Retail Tips from a former Disney Cast Member

It seems like only yesterday that I was working as a cast member at the Disney Store. I made so many happy memories there and picked up several tips and tricks to guarantee our guests enjoyed the most magical shopping experience. Our store was, undeniably, the best of the best, surpassing all other Disney Stores in North America as reflected in our sales and customer interactions. In fact, we had a little golden "Be Our Guest" Badge with 5 stars to show for it.

When I moved into my next role as a gallery sales associate, I consistently applied Disney standard techniques that I had learned, which proved to be invaluable in boosting our gallery shop sales effectively and successfully.

Now, as I transition into being a business owner and the face of my business, I continue to apply these techniques with great success. This is why I haven't struggled as much, even when making mistakes as a brand new business owner. However, entering the market scene was something I wasn't prepared for; I encountered peers who, surprisingly, had never worked in retail, grappling with the idea of always putting their best foot forward, and often deciding, "This is good enough, I'm tired," or, from the more entitled minded, "No, other people should be doing this! I shouldn't have to be struggling."

Some common complaints from vendors included:

• "Organizers need to push out heavily on marketing."

• Customers aren't buying anything and/or complain it's too expensive, resulting in them asking for discounts

• Very little to no audience due to poor marketing, location, or weather

• Not breaking even / making back their tabling fees
  

Perhaps it's the Virgo stellium in my star chart critiquing them silently, but I see so much potential for them to succeed in their business, if they just accepted realities of their job.. Fortunately, there are seasoned vendors who actively share advice online, are very transparent in all they do, and fairly advocate for everyone involved... and that adds to their success. I respect that, and that's what I want to do here in this space.

Having sold at markets for a year and observed numerous common complaints and mistakes made by sellers, I've decided to create a list of retail lessons I've learned and applied to my business, with the goal of providing a helpful tool for others. Bear in mind that these are my personal views, experiences, and suggestions, and therefore does not represent the experiences and views of all vendors.

So without further ado, here are a few tips to ensure a successful market day:

• Applying to the right markets.

  I've personally found applying for anything going above $140-$200 a day to be very risky as most run the risk of not breaking even. Study your target audience and see where they congregate. This may take several trial error markets to determine where you do best at. For me personally, I do well in crowded environments such as event party spaces.

  Pro tip: Table Positioning is everything. When applying for markets, take a look at the vendor spaces and communicate with the organizer where you'd prefer to be positioned. I personally prefer to be by quieter seating areas because I also offer tarot reading services. The reasoning behind this is people tend to sit and look at things around them, so by having this service/ activity, it acts as a "show" and as a "sample of my products" for potential clients, which is a very effective marketing technique for me. This ensures that I always make back my table fees with 100% guarantee. If you don't have the option to pick your space, the next several steps are crucial.
  

• Strategic Marketing.

  Before any market day, you need to have advertisements to let your potential customers and returning customers know where you will be. If you've selected the correct organizer, they will actively promote your business on their social media along with the event, but also ensure you have your own post as well! Reposts every so often leading up to the event.

  Pro tip: On the day of the market, ensure that your booth has very clear signage so people know what you're selling from far away. Some customers can be very shy or hesitant to approach, which is why attractive banners help. I've seen vendors without clear signage and a business name indicating what they're there for. If you have ice cream, have a very attractive sign that has ice cream on it. It doesn't have to be complicated!

  
  

• Always greet and smile! You want to be warm and approachable, but not pushy. Remember that you are the face of your business, so however this looks for you, make sure it feels right and natural, and show up for your business in the best way possible. Don't be afraid to be goofy and make people laugh! People will feel more welcome, appreciate the human behind the business, and the likelihood of them approaching your booth to engage will be higher.

  
  

  Pro tip: My favorite phrase to use is "Hey, how's it going? Feel free to get handsy/ Touch EVERYTHING." This often encourages them to ask for more information about your products... "I sell (such and such, add intriguing detail here), and if you buy this (insert sales specifics here)!" This typically sparks interest.

  If they say no, always conclude on a positive note... my usual phrase is "No pressure at all! Have a great time! (This is where I typically suggest other vendors for them to check out, as I want them to succeed just as much as I do.)"

• Be present. Avoid appearing as though you're constantly on your phone. If it's not busy, keep your hands busy by rearranging your stock, maintaining a tidy and organized area, or jotting down notes in your notebook. Talking to your vendor neighbours also helps - not only will it keep energy levels high, but you'll also be making a new friend, and build a relationship with them. Pro tip: if the music is great, feel free to groove to the beat! This is a habit I developed from working in retail, especially when the store plays hits like "The Circle of Life" and "Let it Go" every few hours. It contributes to a positive atmosphere.

  
  

• Keep your table display tidy and well-organized.

  Ensure you have plenty of breathing space in between products. Too little, and it looks sparse. Too crowded, and customers will be overwhelmed. Spread and fan out your items to help with the illusion of a fuller table.

  
  

  Pro tip: Disney recommends using 4 fingers to space out the products to allow customers to grab items easier.
  

• Presentation is everything.

  Remember when I said "always keep your hands busy?" You're also ensuring that your space is visually attractive. When it comes to strategically placing your stock on display, what is the "story" you're telling? Do the products flow in a manner that makes sense?
  

  Pro tip: Lights make or break a display. If it's too dark inside the venue, have lights directing towards the stock. Fairy lights are cute, brighter lights for visibility are better (of course, depending on the vibe of your business). A bright venue space is always best.
  

• Keep your personal space clean also!

  Yes, it's important to keep the back of your table tidy as well, okay? Organizing your space will make it easier to locate your stock items, POS system, and personal belongings. Speaking of Points of Sale...

  
  

• Have different alternative methods of payment.

  Initially, I wanted to accept all types of payments, but I lacked a proper system to accept card payments. So I used PayPal, offered e-transfer options, and accepted cash until I earned enough to invest in one. Customers will appreciate the options.

  Pro tip: Position your POS system at the back and out of sight to deter equipment theft. Additionally, carry all cash on you. (I received this advice from a seasoned vendor who is experienced with large events and crowds. It's risky to carry significant cash amounts due to potential muggings, so it's wise to have "disposable cash" or a dummy wallet.)

  
  

• "But this is too expensive! Can you give me a discount?"

  Listen, this might feel disheartening. However, this is your baby. You've invested your time and poured heart and soul into your work, so of course you have to defend your honour! Here are some phrases I've picked up from working in retail.

  
  

  - You could be upfront and say, "The price covers the production costs, the expenses I incur to operate the business, vendor fees... unfortunately, I can't offer a discount because this is how I pay my bills."

  - If you're a business representing and selling a product from another local business, simply having their items in your storefront isn't sufficient. From my experience selling local indigenous products at an art gallery, I've found it effective to say, "The cost is justified as it doesn't involve slave labor, and is lovingly made in Canada."

  - If your products are already affordable and you're feeling a little sassy "I hope I never get to a point where $2 dollars is considered too expensive, but good luck and have a nice day!"

  - If they're asking for a discount on top of your existing sale "That's the lowest I can offer you for this product, I do have an alternative for you though..."
  

• Most importantly, how you show up consistently matters.

  Attitude and energy is everything. No one likes negative behaviour all the time. Critical complaints are fine, but if you find yourself complaining about the same thing all the time, maybe it's time to take a step back and see where you can change things. Sometimes the greatest thing you can do for yourself is to take matters into your own hands.

Is there anything else you can think of or want to add to the discussion? Send in a comment to my email at andrealuu.designs@gmail.com with the topic as "More Marketing Suggestions."