Every year at my studio show I like to try something new. Whether it be a new price point, a simpler style (or more elaborate), a new product, etc. Sometimes they’re a hit and sometimes, not so much. But. One thing I know for sure is, you won’t know if you have a genius idea that changes the way you do things unless you try.
So, today, I challenge you to try something new. With the economy and sales the way they are you might have already realized that you might not have much to lose to go out on a limb. Try something you’ve been meaning to try but haven’t felt ready to take the risk. Here is what prompted me to encourage you in this direction today:
Create your own bead pen and letter opener. As you know, people love to touch beads, and when they can touch, they are more likely to buy. People also like to feel like they’re getting something special, or custom. How many times do you get asked, “Do you have this in blue?” This gives them the perfect opportunity to create their own. This was a hit last weekend at my studio show.
Tips and Tricks for Interactive Sales:
1. Make it affordable. Customers are doing the work of building the piece, you just need to supply the components. Make it worth their while. In my pen display the blank pens and letter openers are $10 and beads are $2 each. A pen averages $26-$32. Not bad for a handmade gift that you had a part in creating.
2. Variety. Make sure you have enough options but not so many that it is overwhelming. Blue and black are popular so I have more of those out but only one of every other color. When they sell, I replace them. If there is too much out it is overwhelming to the eye. Also, if you have say, ten of each color pen blank out it doesn’t look as ‘exclusive’. They look a dime a dozen which cheapens the perception.
3. Examples. Be sure to have finished examples to show customers what is possible. You may also sell them as is, which is always fun because then you get to make more!
4. Workspace. Make sure there is enough room so that your interactive station is not interfering with the rest of your show.
There are still people who want just the finished product. Give them plenty of room to shop where they won’t be crowded by those who want to stand around taking their time creating a work of art.
5. Packaging. Be sure to have gift boxes. These are the types of items that should be affordable enough for gifts. Hang tags telling a bit about you as the artist or the process is a nice touch for gift items too. Make sure they have your contact information on them.
6. Suggest uses. Since they’re affordable for gifts, help them see who would like them. I know, I know, artists don’t like to hard sell or upsell. But this is a perfect opportunity. I like to point out that letter openers are great gifts for men, who you can’t always buy jewelry for. Or, at this price, they’re a great teachers gift. Or, for that person that has everything.
7. Try it out. In this instance especially, these pens are so nice, give them an opportunity to see how smooth they write. They’ll want one.
8. Versatility. Explain how this isn’t a one-time gift. You can change out the beads depending on mood or season.
9. Encourage kids. Yes, I said it. Encourage kids to touch and create. Who can say no to a kid who has come up with something special for that special someone? You might be surprised at how well kids do with this.
So, there are some of the reasons behind the interactive station I had at my show this year and why I think you might benefit. This idea can be adapted to many things in the jewelry/bead world. What about your medium? How can you include the customer in the process? Trust me. It will draw them in, others will see the crowd gathered and wonder what is going on and people will talk. If they love it, they’ll do the selling for you!
p.s. If you want to have your own bead pen display, I get mine from Mark at the Bead Pen Group. He is the creator and patent holder and has some other great beadable items you might want to incorporate into YOUR display. (I don’t get anything for this endorsement, I just love the product).
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If you build it, they will come. But not without some effort on your part.
