”
Created by: David and Michele Bellso, Designworks Advertising
Bio
Michele Bellso, owner of Designworks Advertising, has over 25 years of experience in marketing, creative
direction, and branding strategy. She earned a dual major from Newhouse School of Public Communication
and the School of Management at Syracuse University and began her career in advertising working for one of
America’s largest agencies. She broke ground with several startups and began her own agency in 1992.
Dave Bellso entered the world of marketing and advertising in 1983 with direct print, mail advertisements, and
database management. Upon joining Designworks in 1999, he led the operational and sales branch of the
agency. His main responsibility is working with the clients to make sure each advertising campaign creates
brand awareness, generates revenue, and performs on an ROI basis. Together, they work towards creating
highly innovative strategies that drive financial success for each and every client.
Course Summary
You know what your business is, but you may not know what your customers THINK of your business.
Fair or not, customers will buy – or not buy – your products based on their perceptions. How you promote
your product, and what sales tactics you deploy, can make a tangible impact in your business’s profits. This
course will help you sell products in a way that meets your customers’ needs!
Course Outline
I) Getting in the Selling Mindset
II) Selling Practices and Principles
III) Giving Customers What They Want
IV) Branding Your Product: What Matters
V) 10 Tips for Marketing Your Products
What You Will Gain
 Learn to view your business through your customers’ eyes
 Gain sales strategies that work
 How to market your product so it appeals to your customers
 Ways to brand your products for improved sales
 Tips for selling your products
I) Getting in the “Selling” Mindset
1) Perception is Reality: Seeing Your Business Through the Customer’s Eyes
Whatever customers think or your business or your product is their reality. You have a well-defined image of
what you think of your business. Of course, you want your customers to share that image. But do they? Most
often there is a discrepancy. Step outside your business or out from behind your market table and look at
yourself through your customers eyes. Talk to your customers to get their input. You need to know what they
think of you.
2) Are You Taking a Passive Approach to Sales?
Too many people think, “If I create – or grow – something great, sales will fall into place.” Products do not sell
themselves. You must market them. Some people believe “if you build it, they will come” so no need to do
anything but create the product. But when you’re in business, it’s up to you to persuade people to buy what
you’re selling. Tell people why your product fills their needs better than any other product.
3) Building a Better Mousetrap
The phrase “build a better mousetrap” is a well-known phrase that aptly describes marketing. You cannot
build a better mousetrap, just as you cannot create a better tomato. What you CAN do is build a better story
around what makes your tomato better than another farm’s tomato. This presentation will show you how to
tell a compelling story about your products that influences the way your customers THINK about your product.
To Successfully Sell Your Product, Answer These 3 Simple Questions
1. Who am I serving?
2. What do they need, and want?
3. How can I reach them, and persuade them?
II) Selling Principles and Practices
1) Love What You Do!
We are all salespeople, whether we admit it or not. We have a product that we need to sell. But if we love
what we do, it shows through to the customer. Your enthusiasm and energy transfers to the customer and
builds your credibility with them. You will listen to your customers more and be better able to read their
signals so you can pick up on their needs and motivations.
2) Be Knowledgeable About Your Products
Transfer your knowledge of your product to the customer. They want to know about your product and how it
is beneficial to them to purchase your products. Sales are based on giving the right information at the right
time to your customers.
3) Help Customers See the Perks
Know what is important to your customers. Then promote the benefits of your product that matches what is
important to your customer. If your customer is a locavore, then the benefits of your products are that you
have grown or produced them right there in the community. Remember, you have to tell this story through
marketing – don’t assume the customer already knows the “perks” and the “story” behind your products.
4) Explain the Product
Make sure the customer knows the features
and benefits of buying your products. This sign
gives both features: crisp and tart, as well as
the benefit: makes great applesauce and pies.
These apples will sell well because the
customer understands the product and is
motivated by the benefits to buy. Put another
variety of apples next to it, say Cortland, but
without a sign. Most apple-buying customers
will choose the Macintosh because it has been
fully explained to them.
5) Make the Benefits of the Product Stand Out
Be sure the benefits of the product are clear to the customer. How will this product fulfill their needs or
wants? A conscientious mother wants to feed her children the healthiest possible food. A sign that includes
phrases such as “homegrown by our family” and “carefully harvested” would tell her the food has been
handled with care – and will be safe and healthy for her children.
6) Understand the Motivations of the Buyer
Products are not sold, they are bought. Your product must match a customer need. You must transfer the
right information to your customer and target their motivations for buying. Only then will the customer buy
your product. Remember if you don’t meet a need or a want, then you will not sell your product.
