[Jewelry making - Article 00330] - Re: [Orchid] Artist Internet Sales - Poll/Opinion

[James Binnion]

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Catherine,

    I sell both online to the end customer and wholesale at shows. I
    think you need to keep a few things in mind to make it work.
    Communication is very important you must let the wholesale customer
    know you sell online. We put our wholesale customers location and
    contact information on the website. This way a retail customer who
    is interested in the work can go to a local store and see it. We
    always ask the retail customer where they saw my work. If they
    mention a store we try to send them back to the store for the
    purchase. This is not always possible either they had a bad
    experience with the store or they don't live near it but for
    whatever reason they will not deal with the store. If that is the
    case we take the order and send the store a sales commission. This
    lets the store know you are keeping their interests as well as your
    own in mind. Keep your retail prices at or better yet above keystone
    markup. You cannot sell your work at less than keystone if you are
    going to sell to both retail and wholesale customers. If you build a
    5% buffer in your wholesale pricing (wholesale price is 45% of your
    retail) you allow the store to give a "discount" to a good customer
    or to deal with the one who says they can get it online with out
    paying sales tax well the store can offer a discount to get around
    this objection. Also most jewelry craftspersons under price their
    work anyway so boosting your retail price to cover this will get you
    a better return on your work. 

    Anyhow it does work  if you are willing to deal with it but you must
    keep in mind that the retail customer and the wholesale one are both
    your customers and treat them accordingly. 

Jim Binnion

James Binnion Metal Arts
Phone (360) 756-6550
Toll Free (877) 408 7287
Fax (360) 756-2160
http://www.mokume-gane.com
jbin AT mokume-gane.com
Member of the Better Business Bureau

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