Harnessing the Power of Feedback

As a seller we all enjoy looking at our feedback on our Ebay, Etsy, Artfire, etc. stores. I love to see my feedback number go up and I'm quick to click to see what my customer has said. And woe be the day when a neutral or - heaven forbid - negative - feedback is left. Sure way to ruin a great day.

But other than that little cozy feeling - what good is feedback to you as a seller?

Use Feedback as a Selling Tool

The most powerful way to use good feedback is to make sure your future customers see it. The best way to do this is in any of your social networking environments like Facebook, MySpace, twitter, newsletters etc.

When I get good feedback on a product I can re-list I almost immediately post to Facebook. I call these "What my Customers are Saying" posts. I copy the feedback exactly. For example a Facebook post may look like this:

What my customers are saying: Beautiful earrings, exactly as pictured. Fast shipping -- overall great deal!

Then I post a link directly to the re-listed item so the person reading the post can see what item the feedback was left for, and hopefully will click on it.

If you get enough of these, your Facebook fans will start to see a pattern of happy customers.

In addition, I include generic What my Customers are Saying quotes in my email newsletters. I may, or may not include links to the product in this case. But I try to have a small section of my correspondence show my existing and hopefully future customers that I do have current happy customers.

What if I'm not getting feedback?

Many buyers may not even be aware that they can or should leave feedback. So, with each purchase encourage your customers to let others know they are happy with their purchase.

But - make sure to tell them to contact YOU first if they are unhappy. This gives you the opportunity to resolve any potential problems before a customer has left feedback. This way, even if a customer wasn't initially completely satisfied, they may still end up leaving positive feedback because you exhibited exceptional customer service.

To help encourage my customers to take the time to leave feedback, I purchased special business cards just for this purpose. I used VistaPrint to get very inexpensive cards and include them with my standard business cards. I do not use these as handouts at shows, but only for online purchases.

Here is an example of the card I use (click to see larger image). I have two main online stores, which is why there are two store addresses. Tailor your card to your business. The important parts of this card are: 1.) Tell the customer to contact YOU if there's a problem. 2.) Encourage the customer to leave feedback if there's not.








Then - take that feedback and turn it into a selling point.

Jewelry Shows - There's Something about a Sale

I've been making jewelry for over 6 years. I don't do a ton of shows, but I've done enough to consider myself a veteran.

In the past I've had 'sales' - for example: Spend $50 and get 10% off your order. Or buy two pendants and save $1 on each. Things like that.

But I've never had a sale table - where everything on the table was marked down.

Well last week I had three solid days of shows. In the last few months I've purchased a whole new line of beads and am designing different things. I had hundreds of items made some of which had been displayed at my shows for years - literally.

There were things in my 'box' that I looked at and said "What was I THINKING when I made this? It's never going to sell".

Well I decided to get a second table. I took MANY of my older, 'less popular' items and marked them with a colored dot. Depending on the color the customer got 20%, 30%, or 40% off the item. Now keep in mind- most of my items were marked to sell on consignment, so I had some leeway to work with.

Well the sale table blew away my expectations. The things that hadn't been looked at for show after show after show were selling in droves.

Honestly - there is something about a true sale that just seems to make people go a little crazy. I admit, I've fallen prey to the Sale Fever in the past too.

So what did this do for me:

1.) I cleared out at least 40-50 pieces of very old inventory that I thought I would have to cut apart.
2.) My customers got a great deal and I did not lose money on anything.
3.) I increased my cash flow, making more cash available to invest in the newer designs I'm making.
4.) I had a record breaking year at a show I had attended for 6 years. My sales increased by well over 15% and I sold many more individual items then I had in the past.

On the down side - the customers at this show were interested more in my sale table than in the newer designs I was premiering. I did sell a number of my higher end pieces but didn't get the "WOW" impact I was hoping for.

To be honest - I did so well at the shows that I don't really mind. I've got plenty of time and opportunity to showcase my new (and I feel better) designs.

I don't always have the opportunity to get a second table. But after all of these years I learned the value of taking advantage of the opportunity if I have it.

So you want to do a Jewelry Show - Part 2

The Check List

So you signed up for a show now what do you bring? First - make a check list. Sounds silly - but do it and keep it. And before every show go through the list. Here are some things to consider - some are very obvious - but believe me, there are times when I've forgotten various items and really missed them once at the show.

Not all of these will apply to you, or to every show. But by having a list you can go through it before you leave and decide for yourself what you do/don't need.

So - in no particular order:

1. Cash/Change: Go to the bank and get change. You'll a little of every bill (more ones) and at least one roll of each coin. (do you have a cash box/bag?)
2. Calculator
3. Clipboard. If space is tight you can write the order up and hand the clipboard for the customer to sign if needed, or to write their check out.
4. Supplies to take credit card orders (if applicable)
5. Pair of small scissors
6. Stapler
7. Order pads (I get 2-part at Staples - I've gone through 2 books at a show before so bring extras)
8. Pens for you and your customers. Put some in pen holder on table with not next to it to show who to make check out to.
9. Copy of your tax ID. Many shows will require proof that you are allowed to charge sales tax. I always have mine in my cash box at every show.
10. Bags to put sales in.
11. Small baggies (I put each necklace/earrings in a small bag prior to putting in large bag. This keeps them from getting tangled) You may box each item or package differently.
12. Extra marking materials. Prices fall off etc. Bring tags, ear ring cards etc.
13. Tools - always bring at least your basic tools, even if you aren't planning on making jewelry at the show. You'd be surprised how many times something needs a 'tweak'.
14. I always take a supply of clip earrings backs and the small plastic earring 'protectors' that you can put on French wires so they don't fall off. I don't normally sell clips, but every show I've had I've converted at least one pair and sold them. The protectors I give out if asked.
15. Do you have lights? Bring extra light bulbs.
16. TV Tray - I use at least one to sit at to write up orders. This lets me use the entire table for my jewelry and provides me with a little desk to sit at.
17. A chair. Chairs are normally provided but they can be horribly uncomfortable. I often bring a padded chair from my card table set. Can make a big difference if you're at your table for 6-10 hours. Yes you will stand up a lot - but I've gotten some 'free' chairs that are almost unsafe.
18. Small Wastebasket. This is sometimes provided - if not - very nice to have. I put a plastic bag in it to line it. Then at the end of the show I just pull the bag out and toss it.
19. Table coverings. Normally these are provided, but not always so check first. I still bring a sheet to cover my table when the show is closed overnight, or if I set up the day before.
20. Business cards. Bring lots. Have them on the table and put one in with every order.
21. A SMALL cooler with a couple of drinks and a snack. If you're by yourself you don't always have a chance to go get lunch. Plus this can save a few dollars.
22. Small 'first aid' supplies. I have band aids, aspirin, and a small pack of Kleenex in my cart, along with toiletries like a small hairbrush, lipstick etc.
23. Mirrors - I have a hand mirror on each end of the table.
24. Supplies to make jewelry at your table. I almost always bring something to make while I sit. Sometimes I bring a LOT. I have some shows where the women are in workshops for an hour at a time, so the vendors have a lot of down time. I almost always make jewelry during this time. This does require more things to bring and more organization. Can't believe how many times I've brought everything to make earrings, then forgot the head pins or ONE item essential to completing my piece. You may want an extra list just for this.

Organization/Transportation

So how to you get all of this there and keep it organized? Easy! I buy the rolling drawer storage units at Staples. I get one with 5 smaller drawers and one larger drawer at bottom and another with 6 small drawers.

I can fit all of my selling supplies in one and use the other to bring jewelry making supplies.

The key - they have WHEELS! Load them up then just roll them in. Another benefit - they almost always will fit under your table. You can store them under the table with the drawers pointing toward you so you just open a drawer and get what you need. If you have room to sit behind the table (or next to it), you can use the top of the units as a table for making your jewelry.

I can unload and push two of these at once, making it supper easy to get ready for my shows.

The big items I put in the square rolling boxes that are collapsable and have handles. I usually have one or two large rubermaid boxes with display items that I can set on top of these to help roll everything in. I rarely have more than 4 trips to my car - usually 3.

I'm sure I've forgotten something and will add to the list as I remember. Hope this helps you prepare for your shows. Please feel free to comment.

So You Want to do a Show - Part 1

Part one in what you need to know to participate in a vendor show. While these tips are from my experience with my jewelry, many will apply to any product you might want to sell.

I've been making jewelry for over six years now. When I first started I conducted home parties and the first year attended my first show. I don't do home parties anymore, even though they were very profitable. But I still select a few shows to attend each year.

This post is Part 1 of my thoughts on some of the things I've learned over the years.

Decide what types of shows you want to participate in. Once you start looking you'll realize there are MANY opportunities for venues. There are vendor shows, craft shows, community events, conferences etc.

I stay away from craft shows completely. This may sound odd since making jewelry is a 'craft' - but I've learned that the standard craft shows don't fit with the type of image I want to convey. Many craft shows are 'country' crafts - which is great, but if you're trying to build a reputation as a jewelry artist and have items that demand a premium price, then the country craft shows may not be the right venue. I've found that customers at these shows are usually looking for a bargain and may not be willing to look at my more expensive items.

I also stay away from outdoor shows. I've passed up a lot of opportunities that probably would have been profitable but I just won't risk signing up for an outdoor event. Mainly it's the weather. If it rains - no one comes, your booth turns into a mess and and your jewelry can get ruined - especially if it's windy. If it doesn't rain - it may be very hot and humid. Again - bad for sterling silver. In addition, you may have to provide your own booth setup - which means a big investment if you want a booth with something overhead. Remember - your entry fee is rarely refunded if the weather turns bad.

So - what do I do?

I look for events that are geared toward women. For the last six years I've attended a women's conference at our local community college. It's a 2-day event and only women are invited. It is relatively expensive - a table is $300 - but I know the audience is exactly the demographic that I sell to. Attendance is normally between 500-600 women over 2 days and I've always been very successful.

I've also had a table a local annual nurses conference. This one is free - all I have to provide is a door prize. Since the vast majority of the nurses are women this is just too good to pass up. It's just one day, very inexpensive and I've always had great sales.

I've also done a community event just before Christmas. I don't get as many sales, but again, the entry is free (for a door prize) - so there is really nothing but my time, and I've always made a profit.

I also do an annual vendor sale at our church. This is a one-day event for $30. The other vendors are all home-based businesses like Mary Kay, Tupperware, Creative memories etc. Not my best show as far as sales, but it's inexpensive and supports my church.

Another option I've done in the past is a home vendor show. I get 3 or 4 other women with their own businesses and we have an open house at my home. We all are required to invite at least 25 people. The event lasts only about 4 hours - usually on a Saturday morning. I have had great luck with this in the past and should do this more often.

So - That's part 1. Check back soon for Part 2 where I will discuss things to do to prepare for your show.

Please post you comments/suggestions/questions.