#55 Converting Looky Loos Into Buyers at Live Events

Curious, have you ever heard about how Robin & I met?


Well, you might have heard this story before but we met at a trade show in 2006 called the ENK Accessories Circuit Show.

You could even say that Flourish & Thrive Academy was born at a Trade Show.

My booth was right across the aisle from the Dogeared, and I was excited to meet their new Director of Sales……Robin Kramer.

Robin came up to me as a total stranger with some incredible ideas to tweak my booth which helped turn more of the lookie loos into buyers.

It was the start of a fast friendship…

An increase in trade show (and all live events for that matter) sales for me…

And this amazing community, F&TA!

On today’s episode I am going to share some of our best tips for turning lookie loos into buyers at live selling events including Trade Shows, Trunk Shows, Home Parties or any Event where you might be selling face to face.

Robin and I have done Hundreds of LIVE events between the two of us.

And we have seen (and probably done) it all when it comes to selling right to our customers, in the flesh.

We’ve tested a lot of tactics and have a pretty good handle on what works and what doesn’t…and if you implement the tips on today’s episode, trust me, you’ll start to get more of those browsers buying your jewelry right then and there!

Can you say increase in sales?

Let’s jump in!

Click here to download the show notes

What Not To Do

The biggest turn off to buyers? Jumping directly into a sales pitch. Relax!

Instead, say hello, compliment their outfit, get to know a little about them before you even mention your jewelry.

Another big no-no: don’t sit in your booth, play with your cell phone, eat lunch or EVER complain about the show.

These things make a buyer uncomfortable…they don’t want to disturb you…and if you aren’t engaging they’ll easily walk right by you.

Start Conversations

Now that we have the what not to do’s out of they way, this is probably the most important thing that you should do at a show. Start conversations with Everybody! Make sure that you are chatting up every single person that walks into your booth to the best of your ability.

The trick is to make the conversation flow naturally. Try just saying “hi” or “how are you”. You can ask a question about something that they are wearing, compliment them or make a tasteful joke. You want to get their attention and engage them before you ever start trying to sell to them.

Have Your Pitch Down

Once you’ve engaged a shopper through conversation, it’s perfectly acceptable (and necessary) to share more about your collection. The key here is that you Must have your “pitch” down pat. You need to be able to talk effortlessly about your collection, the materials that go into it, your inspiration, and anything else that makes you unique.

Having a simple 3 sentence elevator pitch prepped and practicing it over and over again will help it flow naturally when you’re talking one on one with a potential customer, and give you the confidence you need to sell yourself!

These are just a few ideas, I have a lot more to share with you on the episode.

And speaking of Live events…Flourish & Thrive Academy is hosting our 2nd annual event, Flourish & Thrive Live on September 22nd and 23rd, 2016 in NYC!

Check out the link for more details. We have just a few tickets left so if you’re interested in joining us get yours today!

xo, Tracy

Flourish & Thrive Live
Nina Designs
How to talk about your work without feeling skeevie blog post


  1. Laurie on August 23, 2016 at 12:19 pm

    Whoa, Tracy!! What a genuinely awesome surprise, a huge gift in reality, it remains to have received your podcast this morning! “How To Convert Looky Loos Into Sales,” at live events has always been an ever-changing challenge for me – Really!! Your reminder’s to “calm down, and not jump into sales mode,” is rock solid advice, for sure! I openly admit to having done that far too many times, especially when I truly thought my ‘looker’ was going to be a ‘buyer’, and panicking if he/she began the ‘thanks, but I’m walking away’! Yikes!! Tracy, your advice as to starting with totally easy conversation instead of “MY JEWELRY this or that,” is ingenious! How to go about gracefully seguewaying into pulling “yes,” answer’s from prospective buyers is totally awesome, and has left me in deep thought! Ohh, I could go on and on! You’ve got me TOTALLY PUMPED TODAY, and I could not BE MORE THANKFUL!! You,
    Robin and all at F&TA are immeasurabley valuable in your supremely smart and endlessly engaging lessons!! I can never THANK YOU enough!! My Very Best Wishes, A Far More Successful in Total Thanks to You Laurie

    • Tracy Matthews on November 18, 2016 at 10:12 am

      Hey Laurie! So flattered you’re getting so much out of all our content! xo, Tracy

  2. Janine on August 24, 2016 at 6:42 pm

    I have been embarrassed by being caught eating at my craft table or not paying attention and being on my phone. Anyone who comes in my booth I do immediately put down the phone or sandwich and say hello but sometimes I feel like I got caught. Lol
    I also automatically comment on someone’s outfit only if there is something that catches my eye so it is genuine. Thanks so much for these tidbits:) sometimes it’s award for me to start up a conversation with a customer and hopefully I can get the right vibe when they want to be left alone.

    • Tracy Matthews on November 18, 2016 at 10:07 am

      Hi Janine! It happens to the best of us! Keep on complimenting <3

  3. shermina on September 1, 2016 at 8:31 am

    hi tracy this story lifted my spirit …thats me eating in my booth guilty of that one im so grateful for this insightful booth camp thanks a lot

    • Tracy Matthews on November 18, 2016 at 10:05 am

      Hey Shermina! So happy to be lifting spirits!<3

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