If you’re struggling to establish a consistent cycle of sales in your business, you have to start thinking through the entire sales cycle.
It’s unfortunately super common for jewelry designers to get stuck in what I call a “sales plateau” in the early years of their business.
This is often the make-or-break point for many small businesses, and the only way to make it (instead of break it) is through the lens of The Desired Brand Effect.
The Desired Brand Effect is my branded methodology, which gives jewelry designers a holistic framework for understanding the sales cycle.
There are three core pillars of The Desired Brand Effect:
- Creating Desire – Getting in front of the right people and attracting the right audience, your Dream Clients.
- Sharing Desire – Converting new people into customers, then delivering an exceptional experience so they buy from you again.
- Scaling Desire – Supporting your business with the systems that will allow you to grow with ease.
If you’re struggling to get sales, or you’re stuck in a sales plateau, I would love for you to think through this lens.
Attract The Right People To Your Business
When you’re struggling to grow your sales beyond a certain point, it’s often a sign that you’re not attracting the right people to your business.
Successful business owners have a crystal clear understanding of their Dream Client, aka their ideal customer.
When you understand your Dream Client, you can narrow down your lead generation, list building, and marketing to target quality customers who will resonate with your brands core values and buy from you over and over again.
Ask Yourself: Who is my Dream Client, how can I get in front of them, and how can I effectively communicate the true value my brand has to offer?
Deliver An Exceptional Customer Experience
Once you’ve attracted the right person to your brand, the next phase is to turn them into a repeat customer.
The secret? Exceptional customer service.
There are a lot of misconceptions about sales being “icky” or “pushy.” That’s a belief that holds many jewelry designers back from growth.
Sales strategies for a passionate, creative business owner are way different than the sales strategies you might see in infomercials or deceptive pharmaceutical ads.
As a creative visionary, you are sharing your art with the world. You are coming from a place of service in your sales, offering people the chance to buy something they will love from a business that aligns with their values.
Ask Yourself: How can I come from a place of service and deliver the best possible experience to the people who will love what I do?
Create Systems That Support Your Freedom
Finally, the most crucial part of getting out of a sales plateau is to take a good hard look at the inner-workings of your business and find ways to take yourself out of the equation.
I know a lot of people don’t like to hear that, but let me explain what I mean.
I’ve worked with a lot of designers who get stuck at the same level for years.
They’ve gotten their business off the ground, they have a modest audience of loyal customers, and they’re making enough sales to stay afloat.
But for some reason, they just can’t seem to get to that next phase of business.
That’s because the things that got you to where you are today, won’t be the things that get you to where you want to be.
In order for a business to scale, you have to create systems and automations that allow you to produce enough product to match your growth and have time to focus on big-picture strategy.
Ask Yourself: Where are the inefficiencies in my business, what parts of my process can realistically function without me, and how can I outsource, automate, or systematize things to free up my time for more important activities?
Listen to the full episode above for a deeper dive into The Desired Brand Effect methodology and how I’ve used it to help thousands of designers grow and scale their dream businesses.