Selling online

Credit: 48HoursLogo.com

Once you have achieved a lot of visits to your website, you need to convert the visits to sales. 

The first thing you need to do is consider your products.  Craft products are more difficult to sell online than mass manufactured items that are completely standard and so have known quality.

Is your product suitable for online selling?

·        The general case is that lower priced gift items are easier to sell than expensive ones. 

·        Is delivery expensive relative to the cost of the item? 

·        Do the items have to be sized, e.g., rings?

·        Are the items easy to post safely without breakage?

·        How much packaging will be necessary?

If the answers are that what you sell is expensive to buy or deliver, must made to a size, or are difficult to post, you may have difficulties in generating sales.  If you have items that are likely to sell less well online, consider the other ways you can sell them – trade events, galleries, shops, wholesale.  Also think about making items that are easier to sell online, but still fall within your style.  This approach will help support your more difficult to deliver or more expensive items that won’t sell well online.

Then

Online selling techniques are not so different from in-person selling, except that you have to rely on text and images to do the selling.  This puts more emphasis on words and images and getting your personality into those two things.

The basics are:

Get the viewer’s attention

Stimulate their interest

Develop their desire for the object

Convert these elements into the purchase.

There are many things that can create these three pre-requisites for a purchase.  

Images

The quality of images is extremely important.  Photographs must be sharp, focused, and with lots of light.  They must be taken to show the quality of craftsmanship.  Multiple pictures of the item help to give a better feeling of the object.  They should be taken from various angles, including the unseen backs of items to show the craftsmanship and help promote the assurance of quality. Lifestyle images bring items to life, but have to be carefully arranged.  This is often done best by a professional photographer.

Get and maintain interest

What you do must be apparent immediately.  Do you have recognisable work or style? Is your business name memorable?  An explanation of what you do and why it is unique is important to maintain interest.  Links from these explanations to relevant individual items or product groups are appropriate to keeping people engaged.

It is important to maintain interest after the initial contact.  Make it easy to find other relevant items. Use links, buttons, suggestions, etc., liberally.

Keep the site alive with case studies. These can be the background to your workday, or events in your business life.   Inside views of the development of new lines shows how you progress from idea to finished work.  You have interesting ways of working, that many people are interested in knowing about. Show your working practices, tell them the story of making.

You need to keep in touch with potential and existing clients.  Direct posts to those you have contact details for, with information on developments keeps you and what you do in customers’ minds.  These must not be direct sales pitches.  You can ask questions of these people to keep them engaged. They may also tell others about you and your work.  General posts to targeted audiences can help spread the word too.  Some paid promotion on social media can help, if targeted to the right people.

Provide information

Explain the potential questions about each item that client may have.  Think about the kinds of questions you ask about non-glass craft products. Use those approaches in stating and answering these questions.

Make the explanations personal and consistent with your site and the glass products you are offering.  In many cases, it is desirable to establish a FAQ section, including terms and conditions.  This can help maintain confidence of the buyer in your ability to make and supply the work.

Purchase

What’s for sale

You need to overcome any difficulties that the client might face in coming to the buying decision.  The website should be immediately clear about what you do and for whom.  Price levels need to be clear, possibly by grouping or sorting. Images need to connect with client desires.  This is where lifestyle images are useful.  Do remember that first impressions are all important.

Develop trust

Development of, or appearance of trustworthiness is essential to buying.  People buy from those they know, like and trust.  Development of this is essential for consistent online sales, as well as anywhere else.  This can be promoted by your presence on a group of platforms that you link between. Good descriptions of products and about yourself are important to maintaining the trust of the client.  Testimonials, if you have them, are useful. 

The website must appear professional.  Knowledge of your location is important to developing confidence in your work. Knowing where else your work is available is also important in validating confidence in your business.  Knowledge of where else your work can be purchased gives creditability to your standing within the craft  buying community. This can include your attendance at craft and trade fairs, as well as any awards or press mentions.

Buying and delivery

Make it easy to purchase.  One-click links can help ease the customer into buying. Use of a known payment provider increases confidence that the purchased item will be delivered and that there is a mechanism to get money back if not.  Make sure you explain about postage and packaging, unless you have included it in the in price.  If P&P is included, make sure that you are clear in the text accompanying the image and description.  If you don’t do that, the price comparisons with those that don’t include P&P are skewed against you.  Include plain English terms and conditions, to engender trust if something were to go wrong.

But

Don’t rely exclusively on online sales. There is enormous competition online, even though it is a means to get your work known to a wide range of people Importantly, it is a way to get year-round sales rather than the summer and autumn craft circuit.  Other sources for consistent sales - without you being present all the time - are galleries, shops and wholesalers.

Think about combining online sales with craft fairs and other selling events.  These face to face events give you the opportunity of getting direct feedback on your work, which will help develop what you do.  Promote your attendance at events on the website and tell about your website at events.  Blog about the events before and after their occurrence on your website and social media.  Tell stories from the events on your social media and in the website, too.

Selling online requires getting attention, stimulating interest and promoting desire to buy.  Some of the things you can do are noted.  But do not put all your effort into online.  You can gain a lot of information by attending face to face selling events.