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Exhibiting at a knife Show…

Why MUST you exhibit at knife shows?

At the moment most knives are sold via social media. A Knife show is the ONE place buyers and sellers can get
together the good old-fashioned way.
It is a rare opportunity to meet internet clients and make contact with new/potential ones. A good impression here,
might, just might make your social media offerings a lot more effective.
With that said…word-of-mouth is still the best marketing vehicle. So get real and showcase your knives at a knife
show.

Goals for the show

You should have a number of goals with at a show. “Selling knives” is but one… and not even the most important
one…

- The main goal is getting your name out there!!!

- Make new friends.

 

 

• People buy from people
• A person that knows you are far more likely to buy a number of knives from you…
• Now or more importantly… on a continuous basis in the future

 

Introduce your work/tools/art to the people at the show

 

• Buyers / collectors
• Wheel kickers (visitor that will not buy)
• Judges, organisers
• AND fellow makers

 Never underestimate the influence of other makers.
 If he does not make a certain knife, he just might point the client in your direction.
 It happens far more often than you think

 

- Share knowledge and advise
- Sell out (all your knives) – that is a worthwhile goal
- Get more orders (if you take orders)
- Most important get your name out there!!!

What MUST YOU do?

- ONLY take your BEST knives

 

 

• If you are not bursting with pride, do not take it!!!!
• A bad knife, even with Damascus or scrimshaw on the handle – IS STILL A BAD KNIFE!!!
• Clients will see your pride… or hesitation.

- Invite YOUR clients / perspective clients

 

 

• Any person in the area, which bought a knife from you, MUST be PERSONALLY invited to visit you
• Especially if it was an internet sale
• Meet them, chat to them
•  …and sell another knife
• ANY and all people that showed interest, but did not buy – this is your chance to impress them
• YOUR NAME must be VERY visible
• Your name as knife maker is EVERYTHING – it is all you have!!!
• “Big Buddy B Knives” is NOT you, it is your business WHO are YOU!!!!
•  Name on your shirt, on your table, VISIBLE!!!
• Your name must be in a LEGIBLE font!!!!
• James Bond, James Bond, James Bond, James Bond
• Look at the 4 examples above. All are the same size. The middle 2 is hardly legible, while to last one can
• be seen from a mile away!!!
• Ask your friendly neighbourhood graphical artist for help in this regard.

- KNOW your knife types

 

• A 500mm blade is not a hunting knife!!!
• A 450mm folder is not a gentleman’s folder
• Know your knife and what it is used for!!!

- EVERY knife must have a story

 

 

• One of the most effective “reasons to buy” is the buyers’ ability to boast/brag about his/her purchase
• Give the guy/gal a story to tell around the braai on why it was such a good buy

 The pattern of the Damascus
 The reason and formation of the Hamon line
 The type of wood, the taper on the tang, etc, etc, etc

 

 

• You tell the story, so that they can re-tell it.
• You MUST TALK to as many people as possible
• A show is your time to TELL people about your knives
• About you and WHY your knives are special
• YES, it takes a hell of a lot of energy, but so does hand-sanding…
• NOTE: “SEX SELLS” – if you cannot sell, think of enlisting your “brother’s, uncle’s, cousin’s daughter that
• studied marketing to help you sell. A pretty girl with a nice smile, might be a far better knife-seller than
• a stern-looking old oomie

- When a person stands in front of your table

o STAND UP (or use a high bar stool) – you’re not on the bloody beach!!!
o SMILE and greet, as if you were expecting the person
o Give them a couple of minutes of your time
o ASK questions about THEM…

 What their interests are
 How large their collection is?
 Favourite knife, etc
 Then… IF one of YOUR knives catches their eye

 

- Have fun negotiating!!!

o Negotiation is part of business!!!
o DO NOT be offended if someone offers you less then the listed price.
o It is your change to EXPLAIN where the value in your knife is
o EVERYBODY loves to boast about the bargain they bought! A couple bucks off, just might seal the deal….
o BEST OF ALL – Package!!!!

 Buy 2, then a bit off the cheaper one…

o This sounds strange but go to an Indian shop and ask them to teach you a bit of the art of negotiations.
Most will be more than willing.

 

- Do not flood your table

o Careful not to have too many knives on your table
o A sea of knives is intimidating
o See more about the table below…
- Use multiple marketing & selling platforms during the show
o Do not limit your engagement to the show
o Run a social media offering in parallel with the show
o That guys that did not buy the knife yesterday at the show, just might today on Facebook….

What MUST YOU NOT do?

- Wait for the show organisers to “bring the feet”

o The show organisers create the opportunity,
o It is the responsibility of each and every exhibitor to bring “feet” and create excitement.

- DO NOT sit behind the table like a grumpy old man/woman

o Visitors took their time to visit the show (and you)

o They did not come to look at a sour face

- DO NOT Look down at “wheel kickers”

o A lot of people might not have the money to buy a knife now, BUT
o Today’s wheel kicker is tomorrow’s collector
o Treat everybody as if there are a top collector

- DO NOT LIE or GUESS

o You can “talk crap to some people, some of the time, not to everybody all the time!!!”
o A knife show is the one place, you do not try and be clever. There are always more knowledgeable
people around (especially buyers)
o If you do not know, admit it and try and find out.
o Once again, your name is everything…
o …You will get caught out!!!...

 

Your table

Your table is your shopfront for the duration of the show.
There are 2 schools of thought
- Keep your table plain and focus on the knives
- Make your table interesting, drawing focus to your work
Both can work, but in my experience a multi-level well laid out table draws more interest.
- Display your knives
o There are multitudes of stands available,
o consider a stand to show-case your knives
- Pricing your knives
o Pricing your knives are one of the most difficult things in knife-making, especially when you start out.
o Too high vs too low
 If you price too low, you lose money and infuriate other makers
 If you price too high, you will lose a sale
o Try to “benchmark your knives
 Look at the knife makers round you
 On the internet
 At other knife shows
 This will give you an idea where you should price your knives
 BUT, BE HONEST with yourself…

- Price tags
o Price tags should be clear and visible
o Once again, a number of options are available
o Experiment with different options
- Light is very important
o If there is not natural light, consider ‘n light source
o A light bar or small “pop-ups” will make your table stand out
- YOUR NAME
o Need I say it again
o Have YOUR name
 On the table,
 on your shirt,
 on your business cards,
 Even on your underpants…just for in case… 

 

In closing, exhibiting at a show is a MUST, I hope these ideas will help you be EVEN MORE successful.

CJJ (Tube) Wilke
Marketing Manager, Fire Goby Forge.