Non-toxic! Safe for you, your kids, pets, and the environment! I could post this in Business, but seeing as I checked the folder for the first time in many weeks, I decided to post it here.
I am wondering how you market your products, what selling points you use. I’ve been reading a book called the Story of Stuff, which discusses how things (mostly mass-produced stuff) are made, transported, sold, used, and discarded as well as the environmental and economical problems along the way.
I did a ten-minute brain storm and came up with this list of why someone should consider buying my products. This is what I would call draft #1, meaning that it is crude and likely needs much refining. But it’s a start – the hardest thing to edit is a blank page. By the way, I just outside Vancouver in Beautiful British Columbia, a community which I feel is very environmentally conscious.
- Made locally from locally harvested materials – within 50 kms, most within 30 kms of my shop.
- Trees milled are not fallen to produce lumber, but rather due to storms or a decision by the city to remove the tree. Only trees determined as worth the lumber are milled. Factors we look for are unique colouring, figure, and quality of materials (not rotten, infested, etc.)
- Wood is air dried, not kiln dried so virtually no energy is expended in drying.
- Products are designed and built soundly to endure.
- Reversible and repairable glues and finishes are usually used to further increase the life span of the product.
- Except for a few metal bits of hardware in some pieces, everything in the product is bio-degradable and can safely return to the earth.
- Flair Woodworks is a local company and revenues stay in our local economy. Support the little guy! Most of my machinery was purchased from small local businesses.
- Sweatshop free – yes, I make a decent wage
- High-end products discourage impulse-buying, resulting in more bang for your buck.
- Custom-built pieces are truly one-of-a-kind
- Solid wood has unique character unlike other mediums such as plastic, metal, glass, fabric.
- Solid wood does not require the same amount of care as veneered furniture and is easier to repair if necessary. Dents and dings do not show nearly as much in solid wood (especially if a clear finish is used, as I prefer to do), and add to the character of the piece. Furniture is supposed to be practical and meant to be used.
- Non-toxic! Safe for you, your kids, pets, and the environment!
Replies
I think the most important aspect of selling, is knowing when and how to close the deal.
You might pick a couple of the things from your list, but mostly I think people will buy if they like your design ideas and sensibilities, but closing is the most important part. You need to be able to look them in the eye sell yourself. You are going to take their worries off their hands, and deliver for X.
They can fool around with shopping and trying to save money, but they won't be getting the same job.
Of course it helps if you have a good reputation that you have protected, and can deliver what you say.
You forgot yourself
Chris, I think that the single most important thing is yourself. Yes, people care about the materials, the design, etc. But the one thing that will make or break the sale is whether they want a personal relationship with you. Are you interesting? What can they tell their friends about the fascinating craftsman they met? I'm not trying to turn this into a blog for psychoanalysts. But in my experience, it's very very personal. Sure you've got to give them a good product which makes sense. But you've got one huge advantage over every competitor, from Ikea to the guy down the road, and that's you yourself. Which is partly why it's so hard for many of us to promote our own product, while a friend or spouse can sometimes do it so well. Think mostly about how to make the client's contact with you a unique and positive experience, and you'll sell more than you can deal with.
regards,
The Hook
David & Keith,
While I agree 100% with what you two have said, what I am trying to establish is a reason for the customer to call me in the first place. Once contact is established, THEN, I can work on building the relationship and closing the deal. I guess what I am after is to get some customers who have not heard about me from their friend and already know who I am.
The Hook
Chris.
It's great to know that your environmentally concious and passionate about your work but those are not reasons why someone will contact you, there reasons why they'll like you after they do call. The belief that they can get more from you versus a competitor at the same price is the driving force. Clients for high end merchandise are extremely savy and the competition is fierce, especially in the Vancouver area. The "more" you offer is your individual designs and hand made quality (appearance not longevity) the critical factor is can you deliver on cost. For example, I like Kobe beef but I'm not willing to pay that much extra for it because to me it isn't that much better....Goodlike Hey!....Scott
Great Scott!,
Are you a Vancouverite? I suppose that what I am looking for is something more to keep people who stumble upon my site reading about what I do and what I have to offer. This page would need a more captivating title than "Why Flair Woodworks?". As a woodworker, I would really like to sell quality, design, and service rather than value. To me, "heirloom" is a big selling word. As discussed, people like stories. What better story than having something that belonged to your grandparents? Thought I don't focus on value, I think that my products are good value. They are probably about mid-range - certainly not bargains and not the most expensive out there either.
