Hi Davida,
Before I write anything I want to say that this post comes from a
very supportive writer. Sometimes when a person writes, even positive
criticism it can come off as negatively critical. Please know that
I’ve been in your place. I know what you’re going through and I feel
for you. My hope is that this is post is helpful and will get you
through a very important phase in your career as a craft jeweler. Now
let’s get down to business.
First of all, there are no standards for this. Everyone has
different minimus, prices and delivery dates because everyone has
different financial requirements, skills and tastes. If there were
standards, I’m sure your long time jeweler friend would have pointed
that out.
Next, everyone who is in a small business must wear numerous hats.
What seems to have been your main difficulty is that when you were
talking to this client you didn’t have on your salesperson cap.
You’ve thoughtfully and concisely determined the terms that will
make you successful. A potential client has proposed objections based
on what they determine will make them successful. A classic sales
situation.
A truly successful salesperson, one who is well versed in all
aspects of their product and the market they sell in, will have
thought about the possible ramifications of their products and
services, be prepared for objections and work to overcome those
objections. That’s what sales is really about. It’s not just about
filling in sales forms or polite chat with customers. It’s about
overcoming objections and turning people around to your point of
view.
Could you have pointed out items that take less time to create or
are more production oriented that will take less turn around time to
deliver? Could you have created desire for your product around your
status as an exciting ‘new artist’? The client basically did the
sales job for you in regards to your cost of initial orders
(explaining that she had seen minimums that high); and maybe she
doesn’t buy from people who have such high minimums, but that doesn’t
mean that your minimums are too high. At some point you have to stand
up for yourself.
This is primarily a problem that first time artists have with
confidence. You’ve researched, made up your mind and gone to market;
now it’s time for the rubber to hit the road. Go out there and sell
yourself! You’ll find it’s just as rewarding making work as it is
selling it once you get a little more experience under your belt.
A must read is the following book on selling, “No Thanks, I’m Just
Looking” by Harry J Freidman. It may be out of print, but find it and
read it. Another really good book on selling, but not perhaps as
cogent to this exact situation is “Selling to the affluent” by Dr.
Thomas J Stanley.
Good luck,
Larry
(Note to all people looking to start a business: Learn chess, become
good at it. Chess isn’t just about learning how the peices move and
the rules of the game; just as having a jewelry business isn’t just
about making jewelry and taking it to shows. Chess has an opening,
middle and end game. Lot’s of chess players have a good opening
game. What makes a great chess player is what happens after that. A
good chess player/bussiness person has to learn to think many moves
ahead. You have to know what you can do and all the possible moves of
your opponent/client, process those, think on your feet and steer the
game toward your goal. All good skills for an entreprenuer in the
business world. The game will help you strategize, but remember,
don’t be cynical or self-oriented. Our business is about building
relationships, not winning “the game”. If you are going in business
to win the game you’ll be disatisfied, because there’s no checkmate
in our business. Those most successful in this business are the ones
who find a way to make others successful with their product.)