The “P” Word

Business and marketing "planning" (planning is the "P" word) is one of the more daunting aspects of jewelry selling for many of you.

I totally get it and understand why. It's related to another "P" word -- the Perceiver score on the Myers-Briggs Type Indicator.

I am a Perceiver and I suspect that many of you are as well. Having this type means having a preference for not necessarily finishing everything on time. People like us enjoy being interrupted because of the new ideas or excitement that comes from that. We're not very deadline oriented. And we may not necessarily enjoy planning in advance, because it can remove some of the excitement we experience when things just happen by accident or chance.

However, planning in advance -- especially business and marketing planning -- can help you get an idea of what you should and shouldn't be doing over the next year.

Having a general plan can help you get a sense of what's coming up. It can also help you decide whether or not a new idea that comes in over the transom is one that you should pursue even if it's not on your plan.

There are some excellent resources at http://www.score.org that can help you plan and run your jewelry making business more effectively.

Specifically, there are business plan outlines that you can download that are easy to follow and will help you plan for the year ahead. Click this link to get those: http://www.score.org/template_gallery.html. My personal favorite is the business plan for an existing business.

I realize that right now you are probably more focused on holiday selling than planning for the year ahead. That is totally appropriate. But once the presents are unwrapped and the eggnog and potato latkes are put away, fill out your business plan for the year ahead.

It's a really good thing to do.

PS: One of the best services I offer to jewelry makers is a comprehensive Myers-Briggs Type Indicator analysis. If you're interested in learning more about that, click here: http://www.marketingjewelry.com/mbti.htm

Follow trends? Or set them?

Q: I have a certain style of jewelry that I love to make. It’s a more delicate and sparkly design than I see at department store jewelry counters, where “big and clunky” seem to be the trend. My husband says I have to change my style to fit what is selling right now. I wouldn’t be happy making that type of jewelry, but I’m concerned he might be right. What should I do?

A: This dilemma is one that seems to impact almost every jewelry maker. It reminds me of an old saying that has been attributed to different people (including Confucius!):

“Do what you love, and you’ll never work another day in your life.”

Keep in mind that what you’re seeing at jewelry counters now was purchased months ago by the buyers who are responsible for trying to predict well in advance what people want. They are not always correct.

The types of consumers who buy artisan, handcrafted jewelry – as opposed to mass marketed jewelry – may be more likely, in general, to want something that is different than the prevailing trends. In fact, your prospects probably want something that is unique.

Finally, consider the fact that all trends start somewhere. Someone had to make one small decision to do something different, and from there a trend was launched. You may want to zig when others are zagging.

Your husband is certainly trying to be helpful, but by the time you switch gears, what is currently popular will already be old hat.

I strongly encourage you to continue to make what you love. You will be more motivated to do so, and your energy and passion will show you how you market and sell your jewelry. And that is powerful stuff.

Have a question you’d like answered in this space? E-mail questions@marketingjewelry.com.

Give WIthout Pause

in 1996I bought something I had wanted for a long time: A Jeep Wrangler. I bought the "Sahara Edition" which came loaded with everything someone buying a Jeep could wish for. I loved it.

The dealership was Brown-Daub in Easton, PA, and it was the finest experience in buying a car I have ever had.

After all the paperwork was complete, and after I had even signed it, the business manager said to me, "Have you graduated college recently?"

I was in my 30s at the time and did not appear to be a recent college graduate. I had, however, just finished my doctorate, which I explained to him.

He said, "That counts. We have a $500 recent college graduate rebate, so I need to re-do this paperwork."

He tore up all the documents and printed them all out again to reflect the $500 rebate that I hadn't even known about.

It taught me a huge lesson about honestly.

And it made me a fan for life of the Brown-Daub dealership.

It's one thing for a car dealer to treat you fairly, since it seems so unusual. (No offense to car dealers, but it's not highly rated in terms of how consumers feel about them.)

It's another thing entirely, though, for a car dealer -- or any retailer -- to make sure you know about a sale, rebate or any other benefit you didn't ask about.

The reason I thought of this is because yesterday someone bought a subscription to my newsletter, Jewelry Selling Insights. They had responded to an e-mail in which I had offered seven dollars off if the customer entered the Coupon Code BIG7 at the order page.

She either forgot, or didn't click "Apply," because her subscription came in at the regular price.

I did not wait for her to contact me. I proactively refunded seven dollars to her credit card account.

I'm not telling you this to pat myself on the back. I'm telling you this because I learned a lesson from Brown-Daub about the right way to do business.

If you're running a special or a sale and someone neglects to ask for the sale price, offer it to them anyway. You just may create a fan for life. And they may just pay it forward.