May 1, 2009
As an Etsy seller, your customer base may be a fraction of a big brand like Zappos, but sometimes looking at larger companies can give us insight into prosperous business practices. Most of us consider ourselves artists or crafters first, and entrepreneurs second. We sometimes find it hard to take a step back and take a commerce driven look at our shops. I've gathered some top tips from the big guns, read on for their inspiring ideas.
The Right Steps to Repeat Customers
Tony Hsieh, Zappos' CEO, is an evangelist for customer service. Tony spoke at Etsy recently, and I found a great video of a similar talk he did at SXSW. In this video Tony says, "Instead of spending money on paid advertising they put that into improving the customer experience. Let the repeat customers and word of mouth be our true form of marketing." See the entire talk on YouTube here.
75% of Zappos' orders are from repeat customers. Why? Awesome customer service. What is considered great customer service? Check out Zappos Customer Service guidelines, and their customer testimonials, along with the Service Tips for Sellers series on Etsy's blog.
An Apple a Day
Most of us have heard of Steve Jobs, CEO of Apple, what can an independent seller learn from this highly successful icon? Steve Jobs understands the importance of design and innovation. Apple has always stood out from the crowd and pushed to invent the next new (and beautiful) must have technology. So if your shop is coasting along, your making sales and everything seems hunky-dory, remember to continue to push yourself and your work. Who knows, you may have the next apple cozy in your mind just waiting for the chance to appear in your sketches!
The Whole Story
Whole Foods success comes in part from their amazing core values. John Pl Mackey, Whole Foods' CEO, created a "Declaration of Independence" which outlines the companies vision and values. Whole Foods makes sure their customers were always aware of their ethics and values. Perhaps this is why, a few years after the original Whole Foods market was devastated by a major flood, customer, neighbors, vendors and investors helped the store get back on its feet only 28 days later!
Being passionate and communicating your values and standards with your buyers will help them see you and your shop as something more then just a place to buy. Instead you will be a friend they believe in, and may even invest in, when you need them most!
Opportunity Knocks
Calling all artists: raise money for visual-arts scholarships, help advocacy for art education and funding, and gain a chance to win one of five $100 art materials store gift certificates by completing this survey online at http://www.ArtistSurvey09.net.
Are you a woman who runs an innovative, social conscious business? (Chances are, you are!) Apply for one of five of Eileen Fisher's $10,000 business grants!
Have you learned a valuable lesson from a large company or brand? Let me know!
xo,
Danielle
P.S. Tuesday's email featured a lovely, hand-printed butterfly pin from sheridesthelion. We apologize for the link error. You can find this pin here.
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