Selling At Your Show Ellen O’Hara  Head of Business Development Cockpit Arts ECCA February 2011 Creative business incubato...
What we’ll cover … <ul><li>Different options for selling at your show </li></ul><ul><li>What you need to prepare </li></ul...
S elling options   <ul><li>Direct selling during the show:  </li></ul><ul><li>If you have stock </li></ul><ul><li>More app...
Selling options   <ul><li>Taking commissions </li></ul><ul><li>If you offer a bespoke service or variations of work on sho...
What to prepare <ul><li>Business / contact cards </li></ul><ul><li>Portfolio </li></ul><ul><li>‘ Elevator pitch’ </li></ul...
Elevator pitch <ul><li>One or two sentences about you and your work </li></ul><ul><li>No more than a couple of minutes lon...
Basic record keeping <ul><li>Record and keep receipts of all purchases you make </li></ul><ul><li>If you pay cash, make a ...
Invoices for a sole trader <ul><li>your company name, address and contact information  </li></ul><ul><li>the company name ...
Approaches to pricing <ul><li>Cost-plus pricing  – calculating the costs to you of producing work and adding a mark up </l...
Cost plus pricing <ul><li>Cost price  = materials + labour + overheads </li></ul><ul><li>Wholesale price  =  cost price  +...
Market pricing <ul><li>What competitors are charging? </li></ul><ul><li>How do you compare with them in terms of what you ...
Value based pricing www.cockpitarts.com Collectable Experience Service Status Investment On trend Customised Sustainable D...
Other considerations: <ul><li>Don’t give all your work away until the show is over! </li></ul><ul><li>Think about delivery...
Some final selling tips: <ul><li>Engage with your potential customers – ask questions and take contact details </li></ul><...
Summary <ul><li>Sell your work and services in the most appropriate way  </li></ul><ul><li>Prepare your ‘elevator pitch’, ...
<ul><li>Cockpit Arts Holborn </li></ul><ul><li>Cockpit Yard </li></ul><ul><li>Northington Street </li></ul><ul><li>London ...
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[PDS] Selling your Work - Ellen O’Hara

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Ellen speaks about different ways of selling at shows, how to price work, and what you need to do to prepare to sell at a show

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  • [PDS] Selling your Work - Ellen O’Hara

