{"id":35954,"date":"2017-11-03T13:53:28","date_gmt":"2017-11-03T17:53:28","guid":{"rendered":"https:\/\/www.shapeways.com\/blog\/?p=35954"},"modified":"2018-03-19T11:12:35","modified_gmt":"2018-03-19T15:12:35","slug":"7-critical-steps-growing-profitable-jewelry-business-part-7-relationship-management","status":"publish","type":"post","link":"https:\/\/www.shapeways.com\/blog\/7-critical-steps-growing-profitable-jewelry-business-part-7-relationship-management","title":{"rendered":"7 Critical Steps to Growing a Profitable Jewelry Business \u2013 Part 7: Relationship Management"},"content":{"rendered":"<p class=\"video-responsive\"><iframe loading=\"lazy\" src=\"https:\/\/www.youtube.com\/embed\/2ulwPMVJxh8\" width=\"100%\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<p><span style=\"font-weight: 400;\">Ask any gardener, and they will tell you that planting seeds is only a fraction of the work in creating a beautiful garden. Getting the initial steps right is definitely important, but without regular watering, weeding, pruning, and fertilizing, the garden, which may be initially beautiful, will likely start to wither. At this point in our 7-part series on <\/span><a href=\"https:\/\/www.shapeways.com\/blog\/archives\/34384-7-critical-steps-growing-profitable-jewelry-business-introduction.html?utm_campaign=jewelry_business_coaching_series&amp;utm_source=blog_post&amp;utm_medium=blog&amp;utm_term=jewelry&amp;utm_content=JBCSPart7_RM\" target=\"_blank\" rel=\"noopener\"><span style=\"text-decoration: underline;\"><b>Growing a Profitable Jewelry Business<\/b><\/span><\/a><span style=\"font-weight: 400;\">, we\u2019ve discussed the core tactics to get your jewelry business effectively up and running, but we\u2019ve left an often overlooked exercise to last: relationship management.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Relationship management is a key part of maintaining engagement with existing customers and ensuring you stay top of mind for new opportunities that arise. It can at times seem secondary in importance, but maintaining active relationships with your business partners can be just as meaningful as activities that involve recruiting new customers. In the final part of our series, we\u2019ll walk through<\/span><b> 5 essential tips for effective account management<\/b><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>1. Maintain a dynamic list of wholesale customers<\/b><\/p>\n<p><span style=\"font-weight: 400;\">The first step in maintaining your customer relationships is actually remembering whom your customers are. Keep a list with any pertinent contact information and relevant notes about customers themselves, idiosyncrasies in the way they do business, and their preferred ways of getting in touch.<\/span><b>\u00a0<\/b><span style=\"font-weight: 400;\">Also consider adding attributes to help to further categorize and target stockists for different collections, campaigns, or events. These might include:<\/span><\/p>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Size<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Social media reach<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Geographic location<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">E-commerce vs. Brick &amp; Mortar<\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">Keep track of how many customers you have and what your gaps\/growth opportunities are for future outreach. <\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>2. Follow your customers on social media<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Whether you like it or not, social media is now a core part of any marginally savvy business\u2019s marketing and branding strategy. In the jewelry market in particular, Instagram and Pinterest are where trends are created and business plans are executed in a visible way. With your customers, then, it becomes important to keep up with what they are doing on social media. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">We recommend checking profiles daily and watching Instagram stories. Stay abreast to changes in visual direction, new marketing campaigns, or patterns in the type of content or products they are posting. In addition to spectating, also engage with those profiles through likes, comments, and direct messages about specific posts. This activity alone can help to subtly keep you relevant in a brand\u2019s mind. Often with smaller companies, the same person running social media is also the person running the whole operation. Even if that\u2019s not the case, this engagement still builds a relationship with the social or marketing area of the company and opens you up more easily to potential opportunities for collaboration on joint social marketing efforts.