Not from Vancouver but what a great city. Wish I could sell at Granville.
Chris, I think you want to believe your client is just like you and shares your passions. For the most part they don't. When a person comes to your site they want to see pictures. Maybe then they'll want to know the price. If the price is unrealistic, unaffordable, or not given their gone. Buyers aren't looking to read.
All of your selling points are added benefits, they help a client feel good about their decision but they're not major buying influences. I really don't believe the internet is your solution. People don't buy expensive items made by unkown artists online. Your work must be seen in person and people must talk to you. You need to re-evaluate how your marketing yourself. You need to now exactly were your work fits price wise also.
In terms of hierloom I don't think it's a selling point. The only thing I buy intending to pass along is life insurance. If you make something of quality it should last. The benefit to well made furniture is that it functions longer and maintains it's appearance better over a longer period of time.
Now some questions that may help.
Who is your customer? Who should be? Were do they live in the city? Are they single, married, have kids, younger, older, retired, male, female, what is there lifestyle? Income, education, ethnicity?
Were do they buy their furniture now? It's probably not custom, but retail.
Do they buy it themselves or through the trade?
How much does it cost? What are the price points people are willing to pay?
Who is really your competition and how do you use your skill to compete?
Chris, it's hard to see the picture from inside the frame. What I tell you comes from experience.....Scott
oops
You hit the nail on the head.
Scott,
Thank you for the great post. I find myself agreeing completely with your last post, especially this sentence:
>I think you want to believe your client is just like you and shares your passions.<
Do you think that I should list the prices for my past work on my site? I have listed the price of the one thing (Screwdriver, $25) that I continue to produce and that was made in multiples and should do the same with my Shell Box. I can't recall seeing any custom furniture maker listing prices on their site - only on the sites of furniture makers who produce the same designs over and over again.
I must spend some time thinking about those questions, as I do not know my market all that well.
Hey Chris: Lets start at
Hey Chris:
Lets start at the beginning:
First off your website already has way to much information and takes to long to navigate. People come to see your furniture, it's who you are. Go to the mall and watch how people shop. Watch how they make decisions as to their likes very quickly Your product is no different to them. Give people the information they need to make a decision, and do it quickly.
Second, for a number of reasons the web will not be an effective sales tool for you. You've already invested to much time and energy. Quality furniture is sold in person hands on, not on the web. You do need to maintain your website but clean up what you have by putting full clear pics of your work foremost with just enough info to solicit a decision to call you. The rest can go to the back for anyone who wants more.
Third, you are trying to be in a business that exists for very few people. Can you name one woodworker making a real living doing only custom furniture? Successful woodworkers all have their own product. Most people don't need or want what your selling because furniture is inexpensive and readly available. The real custom work is in cabinetry, millwork, restoration, not occassiional tables or small furniture.
Your biggest challenge is your lack of experience. That can only gets solved with time. While you can always do custom for people you also need to develope your own product and identity. Make yourself the client. You clearly have beliefs that influence your design and can give you a competative advantage. Decide were you can be effective with your skill set and what you can make better than the competion. You'll find designing around all of the challenges you'll face will be more difficult yet rewarding than building a single piece of furniture for an individual. You'll also become a far better furniture maker by the process.
Scott
David 'hit the nail straight on the head and never left a dent in the wood'...
.." But the one thing that will make or break the sale is whether they want a personal relationship with you."
Why not offer a free inspection of your work and then sit over a cup of Tea or Coffee and listen to what they want.
Open dialogue
Will,
I agree. I think that having an relationship where the client feels comfortable is extremely important. A meeting over coffee is good because it provides an opportunity to sit down and talk and make sketches, and the coffee provides time for pondering and also serves as a guide to how interested both parties are - the longer the coffee sits in the cup, the more interested the client is!
