The solid base of customers for most jewelry sellers like you is your social circle. That means your friends and family, as well as their acquaintances.
In fact, if you believe that that 80/20 rule applies to your revenue (80% of your revenue likely comes from 20% of your customers), that 20% is likely to be a powerful source of new customers by referring prospects to you.
Here are 5 quick tips for getting more referrals:
- Give friends/family your jewelry to wear! One of my jewelry consulting clients said that her sister is her best referral source (see #3 below). Her sister regularly wears her creations, and when people compliment her jewelry, she refers them to her sister.
- Offer an incentive! The “twist” on the tip above is offering a commission for referrals that lead to a sale. You should acknowledge every lead and let referral sources know what happened, even if it didn’t result in a sale.
- Directly ask. Many jewelry artists are shy about asking for referrals. Find a phrase you’re comfortable with. “If you know someone who’s looking for a special gift, I hope you’ll think of me,” is a nice way of letting others know.
- Give “gift certificates” that good customers can give to someone else. A friend of mine uses this in his professional practice. You give two gift certificates (a certain dollar amount off a purchase) that your customer can sign and give to two friends. It’s a great way to spread the word about you!
- Cross-promote with non-jewelry sellers. This is outside your social circle, but it makes use of the powerful base that related sellers can offer. Suggest that you will include a card or brochure
from another seller (a knitter, for example) if they will do the same for you. This easy
and inexpensive cross-promotion can generate new business from multiple sources!
Put these ideas regularly into place and watch your network grow! Have additional ideas? Post them as comments.
And go make something great!