Have you ever stopped to really consider the value of one of your jewelry customers? If you have, I'm sure you'll agree with me that a customer who has purchased an item from your jewelry business is like gold.
Imagine how hard you've worked to get that customer to buy from you during your first encounter. You spent your time dreaming up beautiful jewelry designs, found the jewelry parts at the best price to give them the best deal possible, labored to construct the jewelry pieces, advertised, promoted, answered questions, wrapped their purchase, and thanked them profusely for their business. Then what did you do? I hope you won't say "nothing".
Unfortunately, there are many jewelry designers out there who once that first purchase is made, turn their attention to finding the next customer for their jewelry business while failing to foster the relationship they took so much time to establish. This is not the way to run a successful jewelry design business.
What could you have done differently with that first, important purchase? The most critical thing is that you obtain their email address. If you sold your jewelry design online, this is usually not a problem. You'll have access to their email address at the time of the transaction. At craft shows, you're going to have to make a little more effort.
When you check your customer out and your customer hands you their payment, simply say "I'd like to add you to our email newsletter to keep you abreast of exciting, upcoming specials and events. Would you like to add your name and email address to my book?" You would then hand them a book you've specifically designed for new customers.
If your customer says they don't want to be added, of course, you would gracefully comply with their wishes. I've found from personal experience that most customers are more than happy to be on your list and appreciate the fact that you asked.
Now that you have your new customer name in your book, what should you do next? The day after the craft show where you customer made a purchase or the day after their online purchase, follow up with a brief note thanking them for purchasing from you. Let them know you're there if they have any questions about their purchase. Make sure you include a link to your website. Don't use this occasion to sell to them. Simply express your gratitude for their purchase. You won't believe how much your customers will appreciate this.
Many of your new customers will visit your website that very day and may even make an additional purchase. After all, they know who you are now and you've taken the first steps to establishing trust with them. Even if they don't visit your website, you've established a relationship with them which is critically important for future sales.
Now that you have their email address, send out a brief email every few weeks giving them useful information such as:
- How to care for handmade jewelry
- The latest jewelry trends
- How to clean sterling silver, gold filled, or base metal jewelry
- The meaning behind gemstones
- How to choose a piece of handmade jewelry
- Gift ideas for handmade jewelry
- Etc, etc.
Include information about any new pieces you've designed and any specials you're running along with a link to your website. Include a photo of one of your nicest jewelry pieces and turn it into a link, so they'll be directed to your website when they click the photo. I wouldn't advise contacting your customers more than once every 2-3 weeks. You don't want to lose them by being an annoyance.
By taking the time to keep in contact with customers, you can reap the rich rewards in the form of greater profits for your jewelry business.
