Dazzle This Diva – August 5th Edition
Once again, here’s your opportunity to not only send a sales and marketing related question to me BUT TO ALSO leave your opinion or suggestion, helpful hint or resource for other people who have posted a question!
This weeks question is from Elizabeth Campbell Duke (no relation to yours truly) of Blinking Star Antiques:
Hi Kim, I just read through the advice to Catherine who sells jewellery through home parties. We have what I think of as the “opposite” problem. Our main business is selling a service that is neither inexpensive nor fun (for the clients). In fact, we meet people when they are going through one of the 2 most stressful times of their lives – a nasty divorce or the death of a loved one.
My husband, Tony Duke, is an antique and personal property appraiser, and I work on the marketting and sales end of things.
We moved to our present location on Vancouver Island last November. As we began to get clients, we were often asked whether we could sell some of the goods. As a related business we now have an antique shop that is busy during the summer months, and slower during the winter (www.BlinkingStar.ca). We cannot ethically offer to purchase anything we have appraised, so we sell goods on consignment.
Sounds great, but things are slow…. and I resigned from my teaching job to learn marketting and sales!
Presently, we are focussing the appraisal marketting at the professionals who can refer us to clients (lawyers, estate planners, insurance agents….) and to the general public through appearances at charity “Roadshow Appraisal” fundraisers and through workshops we run ourselves (which are fun if we can get people out to them). We aim for at least 1 “appearance” per month, and are trying to get Tony into our local community college’s “Elder College” as a speaker for the upcoming fall and winter semesters. Tony has been on the Canadian Antiques Roadshow, and we have permission to use their logo – which we do.
The antique shop is focussed on higher end, but “affordable” (for the antique world) items and quality locally made arts and crafts (funky fused glass, candles, soaps and lotions). We’re working on developing the “Antiques are Green” and “Less is More” ethics… especially if the “Less” is of excellent quality.
We have agreed that to put anything on “sale” gives people the impression that our “regular” prices are too high – both in the appraisals end of things as well as at the antique shop. It seems like we’re …..almost there, but we need some tweakin’. I know we live on the Island, but I’m still on mainland time – and we need to kick-start these businesses.
Elizabeth Campbell Duke
Blinking Star Antiques
http://www.BlinkingStar.ca
http://www.TonyDuke.ca
Share your advice with Elizabeth (and me!) in the comments of this post
We can always use more questions so send in one. Wouldn’t you love to benefit from free advice from fabulous women all over the world? (and one certain Sales Diva)
Send your own Dazzle This Diva question to:info@salesdivas.com and don’t forget to include a link to your website!
Hello Elizabeth,
You say ” service that is neither inexpensive nor fun (for the clients).” I’m assuming that is on the appraisal side (not the shopping for cool antiques side) of the business. Which makes me wonder two things:
1st – do people expect appraisal services to be inexpensive?
In my head I’m looking for someone I can trust will give me an accurate estimate along with advice on how to get that price when I’m selling my items (or thoughts on making sure an estate distribution is considered “fair” by the family). It also may be that you’re the first appraisal someone has ever had done and they have no frame of reference.
Perhaps – in your public appearances having a “how to pick the right appraiser” check list, including things to watch out for AND how to expect the prices to be. That could also become an eBook/Pamphlet on the website to extend your reach as an expert.
2nd – why can’t it be fun?
I’m not talking about party balloons and noise makers, rather a personal touch that makes the client feel at ease and comfortable. Make the experience itself be enjoyable. Random thoughts: bring the client coffee & a donut/cookies/etc, ask to look at the items they always wanted to get rid of anyway 1st, with your antiques roadshow connection you could have one trash/one treasure set aside at the end when your wrapping up and pretend they are on the show.
Hope that helps,
Lynn
Comment by Lynn @ UpYourTeleSales.com — August 5, 2009 @ 3:49 am
Hello!
What a neat business! And what interesting people! I get the sense that you like to market and run your business in the way that “feels like you” …no artifice or disingenuous branding! Just integrity!