    1. 1. Selling At Your Show Ellen O’Hara Head of Business Development Cockpit Arts ECCA February 2011 Creative business incubator for designer-makers
    2. 2. What we’ll cover … <ul><li>Different options for selling at your show </li></ul><ul><li>What you need to prepare </li></ul><ul><li>Pricing approaches </li></ul>www.cockpitarts.com
    3. 3. S elling options <ul><li>Direct selling during the show: </li></ul><ul><li>If you have stock </li></ul><ul><li>More appropriate to product based work </li></ul><ul><li>Taking orders of work on show: </li></ul><ul><li>If you only have limited numbers of each piece </li></ul>Image: Katie Barton at Open Studios, Cockpit Arts
    4. 4. Selling options <ul><li>Taking commissions </li></ul><ul><li>If you offer a bespoke service or variations of work on show </li></ul><ul><li>Other services </li></ul><ul><li>Freelance design etc. </li></ul>Image: Work by Katherine Wardropper
    5. 5. What to prepare <ul><li>Business / contact cards </li></ul><ul><li>Portfolio </li></ul><ul><li>‘ Elevator pitch’ </li></ul><ul><li>Receipt book (that can double as an invoice) </li></ul><ul><li>Simple order form with terms and conditions </li></ul><ul><li>Price list </li></ul>www.cockpitarts.com Image: Work by Jen Rowland
    6. 6. Elevator pitch <ul><li>One or two sentences about you and your work </li></ul><ul><li>No more than a couple of minutes long </li></ul>Image: Work by Alpa Mistry
    7. 7. Basic record keeping <ul><li>Record and keep receipts of all purchases you make </li></ul><ul><li>If you pay cash, make a note of purchases in a cash book and produce your own petty cash receipt </li></ul><ul><li>Create an invoice or produce a receipt for every sale made </li></ul><ul><li>Keep copies of your invoices and record them in a sales ledger </li></ul>www.cockpitarts.com Image: Linda Florence in her studio
    8. 8. Invoices for a sole trader <ul><li>your company name, address and contact information </li></ul><ul><li>the company name and address of the customer you are invoicing </li></ul><ul><li>a unique invoice number </li></ul><ul><li>a clear description of what you are charging for </li></ul><ul><li>the date of the invoice </li></ul><ul><li>the amount being charged </li></ul><ul><li>VAT amount if applicable </li></ul><ul><li>the total amount owed </li></ul><ul><li>any business name being used if the surname of the sole trader is not being used </li></ul>www.cockpitarts.com Image: work by Louisa Taylor
    9. 9. Approaches to pricing <ul><li>Cost-plus pricing – calculating the costs to you of producing work and adding a mark up </li></ul><ul><li>Market pricing – researching the market and pricing yourself accordingly </li></ul><ul><li>Value based pricing – estimating the perceived value of your work by potential customers </li></ul>www.cockpitarts.com
    10. 10. Cost plus pricing <ul><li>Cost price = materials + labour + overheads </li></ul><ul><li>Wholesale price = cost price + profit </li></ul><ul><li>Retail price = wholesale price + profit </li></ul>www.cockpitarts.com
    11. 11. Market pricing <ul><li>What competitors are charging? </li></ul><ul><li>How do you compare with them in terms of what you offer? </li></ul><ul><li>Where would like to position yourself? </li></ul>Image: Work by Catherine Hammerton www.cockpitarts.com
    12. 12. Value based pricing www.cockpitarts.com Collectable Experience Service Status Investment On trend Customised Sustainable Design content Hand crafted Unique Value
    13. 13. Other considerations: <ul><li>Don’t give all your work away until the show is over! </li></ul><ul><li>Think about delivery of work and how this will be arranged and paid for </li></ul><ul><li>Agree a realistic deadline for orders and take a deposit if you can </li></ul><ul><li>Arrange a time to meet after the show for commissions, agree a clear brief and take a deposit on agreement of the brief / contract </li></ul><ul><li>Have information to hand regarding other services and arrange follow up meetings once the show is over </li></ul><ul><li>Don’t make promises you can’t keep! </li></ul>www.cockpitarts.com
    14. 14. Some final selling tips: <ul><li>Engage with your potential customers – ask questions and take contact details </li></ul><ul><li>Rehearse a few words to describe yourself and your work </li></ul><ul><li>Smile! Be confident, welcoming and enjoy yourself </li></ul><ul><li>FOLLOW UP!! </li></ul>Image: Lush Designs at Open Studios
    15. 15. Summary <ul><li>Sell your work and services in the most appropriate way </li></ul><ul><li>Prepare your ‘elevator pitch’, business cards, price lists and receipt book / order forms for your show </li></ul><ul><li>Set up a simple record keeping system for income and expenditure </li></ul><ul><li>Use a combination of Cost Plus, Market and Value based pricing </li></ul>www.cockpitarts.com
    16. 16. <ul><li>Cockpit Arts Holborn </li></ul><ul><li>Cockpit Yard </li></ul><ul><li>Northington Street </li></ul><ul><li>London WC1N 2NP </li></ul><ul><li>T 020 7419 1959 </li></ul><ul><li>F 020 7916 2455 </li></ul><ul><li>E [email_address] </li></ul>Cockpit Arts Deptford 18-22 Creekside Deptford London SE8 3DZ T 020 8692 4463 F 020 8692 3735 E [email_address] www.cockpitarts.com Published by Cockpit Arts (2011), under a Creative Commons licence which allows you to copy and distribute the report as long as you keep it intact in its original format, credit the original author and do not use it for commercial purposes . www.cockpitarts.wordpress.com

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