Topics: Connecting with Your Customers

Q.
I have a website for my jewelry that includes a shopping cart so people can buy online. I thought the site would run itself, but people often call me before they buy to talk about the pieces they're interested in. Is there some way to reduce the number of calls I'm getting?
- Marty
A.
The type of people who buy artisan jewelry are different than other kinds of jewelry buyers. They are seeking something unique, and want to know what's special about the piece they're buying. Often, they want to feel a more personal connection with the artisan. One of the reasons they may ultimately buy from you is because of the connection they've made with you over the phone. For that reason, I wouldn't try to reduce the number of calls. In fact, as long as they are leading to sales, you might consider making sure your telephone number is clearly shown on each page of your website. - Dr. David Weiman
Dr. David Weiman is a respected expert in the field of marketing and selling handcrafted jewelry and a well-read contributor to Fire Mountain Gems and Beads "Ask the Experts". He is the author of Introduction to Marketing and Selling Jewelry, The Jewelry Selling Answer Book and The 5 Keys to Selling Handcrafted Jewelry. A free newsletter on selling handmade jewelry is available at his website: www.marketingjewelry.com.

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