Linda's Business Blog

Customer Service: are you a May or How person?

In a potential sales situation, which of these two approaches do you think will bring a more successful response from a customer:

May I help you?

or

How can I help you?

If you are the salesperson or the business owner who inquires, the first question most often results in only 1 of 2 one-word responses:

"Yes" or "No"

If you ask the "May I help you?" question as part of your good customer service policy chances are your sales won't be as high as the salesperson or business owner who asks "How can I help you?"

The "How" question requires the potential customer to respond with a sentence.  Even if the response is "I don't need any help," or "I'm just looking," it is far more engaging than a simple, often dismissive "No."  The hoped-for answer, "Yes," often invites an inquiry back that opens up a true conversation between sales person and potential customer such as "Do you have this item in blue?"

As simplistic as this seems, the way in which you open a sales/potential customer scenario can make or break a sale.  Have you ever been shopping and been approached by the sales person who asked "May I help you?" and you could swear you heard in his or her voice a tone that almost begs you to reply in the negative?  I have.  It's as though the sales person doesn't really want to be bothered and hopes you'll just go away.  A "yes" answer is good, it does open the conversation but it requires further questions by the salesperson such as "How can I help you?" Better to just start out with "How can I help you?"

I think the gist of what I'm saying is that if you have a business, whether you are a solopreneur or the CEO of a major corporation, you have products/services that you wish, hope that others will purchase.  If you are the solopreneur then it is you and the customer...this is the quintessential direct selling situation.  If you are the CEO then you have selling divisions and personnel responsible for the selling situations.  Whichever case, it is important that the sales person have their heart in their work:

• a true belief that the products/services are worthy of sale, purchase and ownership
• a true belief in the value of the products/services
• a true desire to serve the interests of the potential customer

I follow the work of sales and positive attitude guru Jeffrey Gitomer.  He has an excellent article on his website, BuyGitomer, titled, "What's the best part of selling? Is it really just the sale?"  In this article he talks about getting your enthusiasm back for sales in what has been a down economy.  He lists thoughts to consider that remind a person of why they went into sales in the first place, such things as [from Mr. Gitomer's list] as:

• The challenge of asking and engaging.
• The great feeling of serving customers and helping them succeed.
• The personal pride of making the sale, and knowing the customer made the right choice.

Mr. Gitomer lists 5 things to put your heart into as regards sales:

1. Put your heart into your job.
2. Put your heart into your desire to serve.
3. Put your heart into your product belief.
4. Put your heart into your presentation.
5. Put your heart into delivering customer value.

So.   What better question to ask of a potential customer than, "How can I help you?"

Artist-preneurs create Beautiful Businesses

Never let it be said that artists are not also business people.  In fact, artists of all stripes [painters, mosaic artists, sculptors, fine jewelry, fine art photography and more] are "manufacturers" of a product they hope to sell.  I'm not talking about the hobbyist here, but rather the working artist.  These are people who are direct sellers of their work through art shows and festivals; they put their works in galleries and other settings where they hope for a share of sale [gallery commissions can range from as low as 30% to as high as 60%]; they offer smaller price points through the sale of cards and prints; they have their work available online and sometimes sell licensing rights for their images.

Yes, working artists are small business people and a great majority work from home...so they are home business owners.  I like the term artist-preneur and first coined it this past February in a post I wrote about the quiet business sector.  In my article I said: "...Most artists are solo-preneurs meaning that they own their own business, they produce their own products, they sell their products themselves and do all the in-between work of a business...."

This past Saturday I participated in an art event in my community...I am one of those artist-preneurs.  This was a craft and art show and three artist friends and I shared a sale table.  We offered small original works, prints, cards and other small items.   One of those friends is artist Linda Jeffery Sailors; I interviewed her for my art blog in January.  On her website's biography page, Linda says she, "...currently runs a fine arts business...." 

Another artist sharing our sales table was Lenore Kreit.  I've shared several sales events with Lenore and we've discussed the recessed economy and its effects on the art world more than once.  The third member of our 4-artist table was fine art photographer, Claudia Schwalm.

