Change Will Do You Good – Take a fresh look at your business and its growth potential
September 8, 2007 5:01 pm Craft Professionals
Fall has begun. Though in Florida we don’t see the changes like in other parts of the United States, I’m beginning to feel the start of the season. That beautiful fall season, the coming of the holiday spending spree that will keep us afloat for another year of making handmade crafts.
But fall also symbolizes change, including change in our businesses to keep them interesting and on top of the heap. When is the last time you changed anything within your craft professional business? Maybe it’s time. It was for me. This holiday season, my customers may be shocked at the Nerius House product line.
Four years ago, I saw a noteworthy drop in overall sales of my folk doll line. At first, I took it all personally, but as I stopped being so self-focused, I noticed a majority of other craft professionals also were suffering from lower sales.
My first conclusion was to try exhibiting at different craft shows. Because I’d exhibited at the same shows for the last decade, I might have tapped the market dry. Yet, as I networked with other craft professionals who did various shows throughout the south and northeast, I realized it wasn’t that simple. It wasn’t going to be easy to get my company sales back up
I’d like to tell you it was careful research and analysis that revealed the root of my problem, but in truth, I stumbled across the solution. I was walking a trade show floor with a friend (a retailer) and was surprised when he got so excited about finding a candle distributor and was even more shocked when he placed a huge order for candles of every shape and size. “Why on earth,” I asked, “are you buying finished candles instead of candlemaking supplies?” He said: “Candles fly off the shelves! I can’t keep enough in stock.”
Candles? Candles! I needed more information on candles. If retail consumers were buying candles, then my customers would buy candles. I researched all over the web. I asked everyone I knew if they bought candles and why they bought candles. I found candles provide atmosphere, accent and decoration–and candles smell nice. Nice, indeed!
So I purchased candle supplies and started experimenting with the techniques. I ended up with little more than a waxy mess I’m still trying to get out of my carpets! So much for this new product line. It just wasn’t for me.
Then someone sent me a bar of homemade soap. It smelled nice. Soap had a function and purpose just like candles. And it was an item that would eventually be used up, (unlike my dolls that could sit on a shelf forever) so customers would come back for more! I experimented and tried several soap making techniques–and discovered a winner! I could do this (with care) without much fuss or mess, so Nerius House incorporated soap and other toiletries into its product line.
I’ve many new customers. And twice as many repeat customers than I did with just my doll line. Change brought a huge financial reward and took my business in many new directions. I took everything I learned about soapmaking and grabbed the opportunity to write a book that brought additional income, too.
But the best reward of change for me was not just the profits I earned, but something more personal–my creativity was renewed. I had a different and brighter outlook on my handcrafts. I was challenged for the first time in many years, and the challenge energized me.
As the leaves change colors and fall back to earth, and winter sets in, take a little time to find your company’s avenues for change. It might be the best thing to happen to you and your business.
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