Farmers’ Market Entrepreneur Sharpening Your Competitive Edge

Doing a little research can help you concentrate on products that will make you the most sales and increase your bottom line. Doing a little research can help you concentrate on products that will make you the most sales and increase your bottom line.

First Thing First  Determine your selling points  Determine your present target customer.  Determine other target customers you don’t reach now.

Determine Your Selling Points Build Your Promotion on Solid Ground

Identify Why Your Product is Unique Step 1 Step 1 - How is it different from other choices the customer has?

If you are selling tomatoes you could ask… 1) Why should the customer buy tomatoes instead of beans or another vegetable? Answers could be…. a) These are the first vine-ripe tomatoes of the season. b) Tomatoes are an excellent source of licopene – a cancer fighting substance. c) They are making BLT’s tonight.

You need to know the special qualities and uses of each of your products.

Identify Why Your Product is Unique Step 2 - How is it different from other products just like it?

If you are selling tomatoes you could ask… 1) Why should the customer buy my tomatoes? Answers could be…. a) I grow heirloom varieties that others don’t have. b) My tomatoes are homegrown and picked at their freshest. c) I have the size and type of tomato they might be looking for – paste vs slicing.

Identify Why Your Product is Unique Step 3 – Ask yourself why the customer should make the purchase today at the market.

If you are selling tomatoes you could ask… 1) Why should the customer buy my tomatoes today? Answers could be…. a) The market is only open two days a week. b) These are the last of the paste tomatoes I will have. c) A tomato would really taste good with supper tonight.

Write down all the things you can think of regarding your product in answer to each of these questions. Write down all the things you can think of regarding your product in answer to each of these questions. This list then becomes your selling points. This list then becomes your selling points. You will use these throughout the season in your ads, your signs and all your promotional efforts. You will use these throughout the season in your ads, your signs and all your promotional efforts.

Determine Your Target Customer Know Your Customer to Determine Your Promotional Plan

Target Customer  Who are they?  How and when do they shop?  What is most important to them?

Who are they?  If you are selling vegetables, you will be selling to customers who:  Shop for food – This is usually women  Cook meals  Want to eat healthy  If you are selling flowers, you will be selling to customers who:  Enjoy color and flowers  Decorate their homes For Example…

Who are they? Frequently farmers’ Frequently farmers’ markets draw: markets draw:  Older women  Foodies – folks who enjoy good food and cooking

Who are they? Do a little research by visiting the market where you want to sell or talking with present vendors about who shops the market now. Get specifics like what part of town they come from and what kind of things they buy now.

How and when do they shop? Now that you have an idea who is shopping the market you need to understand a little bit about the target customer. Now that you have an idea who is shopping the market you need to understand a little bit about the target customer. Knowing what they like and how they are thinking helps you make more sales.

How and when do they shop? Go to the Internet and type in the search words “buying habits” and look at your target customer’s buying habits. Go to the Internet and type in the search words “buying habits” and look at your target customer’s buying habits. Not all of these will apply in your market, but you might see a trend. Not all of these will apply in your market, but you might see a trend.

How and when do they shop?  What type of advertisements do they pay attention to?  What media do they use?

What is most important to them? If health is the important to your customers then add nutritional information to your signs. If health is the important to your customers then add nutritional information to your signs. If your customers like to cook then make sure you offer recipes. If your customers like to cook then make sure you offer recipes. Adjust your display and signage to reach out to the customer.

Determine other target customers you don’t reach now  Is there a large ethnic population in your area?  Are families coming to the market now?  Benefit recipients - such as WIC and Senior voucher program may not be coming to the market and using their vouchers. their vouchers.

Determine other target customers you don’t reach now Use the methods you Use the methods you used to determine what used to determine what your present customer wants and investigate the new target customer. your present customer wants and investigate the new target customer.