Helpful Strategies for Selling Leather and Leather Products
Online! - Part 1 of 4
When someone walks through your door, it is quite likely that a
sales person is available and able to assist them with any
questions. At that moment in time, specially in a leather
oriented business, many aspects of the human sensory spectrum
are in full swing. They can smell the unique scent of genuine
leather, they can see and touch the smooth buttery leather and
most importantly they can hear and understand what you have to
say about your leather product offerings. Put all these things
together and there is a very good chance you are going to make a
sale! ... Now try to accomplish this on the Internet.
It goes without saying that the Internet can enhance the bottom
lines of many, if not all, leather oriented businesses, however,
did you know that there are obstacles associated with selling
online that can literally sink your leather business if you are
not prepared?
For the purpose of this article, let us define the term "online
commerce" as "the electronic selling of leather and leather
products through an online shopping cart environment". There are
certain issues that a business should take into account before
even contemplating opening up an online shop.
First let me start off by asking you a simple question. When was
the last time you fired up your computer and said "I am going
onto the internet to do some shopping?" I am willing to bet,
that's not too many times, if any. Most people hop on the
internet to do research, or if anything, to do a little window
shopping! That's right ... to look around and see what's
available. Very few people hop on the internet looking to buy
something, but this does not mean you can't sell to them! All
this means is that you need to treat them a little differently
to ensure they buy from you.
Here are some strategies to help you get started.
1. Develop your online catalogue with the first time shopper in
mind all the time.
I can't begin to count how many leather industry sites out there
that are falling short in this department. Your company website
has to take on the roll of your top sales person. It needs to
provide as much information as possible to your potential
customers. What we are talking about here is not only
information on how to reach you, but detailed product specific
information, product uses, methods for payment, shipping
options, refunds etc.
You need to position your leather company as a mentor or teacher
and educate your potential customers about your product
offerings and their applicable uses. When writing your website
content, pretend that every potential visitor will know very
little about your offerings. Ensure that your content is as
informative as possible. You will win over more leather
consumers this way, trust me. Use this strategy whether you are
selling a jacket, a pair of boots, a can of adhesive or a
sheepskin. Once you convert that casual visitor into a customer,
and you deliver on your orders, you'll have gained a lifetime
customer.
Now, if you're thinking about selling say upholstery hides (or
other finished hides) online, let me give you a piece of advice.
Do so only with customers that have bought from you before or
who have received one of your sample swatches. Why? Remember
online customers are going by what is on your website; they
don't actually get to touch your upholstery leather or hide. As
we all know, every hide is different and each carries its unique
imperfections. So forget about trying to display the true
representation of the colors or textures of hides on their
monitors. With the many different monitors and graphic cards
available it is an impossible task. A simple comment like - "If
ordering our XYZ upholstery hide for the first time, please
request a sample cutting or swatch to confirm specifications
before ordering." If you make this offer; ensure you get the
samples out! Potential first-time customers will appreciate the
heads up and second-timers will be unfazed as they have bought
the product from you before. The alternative is an unhappy
customer, restocking fees, shipping fees and the loss of a
potential lifetime customer.
In the next three articles, Frank will address three additional
strategies that will not only help you keep your customers, but
increase them as well. Learn how a $300 order can generate in
excess of $120,000 of business.