Workshop Income

by Paul Levine

If you're like many woodworkers, you probably feel it's a lot easier to make a product than to sell it, especially when it means selling it to a retail store. "I'm okay working in my shop," you say, "but I'm no salesman." You know your products are good, and can be made at an attractive price, yet thoughts of having to peddle them to retailers just doesn't appeal to you.

Some woodworkers choose to delegate the job of selling to a friend, wife, or professional salesman. For the average craftsman, this is a mistake. When a shop owner starts to ask questions about the product and the seller has no answers ready, usually no sale is made. For the professional, the quantities involved are usually too small to be meaningful and your wares will be passed over before they are shown.

You are the one with the love and enthusiasm for wood. You are the one with the pride for, and knowledge of, the product. These good feelings and pure energy will be picked up by the buyer. They will sell the product, and only you have them.

Remember you are selling a handcrafted item, not a mass produced one. People won't expect you to come in with a slick salespitch. Just be yourself, and be honest, and your feelings will come through for you.

Perhaps you once tried selling but were unsuccessful. After that you gave up. Many woodworkers do. After all, you probably put hours of work into your products, and

they're a little special to you, so having them dismissed with a polite "not interested" can be very disappointing.

But one point should be remembered. You'll never have a product that every single gift shop is going to want, no matter how good it is. Nobody likes to be turned down, but it is very much a part of selling. Professional industrial salesmen often make 20 calls before they make a sale. But they have perseverance, and so must you. If your first effort is a flop, don't give up. You may have to call on 5, 10, or more shops to get that magical first order. But keep trying. If you have a worthwhile product, that's made well and priced right, it will eventually sell.

Some woodworking businessmen are very selective in determining the shops they plan to sell to. By carefully choosing, they feel they can get more customers with fewer calls. How do you choose a store? Go inside and look carefully. Do they already have items the same as, or similar to, what you intend to sell them? Many stores do not wish to duplicate their stock. Are their price lines way above or below what your goods would sell for? The store has an image. Customers come in expecting to find certain price goods, and when they don't find what they expect they don't buy.

Are your wares timely? If you produce a seasonal item, like Christmas wreaths, you won't be able to sell them after their season. Remember also that stores need the goods before their peak demand, so don't wait until just before Christmas.

Once you have an interested buyer, DELIVER! Don't make promises you can't keep, and don't disappoint people. If a store owner finds you reliable you won't have to sell anything. With an established relationship they will usually try a new product you come up with.

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