#245 How to Pivot Your Sales Strategy When Your Shows Are Off and Stores Aren’t Buying
“Shows are canceled, stores are closed, and sales are down. How do I sell at a time like this?”
This sentiment has been popping up all over the jewelry community. It’s a scary and uncertain time, but you still have a family to feed and a business to run.
So what do you do?
Here’s what I think, m’dear… I truly believe we have an opportunity to think differently about how to reach our customers and come from a place of service.
Yes, it’s a strange time. People need something to feel good about now more than ever. You can still run your business and be sensitive at the same time.
It’s about profiting through the recession, not profiting off of it.
There are people who don’t want to buy jewelry right now, and that’s okay! But it’s up to you to reach out to the people who do.
The only way to do this is through online sales.
So here are some sales techniques you can use right now to pivot and keep things moving in your business until things calm down.
Return to Your Roots
Have you ever “asked” for a sale?
It might sound weird, but grassroots techniques are actually some of the most effective and underutilized sales strategies, especially for newer designers.
Now would be a great time to check in with previous customers. Ask how they’re doing, and if it feels right, you can invite them to a sale or even recommend a piece of jewelry to them.
Send Weekly Emails
If you’ve been dragging your feet on email marketing, now is the time to act.
With social distancing measures in place, people are spending more time on screens than ever. That means they’re actually reading their emails.
Flourish & Thrive Academy has tons of resources to help you get a leg up on your email strategy, including a done-for-you email marketing bundle and a guide on how to build your email list.
Don’t miss out on this opportunity to be a positive force in your customers’ lives!
Host A Virtual Trunk Show
All maker’s fairs and craft shows have been shut down for the foreseeable future, but you can still host your own trunk show online.
Hosting a virtual trunk show is an opportunity for customers from around the world to connect with you and your brand.
Not only can this approach drive sales – but it also helps build hype and excitement on your social media accounts and allows clients to feel a personal connection with you… Similar to what they might feel by meeting you in person for a real trunk show.
Here’s how two F&TA students made $8,200 by selling their jewelry live online.
The designers who are making the most of this situation are leaning into customer service and selling online.
Listen to the full episode above for more strategies you can start implementing now to stay on top of sales.
Until next week, m’dear!
xo, Tracy
Links:
Train Your Customers to Buy From You Online
Bonus Episode #1 Your Jewelry and Product Business in the Face of Uncertainty
Done-For-You Email Marketing Bundle
Episode #87: How to Build an Email List for Your Jewelry E-Commerce Business
Episode #178: The Epic Online Promotion Strategy that Brought in $8200 in 4 Days
List of Financial Aid and Business Resources for Makers, Designers, and Artists