In this photo you can see our sales offerings: Linda's small original watercolor works to the far right, Claudia's photography cards in baskets next; Lenore's basket of small original works and prints and notecards to left of center; then my cards and prints at the left end of the table. 

I met some other artist-preneurs at this event and wanted to mention two others.  Artist Laura Davidson has a name for her company that I found charming: Firefly Moon. She offers handmade products using original art and design for jewelry, notecards and other products.  I asked her about the name she chose for her company and she said she fell in love with fireflies "down on the farm."  I've never seen a firefly...but then I've never spent any time on a farm either.

Owner [with her helper] of Gallup Jewelry is another artist I met this past Saturday [and many apologies, but I neglected to write down her first name - and I used to be a reporter!] She had some beautiful examples of wire sculpture.  She also had this little basket of rings on sale for $1.50; she called them her "practice" rings...I bought one because I thought it lovely and because the color in the leaf-shaped beads compliments my wedding ring [I'm not fond of diamonds - I prefer colored gems].

It's difficult to find economic statistics about the art world, especially about the visual arts sector.  However I found an interesting article at U.S. Dept. of Labor, Bureau of Labor Statistics that gives a hint in their 2010-2011 Occupational Handbook:

• "...Median annual wages of salaried fine artists, including painters, sculptors, and illustrators, were $42,650. The middle 50 percent earned between $29,230 and $60,650. The lowest 10 percent earned less than $20,780, and the highest 10 percent earned more than $83,410...
• Earnings for self-employed artists vary widely. Some charge only a nominal fee while they gain experience and build a reputation for their work. Others, such as well-established freelance fine artists and illustrators, can earn more than salaried artists. Many, however, find it difficult to rely solely on income earned from selling paintings or other works of art. Like other self-employed workers, freelance artists must provide their own benefits...."

Reading that information, you have to wonder why someone would choose art as a home business.  It's like anything else though, you build your business around your passion, what you are interested in, what you know best.  Like all the artists I know, in the several communities where I show my work, we are all hoping for a much better selling season this year.

How does Direct Selling work anyway?

I was asked recently about direct selling.  The initial question was what is direct selling anyway?  The simple answer?  Sitting down at a local coffeeshop and having conversation.

Direct selling is person-to-person exchange of goods and/or services for legal tender.  Or, I have this product and you wish to purchase it in exchange for $31.  It's that simple. 

Let's set up a couple scenarios.  Let's say you are an independent distributor for a consumable product with a direct selling company.  These are companies who manufacture or produce products that can only be sold through independent distributors [meaning you won't find these products on the shelves of the corner grocery].  And an independent distributor is like being an independent contractor - you aren't an employee of the company, but you are authorized to sell their products and you receive financial compensation for doing so.

Since you have your own business [being an independent distributor puts you in the landscape of home business owner] you are enthusiastic about your product and [ta da] you use it/consume it yourself.  -  Let's hope this is true of whatever type business you own...you truly ought to be your own best customer [if you don't use your own products/services, why should anyone else?]

Scenario One:  Your best friend drops by one afternoon and asks what you are doing.  So, you tell her about your new business and how much you enjoy the product.  You offer her a taste/sample and you tell her why you like it and continue to purchase it yourself.  She tells you she thinks it tastes good and asks how she can get some.  So you explain that your home business is being built around the sale of this product and that she can purchase from you.  This is person-to-person, direct selling.  Direct from you the business person to the end consumer.

Scenario Two:  Your business has been prospering and you've been able to not only pay off your car loan but purchase a new car.  Your neighbor remarks one Saturday afternoon that your new car is pretty cool.  The two of you get into a conversation and you mention that 'life is good' and that you've been enjoying your home business's success.  Your neighbor asks you what kind of biz it is and a conversation about that gets going.  He shows interest so you invite him to come over in the evening so he can see the product and get a bit more information.  He agrees. 

