This past summer: Great Hills Honey Co.

As summer draws to a close, I've had some time to reflect on my experiences selling honey at the farmers market. It’s been an incredibly rewarding journey, full of lessons that have enriched my understanding of both beekeeping and the art of sales. Here’s a rundown of the key takeaways from my summer at the market.

1. The Power of Storytelling

People are naturally curious about bees and the process of my honey production. I found that sharing stories about my bees and the journey from hive to jar captivated customers and created a connection. Whether it was explaining the role of the queen, the different flowers that influenced the flavor and color of the honey, or my scary encounters and stings, storytelling made my stall more inviting and engaging.

2. The Importance of Presentation

A well-presented stall can make a significant difference in attracting customers. I invested time in creating an eye-catching display with attractive labels, clear signage, and a tidy, inviting layout. Offering samples also proved to be a game-changer; it allowed potential buyers to taste the quality of the honey and often converted interest into sales. On average, I closed more than 50% of sales once the customer had a taste, and only used one honey jar for tasting.

3. Know your customer profile

While there were thousands of people walking by, I knew my business wouldn’t appeal to all of them. By knowing key characteristics of a buyer, I was able to target them and deliver my opening. One example would be inviting a family with young children for a sample. After interesting the kids with a sweet treat, I had the opportunity to deliver my pitch to the real buyers, the parents.

4. Understanding Customer Preferences

Interacting with customers provided valuable insights into what they value most. For many, knowing that the honey was locally produced and sustainably harvested was a significant selling point. 

5. The Value of Education

Educating customers about the benefits of honey and its various uses helped boost sales. Many people were surprised when I named many uses for the honey, often ones that didn’t come to the top of the head - give examples. Additionally, while the customer would try a sample, I would educate them about the differences between store bought honey and organic naturally foraged honey production, further enhancing their perception of the honey's value. 

6. Building Relationships

Customers appreciated honest factual information, such as duration of usage of the honey. By having organic interactions, the customer didn’t feel like I was trying to sell them something, rather I was explaining something. 

7. Planning is Crucial

Of course having a plan of the booth layout is important, but at the end of the day, what I said to the customer mattered the most. For that reason, I planned out my one sentence cold-call pitch (“Would you like to try a sample of organic honey produced less than 3 miles away?”), a structure of key details and selling points, and contingency plans for mishaps.

8. Handling Challenges

I encountered many challenges, such as attracting customers, and managing competition with other booths. However, I learned to adapt by improving my presentation and refining my opening pitch better. 

9. Feedback Is Gold

Listening to customer feedback was invaluable. Some suggested trying different packaging sizes, while others wanted more information about the bees and the beekeeping process. Acting on this feedback helped improve my offerings and better meet customer needs.

10. Have a quality product

At the end of the day, a customer buys the product. While everything leading up to the sale is important, the value of the product is the most important thing and should speak for itself, and is another reason why offering a sample is so important.

If you are looking to create a honey business, shoot me an email and I will help you out. Regardless, I'll see you buzzing around!