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WHEN RELYING ON OTHER PEOPLE TO SELL YOUR JEWELRY:  6 Things To Be Sure To Do Which Will Improve…

Posted by learntobead on March 11, 2021

The Trunk Show

The women were so excited about the jewelry. Trying it on. Adjusting it to see if they could wear it a different way. Changing up the silhouettes. Pretending they were wearing different outfits to visualize what the pieces would look like. It was a very versatile line of jewelry, and all the women noticed that very quickly. They could wear necklaces as bracelets. Combine bracelets into necklaces. Take one bracelet, add it to a necklace, and create a longer piece. They could purchase different pendant drops, all as add-ons as they wished or none at all. And the drops easily converted into earrings. Imagine that! And the awe and glee and elation and animation — yes, these women were more than happy to have found this jewelry designer and her custom pieces.

I was there that day. In the store. At this one-day trunk show. I saw it all. These women were purchasing almost every last piece. It was the right aesthetic. Contemporary but conservative as well. An individualized look but not outlandish. Easy to wear. Easy to adapt. Easy to visualize what it would look like with different outfits and in different situations.

The jewelry designer was very attentive. She demonstrated the flexibility of each piece in the line. She, at first, asked the women individually a lot about themselves and how they liked to wear jewelry. Then she subtly shifted the conversation a bit so they were talking about themselves and how they would want to wear her jewelry.

At one point, I slowly looked around this upscale clothing, accessories and jewelry store. There were seven store associates standing around. Standing around. A glazed look on their faces. The enthusiasm and energy before them somehow foreign. After the trunk show, when the designer was no longer there, they would be the ones to represent her and her jewelry.

They stood there with blank faces. As if watching a movie they found uninteresting. None of them stepped in. None of them stepped up. Even though the jewelry designer was mobbed with seven or eight women at any one time. They obviously were unable to empathize with the crowd. They had no clue how to sell the pieces because these were pieces of jewelry they didn’t wear themselves. They were somewhat clueless about how to suggest how these store guests could put things together in a stylish, wearable way.

At the end of the day, the jewelry designer was very happy with her sales. But it hit her. Her jewelry would remain at this store for the next several months. But she would not. She would be leaving that day. And she was worried. She thought that over the 10 hours, her purpose was not only to sell to customers, but her purpose was also to model for the sales staff the smart ways for working with these customers and selling her product.

Had the store associates been reliable deputized partners with the jewelry designer that day, all would have made many more customers happy, and made a lot of money and commissions for store, sales staff and designer. Going forward, the designer now had doubts.

Jewelry Designers Often Have To Rely On Others,
 The Designers’ Success Relies On Their Whims

Most jewelry designers do not own their own shops. They rely on other people to sell their stuff. They might put their jewelry in a clothing, accessories or jewelry store on consignment. They might be represented by a gallery or sales representative, with their jewelry spread out in many stores. They might package their jewelry into trunk shows or pick boxes where they send out their jewelry to various stores. These other venues can pick and choose and sell what they want, then return the rest.

The success of sales becomes the whim of who sells it. Their understanding of the designs. Whether they like the pieces or not. Their motivations to keep things clean, neat and displayed well. If they can see themselves or their friends or spouses wearing these. Their sense of style, knowing what things might work well together with what fashions. How well they communicate with their customers. Perhaps even IF they communicate with their customers. If they follow-up with their customers.

Designers Must Take The Lead In Preparing Others To Sell Their Jewelry

The designer must play a leadership role here. The designer as leader must effectively influence, persuade, train and convince whoever will be selling their jewelry how to sell it. As best as possible, the designer must build shared understandings about the product with those who will sell it.

Passive assumptions won’t work here. The designer cannot assume that store owners and their sales staff, because they supposedly want to show a profit, will be good at their jobs. More likely, they are not — particularly when it comes to selling someone else’s stuff. The consequences of poor salesmanship are virtually invisible until many months, even years, later. That’s too late to wait.

To add to the difficulties, the opportunities in terms of time, resources, and follow-up are very limited. The designer may get just one shot to build shared understandings and accomplish several goals. Ideally this should happen in person. Often, it is not. Often it is reduced to shared emails, some printed materials, and some phone calls.