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>3. Notify your wholesale partners of any new product releases<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Just as you want to be aware of what your customers are doing, you also want them to be aware of any new collections or product launches you are planning. Every new collection launch is an opportunity to reacquaint your customers with who you are as a brand and expose them to new product they may be interested in stocking and selling. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">If you have a standard email to your broader customer list, be sure to send a more tailored email to each stockist, separate from your mass marketing push. Prepare a lookbook and utilize the same principles we discussed in our earlier segment on outreach. Start pitching your new collections 2-3 weeks prior to the main product or collection launch.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>4. Don\u2019t be afraid to stay in contact<\/b><\/p>\n<p><span style=\"font-weight: 400;\">As with any good relationship, communication is critical. Regular communication helps to create an ongoing dialogue, which eases the awkwardness that can sometimes accompany business relationships. Although you\u2019re probably not going to be engaging with your customers with the frequency of a personal friend, it\u2019s helpful to schedule calls regularly to get an idea of what short- or long-term promotional or strategic activities are expected and how you can be a part of them. If a stockist is local to where you live, we encourage you to stop by in person and schedule some face time with the buyer. <\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>5. Be personally invested<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Everything we\u2019ve discussed in this series has been on a business-to-business level, but, in reality, every interaction you\u2019re going to have with your customers is at a human-to-human level. To establish a sustainable business relationship, you really need to get back to the basics and get to know your customers.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Invest in learning their concerns, their excitements, and what they\u2019re thinking about. Try to understand their motivations in making certain decisions or not. Don\u2019t say things you don\u2019t mean and don\u2019t make promises you can\u2019t keep. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">The best way to generate trust and, ultimately, respect with a customer is to be genuinely engaged and interested in what they\u2019re doing. Building a rapport that goes more than surface deep can be the basis for a truly sustainable business relationship and maybe, if you\u2019re lucky, even a friendship. <\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">Thank you for following us throughout our series. Wishing you all the best in incorporating these strategies into your business growth!<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If you missed any part of the series, please check out the links below:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\">\n<h4><a href=\"https:\/\/www.shapeways.com\/blog\/archives\/34632-7-critical-steps-growing-profitable-jewelry-business-part-1-wholesalers-stockists.html?utm_campaign=jewelry_business_coaching_series&amp;utm_source=blog_post&amp;utm_medium=blog&amp;utm_term=jewelry&amp;utm_content=JBCSPart7_RM\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Wholesalers and stockists<\/span><\/a><\/h4>\n<\/li>\n<li style=\"font-weight: 400;\">\n<h4><a href=\"https:\/\/www.shapeways.com\/blog\/archives\/34881-7-critical-steps-growing-profitable-jewelry-business-part-2-pricing.html?utm_campaign=jewelry_business_coaching_series&amp;utm_source=blog_post&amp;utm_medium=blog&amp;utm_term=jewelry&amp;utm_content=JBCSPart7_RM\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Pricing strategy<\/span><\/a><\/h4>\n<\/li>\n<li style=\"font-weight: 400;\">\n<h4><a