As an avid antique collector and shopper, I would like to offer my two bits as far as what would interest me, marketing-wise!
As far as the naming/branding for the antique shop itself, I’m wondering about exactly who you’re marketing to. I know that many people who love antiques do so because of the sentimental, historical, craftsmanship, etc. value tied to them.
However, the approach of “Green Your Home” and “Less is More” is very interesting to me! (And very westcoast!) From that standpoint, I’m wondering if the name of the store should reflect exactly that. (When I think of “Blinking Star,” I cannot make any connection to antiques or artisan wares, although I appreciate Tony’s story behind the name!)
Examples off the top of my head would be “The Funky Antique, “Organic Antiques,” or “Sea-Grass Antiques” (well, hey, you are by the Pacific Ocean!) – something that addresses the type of clients that would be interested in this approach. You know what I mean!
In terms of the appraisal end of things, I think that it would be very interesting to see Tony on a series of Internet videos to upload to your site, youtube, viddler, etc. Having watched the Antiques Roadshow many times, I find it fascinating to watch the experts demonstrate their knowledge, expertise and passion for what they are appraising. It also helps me to trust them.
I’m wondering about redoing the website completely. I’m not quite sure I get the feel for what you’re all about with the current one. I think that a photo gallery of your wares would be a great idea on the site. Not with the store background in view, but just the piece against a white background. A classy, professional sort of look that customers can then visually see the quality of your stuff!
I’m also wondering about ‘working on the workshops’ a bit more, perhaps with creative spins. (You had mentioned that it’s tough to get people out to them). As an example, people love to know what their possessions are worth! What about something like the approach of “Do You Have a Fortune in Your Attic?” That sort of thing. And then, upsell your reputation from those sorts of events.
I can also see radio, tv (Canadian Antiques Roadshow connection – great!) and specific magazines and other publications helpful.
In my opinion, it would be great to intertwine the appraisal/antique businesses together in a cohesive branding way. (I know that many of the appraisers on Antiques Roadshow also own antique stores, which gives me as the buyer, more confidence if I buy from them). How you could go about that, would all be involved in what sort of branding feels right to you!
Thank you for submitting your story and good luck to you!
Comment by Ann-Michele — August 5, 2009 @ 11:36 pm
P.S.!
Sorry! Just another comment to add to my last paragraph in the post above… I love the last name “Duke” in this instance because of the connotations it brings to mind when associating it with antiques.
Personally, if it were me, in order to help intertwine the appraisal/antique businesses more closely together to lay the foundation for the branding/marketing schema, I love “Duke Antiques,” with a separate “Duke Appraisals.”
Just my thoughts!
Comment by Ann-Michele — August 6, 2009 @ 1:20 am
It sounds like you are doing many great things. What about tweaking your website? I would suggest hiring a graphic designer to give it a really professional look. I’m guessing you get all kinds of tourists. Could your website include a bit of an inventory with images and prices? I realize you likely have tons of stuff, but maybe start by highlighting some of your best pieces or most popular items. I’m sure people would love to look from home or maybe even designers would search your site looking for things for clients.
I love all the events you do. You are becoming the “expert” in your field in your community and over time that will bring you all kinds of business.
Great work!
Comment by Mary Weimer — August 6, 2009 @ 4:25 pm
(I don’t really know the process for answering or commenting on questions posted on the Sales Divas Site…but I thought I’d throw my “two bits” into the mix….)
I read thru your letter…but it was the last paragraph that caught my attention…
“We have agreed that to put anything on “sale” gives people the impression that our “regular” prices are too high – both in the appraisals end of things as well as at the antique shop. It seems like we’re …..almost there, but we need some tweakin’. I know we live on the Island, but I’m still on mainland time – and we need to kick-start these businesses.”
While I appreciate your comment regarding “Sale”s…I think you are missing the bigger picture. Everyone loves a sale…they love to feel they got a great deal…they love to tell their friends they got a great deal…instead of saying to their husbands or friends – “I paid $50 dollars for this vase” they will say “I saved $25 on this!” and they will tell everyone they know…whenever anyone comments on that vase…and they will mention your store…!
