MARKETING ARCHIVES
Sales vs. Promotions,
Pricing Your Goods
,
Customer Relations,
Price Points,
Selling on Online
Auctions,
Selling From Websites,
Selling At Craft Fairs,
Selling At Home Shows,
Selling To Stores,
Attitude,
No Money Down
Advertising,
Independent Sales Reps,
Customer Referrals,
Gift Certificates,
Be Customer Driven,
Keepers,
Mail Campaigns,
Payment Types,
Packaging,
Bargain Selling,
Basics of Selling,
Working With Non
Profits,
Start Up Fees,
Start Up Inventory,
Competing With Imports,
Calling New Businesses,
Preparing for Sales
Appointments,
Sales Appointments,
Teaching,
Selling On Consignment,
Selling Gifts,
Doing Business Online,
Hello,
Networking Meetings
Retaining Customers,
Alliances,
Names and Tag Lines,
Logo and Image,
Marketing to Kids,
Custom Work,
Design Considerations,
Renting Space,
Standing Out,
Email,
Newsletter,
Photo albums
(Portfolios),
Dealing with the Press,
Writing a Press
Release,
Turnaround,
Manage Your Business,
Quarter Auctions,
Corporate Clients,
Getting Over Your
Fears, Lists,
Smile,
Gift Shopping Service,
Praise your Customers,
15 Second Elevator Talks,
Master Mind Groups,
Your Customer, Adult
Kits, Trends,
Product Sheets, Compiling Mailing Lists,
Growing From Mistakes, Post Cards,
No, Lost
Customers, Surviving Difficult Times,
Slow Winter Months, Online Craft Sites,
Business Structures,
Drop Off Shows,
Holding a Craft Fair,
Mail Order Catalogs,
Determining if a Show is Worthwhile,
Niche Markets,
Facebook,
LinkedIn,
Twitter,
Key Words,
Take Away Projects,
Jewelry Kits,
Stories,
Packaging Makes a Difference,
Beading Instructions,
Open Ended Conversations,
Pampering Women,
Dead Merchandise,
Bead Societies,
Bread & Butter Items
, Presenting Small Accessories, Holding Meetings
, Changing with the Times,, How To Deal With Difficult Customers, Going Green, Pantone, Blog Advertising, Authoring a Blog, Free Web Publicity, Double Listing, Labeling your work , Promotional Items, How to be a Successful Entrepreneur, Establishing Rapport, Maintaining Customer Relationships, Selling Gifts
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Building Trust -
The Basics Of Selling There are a million different media in which you can sell
your crafts and supplies. Each of these media will require a unique
marketing approach. However, there are some basic tenets of selling
which serve you well in any market place. First of all, you have to decide what you want to
sell. Then you have to define your target market. Do you hope to
wholesale beads to designers and stores or do you want to sell finished
jewelry directly to the end user? Would you rather sell one on one or would you
prefer to hold jewelry parties? Narrow your scope even more by
defining a price point at which you want to sell - mass market, high end or
somewhere in the middle. Once you have defined your target market, you have to create
an image to appeal to that market. If you're selling high end jewelry,
you'll want to use high end paper goods for your business stationary.
When you chose your business cards, etc. you'll want them to all work
together, to create a unified look. You also have to define
your policies. Will you sell on cash or consignment? When
will you accept returns? Do you require a deposit on custom orders?
Think of all the questions you'd want answered if you were the customer and
develop answers to those questions. It helps to work out these
questions with friends and families. Policies should always be
in writing. People selling online can put their policies on their
offerings. People selling in the brick and mortar world can type their
policies into a word processor and print it out on their letterhead. Now that you've defined your
product, market place and policies, you're ready to start getting
the word out that you're in business. Since it is 10 times
harder to land a new client than it is to sell to an existing account,
you'll want to start by approaching people you know. If you're selling
online at ebay - try building your feedback up to ten by buying if you can.
That first star builds a feeling of trust and a sense of community among
buyers. If you're selling to stores, try approaching a store where
you're known. The key to making sales is to
develop and maintain trust - be specific in what you say, do what you say
you will do and follow up, follow up, follow up. First of all, be specific in
what you say you'll do. It's vague to tell someone you'll call them
soon to set up a party. Instead, set a date and time that is
mutually convenient for that phone call. Then write that appointment
on your calendar and keep it. Explain any anticipated delays in your
follow up - 'My new catalog is currently at the printers - I'll mail
you one the first week of June'. A key to making your deliveries on time is
to double the time you think it will take for you to deliver. If you
think you'll ship the next day (Tuesday), you can always tell the customer
you will ship no later then Wednesday. Once you've landed that first
sale, it's extremely important to set your client's expectations
properly. This is particularly true when you're making a piece
of jewelry for someone. Make sure everyone concerned agrees on the
deliverables. Once again, the order should be written with both
parties given a receipt. A sample order could read '7 inch Czech fire
polish aqua bicone bracelet with Bali sterling spacers and heart clasp.
Cost 20.00. Delivery date 6/15/03. Payment due upon delivery' I
always make it a point to have my return policy clearly stated on my order
forms and invoices. If an order sheet sounds too formal for you, you
can always write a 'thank you' note to the customer and put the details of
the transaction in the thank you note. With all the planning you've done, you should be able to
present your deliverables in a timely manner. But what if something
goes terribly wrong and you find you just can't make that deadline?
Call your customer as soon as possible to explain the delay. See if
they can live with that delay. It may be no big thing to the customer
- in which case, you can send them a Thank You card for their patience or
understanding. If you feel it's necessary to 'make it up
to them', you can always throw in something extra. An online business
can pick up expedited shipping. A jewelry seller can throw in a
pair of earrings to go with that bracelet. Anyone can offer the
customer a discount on their next order in appreciation for their patience. When your goods are ready, package them appropriately.
It is my opinion that glass beads should never be sent through the mail in
an unpadded envelope. If someone is buying a piece of jewelry, put the
piece into a gift box. Try not to let the delivery of the item be the end of the
relationship with your customer. Do your best to stay in touch.
Most online sellers maintain email lists and send out monthly newsletters.
Artists who place jewelry into local brick and mortar stores can always call
or stop in for feedback on their items. And, last but not least, ask for referrals from satisfied
customers. Party givers frequently give hosts presents for every
future party booked at their party. If you've furnished the jewelry
for a bridal party, ask the bride if you can use her as a reference.
Try to get the reference in writing. Put the letter in a scrap book
along with pictures of the bridal jewelry. It'll go a long
way in making that next sale. To close the circle, you will want
to thank the customer for the referral and let them know where it led. In short, you will always be looking for ways to stay in
touch with your customers - let them know how important they are
to you and you'll become important to them.
Is there an aspect of marketing
that you'd like to see discussed? |
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