"Why not? Everyone else is doing it."
The more interesting question and response is:
“Why do it at all? There are lots of other ways to sell.”
The first thing you need to help you decide whether online is for you, is a plan for
selling. You need to think about how you
sell. Selling needs to part of whole strategy that can involve multiple ways
and avenues of selling. The ways you sell your goods needs to be integrated
into social media - whatever platforms you decide to use to sell. One platform will not be enough. You need to look at where the main effort
will have most return.
Planning
a selling strategy
Initially:
Even before you have a whole selling strategy worked out,
you need to be using social media to promote your work. A blog about you and your work is a good
place to start. It gives you a presence,
a personality, a brand. Write regularly about your craft life. Share it with your friends on Facebook,
Twitter, etc., and ask them to share it with their friends to get it known.
Linking to and from that blog using Facebook, Pinterest,
Twitter, and other social media platforms help to spread the
knowledge of who you are and what you do. These are the things you need to do
whether you decide to join an online marketplace, a stand-alone shop, or stay
with physical sales points.
Making
an online selling plan:
The first part of the planning is to decide why you are
going to sell online, rather than stick with just bricks and mortar sales
locations. These physical locations include galleries, museum shops, gift
shops, craft fairs and exhibitions, etc. Some questions to ask yourself are:
- What do you gain by
interacting with shop owners and direct customers?
- What might you lose by going
online?
- How does online fit your
products?
- Will you need to put in more,
or less, effort online rather than selling in physical locations – shops, craft
fairs, etc.?
- Where is your market
located? Local? Dispersed?
- Is your market a specialised
or a general one?
- Will your products stand up
to delivery company handling?
The answers to these questions will help you decide if
online will help sell your products. It
may of course throw up ambiguous answers – on one hand, on the other hand kind
of answers. This would indicate a mixed
platform approach is desirable.
But,
just a minute!
Don’t sign up to an online marketplace just yet. There are some things you need to prepare
before searching out the appropriate site or sites for your work.
Products:
Yes, you have a lot of different things you could sell.
Think about where you want to concentrate your efforts. A few key products will help to give your
work an identity. It will help you
define, and so reach your customers. It
will focus your marketing and build your experience and reputation.
Online enables you to concentrate on niche marketing more
successfully than bricks and mortar can.
It is one of the main advantages of online selling. Once you have
identified your products and therefore your market, communicate with them. Think about their interests, needs and
desires as you write.
Work on describing a strong identity – often called a
brand. This should be accomplished in a short sentence. Know who and what you
are. Tell your values, your story to the world. But especially to your
potential customers. Follow this
description up and re-enforce it with photos and descriptions in all areas of
social media. This will then be a style to carry over to the online shop, if
you decide to set one up. And even if you don’t it will improve your selling at
physical locations.
Prepare
product titles and descriptions:
Clear titles and descriptions are needed for each item.
These should be direct using simple language making it possible for the viewer
to understand immediately what is in front of them. These titles and
descriptions should include specific words - terms, tags, keywords - that the
prospective buyers might use to search for your products. You should include lots of tags for the
photos and descriptions, but they must be relevant.
Include all the detailed information – size, colour,
materials, price, delivery mechanisms and costs, projected arrival time, etc. –
in the description, but toward the end when they have probably already almost
made up their mind.
Excellent
photos are required.
The main descriptive element when the buyer gets to your page
or listing is the pictures. They must be
descriptive of all the elements of the piece – several images per item is a
good idea. Consider a professional
photographer to make these images. They
have an independent eye and can see things from the buyers’ viewpoint. In addition, they can take better pictures.
Share these descriptions and images on social media. This all needs be done before you join a
marketplace website. It helps to test
your abilities to present your products successfully before you commit to
online. It will help you in your
presentations of your work where ever you place it.
Costing
and pricing:
Of course, there is the boring bit – deciding on the
price.
These include factual elements:
Costs of production - materials
and time, overheads, administration of the materials buying and the object’s selling
processes.
Applying this cost
information to each item will give you your break-even price.
You then need to consider
what profit you want to make for your effort. This might be done as a margin on
each piece, or as a part of your desired annual income.
The break-even plus the
income or profit factor will give you the wholesale price. The retail price is at least twice
the wholesale.
Will the market bear that
price? Compare similar products and test
your pricing with potential customers. If your price is too high, return to the
design of the item and consider how it could be simplified. Alternatively,
consider how it could be enhanced to achieve an even higher price for little
more effort.
If your product is the kind
where purchase of multiples is possible or likely, give yourself enough margin
so that you can offer discounts for quantity purchases.
Also think about whether
yours is a luxury product. If it is, the price needs to be higher than for
general work. E.g., if your jewellery is
set in silver, it needs an extra margin for the luxury element of the item.
Cost of delivery –
packaging, time, delivery charges. You need to decide if you are you including
this in the price, or is it separate?
This will need to be reflected in the price, or the cost of delivery must
be stated in the description.
Benefits
This process of preparing for online
selling will benefit your selling, even if you decide against online
selling. It will clarify your offering
to the potential customers. It will help
to define you as a producer and develop the awareness of your products. It will
assist the customer to understand your story and your work, so encouraging them
to buy.
A discussion of choices about choosing a website is here.