I am not saying that you should have everything on sale all the time! That becomes pointless and you lose the trust of your clients…but if you say “All XYZ products are 25% off this weekend only” it:
1) gives you an excuse to contact customers in your data base that may be collecting that china? People that are interested in “funky fused glass”, etc…
2) builds a sense of urgency with your customer’s (If I don’t buy today, I will miss out on great savings…)
3) creates a frenzy in the store, with your customers excited and purchasing product.
4) gives you something exciting to tell your new customer when they come into the store.
I know you are on the Island…on Island time…but you said you need to Kick-Start your business…? I would get over your “sale” issue…99.9% of all retail businesses use sales in their marketing mix – why? – because they work!!
(By the way…there was a great sale on at the Bay this past weekend – I saved a heck of a lot of money!! Any you can bet my husband knows, my friends know, my kids know…! I love a sale!!! Ha Ha Ha!!)
Respectfully:
Kathy Wusyk
General Manager of Sales and Marketing
La-Z-Boy Furniture Galleries, Edmonton.
Comment by Kathy Wusyk — August 7, 2009 @ 5:21 pm
I like Kathy’s response because it got me talking to Tony about how we could work sales into the mix without offering sales.
We are a “higher end” antiques boutique, aimed at the well-heeled collector who doesn’t deign to shop at the Bay – especially at a sale. We don’t want to become a “junque” shop. This holds for appraisals. If you want a $10 appraisal (which is for “entertainment” purposes only) then you can attend one of our charitable fundraising events or public workshops. If you need a professional appraisal for legal or insurance purposes, you will not be receiving a coupon or discount. Our time is valuable. We visit the site, photograph, describe, measure and RESEARCH each piece. Our signed, legal reports are printed, bound, and indexed. We are your “people” should there be questions down the road with lawyers or insurance companies.
Having said that, with respect to the inventory we carry in the store (much of which is on consignment, so it’s not technically ours to bargain with), Tony has come up with an idea for a “future sale”, wherein customers to the store can receive a 25% discount on future purchases from September 15 – Thanksgiving weekend (which is in October in Canada) when they make a purchase of $75 or more between August 15 and September 14th. This rewards current customers (and with any luck) we don’t eat too much of our commission on those pieces that are on consignment. Even if we end up “eating” a lot of commission, we have: 1. made some promotional inroads, and 2. turned over stock which is important for people who browse through the store frequently.
Comment by Elizabeth & Tony Duke — August 7, 2009 @ 5:40 pm
Here’s Cathy’s comment which I thought I’d posted. It came to me directly via e-mail.
(I don’t really know the process for answering or commenting on questions posted on the Sales Divas Site…but I thought I’d throw my “two bits” into the mix….)
I read thru your letter…but it was the last paragraph that caught my attention…
“We have agreed that to put anything on “sale” gives people the impression that our “regular” prices are too high – both in the appraisals end of things as well as at the antique shop. It seems like we’re …..almost there, but we need some tweakin’. I know we live on the Island, but I’m still on mainland time – and we need to kick-start these businesses.”
While I appreciate your comment regarding “Sale”s…I think you are missing the bigger picture. Everyone loves a sale…they love to feel they got a great deal…they love to tell their friends they got a great deal…instead of saying to their husbands or friends – “I paid $50 dollars for this vase” they will say “I saved $25 on this!” and they will tell everyone they know…whenever anyone comments on that vase…and they will mention your store…!
I am not saying that you should have everything on sale all the time! That becomes pointless and you lose the trust of your clients…but if you say “All XYZ products are 25% off this weekend only” it:
1) gives you an excuse to contact customers in your data base that may be collecting that china? People that are interested in “funky fused glass”, etc…
2) builds a sense of urgency with your customer’s (If I don’t buy today, I will miss out on great savings…)
3) creates a frenzy in the store, with your customers excited and purchasing product.
4) gives you something exciting to tell your new customer when they come into the store.
