Thirty years ago the Farmer’s Market in Olympia, WA, was 20 card tables and tailgates in a dusty parking lot. Carolyn Lattin was one of the early vendors. Her family’s dream was to support themselves producing good, healthy apple cider. But sales were slow and business was disappointing and scary. Mrs. Lattin often had to dump her cider at the end of the day. She had some dedicated customers who helped spread the word, but ultimately people were afraid to spend money on an unknown.

One week Mrs. Lattin showed up in an old-fashioned dress and straw hat. She didn’t stand in her usual place behind her booth either, but in front of it. She would step up to customers and invite them to “take a taste.” While they were drinking she would tell them how her family made this cider at their home, where the apples came from, and how happy she was that they stopped to try it. Sales picked up right away. After a couple of weekends with this approach, she had to bring her children to help out and they sold out every day before closing.

It took a lot of courage for Mrs. Lattin to come out from behind her booth. Even today she is a shy, quiet person. But the belief she had in what her family was creating was stronger than her ingrained personality. Today, her cider business is thriving with hundreds of national awards. The walls of her shop are covered with thank-you letters from school groups and civic leaders. Her work isn’t easier, but her life and her family’s is full and prosperous.

So my questions to you are: What can you do to “come out from behind your booth” and welcome people in? How will you show people that you are proud of your healthy work? How will you invite them to try something new, then invite them to return? Are you willing to talk to people about what you do? Think about giving clients a call after a session and seeing how they are, or mailing a note to say thank you, or sending a coupon for 15 extra minutes on the table. Maybe tell clients if you will be doing chair massage downtown, then invite them to bring a friend for a free 15-minute session.

You can’t just sit there and hope people realize your worth. You have to ask them in.

This article originally ran in the Fall 2007 flyer.