Welcome back Fellow Woodworkers and Woodworking enthusiasts,
Just to re cap;
I have been writing a series of posts on the practical side of setting up shop.
This can apply to a hobby workshop but is mainly aimed at anyone who would like to set up a full time or part time business.
It is a big subject so I doing my best to divide it up into the following sections.
Workshop.
Tools and Machinery.
Finding a good timber yard.
Deciding what type of woodwork you are going to do.
Advertising and getting Customers.
Dealing with Customers.
Expanding your business.
I will add to this list and I would appreciate any suggestions.
I have experience in doing this myself from being self employed for 18 years.
You can find the first four parts here;
Part 1: Workshop
Part 2: Tools and Machinery
Part 3: Finding a good Timber yard
Part 4: Deciding what type of woodwork you are going to do.
Today's post is,
#5: Advertising and getting Customers.
This is a tricky subject for most crafts people.
Being creative doesn't normally go hand in hand with being a business guru.
You could be making the finest masterpieces the world has ever seen, but if they are stuck in your workshop where no one can see them you will go out of business fast.
I have seen many new businesses concentrate their energies in the wrong areas when it comes to promoting themselves.
Basically you have a product or service and you have to let the right sort of customer know about it.
This is easier said than done and it takes time.
Once you have decided on the type of woodwork you plan to do you then you need to think about the type of people who will require your skills.
If you plan to supply the building trade for example there is little point in targeting craft shops.
It sounds obvious but without narrowing your focus to a particular group you can waste your efforts.
This is not to say that you cannot target multiple groups, if that suits your business, but just to plan first.
As always this can be done with little to zero money, however money speeds things up.
Slow growth is better in my opinion because you learn as you build your empire.
Rapid growth can kill a business dead if it is not controlled.
So here are my suggestions,
1. Word of mouth.
Personal recommendations from existing customers are the best and are free. I have gained most of my commissions by this means.
When someone recommends you to friends and family they are giving you their seal of approval. This holds a lot of weight.
Customers also like to show off the new piece they had made and will sing your praises. They will be the best sales rep in the world for you.
This is why you must always produce top quality work because one bad review can ruin years of hard work in no time.
But what if you don't have a customer to start with?
2. The Timber yard.
Imagine a place which is run by someone experienced in most aspects of the woodworking industry.
A place where every day customers walk in through the doors and discuss their wood working requirements.
Is this the land of milk and honey you ask?
No It is your timber yard , so let them know you have set up and are looking for work.
There is a chance are they will give you a job there and then.
3. Local Craft Fairs.
Another favourite of mine is the local fairs and shows in your area.
These are excellent for many reasons.
Firstly they are fairly inexpensive and you can haggle the pitch price if needs be.
Organisers want quality on display and will also give free space or a cheaper price if you do a demonstration. ( Be very careful with health and safety though, definitely no blindfolded chainsaw demos!)
Secondly you are put face to face with the public. This is excellent training for dealing with customers. (More on this in the next post)
Be warned, You will get feed back on your work and it may not be what you want to hear.
It is what you need to hear though so it is of extreme value.
Thirdly they are local. Why make things for customers miles away when you can make them on your doorstep.
All you need to partake in a fair is some examples of your work and some public liability insurance.
Think carefully about what you will display and think about what people need rather than what you want to make.
There will be plenty of time to pursue your more creative designs when the business is established.
Make sure you present yourself and work well. First impressions count.
Learn and adjust every time you attend a fair. Selling is a subtle art and takes years to refine.
4. Business Cards.
Get a pack of quality business cards made up from vistaprint or somewhere similar.
No need to get too many as you will likely change your design as you evolve your business.
Cards with a clear text is a must.
Try not to get carried away with complicated logos or logotype.
A picture of your work, on the back of the card, will stick in peoples minds.
Leave these at builders merchants, estate agents, accountants and anywhere that complements your work.
By 'complement' I mean well presented businesses or museums etc not a 99p store or a crack den.
You will be associated with the place your card is displayed.
Builders and other trades are always looking for good craftspeople to help them or provide a service to their customers.