Six Key Shared Understandings

There are six key understandings which the designer must influence others to share. These include,

1. The Key Product Details

2. The Primary Product Benefits

3. The Smart Ways To Use The Products To Build Customer Relationships

4. What Rewards The Sales Staff Should Expect For Themselves, Based On Their Performance

5. At All Times, How To Maintain The Optimum Inventory and Product Mix

6. How To Routinize Timely Feedback

1. The Key Product Details

Think of every line of jewelry as its own culture with a group or tribal identity. Which three to six words or simple phrases encapsulate what that identify is all about? What were the key, primary design choices made which give this line of jewelry its character and resonance? How would anyone know that any piece of jewelry was a part of that group or tribe?

These key words or details might relate to materials and techniques. They might reference fashion, style and taste. They might be things about the designer or about jewelry design in general. There will be lots and lots of details which can be conveyed, but the list of details will need to be severely culled.

People have what is called finite rationality. They can only handle and remember between 4 and 10 pieces of information at a time, with 7 pieces of information usually the upper limit for most people.

Don’t confuse the sales staff. Don’t let them confuse the customers. Limit that descriptive words you use when explaining your jewelry, your design choices, and your design goals. Keep these descriptors simple, un-jargoned, devoid of business babble and clichés.

Keep repeating these 3 to 6 things. Repeat them in ways you want the sales staff to learn them, understand them, and be able to repeat these 3 to 6 things to their customers when you are not around.

2. The Primary Product Benefits

It is not the features of your jewelry that result in sales; it is the benefits people perceive the jewelry will provide for them. People do not focus on what the product is. They focus on what the product means to them.

People buy things to solve problems. These problems might relate to needs and wants. They might relate to achieving status and position. They might resolve emotional desires.

What problems for the potential customer does your jewelry solve? Think carefully about this. Make lists.

Then reflect awhile on how you think your jewelry solves these problems for your customers better than any of your competitors. What are your competitive advantages?

Convey to store owners and sales staff the results of your thinking and synthesis. You do not only want to list for them what customer problems your jewelry solves for them. You do not want your explanation divorced from the actual selling situation. You are not presenting an academic assessment; you want to present a marketing assessment. You want to convey how your jewelry resolves customer problems better than anyone else. This is a little more difficult to do and get the words out, and requires some practice.

And, again, remember that people have finite rationality. Don’t talk about everything. Focus on the couple of primary competitive advantages your line of jewelry has.

As best as possible, make your benefits concrete and specific. Think of which benefits would most readily stick in people’s minds.

3. The Smart Ways To Use The Products To Build Customer Relationships

Any sale is an interaction based on communication. The sale is not the only result. The building of a relationship also results. Too often sales staff performance is rated based on number of sales, and too rarely rated on building relationships. But it is in the building of relationships where we get those repeat sales and bigger sales and broader sales and better word of mouth and more new customers and, you get the idea.

Ideally, if you get the chance, like in the trunk show described above, you can model these relationship building behaviors in front of the sales staff. You can demonstrate how you elicit customer needs, wants and problems to be solved, and how you gain their awareness and trust in how your jewelry will meet these in an advantageous way. If there are other types of products in the store, you can demonstrate how to co-market, such as your jewelry with the store’s clothing.

Absent the in-person approach, you can provide ideas in periodic emails. You might do some simple one-sided-page images and short descriptive content. You might create a fun video that you can share.

You can also work with store staff in developing customer lists detailing the who, how to contact them, the what they bought, the dates, the follow-up sales, customer preferences, any descriptive information about the customer to help future sales.

To help guarantee that sales staff keep these lists and fill them out completely, you can ask to see them periodically to review. You can encourage sales staff to communicate with customers pre-, during, and –post sales. Based on your review, you can suggest specific items in the line that each customer might like to see, and possibly buy. Even though you are not physically present, you can still show how building relationships can generate sales and profits.

