Were these to be famous last words?
When I started up this business, it was my intent to avoid custom builds and to invest my time in establishing a range of styles of furniture that I felt that my customers would like. The type of things that I see lots of people seeking, and not so many making. The things that I, my family, and my friends are both comfortable with and yet find exciting. Furniture designed to go together, and that I could make time and time again.
I started with making some simple hall/console tables, coffee tables, a dining table, a new style of chair to go with it but also suitable to compliment other designs. I was happy that I was making a good start. Then the first orders came in. A cube based storage/display unit. A couple of foam lined, plywood equipment cases for some expensive electronic displays. I was puzzled! Had I figured this all wrong?
What I needed to remember is that first up, people will buy what they need, followed closely by what they really want bad. They usually have a firm idea of this. So if this is not the stock I have got, then I have to build it for them, or loose that customer. And when it comes down to it, I have to sell furniture to make money. So now I have adjusted my view to encompass the idea that custom builds are something that have to be done. They might be a bit of extra work, but the joy of seeing somebody get something made specifically for them is worth it. And, of course, that then makes other people interested in what I might be able to do for them, or indeed, what I may already have.
This brings me to marketing. If I make something someone likes, and that makes someone else interested in what I have, then that is marketing. To sell my stock items, without relying on custom builds, requires me to invest time and money in other forms of marketing also, so that customers will be attracted to my online store to see if there is something there for them. And my job then is to convince them that they do want to buy my products. So begins the start of my journey into marketing. Stay tuned to see how it turns out.
Doug.