They can sub contract you for work and make money on top of your price.
This is business and expect to do a 'trade price' for them.( more on this in the next post)
5. The Phone Book.
If such a thing still exists?
Research which local woodworking businesses are in your area.
Then prepare a speech. List the services you can provide and keep it short , concise and courteous.
Adjust your pitch to the individual company.
Something like,
'Hello my name is 
The ' Help you with' part is powerful. Much better than 'I am looking for work'.
Imagine being rushed off your feet, unable to think straight and the phone rings offering help.
Much better than another nuisance.
I used this technique after three months in business.
I had no work and I was twiddling my thumbs.
I went through the whole book virtually, all the different categories.
I had rejection after rejection. Some said they would bear me in mind for the future and some were even offended by me asking.
I kept calling and finally a voice said ' yes '. We discussed things further and I was invited to do a days work in his workshop.
I had spent about five hours calling people that afternoon and got emotionally battered by the rejections.
The 'yes' turned into eighteen years ,and counting ,of regular work and a mentor of the finest quality.
6. Website.
Building a website is very easy to do these days.
I must admit that for years I never had one. This was because I was always too busy to build one.
It became necessary and is expected now. It reassures potential customers that you are established and it builds trust.
If you are struggling with not having enough photos to begin with take some interesting close ups of your 'show piece' .
Be imaginative , write about yourself as a craftsperson and what inspires you.
You can add pictures etc as you progress.
Important note. Learn from my mistakes and always take good quality pictures of your work. It is easy to forget when you are under time pressure, I have missed the opportunity to on so many pieces or I took terrible photos.
Any way you will need them to show future customers and for writing steemit posts.
7. Large Trade fairs, National Shows and Exhibitions.
This is for the experienced.
Proceed with caution and cut your teeth on the local smaller fairs first. Trust me.
I have witnessed a new business go all in on famous national show.
It cost them £10,000 for two days and they were convinced it was the road to retirement.
They barely spoke to anyone and received no sales or commissions.
There are generally no fairy tale success stories in real business I'm sorry to say.
If you decide to go down this route you must consider the following;
Can you afford it? I always assume that I will get no business from an event, expect the best but prepare for the worst.
Get some money behind you and do your research. It is worth while visiting the show the year before to get a feel for the place.
Just because a show is flashy and prestigious does not mean it will be good for sales.
I exhibited at a large horse show with seriously rich people everywhere. And I mean millionaires , I had no interest because they all wanted to look at horses not furniture.
I was ok in the end and had a few commissions but I was ready for a landslide of sales.
Can you cope with the work if you are successful? This may sound stupid but believe me if you take orders you had better deliver.
Late commissions are bad for business and stress you out.
Turning work down is bad for business as well so get the balance right and position yourself correctly in advance.
Show tips.
Talk to the other traders. You can meet some great people that will have more experience than you.
Ask lots of questions, like where are the best shows for them etc. Also simple things like trade coffee facilities and toilets etc. It is easy to burn through a load of cash on food and drinks at these things.
Get to know the organisers as much as you can and ask for help. Push your luck with this, you are their customer.
In the past I have had free labour to set up/ pack up, excellent parking near to the venue, privileged passes and free food and drink.
Allow plenty of time to set your stand up, it can take a long time so do not rush it.
Also allow plenty of time to pack up after the fair. I generally have a word with the organisers and pack up heavy item the next day.
This is because at the end of a fair everyone and their dog wants to get their vehicle to the loading space.
Even if you get in first you get blocked in.
Be polite but firm with other traders. Some can take liberties with space and stand in front of your work so as not to obscure theirs. Politely remove them , this is your livelihood.
Conclusion.
Be creative and think outside the box.
This is your endeavour and no one else will make it happen for you.
Knock on doors, talk to shop owners and even people on the street.
Do what you have to do.
I am adding another chapter to this series: Is self employment for you?
If you have any questions about woodwork, furniture or being self employed as a craftsperson let me know.
I know my wood and I have spent years teaching myself furniture making , furniture history as well as living it as a self employed cabinet maker .
Still I am learning every day and the journey is the point.
