My Digital Farmer Podcast - Episode 330

Title: The Farmers Market Sales Script Playbook: Buzzwords, Closes & Conversions
Host: Corinna Bench
Date: September 17, 2025

Episode Overview

This episode dives deep into practical, customer-facing sales strategies for farmers market vendors. Host Corinna Bench, CSA farmer and marketing specialist, shares a field-tested "playbook" of sales scripts, buzzwords, and conversational techniques designed to build trust, create curiosity, and gently convert on-the-fence shoppers into paying customers. Corinna discusses the psychology behind the sales conversation, breaks down key script types, and gives actionable tips for training market staff—so that every interaction builds customer confidence and brand loyalty.

Key Discussion Points & Insights

The Power of Words at the Market

• Corinna opens by underscoring how the language used in market interactions can directly impact sales:

  "What if the words you use at your Farmer's Market booth could double your sales? The truth is, they can." (00:00)

• She frames the purpose: to provide ready-to-use phrases and scripts for real-world farm marketers who want to become more persuasive—without feeling manipulative.

The Sales Conversation as Customer Coaching

• Emphasizes that sales scripts are not about pressuring customers, but about helping them feel confident and see the value in their decision:

  "I'm acting like a coach. I'm helping them decide if it would be good enough for them, if it would fit their life." (23:57)

• Encourages listeners to train their staff in these phrases, layer by layer, turning each technique into a natural part of their toolkit.

Six Core Sales Script Categories

1. Scarcity & Urgency

• Use FOMO to spark action:

  • "These will probably sell out by noon, so if you want them, I'd grab them now." (29:41)
  • "This is the only week we'll have gooseberries."
  • "I'm not sure we'll have bacon next week. You might want to stock up."

• Insight: These trigger the fear of missing out and drive quick decisions.

2. Authority & Expertise

• Establish credibility by invoking expert use or personal experience:

  • "These carrots are what Chef Nixon is using this week at his restaurant."
  • "This is the variety we grow because it has the highest sweetness rating."
  • "I've been using this okra to heal my gut." (34:00)

• Insight: Authority bias—customers trust experts and trusted community figures.

3. Social Proof

• Let crowd-based evidence build trust:

  • "This is our most popular item. Most people grab at least two bags." (36:55)
  • "You should have seen the line for this when I got here today."
  • "Three customers came back last week saying this was the best corn they’ve ever had."
  • "Everyone's been grabbing these today."

• Insight: People trust in-group validation; popularity drives more sales.

4. Sensory Words

• Make descriptions vivid and mouthwatering:

  • "These strawberries are sunsweet and juicy. You should taste one."
  • "Our customers call these crack carrots because of their addictive sweet flavor." (41:55)
  • “This beef cut is tender, buttery, melt-in-your-mouth good.”
  • Key words: sweet and crunchy, fragrant, just picked, rich, creamy, melt-in-your-mouth.

• Tip: Use creative adjectives to help customers imagine tasting the product; crowdsource new sensory words from AI if needed.

5. Framing for Use Case

• Help customers visualize how they'll use a product:

  • "Perfect for grilling tonight." (46:51)
  • "Makes a quick weeknight meal."
  • "Pairs beautifully with eggs, cheese, and meat."
  • "So great for freezing so you can enjoy it later."
  • "If you’ve never made a tomato pie, you have to use this tomato for it!"

• Insight: When customers can “see” themselves using a product, they’re more likely to purchase.

6. Framing for Value

• Highlight deals and long-lasting value:

  • "It’s $5 a bunch or three for $12 if you want to stock up." (51:49)
  • "This bouquet is going to last you like seven days."
  • Tiered discount offers (spend X, get Y off).

• Insight: Small discounts or value additions help new customers take the first buying step.

The Art of "The Close" (63:20)

Corinna explains the concept of "closing" in sales: gently guiding a customer to a buying decision, without being pushy.

• "The close is not a pushy moment. It should not feel pushy. If it does...then you moved in too quickly, right?" (63:48)

• "It's important for you to make the ask. Just put it out there...Do you want it or not?" (65:12)

Types of Close Techniques:

1. Suggestive Close
   • "These tomatoes go perfectly with fresh basil. Want me to grab a bunch for you?" (67:05)
2. Assumptive Close
   • "How many would you like?"
   • "Would you like one bag or two?" (68:00)
3. Comparison Close
   • "These are sweeter than the carrots you get in the store. Can I grab you some?" (69:07)
4. Choice Close (Alternative Close)
   • "Do you want the small steak bundle or the larger family pack?"
   • Reduces decision fatigue, makes opting out feel less likely. (70:11)
5. Upsell / Downsell / Cross-sell
   • Upsell: "These cherry tomatoes are amazing—want to add a quart of heirlooms too for caprese salad?"
   • Downsell: "If a full roast feels like too much, I'd suggest a half portion—perfect for two."
   • Cross-sell: "Those cucumbers are perfect for salad; we've also got fresh dill this week if you want to add a bunch."