Ring phone, ring!
Dusty,
Yes, I would say you are correct - I want to get the phone to ring more.
My marketing has been limited to word of mouth and internet pages (forums, my website and blog). I have a number of clients who are 100% on board with what I do and promote my business and pass my name around. I also try to network whenever I get the chance. My first rule of business is to always carry a business card.
By putting this list on my site (in sentence form), I hope that it will get people to spend a little more time on my site learning about what makes me tick, and what I offer. It could also be a conversation starter if the reader wants to know more specifics. I think the key is to say a bit, but leave questions that I can offer directly to them - provide a reason for them to contact me.
Once they contact me and express and interest in having something built, there is a little more than just to ask the price. A design still needs to be developed, and like to do this face-to-face so that I can take what the customer envisions and offer some tweaks that I think would be adventageous. Once we come to a agreement with what is to be built, then I go away and come up with a price.
success will come
Chris,
I think you possess the important key elements for success: youth, enthusiasm and a true passion for your work plus the talent to back it up. You also seem to be doing the right things to lay a foundation for generating those all important referrals.
When you start getting clients that come to you referred by another happy customer, most of your sales work has already been done for you. Now that you have them in your shop, you still need to close the deal. Just be like-able and attentive, just be yourself. Don't forget to ask for the job. Compliment them and give them credit for their great ideas and good taste even if you have to stretch the truth a little. They''ll love you for it.
Always provide a little more to the client than they expect, they will brag about it to their friends. But be careful not to give them too much or you'll give all your profit away.
I wouldn't waste my money on print ads, but do try to get in the newspaper or local business journal publications. Call a business reporter and ask if they would like to interview you or do an article on your business. People will read and remember this so be very careful what you say! People who you don't know will know who you are and want to do business with you.
Success is definitely headed your way, Bret
Add determination to that list
Bret,
I think that one of the most important keys to success is determination. I am determined to succeed and believe that I cannot fail if I do not give up. Therefore, I am in control of my success (or more to the point, my failure).
Referrals are absolutely the way to go. I've been told that many times and believe that 100%. It does take time to get a large enough customer base that referrals are plentiful enough to sustain a business. But that is definitely a goal of mine. I think that my people skills are good, and I've been told that they've improved vastly in the past five years since I started working at Lee Valley.
I am aware of doing little things that can be shown off as a form of advertising. I am also conscious of losing money doing too much. I think of these little extras as cheap, effective advertisement.
Yes, I should look into getting something in the local papers.
Thanks for the comments and suggestions.
marketing and selling points
"Selling points" sounds like something a dishonest sports-team manager or boxing promoter would do. ;-)
I think your list is good, Chris, even if a bit complicated. Once you've defined or profiled your target client (and I suspect you have), my suggestion would be to find buzz words and phrases that will resonate for that person. Words like "heirloom", "quality", "custom", "craftsmanship", etc. are good. Modern buzz words like "green", "renewable", "carbon footprint" might also be beneficial with some folks. Market with the high-level simplicity, then "sell" with the more detailed points sprinkled into the conversation after contact has been made.
I also like the infomercial suggestion. Profile articles in local papers or periodicals can be very effective, and create immediate desire within affluent buyers. However, you might look for periodicals that accept contributed articles and find a local writer who can do this for you, along with pro-level photography. That's easier than getting a reporter or editor sufficiently interested in what you do that they are willing to go to the effort (and expense) of researching, interviewing and writing it themselves. The author needs to find a public-interest element that is locally relevant and that fits with the editorial style of the publication, of course.
For the p;eople who care enough about environmental impact to pay more, you can summarize all those points in one or two sentences - you don't need to argue or convince them. For the others, they may stop reading after the second or third such point.
For the vast majority of people, I'm guessing that the three most important considerations are price, price and price. They can see in the store ahead of time exactly what they will be getting, which after price price price may be the next three most important issues.
