Storque articles by limamike

Service Tips for Sellers: Everyone Isn't Your Sweet Aunt Kate

2008-07-03T12:21:00Z

Dear Sellers,

Everyone isn't your Sweet Aunt Kate. Everyone has an Aunt Kate — she's the sweetest lady alive, always delighted with your latest crafty endeavor, no matter what it is. It doesn't matter if the glue is a little blobby or there's a tiny smear in the paint — she displays or wears your latest as if it were a Picasso or the Crown Jewels. We've heard it from you, dear sellers: one day you were faced with a situation where someone is less than pleased with the experience with your shop. Your customers aren't related to you, 99% of the time don't even know you, and do indeed object to things Sweet Aunt Kate overlooks. Successful sellers will tell you, from creating your art to shipping it out, every piece has to be your very best work. If you make a mistake in the design phase, don't send it out and hope they don't notice the flaw. If you are having a rough time getting orders out in a timely manner, perhaps your shipping policies need to be reworked to allow yourself extra time.

So what happens if you've brought your "A" game to the table, shipped out the perfect craft, and you still get an unhappy customer? It is opportunities like these where you can learn from the feedback and try to turn a negative experience into a positive one. Stop periodically, step back, and check your business. Tweak, refine, and change when necessary. Below is a list of tips, member suggestions, and responses you can refer to when sticky situations arise.

Above all, keep your customer in the know.
Acknowledge their purchase, either by convo or by making sure you have a message in the Shop Appearance>Message to Buyers portion of your shop.
Keep Your Cool.
If you end up with an angry customer with a penchant for colorful convos, take a deep breath, make whatever offer you can to make things work for them, and then realize — it's not always you. Allow the other person to "let off some steam," acknowledge the person's anger and empathize as appropriate and let the other person know you understand the issue. In all cases, try to establish a solution, a compromise or some other positive outcome for the situation. And remember...stay professional, no matter what.
Avoid hot button words and phrases.
Don't show impatience or place blame on other people or organizations. Try avoiding curt, negative, dismissive, or accusatory language or phrases such as never..., I'm too busy to..., it's not my fault that..., you must have..., etc. Sure, it can be really hard not to get defensive, but it will save you time and energy in the end when you patiently send a professional and friendly response at the outset.
Make up for your mistakes.
We are all human and sometimes make mistakes. For instance, if you're running behind on shipping, you might offer to ship for free or upgrade your customer's shipping from First Class to Priority Mail.
Create a refund policy.
If the customer is not happy with their purchase, you might consider offering an exchange or a refund. This can be a tough one, especially if the customer doesn't contact you until a much later date. Even if you have policies that you strictly adhere to, it pays to consider each person's request before referring them bluntly to your policies (tip: I recommend asking that the customer ship back the item they wish to return or refund before granting the refund or exchange ~marymary).
Know when to cut your losses.
On a rare occasion, you might find yourself in a situation with a customer that you will not be able to please no matter how hard you try. If you find yourself taking too much time away from working on your business or handling your other customers, it might be time to cut your losses. While you want to do everything you can to turn them all into a Sweet Aunt Kate, there will be times when all you can do is politely thank them for their business, apologize, and go on with your work.

What do I do if this happens to me? Responding to unhappy customers can be tricky and sometimes difficult. We've pulled together responses that may inspire what you say if you find yourself in this situation. Keep in mind it is always important to personalize notes with the member's name, specific transaction details and issue. The responses below are just a starting point.

Customers unhappy about long shipping delay:

TroveDesigns provides the following information: "Thanks for letting me know about the delivery delay. I have had parcels to [LOCATION] take up to [APPLICABLE TIME FRAME], which can be really frustrating while you're waiting on a parcel. If we could wait until that time frame has passed [DATE] and if the parcel has not yet arrived, we can discuss how we can progress from there." (Be that a replacement item, a discounted replacement item, or a refund.)

General refunds or exchanges:

"Hello xxxx, I appreciate you contacting me with your concern (concern goes here). It is a goal of mine to make my customers satisfied with their purchase and as per my shop policies, I would like to offer you (your offer goes here. It might be a full refund, partial refund, item exchange, or other measure of appropriate and professional goodwill to help remedy the situation). Keep in touch, (your name)"
bamabelle uses: "Hello! I do have a return policy, I can exchange for store credit. I'll contact you when I receive your returned item, and you can shop. Let me know if there is anything in particular that you might want, but isn't listed."
CricketsCreations has a great line: "First I will offer an exchange and if that doesn’t work — 'Dear So-no-So, Thank you for letting me know that the scarf was (insert problem here); I’m glad to have the chance to make it right & I apologize for what must be a frustrating situation! Please send the scarf back to me right away. As soon as I receive it, I will refund the full purchase price via PayPal. I regret that the cost of shipping both ways is your responsibility. Apologetically, Celeste (Crickets)'"