4. What Rewards The Sales Staff Should Expect For Themselves, 
 Based On Their Performance

It is helpful if you not only generate commissions and sales for the store, but also some kind of reward for the sales staff each time they sell one of your pieces. Show you recognize their efforts and appreciate them. If sales staff get paid no matter what they do, they may not give your line of jewelry the attention and promotion it deserves.

Besides some reward, perhaps a thank you note, or giving either a monetary extra commission or a piece of your jewelry, you most likely also want to reward the sales staff’ customer follow-ups, without actual sales, such as sending thank you notes or calling them when you send new pieces to the store.

5. At All Times, How To Maintain The Optimum Inventory and Product Mix

Do not assume that the store will maintain the optimum inventory and product mix of your jewelry at all times. There will always be other companies, other designers and other product opportunities competing for any store’s attention. So you will need to step in and capture that attention on a regular basis.

Create an easily update-able plan for the store that details the ideal mix of product — types of jewelry, price points, color, finishes and textures.

Reduce this to a simple product inventory sheet to give the store.

Contact the store periodically to update the inventory, compare to your plan, and make inventory suggestions accordingly.

6. How To Routinize Timely Feedback

You need to get feedback routinely, say at least every 3 to 6 months. You need regular feedback on your jewelry, on the sales process, on other things you can do to help sales staff become better at selling your jewelry.

If your jewelry is not turning at least twice a year, the particular store is probably not right for you. It might be the inattentiveness of the sales staff. It might be a lack of fit with the store’s customer base. But, if you are not getting a minimum of 2 turns a year, this location is not working either for you or the store.

You might formalize requests for quarterly results. You might call the store or any of its sales staff periodically to get information feedback. You might send a questionnaire to customers who have previously purchased your jewelry.

It helps the feedback process along when you provide rewards. This might be in the form of refreshments, such us sending an evaluation form with a box of cookies. This might take the form of adding some free pieces of jewelry to be sold, or one-time discount on purchases.

______________________________

FOOTNOTES

James, Geoffrey. 6 Ways to Persuade Customers to Buy. Inc.com, 2020.

As referenced in:

https://www.inc.com/geoffrey-james/6-ways-to-convince-customers-to-buy.html

McLeod, Saul. “Short Term Memory,” Simply Psychology, 2009.

As referenced in:
 https://www.simplypsychology.org/short-term-memory.html#:~:text=The%20Magic%20number%207%20(plus,it%20the%20magic%20number%207

Sales Motivation: 18 Tips To Keep Your Salespeople Happy.
 As referenced in:

https://www.pipedrive.com/en/blog/sales-motivation-tips

_____________________________________

Other Articles of Interest by Warren Feld:

Should I Set Up My Craft Business On A Marketplace Online?

The Importance of Self-Promotion: Don’t Be Shy

Are You Prepared For When The Reporter Comes A-Calling?

A Fool-Proof Formula For Pricing And Selling Your Jewelry

Designer Connect Profile: Tony Perrin, Jewelry Designer

My Aunt Gert: Illustrating Some Lessons In Business Smarts

Copyrighting Your Pieces: Let’s Not Confuse The Moral With The Legal Issues

Naming Your Business / Naming Your Jewelry

Jewelry Making Materials: Knowing What To Do

To What Extent Should Business Concerns Influence Artistic and Jewelry Design Choices

How Creatives Can Successfully Survive In Business

Getting Started In Business: What You Do First To Make It Official

So You Want To Do Craft Shows: Lesson 4: Set Realistic Goals

The Competition: Underestimate Them At Your Peril!

___________________________________

I hope you found this article useful.

Also, check out my website (www.warrenfeldjewelry.com).

Enroll in my jewelry design and business of craft video tutorials online.

Add your name to my email list.

Visit Land of Odds online (https://www.landofodds.com)for all your jewelry making supplies.

Subscribe to my Learn To Bead blog (https://blog.landofodds.com).

Posted in Art or Craft?, bead weaving, beadwork, business of craft, craft shows, jewelry design, jewelry making, professional development, Stitch 'n Bitch | Tagged: , , , , | Leave a Comment »

MY ONLINE VIDEO TUTORIALS: So You Want To Be A Jewelry Designer

Posted by learntobead on September 25, 2020

 


VISIT MY ONLINE SCHOOL

Learn to Think and Speak and Work
Like a Jewelry Designer!

