» handmade

Are you getting your work in front of discriminating buyers?

Terri — Wed, 19 Oct 2011 15:25:28 +0000

If you’re looking for more exposure for your work, how creative are you about where you sell you crafts? If you make items for dogs or their people, do you sell strictly to pet boutiques? Have you thought of approaching handcrafted galleries? Shoppers who value handmade will pay more if they see your work in a craft gallery rather than a pet boutique beside inexpensive imports. If you make baby gifts, don’t just sell them to children’s shops. Try to get them into shops with other hand made products. Why put your handcrafted pieces in a location where they are compared with manufactured goods? Get your work in front of buyers who are discriminating enough to appreciate handmade. What other locations can you think of where your work will get the attention and price it deserves?

There’s still plenty of time to turn your craft into cash before Christmas.

Terri — Fri, 11 Dec 2009 15:47:25 +0000

Have you noticed that many of the small boutiques and galleries that sell handmade are low in inventory two weeks before Christmas? I have, and I know why. And this is to your advantage as a craftsperson.

As a result of the media’s fear-based reports, small retailers ordered light this season anticipating slow sales. But guess what? Discerning consumers are searching for unique, handcrafted, meaningful gifts this season, catching retailers unprepared with insufficient supply and no time to re-order handmade gifts. Most people say they haven’t even started shopping yet which means shop owners are missing out on revenue if they don’t have inventory. While the big-box retailers can mark their wares down after the holidays, and still make a profit, as you know, craft retailers don’t have the margin to discount since their markup is so low. So, they are afraid to purchase this late in the season.

But this is where YOU come in. Boutiques and galleries that may not have had space to display your work previously need the inventory between now and Christmas. You likely have pieces you’d love to turn into cash and the shops NEED your work now. It’s risk free for them if you put pieces on consignment and you have nothing to lose either. (review previous tips on consignment.)

Don’t limit yourself to galleries. The next three weeks, women are dressing for holiday parties and looking for that one-of-a-kind accessory to add pizazz to their outfit. Approach apparel shops and offer to consign your handcrafted jewelry, evening bags, shawls, etc.

No one can buy them if they are sitting in your studio unseen,

Check back frequently for more “eleventh hour” tips on selling your crafts and if you haven’t yet received your “13 Quick, Easy, Low-cost or NO-cost Ways to Turn your Craft into Cash” get your free gift here.

You’ll find many of these tips can be implemented NOW.

Why are Your Crafts Not Selling?

Terri — Mon, 27 Apr 2009 14:50:40 +0000

While the majority of my clients are now reporting excellent sales, I am getting inquiries from other crafters saying they are getting hits on their sites but that their work isn’t selling as well as they would like. Normally I would first evaluate their marketing. If a site is getting lots of hits but no sales, it’s possible that there is something weak about the site itself, not the aesthetics, necessarily, but likely, the marketing funnel. However, a comprehensive marketing analyses is very time consuming and while I am generous, I am so busy with my paying clients, I can no longer spend hours with an individual who isn’t a client. Still, being curious, I couldn’t help checking out their sites.

We all know that you can make the most gorgeous product but if it isn’t marketed correctly, it won’t sell. Likewise, it doesn’t matter how great your marketing is if you don’t have something people want to buy. I know, this is common sense, but there is much more to having a marketable product than its’ being beautiful or functional. I decided it was time to take a look at what these crafters are making. Maybe there was a common product factor among those who were not making money with their craft. Bingo! Those who were reporting slow or no sales mostly had lovely crafts but their products all had one thing in common.

They were handmade versions of what the importers are selling for a fraction of the price. And yes, I can absolutely empathize with these crafts people. In addition to material costs, they are spending hours beading, hand knotting and sewing up a storm so they can’t possibly compete with what the importers are paying laborers in a third world country to knock out similar products. I also understand the American consumer well enough to know that they aren’t likely to pay several times more for something they perceive as the same item they can buy at the big box stores. Now, you and I know it’s NOT the same product, and I’ve spent years supporting and promoting hand made crafts. I’ve also spent enough time in retail to know that even buyers of handmade are savvy consumers and are only willing to shell out more money for something green or handmade if they perceive the product as different enough to be worth the increase in price. So, what’s the solution?

I’m not advocating your pricing your work like an import, which would be paying yourself about a nickel an hour, and I”m also not suggesting you have your work produced oversees. (The latter is an option if you have a design that someone is willing to pay you to license but that is another topic.)

I’m suggesting you take some time to shop around and do some homework.

Clients are always surprised when they are starting a business selling handmade and I suggest they attend a mainstream wholesale trade show. It is important to stay current with trends, but that isn’t the main reason to attend a gift show. (no, it isn’t where you would purchase and it isn’t to get ideas or inspiration.) What you’ll find is that even in the so-called handmade section of these gift shows, most of the items are imports. (There are separate venues for strictly handmade in America.) I suggest you walk one of the wholesale gift shows -there are many this summer. You do have a resale license, don’t you? ) Look for several things:

Most importantly, are there items that look similar to yours (to the untrained eye, of course) priced such that retailers could at least keystone (double) and sell for significantly less than you price your work?