7) Know How to Engage a Customer
You have 5 seconds to attract a customer’s attention as they walk by your market table, less if they are having
a conversation with someone. You need to use that 5 seconds to grab their attention. Your brand may help to
attract their attention. But, you need to establish eye contact, welcome them, and invite them into your table.
Be approachable. Stand facing your customers, open your arms, smile and ask open ended questions. Yes and
no questions are too easily answered and ignored. But open ended questions compel discussion and more
often result in a sale. What’s on your menu tonight? What’s your favorite way to cook eggplant? are
questions that not only get the conversation going, but will steer the chat towards how your products solve
their need or want!
8) Position Your Product
Convert your customers’ motivations into your
product characteristics. This is positioning your
product – you are letting people know that your
product is responding to their needs and wants. For
example, this sign stating that the lettuce is local,
and was harvested this morning addresses a
customer’s desire for the freshest, most nutrientpacked greens. It may also tie into their concern for
being a responsible community member, and
supporting their local farmer.
9) The 4 “P’s”
When marketing your product you need to keep the four “P’s” in mind:
product, price, place, promotion. These all must align with the customer’s
expectations and meet their needs for you to make the sale.
For example, the place might be the farmers market each week, with a
product that the customer wants. The price must be in proportion to the
customer’s value of the product and it must be promoted in a way that lets
the customer know this product is what they are looking for.
10) Be Honest
Today, it’s all about transparency! You are looking for long term customers so your credibility and trust is key.
Market perception not deception. In other words, be honest. It builds trust and builds a long term
relationship with your customers. Keep in mind that dishonesty loses that customer as well as every other
person they have talked to. You cannot afford bad word of mouth.
11) Close the Sale
Many people don’t feel comfortable asking for the sale. But that’s how you get the sale – ASK FOR IT! How
many tomatoes can I get you? How about the onions to add some great flavor to that roast you just bought?
You can remember ABC (“Always Be Closing”) to help remind yourself that every interaction with a customer is
a chance to sell your product.
12) Spread Your Product Information
Let people know where else they can go to get more information about you or your business. QR codes are
one way that is gaining popularity. A QR code is a square black and white digitized symbol that is unique to
your business – it’s like a bar code. With a free app downloaded to their smartphones, customers can scan this
QR code which will lead them to your website, Facebook page, or anywhere online that you choose.
13) Get Creative with Suggestive Selling
Suggestive selling is a way to “suggest” a sale without making a direct ask for the sale. It’s a way to give
customers ideas on what to purchase from you. You literally suggest products for them to buy!
TWO SUGGESTIVE SELLING TACTICS TO TRY
1) RECIPES: Recipes can be a form of suggestive selling. When you give a recipe to consumers that
uses multiple products that you are selling, you are helping them to choose more than just one
ingredient from your table.
2) SAMPLING: When you offer a sample to your customers, you are suggesting that they may like the
product and should buy it.
III) Giving Customers What They – Not You – Want!
1) Baiting the Hook
Keep in mind that customers buy what they want and need – NOT what
you like. So build your product line around your customers’ desires and
not around what you like to grow.
In this picture we are reminded of the man that loved to fish and he
loved to eat strawberries. He got the great idea to bait his fishing hook
with strawberries. After all, if he liked them so much, the fish must love
them too. Turns out fish don’t like strawberries and he went home empty
handed until he realized fish will only bite what they like. They couldn’t
care less what he liked.
Your customers are the same way. Sell what they want to buy.
2) Understanding Features and Benefits
The easiest way to differentiate between features and benefits
is with this phrase at left. Features are the basic facts of your
product: indisputable truths about your product. Benefits are
more emotionally charged, and are directly linked to what the
customer is seeking. Customers care about both features and
benefits. They want to know the features of your product, but
it’s the benefits that they actually buy.
3) Identifying Your Unique Selling Point (USP)
Conversations with your customers, whether face to face or through social media, will help you to understand
your customers’ values, what is important to them and what will motivate them to make a purchase. You use
this information to create the unique selling points of your products in a way that matches their values.
In your conversations, ask leading questions to get them talking. Some people will be comfortable having
these conversations in person, others will prefer the anonymity of social media and email. But also use
leading questions to get them talking and get their feedback on your products or business.
PRODUCT and AUDIENCE
Keep in mind who your audience is. If you are selling the same product to different audiences, you
will need to promote product benefits that matter to each audience. For example, if you attend a
farmers market frequented by seniors, you can emphasize the heart healthy benefits of cherry
tomatoes. If you attend a market where many young families shop, you can emphasize how those
same cherry tomatoes are fun and healthy snacks for kids.
