Over the weekend I finished a custom necklace order. I really enjoy custom orders; there's something especially satisfying about making something that you know will already have a "forever" home.
Custom orders can be tricky, however, especially if you're like me and you want to involve the customer during the design process. Not everyone can visualize a finished product from a sketch or incomplete sample. Plus, too many choices can overwhelm or paralyze some people, especially those who aren't artists themselves. Try taking a non-beader to a bead show or your local bead shop and you'll see what I mean!
5 Tips When Offering Options to Your Customer
Here's what I've learned over the last few years:
Start with a Finished Product. Custom orders that are based on a previous design work best, since it's easier for the customer to visualize changing out one element such as the color of the bead or type of clasp. Not only will this be easier for the customer, it will be easier on you. By beginning with one of your own designs, you ensure that the finished design will still fit your overall aesthetic. You'll be able complete the project much more easily and quickly than if you need to mimic a totally different style. Plus, you'll likely already own the components you need and will be spared the pain of trying to source materials you don't normally use.
Label Choices Clearly. I like to send numbered photos like the one pictured here. You want to make it easy for the customer to make a choice and not have them struggle to describe the squarish-sorta-round-small-but-not-tiny bead they want.
Limit the Choices ... I've learned that it's part of my job to narrow down the focus, just like a real estate agent might only show you selected homes that meet your criteria or a chef might prepare a small selection of entrees. For most projects, I offer 2 or 3 options at most. Photos work well, but I've also used sketches when a photo isn't possible.
But Not Too Much. Individual custom orders aside, online handmade shops are often advised to offer more choices. If one necklace is good, thirty are better. (One of the popular Etsy myths you'll see repeated in the forums is that every shop needs to have 100 items to be successful.) It's nice to have options, but at the same time, cohesion is your friend. If every option is wildly different, it can be harder for some people to make that final selection. You're designs don't need to be cookie cutter, but you'll have an easier time with sales if they all look like "you."
Offer Pre-Packaged Choices. Some people have trouble with choice because they truly like more than one item. I've found that a variety pack option works well for my cards such as this assorted nature set. Other shops have found success with an "item of the month" or sampler club. Special deals where a customer can get the matching earrings and bracelet together for a slightly lower price than buying them separately might be enough to capture the indecisive customer.
When shopping, how many choices do you like? If you're a shop owner, how many choices do you offer?