Custom orders or customizing options on a product:

"Hello xxxx, Thanks so much for your interest in a custom order; this project is something I am very interested in working on with you. From my understanding, you would like for me to (spell out in as much detail as you can what you think your customer is asking for to make sure you are in agreement). Please let me know if this is correct and if you had any additional thoughts or ideas before I get started. Keep in touch, (your name)"
RightAsRainCreations says: "If I am not able to accommodate a custom request, I usually will try to find another seller who has what they are looking for or might be able to make it."
Jkollmann advises: "Communication is key, and the ability to 'audition' the piece of work as it evolves by sending pictures for review and approval is great so the piece doesn't come back. Anything that reduces the risk of an unpleasant surprise when they receive the item is good!"
KarleighJae says: "I have learned that whether communicating through convos, email, or in person, it is always best to repeat or rephrase what the customer is looking for when ordering a custom item. That's not just customer service, it's good communication."

Difficult customers are fortunately not the norm. However, it's good to have an idea of what you will do when they cross your path. Whichever path you take — applying strict policies each and every time, or taking complaints on a case-by-case basis — keep cool, stay courteous, and be professional. Running a business isn't easy, but the rewards are terrific, and there are a lot of Aunt Kates out there. For more examples and other tips, check out this forum thread filled with great tips from other Etsy sellers.

More about Service Tips for Sellers Series: Running an online business has many perks, like the ability to remain somewhat anonymous behind a computer screen (maybe even working in your 'jammies). But that computer screen does not preclude interaction with customers. Good online customer service may be even more important than offline: good service gives buyers the peace of mind that they are buying from a trustworthy and reputable seller. As an online entrepreneur you have the opportunity to provide excellent communication, create a friendly face for your shop, and promote repeat business.

Art of Pricing | Legal Info for Artists | Shop Makeover Series | Service Tips for Sellers

Service Tips for Sellers: Promoting Repeat Business

2008-06-19T17:25:00Z

Dear Sellers,

Did you realize that the way you communicate with your customers can actually promote repeat business? We've put together a list of tips, tricks, and snippets of advice that we gleaned from the forums, the Virtual Labs chats, sellers, and the admins that are sellers here at Etsy Central. Add these to your repertoire of skills that in turn, promote repeat business.

Communicating on Etsy:

Talk to your customer. Simply acknowledging that you received the order and providing an estimated ship date will go a long way to build customer confidence. This also might eliminate some of those inititial questions your customer might have.
- For example: "Hi SallySue, Thank you for your recent purchase and for helping to support my shop. I plan to ship out your xxx on xxx date via priority mail; you can expect to receive it within 3 business days. If you have any questions, please do not hesitate to contact me with a conversation."

Return convos and emails quickly. Answer them! What may seem like a simple question may not be so simple to your potential customer. Who knows — perhaps they've never bought online before! Treat your computer like a store front. You need to be there and "man the shop" for your customer.
Referrals. If you can't accommodate their requests, but know another Etsian that can, by all means, refer them! You won't go out of business by letting Mrs. Nice Lady know that Shop Over There has just what she wants. This will build trust with the customer and they will likely feel even more comfortable buying from you in the future or recommending your shop to a friend.
Create an opt in mailing list. You can invite your customers to sign up for your mailing list by providing them with instructions on how to do so in your shop announcement, profile, and item descriptions. Some people do not want to sign up for extra emails, so be sure to let them know you will never spam them. Try inviting them to sign up for something enticing, like receiving exclusive sales and shop updates before anyone else.
- For example, "If you'd like to stay in touch with me and my shop, receive exclusive sale invitations, and be the first to know when I'll be listing new items, please join my mailing list. You can click the 'contact seller' link and provide me with your email address to be added to my mailing list."

Start a blog. Blogging about your shop updates, works in progress, sales, and general life experiences will create a sense of style and make your shop a little more human. Many shoppers want to know a little more about who they are buying from and some will want to come back to read the updates and potentially be enticed to shop.
- A few examples of blogs we think are doing a great job of this are Inside a Black Apple and Kitty Genius.
Shop for a cause. Some customers feel good about coming back to shop if they know that some of the proceeds are going toward a good cause. Offering a percentage of your proceeds to an organization you care about might be something to consider. You can also make them feel good about buying from you by making your products as environmentally friendly as you can.
Be honest. If a customer is only able to buy one thing, and they ask you your opinion, be honest. Don't automatically go for the most expensive thing. Go for the thing that is right for them. For example, Mrs. Nice Lady is asking about a bracelet that you can make over again, and then is asking about a bracelet that is one of a kind; let her know which one can't be done again.

