Learning how to sell custom silver objects to customers is similar to marketing other products. It is essential to determine who your target audience is, become familiar with the demographic that is most likely to buy your sterling silver design pieces, and figure out how to make the sale. Why choose silver gifts? Who will buy your silver products? What are they doing with these silver items? Marketing silver to consumers can be a challenge, but when you understand the best approach for this type of business, you will be able to increase conversions, attract new prospective customers, and boost your bottom line.
Identifying Your Market
The good news is that there is a lot of market research that can be used to learn about the type of customers that buy custom silver objects. Some purchase it for corporate gift items to recognize an employee, reward an achievement, or celebrate a retirement. Others use sterling silver design items to mark a special holiday or occasion, such as an anniversary, Valentine’s Day, or graduation.
Another great way to figure out who you need to target when marketing silver to consumers is to think about the benefits that your silver products have to those who buy them. Will they serve as gifts or personal purchases? Do they purchase these items only during the holiday gift-giving season or at other times during the year? The more you can learn about your customers, the easier it will be to make the sale.
Marketing High-Quality Pieces – While not every customer who walks through your door will want to invest in keepsake quality custom silver objects, you will have some that do. Some pieces are not purchased to be worn or displayed; some sterling silver design pieces are meant to be handed down from generation to generation, as they increase in value. Sterling silver has a value beyond the artistic design or personal attraction; it has a real precious metal value that can be measured, which makes it a smart investment for some buyers. Learning about marketing silver to consumers like these can be a lot different than retail customers who are looking for a gift or something to add to their collection. If you can effectively promote the value of investing in silver to your customers, it might bring a whole new meaning to the question of, “why choose silver gifts?” and increase your sales.
Something for Everyone
It is a good idea to fill your store with objects that come from a variety of price points. While everyone wants to make the big sale of high-quality pieces that bring in the more affluent customer demographic, not every purchase will be a big ticket item. Take a look at the custom silver objects that you sell in your store and evaluate what is selling – and what isn’t. This can help you to get a better idea of the customers that you already have and make smart decisions about stock items that you will want to get in the future.
Inexpensive pieces are more economical and will sell more frequently for lesser holidays, impulse purchases, coordinating pieces, and gift-giving on a budget. Work with your supplier of sterling silver design to ensure that you have a variety of options for your customers to choose from and then closely monitor sales of your products. Learn why they choose silver gifts over other types of products. Find out what is attractive about the silver products and why some customers keep coming back for more. Sometimes it’s not about learning what you’re doing wrong, but what you’re doing right.
Ready to Expand Your Stock?
JT Inman Company has a solid reputation for providing our retail partners with top quality sterling silver design. Choose from a wide range of catalog items or work with our experienced craftsmen to create custom silver objects that you can sell in your store. If you are marketing silver to consumers, make sure to check out the options and opportunities available at JT Inman Company. Contact our team by calling 508-226-0080 or use our online contact form to reach out to our sales department.