Is someone knocking off your work? That’s an issue for your attorney-I am only telling you what you need to be aware of.

Can you tweak your work so that discriminating buyers recognize the value of paying more than they would for the the import?

Do you have your personally “story” , a photo of yourself and something about how your work is crafted on your hangtag? Can you sign your work-if it is jewelry, for example, this can be done with a custom silver logo tag. These can be ordered through a charm company inexpensively. If you are a textile artist, embroider your signature. Do as much as possible to make it obvious that your work is hand crafted. If you sell online, your bio page should be very personal including your story and images of you doing the craft. If you show your work in shops or galleries, be sure that the staff is well versed on who you are and your method. At craft fairs, trade shows or trunk shows, if there is space, either do demos or have photos or videos of yourself making your craft.

As always, I just can’t stop giving you info. but that should get you started on making your craft stand out and increasing your sales. More tips coming soon…

Demo to Establish yourself as the Expert

Terri — Sun, 26 Apr 2009 14:47:08 +0000

One of the best ways to market your craft is to find every opportunity to get your work in front of an audience. This seems obvious, but so often artists hide out in their studio. Some of us, myself included, shy away from the spotlight. But, to succeed, it isn’t enough to have your work on a good website. You need to make an effort to do some in person appearances as well.

How do you go about getting your name and face out there as well as your work? (remember, part of the appeal of handmade is knowing the human behind the work. ) Demonstrating every chance you have will begin to establish you as the expert in your medium. Craft supply stores, galleries, workshops and trade shows are all opportunities to demonstrate your craft. Approach the manufacturers of the materials you use, either in person or by sending them a nice professional looking portfolio with examples of different techniques for using their products. Offer to make appearances in stores that carry their products, showing both the staff and customers the benefits of using their products, and at craft trade shows demonstrating to retailers. Not only will this give you some extra cash (the going rate for demos is $45 to $60 an hour) but the main advantage is that your name becomes associated with your medium and you gain expert status. This also can lead to opportunities to do television appearances on craft and home shows as well as writing and speaking gigs. So, get out of the studio and make a name for yourself.

Some Entrepreneurs are asking “What Recession?”

Terri — Sun, 12 Apr 2009 17:01:38 +0000

In the waiting room at the Mayo Clinic yesterday, I picked up a Forbes Magazine. It’s not typical to see an outdoorsy “Field and Stream” looking image gracing the front of a business publication but the cover of the April 13th edition featured a man with a walking stick surrounded by the most magnificent Retrievers. The headline read, “What Recession?”. While I am hearing these words from my entrepreneurial friends, it was refreshing to see this in the media. The handsome man on the cover , dog breeder MIke Stewart, was one of six featured entrepreneurs whose businesses are thriving in this economic climate. Stewart has a long list of customers waiting to pay him $12,000 for one of his dogs. Also featured in the article was Charles Morgan, grandson of founder HFS Morgan. IN the 100th year of production, Morgan has an 18 month waiting list for the 150,000 Aero 8. Morgan’s sales are up 14% over last year. 32 year old , Sacha White didn’t inherit an auto empire. Vanilla bicycle’s founder started as a bike messenger, saw a need and filled it. White has a 180 unit backlog, a four year wait for his handcrafted bikes which sell for an average of $7000. He says most of his customers are middle class. Ninety year old Stanley Bogdan and his son Stephen have salmon fishermen waiting in line for their handcrafted fishing reels which sell for $1300 to $2300. Samuel Zygmuntowiczhas a five year backlog for his handcrafted violins and cellos which sell for $53,000 to $90,000 and are played by YoYa Ma and have been called superior to a 1686 Stradivari violin in large venues like Carnegie Hall. Zygmuntowicz says he wants to keep his instruments priced low enough that they are sold to musicians as opposed to collectors. He only produces six instruments a year, despite 15 hour work days. He says “you need to understand how the moves you make today will behave further down the line.” And while many people are putting off cosmetic surgery, Dr. Yan Trokel says his signature “Y-lifts” are in demand. He plans to license other surgeons in his procedure but will keep expansion slow “within the limits of quality control.”

So, how are these entrepreneurs thriving in an economic downturn? A common thread appears to be quality control and supply vs demand. Slow, calculated growth and thinking ahead.. Having a distinctive product, staying small and flexible. Morgan made sure to make few enough cars to not have an inventory glut when the great depression hit. And like his grandfather, Charles is focused on “efficiency over expansion.”

What lessons can you take away from these unlikely entrepreneurs? If you are uneasy starting an upscale business in this climate, take it from these entrepreneurs who are thriving in an economic downturn. Decide what what will make your product stand out. How is what you do different or special enough to be exclusive, to be coveted? Take it slow, make calculated decisions and start now.