[Jewelry making - Article 00350] - [Orchid] Great tips for a successful show

[Weiss Linda]

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    [-] Ask the buyers what they are looking for - what product and
    price point are they trying find to fill in which "gap" 

    [-] LISTEN to their needs 

    [-] Keep your jewelry and show case glass clean 

    [-] Elevate your display cases, so buyers do not have to bend over 
and
    squint to see your work 

    [-] Have your Logo and identity prominent everywhere - cards,
    signage, P.O's, Invoices, glass blocks in case 

    [-] Keep in mind that a small independent store with a strong repeat
    clientele could actually become your largest $$$ volume account 

    [-] Remember you are building a business and you are setting the
    foundation for interaction with an account that could translate to
    many many years of business. 

    [-] Be firm and professional - do not let a buyer ( from a
    "prestigious" prospective account talk you into terms and prices that
    will undermine your ability to make a profit) - but be open to
    working with them to create a mutually beneficial relationship - most
    buyers want to create a mutually beneficial relationship 

        [-] example: no across the board discounts - but you may offer a 
2
        for 1 ($value) exchange after 1 yr. - It will benefit you both
        to move stale merchandise 

        [-] example - put into your pricing the ability to offer 2% net
        10, or more (like 3-5%)if they pre-pay at the show. 


    [-] Look like a designer - well dressed, well groomed - and plan
    ahead to get your hands looking nice if you are actually making
    jewelry at the bench - this may involve taping your fingers for a
    week or two before the show or getting a manicure 

    [-] If buyer wants to have a piece modified - tell them you will get
    back to them on the price - and do it within 24 hours - do not wing
    it 

    [-] Research 

        [-] trends are regional - research what is selling in what areas
        of the county 

        [-] example: small tailored earrings in D.C. vs. big & bold in
        L.A. 

        [-] research the stores you want to sell to - their price points 

        [-] research what other designers they sell - know your
        competition 

    [-] Ask yourself : what will make the retailer buy my work vs.
    another designers? How can I distinguish myself from the rest 

    [-] Encourage buyers to select a grouping of your pieces to tell a
    story - not just buy 1 ring for the bridal case and a pair of
    earrings for the earring section. The strong statement offering a
    selection of your "look" to the consumer is going to give the
    retailer opportunities for add-on and subsequent sales. 

    [-] DO NOT sit around your booth looking tired and bored - make sure
    you take breaks to re-charge - if you look energized and engaging
    buyers will pick up on it. 

    [-] Take seminars on selling - or read - you will get toms of useful
    tips like "Do not ask the buyer questions that can be answered simply
    with a YES or NO" ( check out the seminars offered at the show - this
    may be a good thing to do while you are on a break. 

    [-] Hire & TRAIN sales assistants to manage you booth while you take
    breaks 

    [-] Watch your delivery schedule - do not commit to delivery
    deadlines you cannot meet 

    [-] CHECK the credit rating of each store with JBT - ALWAYS - it is
    OK to ask other exhibitors - but use discretion, some will be open
    and helpful, others will be short with you - you are the competition.

    [-] If you sell bridal /wedding - discuss up front how much lead
    time you need - if they call on Saturday can you ship for delivery
    the next Wednesday??? 

    [-] If the retailer wants promo material - tell them you will
    provide to it at your cost - or if they order X$$$$ (you must know
    your costs to determine the break even point) you will provide it at
    no cost to retailer 

    [-] It is OK to say "this is my first show and although I do not
    have that in place yet, I am willing to work with you to develop
    something that will meet your needs" (this could apply to PR, or 
    merchandise, or Public appearances)
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