• Insight: These techniques subtly encourage bigger, repeat, or adjacent purchases—raising your average order value.

Building Trust & Rapport (82:05)

Corinna highlights how genuine, personal connection at the booth boosts customer loyalty and repeat business.

Rapport-Building Tactics:

• Find common ground quickly (e.g., geographical connections, mutual interests)
  • "If they mention where they're from, you can say 'Oh, I love that town. Do you ever go to XYZ?'" (84:22)
• Ask food-related questions: "How are you planning to use the zucchini?"
• Mirror enthusiasm: If a customer is excited, mirror that excitement.
• Use names whenever possible: "Hi Sarah, welcome back! Did you try that soup recipe we talked about last week?"

"Customers who feel seen by you or your team are far more likely to buy again...and far more likely to forgive a little hiccup from time to time." (87:10)

Staff & Team Training Tips (90:13)

• Give three talking points to staff before market day (what’s new, most popular items, and special upsells/cross-sells).
• Assign and practice one new script or phrase each week to build skill and comfort.
• Example exercise: Practice social proof phrases five times per shift until they're natural.

Scenario-Based Script Examples (93:00)

Corinna closes with practical customer interaction scenarios and model responses:

• "What's good today?"

  • "Oh the carrots are incredible, super sweet. We call them our crack carrots. Most customers grab two bags because they disappear so fast."

• "What do you recommend?"

  • "If you want something quick for dinner tonight, I'd go with the sausage—it cooks in like 10 minutes. But if you're looking for a wow-factor meal, the ribeyes are our most popular cut."

• "What cuts are your favorite?"

  • "Honestly, the pork chops are hard to beat. Most of my customers tell me they wish they'd bought an extra pack after trying them once."

• Flower Farmer – "Which bouquet should I get?"

  • "This medium bouquet is our best seller. It's just the right size for a dining room table, and customers tell us it lasts a full week."

Notable Quotes & Memorable Moments

• On the power of sales language:

  "At the farmer's market, you're not just selling your produce or your meat or your flowers. You are selling confidence." (25:11)

• On using buzzwords naturally:

  "You want them to knowingly choose to buy your product. So how do we do that?" (24:44)

• On closing:

  "You can talk all you want about your products, but if you never ask someone to buy, they could walk away from your booth." (65:08)

• On rapport:

  “People buy more when they feel a personal connection with you.” (82:05)

• On first-time buyers:

  “That first transaction of money...is a powerful moment that is like the hump you have to overcome. Once you can get someone to buy...it is a lot easier for them to spend money with you a second time and then a third time and then a fourth time.” (53:55)

Useful Timestamps

• 00:00 – Episode intro and theme
• 23:57 – Coaching the customer to a confident purchase
• 29:41 – Scarcity & urgency scripts
• 34:00 – Authority & expertise scripts
• 36:55 – Social proof scripts
• 41:55 – Sensory words
• 46:51 – Use case framing
• 51:49 – Value framing
• 63:20 – The art of "the close"
• 67:05 – Suggestive close
• 68:00 – Assumptive close
• 70:11 – Choice close
• 82:05 – Building rapport
• 84:22 – Rapport in action
• 90:13 – Team training tips
• 93:00 – Scenario responses

Action Steps

• Pick three phrases from this episode and implement at your next farmers market. Observe changes in customer engagement and conversions.
• Visit mydigitalfarmer.com/script for a downloadable cheat sheet of these phrases and scripts.

Final Thoughts

Corinna wraps up with encouragement to keep experimenting and training, emphasizing that sales success at the farmers market is just as much about the right words as it is about great products.

"I hope this was helpful. My challenge for you is to pick three phrases from this episode that you liked and either use them yourself or go teach them to your staff...see if you notice customers leaning in or nodding or being more curious or hopefully saying yes more often." (95:48)

Show Notes: mydigitalfarmer.com/330
Script Download: mydigitalfarmer.com/script
Subscribe to Corinna's newsletter: mydigitalfarmer.com/subscribe