Just tonight I walked through the furniture dept of a high end dept store, and every full sized dining table was regular pice $700 or less, sure, that's KD furniture, lots of sheet good and veneer, and heavily pigmented finishes (which people have been taught is more desirable than unpigmented).
I don't know the answer to marketing, but getting sample finished pieces in front of people can't hurt. Send a completed smaller piece to local media and offer to explain how and why you build as you do. Solicit designers and decorators who bill customers by the hour rather than live off commissions of things they sell.
Don,
You've made some excellent points here, none better than:
>For the p;eople who care enough about environmental impact to pay more, you can summarize all those points in one or two sentences - you don't need to argue or convince them. For the others, they may stop reading after the second or third such point.<
Keep it concise and to the point. I think that I did a good job on my home page using font effects to allow the reader to effectively skim-read and get all the important parts. Rather than a paragraph for each point, I think I'm looking at two or so for the entire subject.
I asked Scott and I'll ask you too (any anyone else reading): Do you think that it would be adventageous to list the prices for the past custom jobs I've done? I think it's easier for someone who builds the same design over and over, but it could serve as a benchmark for the perspective customer.
Right now, my focus is exposure. I want to get my name out and get my work out.
Buzz words
Ralph,
Though not the reason I started developing this list, one positive side-effect it will have is providing more words for search engines to find my site with. I have a stats counter on the site and it can tell me what people are searching for when they find my site. I get a lot of hits for "carved headboard".
>Market with the high-level simplicity, then "sell" with the more detailed points<
That sounds good - provide enough information to get them interested, thinking, and coming up with questions, a reason to contact me.
I don't know about infomercials. I know I don't take them very seriously - they do provide entertainment though. To me, they seem more geared towards lower-end stuff, not stuff worth hundreds or thousands of dollars. A newspaper article seems to fit the bill better, to gain awareness. That is where I am with my business - trying to gain awareness and establish a loyal group of followers.
>However, you might look for periodicals that accept contributed articles and find a local writer who can do this for you, along with pro-level photography.<
Can you elaborate here on what you mean by periodicals? Magazines?
I'm using the term "infomercial" loosely here. The newspapers and local periodicals call them local-interest stories. They profile a local business that is "interesting" in terms of reflecting local values. In truth, most of the stories are "pitched" to the newspaper or perriodical, and sometimes written by a non-staff writer. They provide "filler material" for the publication with little associated expense. So, as a former editor, I think of them as infomercials. They are, however, effective in generating interest and sales for the featured business - if the photos are eye-catching.
You're one of the few significant assets in this forum now. I've enjoyed many of your posts. Here are a few reactive comments that may help.
1. Made locally from locally harvested materials - within 50 kms, most within 30 kms of my shop.
Simplify - The wood is locally harvested.
2. Trees milled are not fallen to produce lumber, but rather due to storms or a decision by the city to remove the tree. Only trees determined as worth the lumber are milled. Factors we look for are unique colouring, figure, and quality of materials (not rotten, infested, etc.)
You have at least two points here, but I'd suggest dropping both issues (you refuse to use responsibly harvested commercial trees? You only use fancy wood, even for the carcase? I am a woodworker, I like you, and this just doesn't sound true to me.
3. Wood is air dried, not kiln dried so virtually no energy is expended in drying. I've never thought about this before.
I guess it's a good point, although it is easy to imagine you will find situations where you need to use kiln dried wood in some of your projects over the next few years.
4. Products are designed and built soundly to endure.
This is the strongest point for any good furniture maker, but I think you can phrase it better. And put it first on your list.
5. Reversible and repairable glues and finishes are usually used to further increase the life span of the product. Excellent point, IMO.
6. Except for a few metal bits of hardware in some pieces, everything in the product is bio-degradable and can safely return to the earth. BOO! Your furniture is designed to last for two hundred years, not to bio-degrade. Somethings are obvious and need not be stated. Plus, will you refuse to do a project for me if I want you to include an element that's made of glass or metal (I am thinking of some of David Mark's projects)?
7. Flair Woodworks is a local company and revenues stay in our local economy. Support the little guy! Most of my machinery was purchased from small local businesses.