IV) Branding Your Product: What Matters
1) The Emotional Connection
It’s the emotional connection that branding creates, that makes the sale. Look at Nike. They never promote
the features of their sneakers. In fact they don’t promote the sneaker at all. They promote the feeling you get
when you are part of the athletic community – they make you feel a part of the excellence in athletics when
you wear Nikes. Even without actually saying it. But they have appealed to that emotional connection to
athletics. Apple has certainly built their company on an emotional appeal of their products. When you use
Apple products you are part of a unique community of Apple users. As part of that community you will
continue to use Apple products even if another, more superior product comes out from another company.
2) Naming Your Product
More and more companies are branding their food products and building an emotional appeal for their
products. You can do this, too! For example, Hand Melons are simply cantaloupes grown by the Hand family in
the Saratoga, NY region. Their melons are featured at the Saratoga Raceway each summer. You would not visit
the horse races without having a Hand Melon! Their brand carries their product and people that have had a
Hand Melon at Saratoga Raceway will swear no other cantaloupe tastes as sweet. Is that a fact? It is to them.
Remember, perception is reality.
3) The Direct Connection: Your Branding Advantage
Customers are becoming more and more knowledgeable about their food, their health and nutrition and the
value of buying local. This has catapulted the number of farmers markets in the US, and grows the number of
consumers drawn to CSAs. But supermarkets and other retailers are catching on and they are also tapping into
those consumer demands. But you still have the advantage. You are able to share your product and farm
information directly to your customers in ways that supermarkets never will be able to do – straight from
the farmer to the consumer.
4) Be the Brand They Trust
The more knowledge you impart to the consumer, the more they trust you as the producer of the foods they
are feeding their families. The more they trust you, the more they will be persuaded by your brand to buy your
products. For example, your customers know you from the farmers market, they buy your products every
week. They know the quality and value of your products, and will seek them out – and even opt to buy them
instead of generic supermarket produce.
5) Branding Beats Price
When you have adequately branded your product, price becomes less of a concern. You do not have to
compete with your competition on price. Your product is unique, it fills the customers’ needs, and those
customers are motivated to make the purchase. If you have done your homework in sections I and II, and
emphasized the benefits of your brand of products, customers can accept a slightly higher price than the
competition.
THE BRAND VALUE OF SELLING AT A FARMERS MARKET
Farmers markets have their own brand values, such as being important community institutions, and
places that educate people on ways to eat better. When you sell at a farmers market, those brand
values transfer to your product…and warrant a higher price point: remember, you don’t have to have
the lowest prices when you are offering many other benefits. People know the value of farmers
markets, they trust the quality and variety at a farmers market exceeds supermarkets.
GROW BY EXAMPLE
A BUNDLE OF GREEN
Many farmers offer a wide variety of greens: oftentimes more variety than the average supermarket. How can
you bundle your greens to meet customer demand for interesting and new flavors? Consider offering a
“bundle of greens” that includes both common and lesser known greens. You might even include fresh herbs
and even recipes for inventive salads. You could also include instructions for freezing certain greens such as
spinach or kale. That would address customer interest in convenience, freshness and even cost savings. For
example, if you remind your customers that they can freeze your greens – that customer might stock up and
purchase more than they set out to! It’s all about being creative and positioning your product to meet
customer needs!
V) 10 Tips for Successful Product Marketing
1) Have a Shelter
You must have shelter. If you are at a farmers market, having a
tent to protect your product from the elements shows
customers that you value quality. If you can situate your tent to
provide shelter to your customers, then they know you care
about them too. One thing you can do with your shelter is use
it to make yourself stand out. Maybe it’s the color of the tent or
the banners you attach to it, but use it to make you stand out
from all the other tents and farmers in the market. It should also
be branded with your farm’s name, colors and logos.
2) Create a “Flow”
Make your booth easier and more manageable for your customers. Set it up the way customers want to shop
– for example, bags or baskets at the entrance and cash out at the end. Keep your products well positioned so
that customers can easily see what you have. Position yourself to face your customers so that you can engage
them, converse, answer questions and ask for the sale.
3) Display Clear Signs
Clear, straightforward signs can become your “silent salesperson”! Customers reading the signs know the
answers to many of their questions, can help them make their purchasing decisions, and will hold them at
your booth while you are busy with other customers. So be sure everything you sell, has a sign, and the signs
are up high enough to be seen from a distance and even when there is a crowd around your table. Your sign
can be hand written, but it must be neat, clear and accurate. Be sure you have NO spelling errors in your
signs!
