I recently asked a seasoned serial entrepreneur, “If you could go back and give your younger self just one piece of business advice, what would it be?”
Without hesitation, they answered:
“Learn to sell. You can have the best product in the world, but if you don’t know how to sell, your business can be doomed.”
That answer hit me hard — and I believe every market vendor, artist, and maker needs to hear it.
Too often, we pour our time, money, and heart into creating amazing products, but when it comes time to put on the seller’s hat… we freeze. Or worse, we sit behind a booth scrolling our phones, hoping someone magically “gets it” and buys.
Here’s the truth:
If you don’t learn how to sell, your business will struggle — no matter how beautiful your work is.
You’re Not Just a Maker — You’re a Seller
Let’s break a myth right now: Great products don’t sell themselves.
What sells is the connection between your product and the customer — and you are the bridge.
Selling isn’t manipulation or pressure.
At its best, selling is storytelling, service, and confidence.
So, How Do You Learn to Sell?
Like any other craft, selling is a skill you can learn and practice. It’s not about being a fast-talking extrovert — it’s about listening, presenting, and understanding what makes people say yes.
Let’s walk through it:
1. Study Sales Like You’d Study Your Craft
Invest time in learning from the best. Read books, watch videos, take notes. You don’t need to become a “salesperson,” but you do need to become a confident communicator.
Here are a few powerful books to get you started:
- To Sell Is Human by Daniel Pink
- The Psychology of Selling by Brian Tracy
- Exactly What to Say by Phil M. Jones
- Sell Like Crazy by Sabri Suby
- Go for No! by Richard Fenton & Andrea Waltz
- The Salesman’s Bible (aka How to Master the Art of Selling by Tom Hopkins – a classic)
- Getting to Yes by Roger Fisher & William Ury – perfect for learning how to negotiate with confidence and clarity
Pick one and treat it like a business workshop. Highlight it. Apply just one idea at your next market. Build your toolkit.
2. Practice Talking About Your Work
Can you explain what you sell and why it matters in under 10 seconds?
If not, start practicing.
- Record yourself on your phone giving a quick pitch
- Ask a friend to “shop” your booth and give feedback
- Practice in the mirror
- Rehearse your top 3 selling points out loud
When you’re confident in what you say, your energy changes — and customers feel it.
3. Ask Better Questions
Instead of jumping into a pitch, try asking engaging questions:
- “Who are you shopping for today?”
- “Have you seen one of these before?”
- “What colors are you drawn to?”
- “Do you like bold or subtle scents?”
These open the door to a real conversation, and that connection leads to trust — which leads to sales.
4. Handle ‘No’ Like a Pro
Let’s face it — not everyone is going to buy. That’s okay.
A “no” isn’t a failure. It’s just feedback.
Instead of shutting down, stay engaged:
- “No worries — is there something else you’re looking for?”
- “Would you like a card in case you think of it later?”
- “Thanks for stopping by — hope to see you again!”
Every “no” is a step closer to a “yes.”
Don’t take it personally — take it as a chance to grow.
5. Test, Learn, Improve
- Keep track of what you say when someone buys — and what you said when they didn’t
- Try changing your greeting, your signage, or your booth layout
- Watch what other successful vendors do and learn from them
Sales isn’t a fixed skill — it evolves with experience.
Final Thought: It’s Not Just a Booth — It’s a Stage
When you set up at a market, you’re stepping into a spotlight — not just displaying your work, but representing your brand.
The vendors who succeed aren’t just the most talented.
They’re the ones who learn to share, connect, and sell with confidence.
So here’s your challenge:
Pick one book from the list above. Practice one pitch this week. Ask one better question at your next event.
Learn to sell — and you’ll sell more. Period.