This is also a part of direct selling.  There are only two basic ways new independent distributors are "born" for a direct selling company.  One is that someone finds the company through something like an internet search and contacts the corporate office.  The other way is that a current independent distributor tells someone about the income opportunity; that person is interested enough to become a distributor himself, so the current distributor then "sponsors" him to the company.  [Talking about the various ways of being compensated as an independent distributor with a direct selling company is the subject for a new post.]

There is a fantastic site, Direct Selling 411, that gives information useful for better understanding this type of home business and business model.  Here's an example:

• "...How many people engage in direct selling?...An estimated 15.2 million people are involved in direct selling in the United States and more than 59 million worldwide...vast majority are independent business people – they are micro-entrepreneurs whose purpose is to sell the product and/or services of the company they voluntarily choose to represent – not employees of the company. Approximately 90 percent of all direct sellers operate their businesses part-time...."

This type of business is a good one for the basis of a home-based business.  The Direct Selling Association has a categorical list of types of business, everything from baskets to wine accessories.  If you've been thinking about a business of your own, check the list...or contact me and I'll tell you about the direct selling business in which I'm involved.

All Business is Relationship Marketing

You may wonder why I chose the Brazilian rainforest as a photo for a post about Relationship Marketing and business.  There is an easy answer: Brazil is someplace I'd like to visit some day and it is my dream that my home business will provide the financial success to see that dream become reality.

My bold claim today is that all business involves relationship marketing.  What is relationship marketing anyway?

Business Dictionary dot com has an interesting definition:

• "...Promotional and selling activities aimed at developing and managing trusting and long-term relationships with larger customers. Customer profile, buying patterns, and history of contacts is maintained in a sales database, and a service representative (also called account executive) is assigned to one or more major customers to fulfill their needs and maintain the relationship...."

AllBusiness dot com says:

• "...marketing strategy designed to achieve long-term relationships with customers, suppliers, and distributors to improve overall profitability and success...."

I have written about direct selling and relationship marketing previously.  A couple of my own points:

• "...The Direct Selling industry is an industry best described by the communities it builds.  It is a relationship building business....
• ...One relationship is retail...business person to end consumer.  Another relationship is sponsorship-you show another person how to start their own business...."

Why would I say that all business involves relationship marketing?  I believe it to be true.  Elements of relationship marketing that equate to good and ongoing business that crosses all industry boundaries are:

• trust - building trust with clients, customers, suppliers and vendors...even the general public through goodwill and reputation
• long-term - I can't think of a single business that would be content to have only "one-time-purchase" customers; to stay in business, to be profitable even, that business would need customers by the thousands
• knowing your customers - maybe you wouldn't know them by name, but you would know what they appreciate in the way of services, quality and after-the-sale customer care

I do think there is a difference in thinking about relationship marketing - one way of seeing it is that of superficially trying to make contact just for the purpose of the sale.  Real relationship marketing takes an all-inclusive stance - it is your concern as a business:

• for your place in the market - relationships with competitors
• for the quality of your goods and services - relationships with suppliers, vendors, sub-contractors
• for knowing the needs of potential customers and where they are and how to communicate with them - relationship in the world: knowing who would purchase your products and services, why and where they are and in what manner you need to let them know [for example are your customers only found online? do your customers primarily read trade magazines? are your customers destination seekers?]
• serving current customers with quality customer care: during and after the purchase

Think of it this way: as a business, what can I do for you?  Not: I'm a business so come purchase my products and services.  What you care about first is your customer...the sale is merely the device to get to know them - this is relationship marketing.

