How to Create a Positive "Farmers Market" Experience in Your Business

The farmer's market has been around for centuries.  The first US farmers market was held in Boston, MA in 1634.  Gadling.com recently published an article listing the top 10 farmer's markets in the US.  The farmer's market has generally been perceived as a positive experience for visitors.  Creating positive customer experiences is a strong opportunity area for businesses today.  I recently attended a farmers market on Marco Island, Florida and wanted to share some insights that could potentially transform your business:

1.  Front line employees need to have in-depth knowledge of your products and services so they can clearly communicate the value your business offers.  Many vendors had sales employees who were very knowledgeable about the business.  While visiting their booths, they engaged us, asked us questions about meals we were planning, and provided valuable tips on preparing the meals.  They went above and beyond the task of taking our order.  They provided value added service and information.  It was also evident by their high energy level and positive demeanor that they believed in their company and the products they were selling.  As a result of the recession, many companies have reduced the amount of training they provide for employees.  Make sure your business is providing front line employees with comprehensive training.  Think of it as an investment in your company, not just an expense.  Your front line employees have a real opportunity to create positive customer experiences.

2.  Show customers the quality that is built into your product.  One vendor was selling homemade mozzarella.  Most people would say that “cheese” is simply cheese, right?  She took photos of one of her employees making the mozzarella and had a storyboard hung on the booth that showed their entire production process.  You could clearly see the quality built in.  By the time we finished viewing the photos, our mouths were watering and we were ready to purchase the handmade mozzarella.  Is there an opportunity to visually showcase the production of your product or service in this manner in your marketing? 

3.  Ask  your customers for feedback and provide them with valuable information.  One of the more active booths was the City of Marco Island's display.  The city is planning to expand the bike paths on the island.  They had several attractive maps displayed with the current and proposed bike paths.  When you walked into the booth, they asked questions to learn about your leisure activities while visiting the island, specifically biking.  They gave you a nice map with current biking paths and asked you to complete a survey about the proposed new bike paths.  In retrospect, the city could have assumed they knew customer preferences and moved forward in finishing the bike paths.  But, they took an opportunity to stop and engage their customers in the process.  It has been my experience that customers like to be asked for their opinion.  They appreciate businesses that take an active interest in identifying and meeting their needs.  Look for opportunities to ask your customers for feedback on your products and services.  Customers will appreciate being asked and you may even uncover opportunities to expand your offerings.

Please visit Complete Business Strategies blog for additional ideas on business planning from the farmer's market.

Chrissann Ruehle is President of Complete Business Strategies, LLC. The firm specializes in management, process improvement and human resources consulting for businesses. My business helps companies streamline their processes, capture new business opportunities, and retain both their customers and employees.  I can be reached at chrissann@completebusinessstrategies.com or 513-443-2365.