Create excitement with your shipment:

Excellent packaging. When you take the time to create a nice package, your customer will be wowed by the entire shopping experience, remember how they felt when they opened your product, and want to shop with you again. Find out some great tips and tricks for excellent packaging in this article.
Include a note. Include a personal thank you note in the package as one more way to say thank you to your customer and let them know how much you appreciate their business. This will help make your customer feel appreciated and they will want to shop with you again to help support your business.
When you can, offer a little extra. Try to add a little something extra in with your package as a freebie. If your customer receives more than they were expecting, they will remember the experience. When sending freebies in your packages, remember to keep them relevant to what they person ordered and useful; for example, if someone orders a large batch of beads from your shop, some extra matching beads of a different design might make a great freebie. Get creative with they types of things you can offer to entice your customer to want to come back and shop with you.
Coupons. Everyone loves a discount! One of the easiest ways to promote repeat business is by including coupons for repeat shoppers within your shipment. It will not only let your shopper know that you care about them and want their business, but they will most likely shop in bulk knowing they will receive some sort of a discount.
Make it worth their while. It's very important to be able to stand behind your products. A unique product that is quality made will be one that your customer can rely on. Make sure your item descriptions are accurate and that you are representing exactly what you are marketing.

Things to avoid:

Inappropriate Freebies. Candy or heavily scented products do not generally make good freebies, unless your customer purchased something like candy, baked goods, or scented products from your shop. There are too many folks out there with allergies and sensitivities to foods, so it's best to just play it safe and steer clear of these types of goodies.
Misrepresenting your items. Never misrepresent your item in your photos, descriptions, or other form of marketing. You want to exceed your customer's expectations, not send them something they thought was one thing, but is really another. This is a quick way to get your shoppers running far, far away.
Writing off unhappy customers. Take the opportunity to try to satisfy your unhappy customers. When you make it up to an unhappy customer, they might just end up feeling valued and return to your shop.

How do you handle a mess up or unhappy customer?

Let's face it: sometimes transactions don't go the way we hoped or planned and we end up with a less than satisfied customer. Before you write them off forever, try to keep in mind that trying to turn their frown upside down is in your best interest. When you encounter an unhappy customer, chances are they are going to spread the word about their shopping experience to their friends and family. Similarly, if you can manage to appease your customer and take an extra step to assure they are satisfied with their experience, you can bet they will be just as vocal about what a wonderful shop you are to everyone they know. So take that deep breath, and see if you can extend a solution to the problem.

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The following advice and personal selling story comes from Lori Anderson of Limamike:

How many times have you been asked, "Can you discount that?" You probably reacted by either:

1) Biting your tongue and then explaining why your price was fair, that you MADE this beautiful piece of art they are now holding, etc, etc, until the customer's eyes glazed over and they handed you their charge card.

2) Caving in immediately and discounting your already-priced-too-low piece of wonderful beauty.

In the first instance, you're doing what we all should do — explain why what we make is worth what we charge. But an opportunity is missed to invite that customer to come back and buy even more of your lovely things. In the second instance, you've started a precedence that you'll have a hard time getting out of. You will now hear, "But you discounted once, why not this time?" I've done both; the biting the tongue, and the caving (Sometimes at the same time — oh yes. It can be done.). I've since come up with a method that works wonders for me and has made my internet stores and my craft shows successful.

When someone asks me if I can cut the price, and they're a first-time buyer, I explain to them that no, I work hard to make my prices very fair considering the time and materials that go into them, but I DO reward repeat customers, and if they would like to either receive an email newsletter, or receive a postcard when I'm in their area for craft shows, they'll then receive 10% off their next purchase.

My email newsletters go out every 2-3 weeks, feature two pieces of jewelry, info on my next craft show, and a fun little factoid (about my blog, a featured artist, etc). People who get newsletters get secret sales that no one else gets, and when I tell them that, it's like Christmas — eyes light up. Everyone loves to be part of an exclusive group, particularly when the words "free shipping" and "discount" come with the package.

If the email newsletter recipient gets tired of it and unsubscribes, I just ask them if they would prefer to keep their discount by getting a postcard instead — and the answer is 99% yes.

For people who hate email, get too many emails, or have just chucked their computer out the window because it crashed for the umpteenth time, the postcard works. I explain that they don't get the secret sales, but they DO get 10% off at my craft shows, and at the end of the year.

The majority of my sales are repeat customers. Those customers come back to my store or my booth, and they bring their discount coupon, but they *also* bring their friends. I've gotten to KNOW these customers, because they come back. They feel comfortable buying from me. Sometimes they forget to bring their discount card, but I know them, and I give them the discount anyway.