Customers will come because you do excellent work and/or are cheap and/or various other reasons. But not because you're a little guy. I hope you grow. Your creed shouldn't need to change if you become so successful that you need to hire several (or many) other people.
8. Sweatshop free - yes, I make a decent wage
BOO!
9. High-end products discourage impulse-buying, resulting in more bang for your buck.
I think it's your customization to meet the customer's wants and needs after extensive discussions that results in a product that is better suited for the customer. But I personally think that the "bang for the buck" from IKEA is much better than what a craftsman offers. You offer un-matched quality (IMO). 10. Custom-built pieces are truly one-of-a-kind I think this should be incorporated as part of point 9.
11. Solid wood has unique character unlike other mediums such as plastic, metal, glass, fabric.
I personally love the unique qualities of individual pieces of wood, even when I'm chopping firewood. I love that it was living - I feel like its movement even after it's been turned into furniture makes it feel like it's still alive. But (again) it seems to me you are limiting yourself by implying you don't want to work with other mediums also. I'm not saying this right. Maybe you can perceive what I'm trying to express. Or maybe I'm just tired and full of BS!
12. Solid wood does not require the same amount of care as veneered furniture and is easier to repair if necessary. Dents and dings do not show nearly as much in solid wood (especially if a clear finish is used, as I prefer to do), and add to the character of the piece. Furniture is supposed to be practical and meant to be used.
Good point. But maybe phrased differently. I sense you are saying you only want to build with solid woods, which I doubt is your intention (solid wood is certainly not the best material for specific parts on lots of projects).
13. Non-toxic! Safe for you, your kids, pets, and the environment!
Good.
I'm too tired to review this. I hope I don't sound rude. Also, you should distill your message into a limited number of points that you could recall and tell to someone at any time. Salesmen call it the elevator pitch - you're on an elevator, someone asks what you do/sell/etc., and you have less than 60 seconds to tell them.
[Edited to insert paragraph breaks (again) - I continue to be amazed that this forum software is so damn clunky]
Refining, refining
Doug,
I'm guessing you're one of the unlucky ones infected by the one-paragraph-bug going around Knots - BOO! (I liked your BOOs - they made me laugh). Let's hope that get's fixed SOON.
I will try to clarify some of my statements and expand on others. When I write the final version of this, it will be much more refined and in sentence form. Many of your comments/suggestions will be used, as will those provided by other Knotheads.
Most of the components in my projects are fully visible, if only when the doors are opened. Figure, of course, has its place and I recognize that. In fact, I gave a talk to a local woodworking guild just last night and talked about design and how grain, figure, and colour can be overpowering - when to use it and when not to. Unique woods, especially those exhibiting unique colouring and figure are two of the more distinguishing features of my work because average lumberyards (and even some of the better ones) don't have the same selection.
I don't see any benefit to kiln dried wood except for the reduction in time drying. Some say that kilning wood changes the colour - I don't have enough experience with kiln dried wood to comment on that.
My bio-degradable point was better phrased later in #13 being natural and non-toxic. The point I was trying to make was that it contains no chemicals harmful to the environment. Wood, of course, is a biodegradeable material and capable of returning to the earth unlike glass, for example. Not a strong selling point though. I am not at all against metal and glass or other materials as they serve very important functions (wood is neither clear nor easy to make fine pieces of hardware from). Both glass and metal are, incidently, recyclable as well.
While I don't think I will get any customers soley based on the fact that I am a local business, I think that it is a good selling point. Whenever I am out looking for a bit to eat, I look for the mom-n-pop restaurants and try to steer away from the big chains. I buy most of my tools from smaller retailers, not the big box stores. Groceries I do by from a big store because of the convenience. By little, I meant not a giant (think Thomasville, Ikea, Sears). I hope I never make it there.
That line about the wages was thrown in there just to see if you were paying attention. Kind of.
Bang for the buck. I suppose there are two schools of thought on this one. I always buy quality. I find it frustrating when things don't perform like I want them to, even if I should not expect it to (such as a cheap whatever). Granted some cheap things do have a place. Cheap does not necessarily mean crap. But don't tell anybody that <wink>.