href=\"https:\/\/www.shapeways.com\/blog\/archives\/35031-7-critical-steps-growing-profitable-jewelry-business-part-3-get-stores-line-sheets.html?utm_campaign=jewelry_business_coaching_series&amp;utm_source=blog_post&amp;utm_medium=blog&amp;utm_term=jewelry&amp;utm_content=JBCSPart7_RM\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Line sheets <\/span><\/a><\/h4>\n<\/li>\n<li style=\"font-weight: 400;\">\n<h4><a href=\"https:\/\/www.shapeways.com\/blog\/archives\/35281-7-critical-steps-growing-profitable-jewelry-business-part-4-outbound-selling-jewelry-buyers.html?utm_campaign=jewelry_business_coaching_series&amp;utm_source=blog_post&amp;utm_medium=blog&amp;utm_term=jewelry&amp;utm_content=JBCSPart7_RM\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Sales outreach<\/span><\/a><\/h4>\n<\/li>\n<li style=\"font-weight: 400;\">\n<h4><a href=\"https:\/\/www.shapeways.com\/blog\/archives\/35536-7-critical-steps-growing-profitable-jewelry-business-part-5-negotiation-101.html?utm_campaign=jewelry_business_coaching_series&amp;utm_source=blog_post&amp;utm_medium=blog&amp;utm_term=jewelry&amp;utm_content=JBCSPart7_RM\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Entrepreneurial negotiation tactics<\/span><\/a><\/h4>\n<\/li>\n<li style=\"font-weight: 400;\">\n<h4><a href=\"https:\/\/www.shapeways.com\/blog\/archives\/35764-7-critical-steps-growing-profitable-jewelry-business-part-6.html?utm_campaign=jewelry_business_coaching_series&amp;utm_source=blog_post&amp;utm_medium=blog&amp;utm_term=jewelry&amp;utm_content=JBCSPart7_RM\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Contracts, pricing, and legal considerations for business<\/span><\/a><\/h4>\n<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h4 style=\"text-align: center;\"><a href=\"https:\/\/www.shapeways.com\/for-business?utm_campaign=jewelry_business_coaching_series&amp;utm_source=blog_post&amp;utm_medium=blog&amp;utm_term=jewelry&amp;utm_content=JBCSPart7_RM\" target=\"_blank\" rel=\"noopener\"><b>Contact us<\/b><\/a><b> if you have any questions on growing your jewelry business<\/b><\/h4>\n<h4 style=\"text-align: center;\"><b>or have a bulk order that you\u2019d like to scope out.<\/b><\/h4>\n<h4><i><span style=\"font-weight: 400;\">About the authors:<\/span><\/i><\/h4>\n<h4><i><span style=\"font-weight: 400;\">Ross Keong is a Strategic Sales Manager specializing in growth development for B2B users in the industries of jewelry, fashion, art, and design.<\/span><\/i><\/h4>\n<h4><i><span style=\"font-weight: 400;\">Virginia Gordon is the US Jewelry Community Manager, helping designers build a successful jewelry business using Shapeways and 3D printing<\/span><\/i><\/h4>\n","protected":false},"excerpt":{"rendered":"<p>Ask any gardener, and they will tell you that planting seeds is only a fraction of the work in creating&#8230;<\/p>\n","protected":false},"author":129,"featured_media":35960,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[510],"tags":[821,2006,2011,2004,2005,1779,2248,2012,2001,1998,2013,2007,2003,2016,2249,490,1992,1991,2018,2000,2002,1940,2008,1995,1999,1994,2015,723,2017,823,2247,1997,2245,2009,487,720,2010,2246,2014,1996,724,1993],"class_list":["post-35954","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-3d-printing-industry","tag-3d-printed-jewelry","tag-7-critical-steps-to-growing-a-profitable-jewelry-business","tag-at-home-jewelry-business","tag-beginners-guide","tag-business-tutorial","tag-cast-metal","tag-contact","tag-design-your-own-jewelry","tag-designer-business","tag-ecommerce","tag-how-to-make-money-selling-jewelry","tag-how-to-sell-jewelry","tag-how-to-start-a-jewelry-business","tag-how-to-start-a-jewelry-business-at-home","tag-instagram","tag-jewelry","tag-jewelry-business","tag-jewelry-business-coaching-series","tag-jewelry-business-startup","tag-jewelry-designer","tag-jewelry-line","tag-jewelry-making","tag-jewelry-selling-online","tag-jewelry-stockists","tag-jewelry-tutorial","tag-jewelry-wholesale","tag-online-jewelry-business-opportunities","tag-online-shop","tag-outsourcing-jewelry-production","tag-pinterest","tag-product-release","tag-profitable-jewelry-business","tag-relationship-management","tag-selling-your-jewelry","tag-11-shop-owner","tag-sls","tag-small-jewelry-business","tag-social-media","tag-starting-a-jewelry-line","tag-stockists","tag-strong-and-flexible","tag-wholesale"],"thumbnail":"https:\/\/www.shapeways.com\/blog\/wp-content\/uploads\/2017\/11\/Jewelry-Business-YouTube-Template-Part-7.png","yoast_head":"<!-- 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