Читать книгу Start & Run a Craft Business - William G. Hynes - Страница 12

The type of product you make and the quantities you produce will be the most important factors in determining whether you sell the bulk of your work to shops or directly to the public. If you are producing unique, one-of-a-kind items, it may be possible to sell all your work directly to customers, either through markets, from your own studio, through the mail, or on the Internet. If you are making production crafts on a part-time basis, it may also be possible to dispose of your entire output at retail. But if you are making production crafts full time and have a substantial output, you will probably want to do some wholesaling.

Most craftworkers use a variety of marketing channels.

Even if you are able to sell most of your output at craft markets, wholesaling can be a valuable “second string” to your bow. If you are dealing with shops, you will have a smoother and more even cash flow as payments from stores will come in at times when you are not selling at shows. Selling to shops enables you to reach further afield than it might be practical for you to travel personally. Sales on the Internet also have this advantage. This, of course, does not rule out selling as much of your work as possible at craft markets or from your own studio. In fact, since you normally make a higher net profit per item on retail sales, you should aim to sell as high a percentage as possible of your output at retail.

Most craftworkers use a variety of marketing channels. Chapters 5 and 6 look at the traditional marketing channels in detail. Chapter 7 deals with new selling opportunities offered by the Internet.