Handmade Customers – Tailor Your Shop

HandmadeMarketing.org reader Deb Green, from Etsy’s DebProductions, shared her advice for any handmade shopkeeper for how to make the most of a buyer’s experience.

“Try to imagine you are your customer,” she suggests.  “This is more difficult than it sounds. You really have to use your imagination here. Put yourself in your customer’s shoes. Think about what they are thinking and feeling.”

How can a seller do this?  Deb says to ask yourself if your customer is the following:

• A time-poor parent with babies and little kids?
• A lady or man of leisure who has time to browse?
• A busy office worker who’s shopping from their desk?

“All these will affect how you market your work,” Deb tells HandmadeMarketing.org

Deb gives an example of how knowing your online customer can help you increase sales.  “Assume that your customer is not a craftsperson,” she says.  “You and other craftspeople may be fascinated by the latest technique, or materials, used. But your customer wants to know the end benefit.  They’re not interested in how the superfine merino wool is grown, or knitted, but they are interested in that it won’t scratch or itch. Omit the production detail, focus on the user benefit.”

She gives another example that may ring true for potential buyers who buy handmade online.  “Assume they’re in a hurry,” Deb tells sellers.  “Your customer is probably at work at their desk, looking for a gift for their partner, parents or children. Don’t write masses of descriptive paragraphs.”

Deb suggests using bullet points in your Etsy item descriptions.  She thinks using terms like “quality construction/materials”, “satisfaction guaranteed”, “won’t fall apart”, “washable” and “one of a kind” may help our hurried online consumer.

“These will help them make a decision and get them quickly to the checkout and credit card which is in their wallet/purse under their desk,” she said.  ”After all, they don’t want their boss to see they’re spending work time on shopping!”

Deb also suggests online sellers make it easy for customers to make a second or future purchase.  ”Once they’ve ordered, they’ve shown that they trust in you and your product,” she explains.  “Contact them as a courtesy and assure them their order is on its way.”

As a way to boost repeat sales, Deb says to find a way to reward customers with a special deal on a future order.  “10% off, free postage, or whatever fits your bottom line,” she suggests.  “It costs you much less to retain that faithful customer than it does to woo a new one.”

Like Deb’s tips?  Check out her blog to hear more of her thoughts!

What do you think of Deb’s ideas for walking in your customers’ shoes?  How do you relate to buyers that visit your handmade shop?  Do you have suggestions for new seller on how to make the most of repeat customers?

Share your thoughts with HandmadeMarketing.org.  Submit your handmade selling tips under our “Join” tab.  If our editors publish your tips or experiences, we will link to your online shop, blog, or website so readers can check out your work.