Making and designing jewelry is fun, awesome, challenging and rewarding.  You enter a world full of inspiration, creativity, color, texture, construction, beauty and appeal.  With your jewelry, you impact the lives of many people as they go about their day, attend special events, or interact with friends, acquaintances and strangers.

As a jewelry designer, you have a purpose. Your purpose is to figure out, untangle and solve, with each new piece of jewelry you make, how both you, as well as the wearer, will understand your inspirations and the design elements and forms you chose to express them, and why this piece of jewelry is right for them.

Your success as a designer is the result of all these choices you make.   Our courses are here to help you learn and apply key insights about materials, techniques and the jewelry design process when making these kinds of choices.  We also introduce you to things you need to know when trying to conquer the creative marketplace.

Empower yourself to become fluent, flexible and original in jewelry design.

Enroll now.

Begin with our ORIENTATION TO BEADS & JEWELRY FINDINGS COURSE. For newbies just getting started, or experienced designers as a great refresher.

 


Everything People Wished They Had Known
Before They Started Beading and Making Jewelry!

We require all our students to take our ORIENTATION TO BEADS & JEWELRY FINDINGS class first, before taking any of our other classes.

I have created an updated, extended version of this class online, which you can register for.    The class is divided into 18 short video tutorials on such topics of seed and delica beads, metal beads, clasps, stringing materials, adhesives, miscellaneous findings, and the like.   There is a downloadable handout that accompanies each video segment.

19 lesson modules.   This class is $30.00.
You can find it online and register here.


 

16 Important Lessons I Learned Doing Craft Shows!

In this SO YOU WANT TO DO CRAFT SHOWS… video tutorial class, I discuss critical choices jewelry designers need to make when doing craft shows.  That means, understanding everything involved, and asking the right questions.

Learn How To…

…Find, Evaluate and Select Craft Shows Right For You

…Determine a Set Realistic Goals Right For You

…Compute a Simple Break-Even Analysis

…Best Ways to Develop Your Applications and Apply

…Understand How Much Inventory To Bring

…Best Promote and Operate Your Craft Show Business

 

Doing craft shows is a wonderful experience.  You can make a lot of money. You meet new people. You have new adventures.  And you learn a lot about business and arts and crafts designing.

 

19 lesson modules.  This class is $45.00.
You can find it online and register here.


 

Learn An Easy-To-Use Pricing Formula
and Some Marketing Tips
Especially Relevant for Jewelry Designers!

 

This PRICING AND SELLING YOUR JEWELRY course is about one key to success: SMART PRICING!

 

I share with you my knowledge, experiences and insights about…

(1) Why Jewelry Sells

(2) Three alternative pricing formulas used by jewelry makers and the jewelry industry

(3) A simple, mathematical formula for pricing your jewelry which I developed and prefer to use

(4) How to break down this mathematical pricing formula intoa series of easy to implement steps

 

Then, we practice applying the formula to some different pieces of jewelry.

At the end of the course, I discuss the differences among retail, wholesale and consignment.

I briefly discuss several key business strategies which are very related to pricing.

And I offer some final words of advice.

11 lesson modules.  This class is $35.00.
You can find it online and register here.

 


Posted in Art or Craft?, art theory, bead weaving, beads, beadwork, business of craft, color, craft shows, creativity, design management, design theory, design thinking, jewelry collecting, jewelry design, jewelry making, Learn To Bead, professional development, Resources, wire and metal, Workshops, Classes, Exhibits | Tagged: , , , , , , | Leave a Comment »

BEAD & BUTTON SHOW REGISTRATION BEGINS 1/8/19

Posted by learntobead on January 7, 2019

BEAD AND BUTTON SHOW
June 2-9, 2019
Milwaukee, Wisconsin
 
Registration opens at NOON CST on January 8th, 2019 http://www.beadandbuttonshow.com/store
 