Making the case that Artists are Direct Sellers

Or: I'm making the case that I am an Artist [specifically a visual artist: mosaic and painting] and see my business as a direct selling business.  First, a couple definitions to help this conversation along: [caption id="attachment_718" align="alignright" width="112" caption=""The Jazz Player" acrylic painting by Linda C Smith"][/caption]

• Artist: first some quotes: "...What art offers is space - a certain breathing room for the spirit....  ~John Updike"  and my personal favorite: "...I found I could say things with color and shapes that I couldn't say any other way - things I had no words for....  ~Georgia O'Keeffe" - my personal definition of "artist" is someone who translates what they see either outside themselves or from within themselves through artistic media - could be paint, pencil, mosaic tiles, dance, music, poetry, prose, photography and more.  I think being an artist is something you have to do...like having no choice.
• Direct Selling: the best definition comes from DirectSelling411 : "...Direct selling is the sale of a consumer product or service, person-to-person, away from a fixed retail location, marketed through independent sales representatives who are sometimes also referred to as consultants, distributors or other titles...."

Taking these two definitions then, you could say that the artist creates a consumer product and then sells that product person-to-person through shows, festivals, physical galleries and online galleries.  I consider a gallery to be a direct selling situation rather than a fixed retail location as purchasing a work of art is nothing like purchasing a gallon of milk.  In a gallery setting it takes person-to-person interaction between the gallery personnel and the prospective purchaser.  There are quite a few artist-owned galleries, so this is even more the case. Having stated my case it's my contention, as a business person, that it would benefit artists if they did a bit of learning as regards direct selling. (1) How to do direct marketing: "...Direct marketing is a method used to distribute advertising and marketing materials such as catalogs, brochures or other items to consumers through mail, e-mail, telemarketing or other methods. Direct selling is NOT direct marketing...."[again from DS411].  This is an important distinction and often the two get confused.  The key word is "marketing."  Marketing is giving people information so that they can make an informed buying decision.  Once you've given someone information about your product [marketing materials] you still have to engage them in a buying situation [selling]. (2) How to be an effective direct seller: I found at the DirectSelling 411 site, in the FAQs for selling, a list of points that I think would be valuable for anyone to adopt [this list is copied and has my annotations in italics]:

• Tell your potential customers who you are, why you’re approaching them and what products you are selling.- believe it or not, I've seen artists at outdoor shows who stand in their booths with their artwork and never engage the people who come to look...these are prospective art buyers who need to know who you are, why they need your work and what you have available.
• Explain how to return a product or cancel an order.- this is as valid in an art transaction as for any other type of consumer product.  Sometimes an art buyer will get a work home then discover it just doesn't "work" for them...art is "subjective" and human emotion has much to do with the initial purchase and the purchase retention.
• Respect the privacy of your customers by calling at a time that is convenient for them.- this is good, basic business advice.
• Promptly end a demonstration or presentation at the request of your customers.- some artists will take a selection of works to a prospective buyer's home and do a "presentation;" this is good business advice.
• Provide accurate and truthful information regarding the price, quality, quantity, performance, and availability of your product or service.- in the art world, consistency of pricing is often a difficult animal to master; sometimes a buyer will be interested in a work you have displayed, but wish it were in another color combination - as the art business person, you have to know what you will and won't do for a client...and if you do it for one, you'll have to offer it for others.
• Offer a written receipt in language your customers can understand.- this may, or may not, be an issue in an artist's business; having said that, if you are an English speaker and are doing shows in a community where another language is predominant, you might want to offer materials in that language.  Some American artists travel to Italy, for instance, for shows...this might be good business in this case.
• Provide your name and contact information, as well as the contact information of the company you represent.- you would be amazed at the number of artists who do not provide this valuable information to buyers of their work...referral sales are as important for artists' "products" as for any other consumer products.
• Offer a complete description of any warranty or guarantee.- as an artist, do you offer services after the purchase such as fixing damage?  Everything needs to be clearly outlined and understood between the artist and the buyer.

It's difficult for some artists to put aside the fuzzy feel goods of getting their hands paint splattered and exchanging that for the cold realities of doing business.  However if an artist has decided to make a business of their work and efforts, then the two hats must be worn.  The business hat needs to fit as well as the creative one.  There is much more that goes into a discussion of art plus business; but for me, it helped to define my home-based business as a direct selling enterprise.  I could then further define what I needed to know and what skills I needed to learn to have a balanced business: creating work on one side and marketing and selling it on the other.