Maximising Christmas sales opportunities
We thought we’d share some top tips on maximizing those seasonal sales!
Start by encouraging repeat business from existing customers
Contact all your existing customers to remind them all about you. Email a link to your website or send an up to date brochure, product sheet or price list out. A loyalty reward in the way of a free gift or a time limited sales promotion might be appropriate for some customers. Or try an incentive to ‘buy now’ by providing a cut off date for Christmas orders. Be sure to invite all your VIP customers to any shows you have lined up in plenty of time.
Be proactive about generating sales from new customers
Target new stockists with invitations to the trade shows you are planning. Or send your brochure, product sheet or price list in a targeted email. An introductory offer might drive new sales, but beware of cheapening your work by offering discounts and sales across the board to new customers.
Highlight your new work
Your customers may have their old favourites, but it’s usually new work that draws people in. Ensure you highlight all of your new work in marketing and promotional material, through your display and through conversation.
Refresh SOR stock
Ring around your sale or return stockists and offer to replenish, exchange or supply new stock. Done regularly, this is also a great to way to solicit regular feedback and build good relationships with your stockists.
Make the most of online selling opportunities
Online selling via the right routes should also be on the list, especially when targeting ‘cash rich, time poor’ customers. If you have your own online shop, ensure its bang up to date with all your latest products. Or join some selected online boutiques that are a good fit for you and your work.
Add value by offering added extras
Gift packaging can add value to your Christmas offers and clinch a sale. Be sure that the cost of this is included in your price though. You can then offer a free gift wrapping service for those that would like it. The same goes for delivery and installation for customers buying bigger works.
Take part in carefully chosen, cost effective direct selling shows
Do your research and pick the right direct selling opportunities for you and your work. This might involve investing in a stand at one or two of the larger, high profile shows, or selecting a handful of carefully chosen, local events. And remember that although good sales can never be guaranteed, being visible at key events can be just as important for raising your profile and creating confidence in you and your brand.
Consider holding your own selling event
Organise your own pop up shop, trunk show or open studio event to reach last minute shoppers and boost Christmas sales. Join forces with other makers that target a similar audience to you to maximise exposure and reach.
Consider providing the option to pay by card
Providing customers with the option to pay by card definitely opens up sales channels and encourages those more impulsive purchases. There are some great deals out there for both permanent and temporary terminals and merchant bank accounts, so be sure to shop around.
Boost your mailing list for next year
Be sure you use every opportunity at your disposal to collect names and contact details of new and potential customers for your mailing list. Make it easy for e-newsletter subscribers to ‘send to a friend’, and have an easy means for show visitors and customers to leave their details with you.
Don’t try to do everything!
Makers can often feel the pressure to do everything, even though resources are limited! It can be tempting to sign up for all the opportunities out there, even though not all will be right for your business. Instead, do your research and prioritise the activities that you feel will reap the best returns in terms of sales, profile raising and any other goals you may have.
Let us know what you have planned for the coming weeks and share your top tips by leaving a comment below.
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