I love going to the Farmer’s Market. It’s a weekly ritual that forces me out of my cave and into the sunlight. I get to stretch my legs, buy fresh produce, and meet people in the heat of personal one-to-one sales.
There are about 15-30 vendors at the two markets close to my house. They range from veggies and fruits to tamales and carrot cakes. Most of the food is organic, locally grown and the guy selling it is the guy who picked it. I feel so much closer to my food.
Okay, so I’m a little bit sentimental. But the Ralph’s clerk just doesn’t give a rip about what they are selling. The market vendors are intimately connected to their wares. And their attitudes and behaviors reflect that connection. I think the closeness makes the food more satisfying.
As always, there are a few lessons to learn from this weekly trek. Most of these folks are farmers and artists. They haven’t been schooled in selling. Most of the good things they do are instinctual rather than purposeful. And many of the things they do wrong are a result of no training. But ALL the lessons can help you.
Massive competition
The bulk of these vendors are selling produce. Potatoes, celery, carrots, lettuce and peaches. It’s all seasonal so everything changes throughout the year. Which is a bummer because I wish avocados were always “in season.” I’m going to chat with God about that one.
A good half of the vendors at both markets are selling the same stuff. Different farms, different crews, identical product. It’s displayed the same way, looks the same, and probably is grown the same. So, what makes me choose one vendor of the other? Proximity. That one is 5 feet closer.
There is nothing distinctive about these vendors. Not even their charisma (farmers, not performers). This is most businesses. You and ten other companies are selling the same product to the same prospect. You set up shop and hope that the guy walks closer to your stand.
Very few people are able to sell in a vacuum. The environment where you have virtually no competition. Usually, if you have that, it’s because nobody wants your product. And if you do, it won’t last for long.