4) Brand Your Farm
Branding your farm helps customers to remember you. When they have a good experience with your
products, they should be able to remember you: your name, the colors you use, what your logo looks like. It
should all be memorable. That way, customers will be able to return to your farm each week!
5) Keep it Simple and Consistent
Keep your display simple and consistent throughout. For example, tablecloths should not be distracting – too
much of a print will distract from the product. Signs should be uniform in design and content: Don’t use a
chalkboard to write prices for some products, and then have professionally printed signs for other products.
Make sure everything is clean and neat – even behind the table – because customers will notice! Then once
you have everything set up, come out from behind your table. Look at it from the consumer’s point of view.
Ask yourself honestly, “would I stop at this booth?” You might look at other displays in the market and get
ideas on what you can do better…
6) Use Three Dimensions
Creating height and depth creates the image of abundance. Abundance attracts consumer attention and
encourages sales. Have you heard the expression, “pile it high and watch it fly”? It’s true! The image of
abundance is appealing and draws a consumer’s eyes into your booth to explore using their sense of sight.
Also, think about keeping the bulk of your products at eye level – products too high or too low may literally be
“out of sight, and out of mind.’
7) Keep it Clean
Keep your display clean and neat. People will be turned off by a
messy display. But, you must be careful to not scare people off with
your display. In other words, your display must be shoppable. If
your display is set up in such a way that people would not want to
disturb it, or they can’t easily touch and choose the right product
then your display will not lead to sales.
Look at this display of tomatoes. Is that display shoppable? No, you
can only touch or choose the top tomato or maybe the next layer.
The display is too fragile to touch and customers cannot easily
choose whichever tomato they want. Maybe that’s why the display
of those tomatoes is still in perfect condition while the summer
squash display has been picked through!
8) Talk with Customers
Talk to your customers. That’s how you get feedback, learn what your customers want, how you educate your
customers, and how you build long term relationships with your customers!
QUICK TIPS FOR POSITIVE CUSTOMER INTERACTION
Face customers
Make eye contact
Greet customers
Initiate the conversation
Smile! They’ll smile back
Don’t fold your arms or sit
Don’t be on your cell phone
Don’t be eating, drinking or smoking
9) Plan Ahead
Plan ahead how you are going to create your display – what tablecloths you will use and where you will hang
your farm banner, for example. Create your product signs ahead. Know what you will do to attract customers
how you’ll draw attention to your booth and how you will make your sales. Once you’ve built it, step out from
behind the table and look at it through your customers’ eyes. Does it meet their expectations? Will it tell them
you have the products that will meet their needs?
10) Have Fun!
If you are enjoying yourself, it will rub off on your
customers. Your happiness will become their happiness.
What can you do to show your customers how happy
you are? It’s in your smile, your greeting and your
interactions with them. With Tomato Allie it’s even in
their logo. Look at the happy tomato in their name.
Their brand includes bright colors, and even their name
is a fun play on words: envisioning an “alley” of
tomatoes is whimsical! This farm exudes happiness and
their customers will respond to that in a positive way.
*They have an exceptional tagline: “We only sell what
we grow.” That’s a powerful brand promise!
VI) Pricing Your Product
1) Setting Prices: A Balancing Act
Pricing is always a difficult thing. As covered earlier in this presentation, you do not need to be the lowest
priced seller. All you need to do is find that balance between what is fair to the customer and fair to you.
Overlooking either side will reduce your sales and reduce your profitability. Do not try to compete with that
vendor at market who is constantly slashing their prices: they may not be in business for long. It’s also
worth noting that these vendors who sell on price, do not offer brand values such as quality, freshness,
careful preparation etcetera. They may pull in the purely price driven customer, but those customers will not
be loyal once prices go up.
2) Don’t Try to Beat the Grocery Stores
Did you know that produce is a “loss leader” for supermarkets? That means that they will take a very low
profit margin on produce in an effort to bring customers through their doors. You cannot afford to compete
with their massive buying power.
Remember, it is okay to be higher priced than the grocery store. You are different than they are – and offer
different benefits (freshness, quality, selection, unique products) – and customers will recognize the
difference and be willing to pay a premium for what you have!
Studies have shown that price is not the prime motivator in sales of local product. Remember these reasons
why supermarket prices will usually or should be lower than your prices. Then let your product benefits set
your prices. Communicate your benefits to customers and you won’t have to compete on price.