Attract Buyers – Customer Service Tips for Selling Online

Having excellent customer service with your online customers is an easy way to boost sales for your handmade shop.  Because interactions with those buying online are limited, make each encounter count.

Selling jewelry online can often be difficult because of competition from other sellers, challenges in producing great handmade jewelry photos, and the challenge to establish affordable pricing.

HandmadeMarketing.org reader Sharon Paradiso, from the Etsy shop SeedlingsJewelry, recently published an article on her blog and wanted to share it with the HandmadeMarketing.org community.

Sharon thinks excelling at Etsy starts with customer service.  She has had many encounters with the power of customer service.  “Over the past decade in roles from retail to consulting in industries as varied as baking to web design, I’ve experienced a range of customer service,” Sharon told us.

“I’ve heard a lot about customer service too, but mostly from executive types who loved charts and graphs,” Sharon explains.  “I’m sure there were nuggets of wisdom in their countless slides but the folks who deal with people every day will tell you they have a few simple rules to keep their customers happy.”

Sharon shares her three easy tips for keeping customer service above the rest in your online shop.

1. Keep Customers Informed. “Whether this is an e-mail letting them know you’ve received their order or a verbal acknowledgment to someone in your shop, “I’ll be with you right away,” you can stave off so many difficult situations if you just keep the lines of communication open,” Sharon tells us.  “Why wait until something is a problem when you can get your customers involved early and work out a solution quickly?”

   Sharon shared an example of a time when she ordered a custom item from an online retailer.  “We e-mailed back and forth over all the details and I was assured it would be shipping out the next couple of days, but after that initial flurry of information, nothing,” Sharon said.  After sending the retailers a message to find out what had happened, she received a quick message back.  Sharon said the message read “Sorry for the delay, I had some difficulties getting everything together.”

   Sharon thinks this retailer could have easily engaged smart customer service skills.  “How simple it would have been to send that message two weeks ago instead of inspiring me to write an article about good customer service,” Sharon said.  “Even at the beginning of the relationship with your customer, make sure you have enough information about your products or services that they can get the basics before coming to you for help.”  A simple line of communication with customers can end up increasing your Etsy sales.

2. Consistent Messaging.  Sharon thinks the messages you send to customers are important to snagging sales.  But what are your shop’s messages?  “This includes your branding, your packaging, your pricing across shops – anything that is your product identity needs to face the same way,” Sharon says.

   Sharon gives a great real-life example of how neglecting to be consistent and pay attention to detail can turn a customer off.  “The next time you are at a cold beverage display, pay attention and if some of the bottles are facing with the label off-center; see if it makes you skip that bottle or give the impression the store is messy,” she explains.  “It’s subtle but important.”

   Being consistent is vital if your goal is to become successful selling on Etsy (or any other selling platform.)  When Sharon first created the look for her Etsy jewelry shop, she had many people ask her if her pieces were a brand she was reselling on Etsy.  This is because customers noticed everything was so coordinated.  “Everything from the little cards to hold earrings to the colors of the links on my blog were, in essence, facing forward in the display,” Sharon explained.

   Sharon thinks aethetics in design is crutial to upping customer satisfaction.  “It conveys confidence in your product,” Sharon said.  “I feel this carries over into everything that is part of the message I’m trying to convey with my jewelry and they are easy things to do.”  She thinks just because a seller isn’t a pro with graphics or printed materials doesn’t mean they cannot make this aspect of their online store a priority.  Sharon suggests making some friends who can help with this area and do a trade!

   “Beyond creating an experience for your customers, being consistent solves potential problems with your shipping policies or pricing between online shops,” Sharon says.  “As you reach out to your customers in various ways with consistency they will look forward to your updates, to your new creations, to weekly blog posts, to tutorials and contests. They will be ready to reach for a second bottle from your forward facing display and share it with others.”

3. Make New Friends (but keep the old). Sharon predicts taht keeping shoppers informed with an open line of communication and being consistent with your message will lead to repeat customers at your Etsy shop.  “These folks appreciate you and your product and are now fans. How fantastic do you feel when someone remembers your name or sends you a note thanking you, puts a little something extra in your package or even just a coupon for a friend?” Sharon says.  “From a communication view, a quick e-mail a month after a sale asking if they are still happy can be an opportunity to turn them into a permanent fan with recruits.”

   Sharon told us about a fabulous idea to keep past customers involved.  Sharon calls it being “Spotted in their Seedlings.”  The idea is simple – “I ask people to take photos with their new jewelry so I can feature them on my website and Facebook fan page,” Sharon said.  HandmadeMarketing.org thinks this is a great idea to engage customers and show off your handmade items (especially handmade jewelry or accessories) at the same time!  “Another easy follow-up would be to give your previous customers a special discount on new items,” she shared.

In the end, Sharon acknowleges that customer service can mean many things to different people.  “To me, it’s about consistent communication on all levels of your relationship with your customers. With handmade items, you really are putting yourself into everything you do – why not make the entire experience a true representation of the best of yourself?” Sharon asks.

To take a baby step toward ideal customer service for your handmade shop, Sharon suggests examining one aspect of your current customer service and find an area where you want to make some changes.  “Use the upcoming month to create a plan to move the business side of your creations forward,” Sharon said.

Thank you for the great ideas Sharon!

HandmadeMarketing.org invites you to check out more online customer service tips from handmade sellers.  What do you think about Sharon’s customer service ideas?  What challenges do you find selling handmade jewelry on Etsy, ArtFire, or other selling platforms?  How can you make small changes to your shop’s customer service?

Tell us what you think about Etsy customer service!  If we publish your ideas, we give you a link back to your shop or blog.  Other sellers benefit from your tips and your shop gets some much-deserved press!