Winning New Customers
Is there anything more satisfying than getting great orders from new customers? Or for that matter having your current wholesale customers place larger orders with more frequency?
This is the way you will grow your business, add revenue, and allow investment in the equipment and staff that can bring you even greater success. Many of the strategies I am covering in this article can work to do both — retain your current customers and attract new ones.
If you are just beginning to think about selling your work wholesale, there are some steps you should take immediately. One is to surround yourself with as many artist-business friends as possible. Ban together to hold a small show at a local business like a coffee shop or brewery.
I have some wonderful potter friends who are scattered in nearby communities, and several times a year, they hold a small show called “Thrown Together.” They rotate the location to one of their yards, and there were nine potters and a jeweler at their last show.
You can learn so much from your artist friends. Some of them do sell their work in stores and can give you a basic primer on wholesaling.
For those of you who are already selling wholesale, my first suggestion is in fact one of my old favorites, the humble postcard. While it can be used for so many purposes, it is often overlooked.
A postcard is inexpensive and yet a very personal way to reach customers. With the sheer volume of email that we all receive daily, especially with both business and personal accounts, it is impossible to read them all.
A postcard is a vibrant item that can be quickly held, read, and posted on the bulletin board! It can have a glamour shot of your product and a personal message with a handwritten line and signature. You can introduce yourself to new prospects, offer a special deal to a select few targets, and thank buyers for their orders.
Next, I want to tell you to start advertising yourself. Do not be shy about showing your face in your marketing materials. Yes, buyers are looking for great products that fit the style of their shop, However, they are also looking for great people who will make superb business partners.
So, in addition to making ads with your handcrafted items, let people know you and your story. Put your face on your artist card or in an ad with your product.
If you are good at recording videos, have one that shows you making your work and put it on your website. My HeARTbeat column in this issue of Sunshine Artist is about a felt artist, Danielle Gori-Montanelli. I urge you to visit her website, www.dgmstudio, and watch her video. It is a wonderful example of how to make your prospective buyer a fan!
Also, when you give a store owner detail about your methods, materials, and personal life, they will pass some of that information on to their customers who now know you and your work — enough to become collectors!
It also pays to make sure your website is wholesale friendly. Have a tab that gives store buyers the information they need, including a prominent link to your wholesale store, whether that is pass-protected on your own site, or on a platform like IndieMe or Faire. Those are the two most popular online wholesale shopping sites, and many wholesale artists are on one or even both platforms.
Even before you consider doing a trade show, you should invest in an online presence. Research the fees and features of each platform and network with other wholesale artists so you can make an informed decision. When you begin with a wholesale store online, you will learn a lot about selling to stores which is an important experience before you decide to do an expensive trade show.
If you exhibit at art shows and fairs, always tuck some wholesale information into your business folder. Many store buyers frequent art shows looking for new products, and if they like yours, they might ask, “Do you wholesale your work?”
Be ready with your story and your materials. Give them a wholesale price sheet if you have one, as well as your business card. In this case, your business card should be wholesale friendly.
If you are on IndieMe or Faire, put the link on your card. Do not give them a card with your Etsy information, and make sure you understand wholesale pricing. The store is going to mark up your wholesale price about 2.3 times and sometimes even more. Unless you are selling work at art shows at a comparable price, the store will most likely decide not to pursue a purchase from you.
Of course, I would be remiss if I did not include the importance of marketing on social media. Obviously, social media is far less expensive than paid advertising.
In the beginning, you should do research to target stores you think would be a good fit for your product. Make sure you follow them, so they may follow you back and will be more likely to see your posts. If you know any of their customers or people living in their geographic area, follow them as well. They might mention you to their favorite store.
Keep your posts lively, colorful, and brief. Give them personality, great photos, and lively copy. Experts estimate you should be posting at least two or three times a week on both Facebook and Instagram and use intentional hashtags that are easily searchable.
You might also consider posting on Pinterest using a business account. While posts on other social media have short lives, items on Pinterest can last months if not years. Also, many people use Pinterest as a search engine — they are looking for items like blown glass or ceramic mugs, so if you label your work well, you can be discovered by folks who want to buy and sell your handmade items.
The most important aspect of all social media is frequency, so spend an hour or so planning your monthly strategy for each platform. It is essential to prepare high-quality photographs for use both online and on your new postcard.
Finally, follow up on every lead. If a customer suggests a store that could be a good fit, get the owner’s name, look at their website, send them an email, give them a phone call, or send one of your great-looking postcards.
When you learn of a new gallery, check out their site and see if you think your products might do well there. When you are traveling, do a search for shops in your destination and make a point of visiting them armed with your artist info featuring your excellent product photography. With determination, planning, and great materials you are bound to meet or even exceed your business goals.
Diane Sulg is executive director of CRAFT and founder & co-chair of American Craft Week (ACW). She is a handmade advocate who provides valuable information in her one-day seminars at wholesale shows throughout the United States. She can be reached at dianesulg@gmail.com.