With there being so much competition in the world of handmade jewelry design, it’s important that you keep your customer satisfied. If a customer is unhappy, rather than tell you what’s wrong, she’ll most likely respond by not purchasing from you again. Why not make it easy for your customers to let you know when you’re doing something that’s not pleasing to them? Most customers would be too embarrassed to approach you directly with a complaint. (although that’s not always true. I can think of a few VERY outspoken customers from the past). It’s important to make it as easy for them as possible to give you feedback.
Give this idea a try! Before you go to your next jewelry show, buy or construct a “suggestion box” out of wood or other sturdy, attractive material. Beside the suggestion box, include a pen and pad to make it easy for customers to jot down their comments as they’re leaving your booth.
As you check out each customer, ask them if they would be so kind as to jot down a few thoughts on how you can serve them better and drop them in the suggestion box. To be a bit original, you could even construct two different boxes. One would be labeled “complaints” and the other labeled “praise”. Have a big smiley face on the praise box and a scowling frowning face on the complaint box. Include a sign that says “Feed me your praise and your complaints. I’m here to help.”
Most people love to give their opinion and will be happy to help out with a comment or two. These comments can be invaluable in helping you to improve your business especially if you see a pattern of similar comments or complaints. Sometimes the only way you become aware of a problem or a potential opportunity is through written suggestions and feedback.
In my own jewelry business, I set up a comment box and was surprised to find dozens of requests for clip earrings. No one had ever voiced their need their clip earrings directly to me so I had never attempted to design any for my market. The repeated requests in my suggestion box inspired me to test run a few clip earring designs. Well, needless to say, they became one of my best sellers. Had I not solicited comments and feedback, I would never have known and I’d be quite a few dollars poorer.
Find out what adding a comment or suggestion box can do for your own jewelry business! Are you unknowingly not providing good customer service? Are you providing exactly what your jewelry market wants? Are there items you should be carrying, but aren’t? Sometimes the only way to find out is to ask the source, your customer. Best of luck with your jewelry business and keep on marketing jewelry!