I definitely would rather build furniture with solid wood. It's amazing what is possible to do with veneer and vacuum presses, but right now, that doesn't interest me. I absolutely love the look of a solid wood table top. As it gets used, it gets beat up and looks even better (my opinion, of course). In furniture stores, I see lots of veneered tables and I just don't see them enduring the same way, even if they are for occaisonal use. I have a stained coffee table bought from Sears. I recently put some dings in it while building a tower with a set of cherry blocks I made from scraps. They stand out like a sore thumb (bottom picture). The same marks in the walnut table top I made and finished with a clear oil are barely visible (top photo). I know you know this, but it's a good illustration. I like plywood for drawer bottoms and utilitarian purposes in the shop, but really don't use it for much else. Of course, as I progress/mature in my designs and construction techniques, that may change.
60 seconds, eh? I guess I ought to stop my watch or learn to talk really fast! Thanks Doug, for the feedback that made me think more about what I wrote.
Always moving forwards (with a little help from my friends),
Donations
Dusty,
Good idea. I just need to get the ball rolling there.
Once I donated to the annual fund raiser for high end private school. One small job resulted, and I've never considered donating again to generate business. I don't think it works.
Just my opinion, posting prices can work both ways. People may have an idea of the price range for similar things, which may reduce people thinking they can get a 4 course gourmet meal for MacDonals's prices. But if people simply see a high price without understanding why the price is high, they may simply assume the business is overpriced. At minimum, perhaps a brief description of the design/materials/workmanship/... that make the piece more than standard factory furnitiure.
Last fall I spent a couple hundred hours on search engine optimazation - creating accounts with Mercnant Circle, LinkedIn, Google, Yahoo, and Facebook; adding lots of appropriate text to web site, and still find that 99% of my too slim contacts is people that found me because they drive by (busy street).
Like already suggested, I wonder if the most effective approach, once you have at least an average supporting web site, is a friendly article that introduces you and explains in clear terms two or three reasons people should want to at least consider you.
Just some random thoughts after another long day.
Internet - A tool of limited use
Don,
I think that the internet is good at getting exposure, but meeting and talking to people is the best way to get business. Of course, without exposure, you'll never get business, so the internet provides a good starting point. I'm noticing that my website gets traffic world wide, but most of the hits come from North America (perhaps due to forums rather than people searching for woodwork). As I see it, my target market consists of primarily locals. As another business owner stated, a website is more of a reference tool than a marketing tool for us - if we meet someone in the street, we can talk to them and refer them to our sites to see what we do.
I think that I will list prices for things that I continue to make of the same design, and omit prices on one-of-a-kind pieces.
donating wisely
Chris, the idea of donating pieces to generate "buzz" is a good one, but you need to select the occasions very carefully. Every local organization will want such a donation but few really can repay the cost. Over the years I've found 2 instances that really worked well for our business:
-We donated a complete kitchen to a TV cooking show. For about 5 years we had a weekly split-second flash on the credits, and it had a effect.
-We sponsored an interior design contest in cooperation with the local newspaper. We donated a dining table to the contest winner, but the paper gave the whole idea free publicity for weeks.
regards,
donations
I think the donation idea is two-edged. Contributing to the community is one aspect, but the underlying objective is exposure and name recognition. So, as David suggested, being selective is important.
Another possibility is donating a piece to your local PBS station's fund-raising auction. That produces TV exposure on a chanel that your type of client is likely to watch.
Several times I've thought about donating to the local PBS station for their on-air auction. But then I recall times I've watched the auction. I've never seen a donated item appear on screen for more than 20 seconds on our local channel. Each item is part of a "board" of items, and each "board" gets 2 minutes.
I'd love to be able to support the community, but I don't think it brings in business. And until you can pay the bills and earn at least a slight income . . .
