Adaptability is one of the keys to running a successful business. Often times when we start a business we have a clear idea of what that business should be. After months of creating and you aren’t seeing your product move you may start to feel defeated. Sometimes, however, it is just that you are missing the mark in some way that isn’t getting your product in front of the right demographic or you just aren’t hitting the mark with your customers. Here are a few things to consider when you are struggling to match your style with that of your customer:
- Price point: The biggest driver of how your product will be seen is how much it costs. You want to set a price point that will cover your costs and ensure you are compensated adequately. At the same time, you need to make sure that your prices are palatable to your customers. Do some recon; go to markets in the area before your market and see what comparable work is selling for. If similar works are selling for less than what you are charging you need to consider a few things. Can you afford to lower your price? Are there less expensive pieces that you can make that would better suit this clientele? If neither then maybe this isn’t the right market for you. Listen to what people say as they browse your booth. If they are commenting on the price (too high / too low) take note of that and see if you can adjust your prices accordingly in the future
- Display: How you present your work is going to play a major role in how it is perceived to your customer. How do you want people to see your work? Are you going for a craft show, small business, or fine art? If you are trying to appeal to the craft show crowd think of lots of simple, cute, low-price pieces. Display is important but not as important as matching the price point of your customers. Small businesses you should appeal to customers who are looking for quality and value. Having a good variety of products along with some high-ticket items is a good balance. Offer “deals” such as two for one or buy one get one half off. Cross-promote your products and try to upsell. If you are going to fine art think about fewer, expensive pieces. Leave the low and medium prices back at the studio and present only your big-ticket items. Invest in good quality displays (pedestals, acroterion). This crowd is looking for quality and isn’t generally thinking about price. So your display should reflect that.
- Style: When you start out you may have a very specific style of your own. This could be subject matter, technique, color palettes, or detail. It is good to stick to your style as that is what will eventually set you apart from other artists. At the same time think carefully about what customers ask for. Are a lot of your customers asking for pet portraits? Try your hand at them. It may not be your passion but being able to give people what they want can pay the bills while you spend the bulk of your time working on the things you want to work on. As you work on these pieces you may gain new skills as well that you can then incorporate into your pieces. Try not to be too stubborn in what you are willing to create if it means that you are alienating yourself from your customers.
- Marketing: this is something that is going to change constantly throughout the life of your business. You may find that your social media posts aren’t getting much traction. Look at what other people are doing, read up on what the people are saying is trending, and adapt your strategy accordingly. Maybe Facebook is prioritizing lives or Instagram is promoting reels. Use this to your advantage. If you have money to invest in marketing spend some money on a campaign. Run a contest or a giveaway to increase engagement and gain followers. The important thing is to try new things until you find something that works. Then, when that thing doesn’t work anymore, try other things until you find something new that works. Rinse and repeat.
Learn to adapt your business to best suit your customer and you are on your way to being a successful small business. Remember, this doesn’t mean you change your style every time someone suggests something to you. You don’t need to chase trends or try to make everyone happy to be successful. But look for indicators of what is selling, what is working of others, and what you read online, and make adaptations as you go along to better meet people’s needs and wants. Have your own tips? Tag us @bz_furfur and, as always, stay unique.