I know you are on the Island…on Island time…but you said you need to Kick-Start your business…? I would get over your “sale” issue…99.9% of all retail businesses use sales in their marketing mix – why? – because they work!!
(By the way…there was a great sale on at the Bay this past weekend – I saved a heck of a lot of money!! Any you can bet my husband knows, my friends know, my kids know…! I love a sale!!! Ha Ha Ha!!)
Respectfully:
Kathy Wusyk
General Manager of Sales and Marketing
La-Z-Boy Furniture Galleries, Edmonton.
Comment by Elizabeth & Tony Duke — August 7, 2009 @ 5:41 pm
I will admit I went berzerk and posted this link to my Linked-In groups as well as Facebook and Twitter (on the day they were hacked!). This is a response from a colleague in the Comox Valley Business group.
I think the one thing that has come from my question is that my husband and I have started working together to get back to the basics of our original marketing plan. He isn’t as “marketing” savvy as I’d like to think I am, and so I redesigned the website according to the remarks below, and then asked Tony to surf around it. I observed that he wasn’t “clicking” where I hoped people would “click”, and so we revamped things.
Here’s Darcy’s 2 cents. He’s a Comox Valley marketing Guru:
Hi Beth, I had a quick look at your question and thought i would add my 2 cents as well.. adding photos to your website would be helpful. if you are going to manage your own website you may want to go to a blog format it may be easier to upload photo’s and content.. it will also be a lot easier for you to make it interactive with your website visitors.. having pictures of your feature products would give people a good sense of what have in the store and down the road you could look at selling your antiques right off your web page.
as for Advertising>> in your industry i am a big fan of classified sections in the paper and even better local online classifieds http://comoxvalley.en.craigslist.ca/
of course craigslist, usedcourtenaycomox.com, and kijiji is free.. running feature adds in your local papers classified section tends to be pretty cost effective as well.. another route i am a big fan of is pay per click but before doing that i would recommend you have your website tweaked by a professional
that’s it for now should you want any more hints or tips please feel free to email me darcy@launchmarketing.org
Posted by Darcy Lefebvre
Comment by Elizabeth & Tony Duke — August 7, 2009 @ 5:52 pm
Your website is not helping your business at all Elizabeth. The homepage has an awkward toolbar, and it doesn’t show the visitor where to click 1st.
Some of the links and info could go in a lower menu bar, such as the contact info that wastes valuable space on your homepage, or the ‘sterling silver links’ which should not be in such a valuable space on the homepage.
Why not have the events info right on the homepage?
All the different font sizes and bold text is really confusing and makes it harder to read.
It would be nice to have an ‘About’ page too, so that we can learn more about the store and the people behind it.
It would also be useful to have the currency specified.
Comment by Sarah — August 11, 2009 @ 9:35 pm
Hello Elizabeth,
You say ” service that is neither inexpensive nor fun (for the clients).” I’m assuming that is on the appraisal side (not the shopping for cool antiques side) of the business. Which makes me wonder two things:
1st – do people expect appraisal services to be inexpensive?
In my head I’m looking for someone I can trust will give me an accurate estimate along with advice on how to get that price when I’m selling my items (or thoughts on making sure an estate distribution is considered “fair” by the family). It also may be that you’re the first appraisal someone has ever had done and they have no frame of reference.
Perhaps – in your public appearances having a “how to pick the right appraiser” check list, including things to watch out for AND how to expect the prices to be. That could also become an eBook/Pamphlet on the website to extend your reach as an expert.
2nd – why can’t it be fun?
I’m not talking about party balloons and noise makers, rather a personal touch that makes the client feel at ease and comfortable. Make the experience itself be enjoyable. Random thoughts: bring the client coffee & a donut/cookies/etc, ask to look at the items they always wanted to get rid of anyway 1st, with your antiques roadshow connection you could have one trash/one treasure set aside at the end when your wrapping up and pretend they are on the show.
Hope that helps,
Lynn
Comment by CL — October 5, 2009 @ 2:23 pm