Chris,
Marketing does not come as easily for me as woodworking. I too am a full-time woodworker. I sell most of my work through a local art cooperative. The gallery does the marketing and displaying. I help a little in the gallery. But I am not overemcumbered but its demands and can concentrate on what I do best and am most passionate about, woodworking. I sell originally designed objects in the gallery. I also get quite a lot of commission work from customers who see my work there. There are lots of ways to market your work. This method works great for me.
CO-OP/Gallery
Dan,
My approach to business is the same as woodworking - learn one thing at a time. By the way, I am not a full-time woodworker (yet). I think that getting my work into a local gallery would be the best thing I can do for my business. I suppose that working in the gallery would provide a bit of a break from working in the shop. I've heard from other professionals that finding that balance is key - they would get so wrapped up in their work that they never saw the outside world. That would let local people see my work. I noted earlier that my website gets traffic from all over North America and the world, although I my focus is on local people.
Chris,
Lots of great point here but can I ask you a question. What do you make and what do you want to make more of? Are you a screwdriver builder, a box maker, a carver, a period furniture builder, or? First and formost is finding your niche, I am sure don't want to be a Kitchen builder, closet system, or trim carpenter.
Do you have representative photos of the work you like. Getting pieces in display at galleries or such would be great. A co-op would be spectacular for you. When I read and look at your web site and pieces they are all interesting, but the range may be limited? Some may not call because of that?
My work is referral referral referral. I, like Don, have spent hours on website optimization, and buying Google space for ads and have found for my work and service that is not paying dividends. It may be the market or it may be the times. How do you work your referrals?
1. I have an email list of all of my clients, and I send out an email blast. Interesting things in my Landscap field. When and how to fertilize Citrus, overseeding grass. New diseases that my be an issue. New art pieces that we have made or installed of others. Always centered around helping them understand how to maximize their investment.
2. I call old clients and ask about the garden and offer a walkthough with them to review the project and what needs attention. Often I will replace a few plants for free. It costs me hardly a thing, and it opens the door for dialog and the chance to ask for business.
3. I have joined the APLD, pro landscape designers association, and have met 25 new designers in the last few months. I have gotten two of them consulting jobs on water harvesting, and irrigation management. I had an open house meeting at a clients house and was able to walk them through a great project. Two of the designers are now working with me to build their projects, and I work a management fee in for them.
4. In my case, I post signs on my projects and walk the hood to talk to people. Apologize for the dust and inconvience of the work. Let them know if their is a problem to call me directly. Hand them my brochure with photos of work. Most if not all, ask questions about the project, and like to know what is going on. Great dialog, and I signed a new client yesterday from it.
Getting published is a great idea. Getting published in the best magazines is better yet. Not sure of the high end glossy work for Van, but look at past articles and see what they like. Get them photos of your pieces and see if they like it as well. Your photography is OK, but it is not ready for this. Sometimes they send out the photographer, which I love, and I direct them on the shot and angles. That has good for me. As featured in " the best of the west" or whatever has apeal to others, well if the Jones bought it, we should consider it also.
Getting to know the interior designers is great, if you build art or furniture. Sending out some photos of work, getting into the office to meet them and show them is better yet. I work with several of them, and it has been good and bad. They can be demanding, and can hang you out to dry criticing the finish with words like, I don't know, it is not quite what we are looking for. So be careful and if you find a good one, hang on to them. It takes time here, lots of time, and lots of 'tude'
I have know several artists that offer their wares at silent auctions for chairity events. They often have qualifing bids on them, and they have done very well with this as well. Some pieces of steel work sold for $3200 each. Another avenue to network.
Bottom line Chris, you need to know more poeple and meet more people to get more referrals.
Morgan
The Morgan Business School
Morgan,
I really valued the week I spent with you. I learned a lot watching how you deal with clients. Your post here is just as valuable.
I say that I have a broad range of interests, others may say I lack focus and don't have any one specialty. I simply build whatever I am inspired to build. I like the screwdrivers because they are a nice, well-made, affordable product that also uses up little bits of wood. They are fun to make and I will certainly continue to make them, but they are not my focus. I certainly enjoy building boxes because they offer almost unlimited possibilities. Small curio-type cabinets have recently gained my interest, but tables remain one product I really want to stick to.
