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Marketing Your Handmade Crafts To Retailers
As a specialty retailer, I am frequently approached by various crafters looking for a venue to sell their wares. Quality handcrafted items have never been more in demand. Due to environmental concerns, more and more shoppers are searching out handmade products which have less of an impact on the environment than products made in factories. The time has arrived for the amateur crafter to cash in on their talents. Here are 10 tips to separate yourself from the competition.
1. Be professional. Whether you're a candle maker, a quilter, or a woodworker, you must be a business professional first and foremost. You must be willing and able to invest the time and money into your business operation, not just the crafting. For sound business advice check with your local Small Business Association or other local resources. File the necessary paperwork to legally operate your business. It doesn't cost much, and it adds greatly to your credibility.
2. Have a website. These days it is the most efficient and economical way to showcase your products. Paper catalogs are still great, but they are also expensive to produce. You don't need lots of graphics and fancy stuff on your website, just present your products and tell why they're exceptional. List your contact info and your terms of sale, such as order minimums and lead times.
3. Choose your targets wisely. Obviously, the big box retailers are not where you want to start. Look for the Mom and Pop internet retailers who sell high quality items. Search the web to find online retailers who sell similar, but not competing products. Why? If I am a retailer, and I already have a line of candles that is selling for me, why would I take a chance on a new line? Focus your energy on those retailers who sell home decor items, or gifts, but not candles. Convince them that they have a "need" for candles.
4. Make contact. Write a clear email or letter of intent to the retailer. Do not use a form letter. Personalize it and show them why it would help their business to sell your product. Explain what you sell, and why it is a quality product. Keep it brief because they probably won't take the time to read it if it is too long. Most of all, be sure your letter is well written and polite. You would be surprised at how many people miss the boat due to simple things like these.
5.Offer to provide samples of your work upon request. This costs you a bit but it may get your foot in the door.
6. Offer to drop ship. Drop shipping is when a retailer markets your products without actually buying them. When they get an order for one of your handcrafted items, they contact you. You ship the item directly to the customer, and then you charge the retailer an agreed upon price. The retailer then collects from the customer. This is a great benefit to the retailer, because they get to see how your products will sell without stocking an inventory of them.
7. Take some great photos of your wares. A picture really is worth a thousand words when it comes to internet sales. You could even customize the photo to the retailer you are wanting to impress. If they sell western gifts, photograph your candles against a rustic looking background. If they sell table linens photograph your candles in the center of a pretty table setting. Be creative and think like a marketing executive.
8. Take custom orders. Often a retailer has an idea of what their customers want. if you make it easy for the retailer to get what they want, they are more likely to buy. Show them what you have to offer, but also include the option of choosing to customize colors, fabrics, styles, etc.
9. Go to trade shows. The best way to expose your products to retailers is the trade show. Entry can be a bit pricy, but the exposure is well worth it. Just be sure you can produce enough product to meet the demand that could be generated.
10. Don't give up! Don't be discouraged if you are rejected by the first few retailers you approach. These are tough economic times for every one. Tough, but not impossible- your success will depend more upon your perseverance than the economy. If you have a handmade product of unusual quality there is someone, somewhere who will buy it.
Margaret Edwards is an country decorating enthusiast who loves the warmth and nostalgia of handmade goods. Visit our website Retro Barn Country Linens - http://www.retrobarn.com, where we will be adding more handmade items in the future.
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