 
Join jewelry designer Warren Feld, who will be teaching these three classes:
ETRUSCAN SQUARE STITCH BRACELET
JAPANESE GARDEN BRACELET
COLORBLOCK BRACELET

 

Posted in bead weaving, beads, beadwork, craft shows, jewelry design, jewelry making, Learn To Bead, Stitch 'n Bitch, Travel Opportunities, Workshops, Classes, Exhibits | Tagged: , , , , | 1 Comment »

So You Want To Do Craft Shows… A Free Video Tutorial For You

Posted by learntobead on November 30, 2018


SO YOU WANT TO DO CRAFT SHOWS…

A Free Video Tutorial for You
by Warren Feld, Jewelry Designer
Land of Odds-Be Dazzled Beads
www.landofodds.com

PREVIEW

View the full video tutorial online (1 hour and 45 minutes). Found on top of home page of Land of Odds-Be Dazzled Beads.

In this class, I discuss critical choices jewelry designers need to make when doing craft shows.  
That means, understanding everything involved, and asking the right questions.

Learn How To…
…Find, Evaluate and Select Craft Shows Right For You
…Set Realistic Goals
…Compute a Simple Break-Even Analysis
…Best to Develop Your Applications and Apply
…Understand How Much Inventory To Bring
…Best Promote and Operate Your Craft Show Business

Doing craft shows is a wonderful experience.  
You can make a lot of money. 
You meet new people. 
You have new adventures.  
And you learn a lot about business and arts and crafts designing.

 

 

Jewelry design is a life lived with wearable art.

My name is Warren Feld.
And I am here to share some of my life experiences and insights with you about beading and jewelry making.

In this class, I discuss critical choices jewelry designers need to make when doing craft shows.

It is very important for anyone thinking about selling at craft shows, festivals, markets or similar settings to be smart about it.
That means, understanding everything involved, and asking the right questions.

 

Many years ago, I started my business with my partner Jayden, by doing flea markets and craft shows. Eventually, our business evolved into one store, then a second store, and an online business. But you never forget your roots.

You can learn a lot of good business tricks and find out about a lot of good resources if,… And that’s a big, “IF”! you know what you are doing. All too often, jewelry designers who want to do craft shows, have not done their homework. They have not researched and evaluated which shows to do, and which not to do. They have not figured out how best to set up their booths and displays. They are clueless about what inventory to make, and to bring, and how to price it. They are unprepared to promote, to market and to sell.

I developed this online tutorial to help prepare you for doing this kind of craft show homework.

I discuss:
– What information you need to gather
– How to set personal and business goals
– How to find, evaluate and select craftshows
– How best to promote and operate your business at these craftshows

In fact, I go over 16 lessons I learned for successfully doing craftshows.

There are two groups of lessons.

First, I discuss lessons about finding and selecting craft shows, and determining how well your business will fit in.

In the second group of lessons, I discuss how to promote and operate your business at these craft shows.

Last, I offer some final advice.

At the end of the tutorial, I have a list of resources for you to explore in more detail.

You will find the full 1 hour and 45 minute tutorial
at the top of the Land of Odds-Be Dazzled Beads website.



And yes, One More Thing…

We are so Excited to offer an Awesome, fun Enrichment-Travel opportunity!

Find out more about our YOUR WORLD OF JEWELRY MAKING CRUISE!

Join us, Miami – Cozumel, Mexico – Key West, Florida, an unforgettable, 5-nights, February 29th thru March 5th, 2020

Jewelry Making Classes, Skills Development, Design Seminars, Fun Get-Togethers and Mixers
Unwind, Make New Friends, Learn New Skills

Sponsored by Land of Odds-Be Dazzled Beads, Be Well Travel, and Celebrity Cruise Lines

Posted in Art or Craft?, bead weaving, beads, beadwork, business of craft, craft shows, cruises, enrichment travel, jewelry collecting, jewelry design, jewelry making, Learn To Bead, Resources, Stitch 'n Bitch, Travel Opportunities, Workshops, Classes, Exhibits | Tagged: , , , , , , , , , , , , , , , , , | Leave a Comment »