My work has also been all referrals. I need to expand my customer base to increase referrals. A coop/gallery would be great as well. As soon as I get some work built I will see if I can't get something in the local galleries.
Maybe one of my biggest mistakes is not keeping in touch with past customers. Customers who show interest but never let me know if they've made a decision I will call and see how they are doing, but once a job is done, usually that's the end of it. Do you have a schedule for calling old clients - every 6 months or every year? That is a small service-minded thing to do that could reap big rewards. I should follow up with clients to ensure that their piece is living up to their expectations and if they have any questions regarding maintenance, etc. KEEP THE DOOR OPEN.
Do you think that joining a woodworking guild would be advantageous for me? I don't know of any pro woodworker groups locally - the closest things are a large building full of craftsmen (wood and other mediums) and coops/galleries.
Your point 4 is excellent. You're making yourself look good by approaching them and addressing any concerns/questions they may have rather than waiting for them to get work up and coming to scream at you or your crew. You are showing that you care. But how would you adapt that to furniture making?
It will be interesting to see how much, if any, business is generated from Taunton's Blanket Chests book being published next spring. Time will tell. I know my photography is not great, but I think (hope) it is getting better. I worked with a professional photographer to shoot the chest for the book, and I hated not being in control. I felt like I wanted to take the camera away and press the shutter button myself so that I got the exact angles I like. It was a little frustrating. I suppose that is something I will have to overcome.
Interior designers... I have never liked the whole idea of the business - hiring someone to tell you how to decorate your own home. But nonetheless, people do hire them and they would be another source of business, or at least exposure.
Chris, I do not believe
Chris,
I do not believe other posters have addessed the following directly:
Someone looking to buy a custom product such as furniture wants to work with someone who of course knows how to execute, but more importantly, the buyer wants to know that you have the ability to listen to their ideas, collaborate with them and help them to express themselves through your skill. I think a customer, when the piece is placed in their home wants to feel that what they bought was an extension of themselves. If you can promote that idea in your website, your conversations and your relationships then I believe you will help make price secondary and that you will become a "go to" resource.
Paul Wunder.
Great point! They do need ownership of the idea and piece. Have you noticed how men will not be as involved up front, but then after some ideas are on the table and the ladies have things rolling they love to join in and be part of the success? Cracks me up, but I am always ready with the cigar!
Paul , I touched on the subject in post #11 , I agree it is all about communication .
This is very different then sales person or realestate . It took many years of trial and error and real life learning experiences to know what worked best for me .
We need to show them something that is not there yet , once they know whats important by us educating them they can make educated decisons . So the way we sell is by communicating and educating , the clients confidence that we are the right person for the job .
Everyone who has had a custom piece made just for them is typically very proud of it and will show it to others .
So yes , this is a very special thing for the clients and it is up to us to make it special.
regards , dusty,boxmaker
websites
Chris: My images are on Flickr, Facebook, LinkedIn, Etsy (whole other conversation), some FWW etc. I drive people to Flickr because the images are presented like tear sheets and it's a very clean format that give the user flexability. Just keep it to business on the networking sites. Get your profile and pics on those sites and try to mirror the Flickr format on your own page. I don't believe having you're own website is a neccessity anymore, although I still do. Keeping your overhead as low as possible will be key to making a full time transition.
Yes, I think you'll have better success by taking control and making your own product. You cleary have beliefs as to what a contemporary product should entail, bring that to market. It doesn't matter which idea you chose as long as you believe in it. Organization is probably a better niche. You could also write about the process which would be a big help to other young woodworkers looking to make the transition. ...Scott
http://www.flickr.com/photos/furniturecollection/
"They need to rethink."
Perhaps that's my problem. All my old thoughts are worn out, or were bad to start with. Now, if I could only combine rethinking with regruntling (it's far too easy to become disgruntled, but where does one get a gruntle refill?), I'd be in great shape. ;-)
On a more quasi-serious note, have you considered making shoe boxes out of (appropriately thin) wood as organizational motivators?
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