Selling Your Crafts With Stiff Competition
As you probably know I’m taking a poll on the site right now asking the question of profitability. In other words, are you making a profit with your craft business. At this point, most people are answering no. One email sent to me about this poll caught my eye and I wanted to comment on it. One gal said that she sells jewelry, and the reason she can’t make a profit is because there are so many people doing the same thing. Is there something you can do about this, or should you just close up shop?
The answer isn’t to close up shop, it’s to get creative with your selling. You need to differentiate yourself from the other vendors in such a way that will get people’s attention. You need to find creative ways to market your products so that they will be seen in their proper context and show people just how great they are.
Let’s consider the area of jewelry. What could you do in the midst of all the vendors selling jewelry that might make a difference?
There is one place that my wife shops that she talks about more than any other - Costco. Why? Their return policy. No one’s return policy is as good as theirs. Maybe on paper, but when she goes to return something, she doesn’t get hassled or feel like they’re trying to talk her into keeping it. They just take it back. No problem.
Why did I tell you that story? To demonstrate for you what people will think of you for treating them the way Costco treats my wife. With courtesy and respect. If for some reason they don’t like their purchase, no don’t give them trouble about it. You just graciously refund their money.
What it’s really about is giving people the confidence they need in order to part with their money. They need to know that if for some reason they aren’t happy with their purchase, then you’re going to be there to take care of them. They don’t have to worry about getting the third degree, or being shamed into keeping it. They can trust you. And, if they can trust you, they are more likely to buy from you.
A second idea to consider is partnering. If all you sell is jewelry, then consider partnering with another booth that might benefit from having your products in their display, and would demonstrate your products. For example, let’s say someone a few booths down sells clothing. They have them nicely displayed on, but would even look nicer with some jewelry added in to the display. So, you go down and ask if they would like to add in your jewelry for a complimentary look. In exchange you’ll give them a small commission on anything they sell. Working together like this can be a powerful tool.
There are more ideas that I will share in days to come in the blog and in articles. Please always feel free to post a comment or question. The interaction is really helpful to others and can stir up some great conversation.
There is also another reason for not selling : maybe not the right price ?
For example, I used to sell tote bags to a store in Paris. I was charging $20 for each of them, while the manager of the store was selling them $40 to the customers. It had such a success that every week, I had to make 20 or 30 bags in each week ! What was great, even if it was a lot of work, as every piece was one-of-a-kind. After on year like that, the manager decided that the price should be $60 in her store, though I was charging only $25. And suddenly, nobody wanted to buy them anymore. Probably too expensive for these customers.
At my first Rose Bowl Show, the price of my tote bags was $35 and many people watched them but didn’t buy them.
At my second Rose Bowl Show, I decided to charge less : $25, just to see, even if it meant no making a lot of profits. And I sold two in fifteen minutes, they were still watched a lot.
So maybe should we think of how making our stuff by using less supplies, spending less time on each item, to be able to sell for less.
But them maybe will we have a problem of quality ?
Once again, does it mean that crafted things are meant to be bought by wealthy people ?
I’m not so sure. That is a question to thing about.
Anyway, as you said Shawn, I’m sure there are many ways to improve our sales and there is no reason to be ashamed of being more competitive.
Yael