I've added up my sales over the years to see if the repeat customer discount has hurt my income. It most certainly hasn't. It's helped. With a discount, people tend to buy more, and buy more comfortably. The new customers now know that they can "join the club" if they like. If they don't want to share their email or address, I won't treat them any less kindly, and I'll still back up my work 100%. But there IS a way to make a discount work for your business — it's all in knowing when to give it.

A big thanks to Lori for sharing her story and tips for promoting repeat business with us! We are looking forward to your feedback and questions. Etsians know the power of sharing best practices, so we want to hear from you. Please share your own tips and advice for promoting repeat business as an Etsy seller in the comments section below.

More about Service Tips for Sellers Series: Running an online business has many perks, like the ability to remain somewhat anonymous behind a computer screen (maybe even in your 'jammies). But that computer screen does not preclude interaction with customers. Rather, good online customer service may be even more important: it gives buyers the peace of mind that they are buying from a trustworthy and reputable seller. Being an online entrepreneur offers the opportunity to provide excellent communication, create a friendly face for your shop, and promote repeat business, all while remaining behind the curtain.

Art of Pricing | Legal Info for Artists | Shop Makeover Series | Service Tips for Sellers

Seller How-to: Bridal Shows

2008-06-13T12:37:00Z

Well Sellers, I just finished my first bridal show and it was well worth it, I think! Other than hearing two of the worst reception singers sing, loudly, and often, it was a lot of fun. Things sold, I have custom orders to work on, and I'll certainly do it again next year.

I thought I would write this post for those jewelry designers who have thought about the bridal venue but haven't yet exhibited at a show. They're just my own observations and thoughts, but I hope this will helpful.

One of the main things that holds jewelry designers back from participating in bridal shows is the cost. Shows in my area (Maryland) run from $400 and up for a four-hour show. That can make you swallow hard. To get past that initial dollar figure "yikes," you have to look at the show as a marketing venture more than an immediate selling venture.

Most shows give each vendor a list of the brides who attended. While you don't want to spam the heck out of anyone, you CAN craft a good "thank you" letter, and consider an incentive — a discount, a free pair of earrings with purchase, something that makes the letter or postcard WORK. If the list included emails, be very careful — I personally would only use that email one time, and then never again without their permission. So use that email to SAY something, and ask if they'd like to get your email newsletters (include a link they can click to subscribe) or would prefer snail mail.

If you don't have a web site, set one up to get the most of your booth fee. Unlike craft shows, bridal shows aren't really a buy-now venue; I did have people buy things, but for the most part, brides are in the looking phase. Many haven't even chosen their dresses or colors yet. If they don't have a web site to go back to, you've lost even the thought of a sale. And think about it — if you make jewelry other than bridal jewelry, you want to gain a repeat customer — someone who will visit your web site over and over.

You really don't need an elaborate booth set up for a bridal show — a big pro. If you want my long-drawn-out booth design email, just click here and let me know what your interests are and I can give you technical stuff. Give your work some levels — put busts on wrapped boxes or get creative with pedestals (a pretty plate on top of a glass vase, etc.) and let the jewelry speak for itself.

So, you pay your $400-500-whateverhundred bucks, you have a pretty table, gorgeous jewelry — now what?

Well, don't be surprised if no one buys. Do NOT take that as a negative (see above about not buying right now). Have lots of cards or promos — preferably ones with photos of your work on them, to help jog their memory — and let them know what you can do. If you're big on customization, tell them. If you specialize in a genre of wedding (beach, renaissance, etc.), play that up. Flexibility is really important in the bridal business, I believe, because every bride wants it to be Her Day.

OK, the day is done, what's next? What can you do to get your name out there even more?

If you’re good at networking (and I am rather not, I get nervous), doing a bridal show can give you some great connections. I was approached by a dress boutique owner about displaying some things in her store, and if I’d been braver, I would have approached other boutiques (I do much better via email, I get way shy in person — I think it’s the whole fear of rejection thing — easier to take via email). Instead of asking stores about taking your work on consignment to just sit in their showcase, suggest they use your services as a “dresser” — when they change their window displays, see if they’ll let you dress the mannequins with your jewelry. (That would work for a regular boutique, too.)

If you have a website with a bridal section, consider having a Bridal Links page, and exchange links with local businesses — florists, DJs, etc. The key is to make sure they put YOUR link on THEIR site as well.

Network with wedding coordinators — they refer brides to all sorts of services. Cultivating a relationship with one is a great way to get business.

Wedding Gift Guide | Wedding Category | Wedding Showcase | Handmade Wedding Series

Big thanks to limamike for sharing her how-to with the Storque. You can see her original post on her blog.