| I attend business workshops and seminars | | | | do they plan to spend. Do they want truly |
| every month in an effort to learn more about | | | | leaded panels or will single side leading be |
| running a business. | | | | adequate. Last, what finish do they want, |
| | | | black, silver, pewter, bright copper or |
| The one common question that I hear the most | | | | antique copper.8. But how do we find these |
| is how can I market my service or product. We | | | | clients? We advertise in the yellow pages |
| often have students who catch the glimpse of | | | | under cabinet makers equipment and supplies |
| how great it is to do glass and they start to | | | | and we go to cabinet shops and put samples |
| imagine themselves doing glass work for a | | | | into their hands. The best thing to do is |
| living. Some have been brave enough to ask us | | | | furnish glass samples of those which we carry |
| how they might be able to make money doing | | | | and sample glass designs that they can show |
| stained glass. | | | | their customers. I like to furnish 8" wide by |
| | | | 10" tall samples because they fit comfortably |
| We have many times replied that we don't | | | | in a box and are easy for the cabinet sales |
| know, if they find out, will they please let | | | | people to haul around. This is an investment |
| us know how? But here are some of the basics | | | | of time, effort and money which is necessary |
| of promoting and marketing stained | | | | because the salesman won't sell for me if |
| glass.Going To The Fair 1. We heard from | | | | they don't think about stained glass when |
| several people that attending craft fairs | | | | they meet with clients.Educate Folks About |
| would be the best way that we could market | | | | Stained Glass9. Occasionally, in the past, we |
| our glass. We were told stories about the | | | | would moan and complain about the lack of |
| success of glass artists who sell $30,000 | | | | understanding that the public had of what |
| worth of glass every year in just two days! | | | | good stained glass was and how it enhances |
| | | | ones environment. Then one day, the light |
| With success like that, we figured we better | | | | came on and we realized that it was our job |
| go to a fair.2. In Sept 2005 we went to Swiss | | | | to educate the public. We knew that the best |
| Days in Midway, Utah with high hopes, but | | | | clients for custom glass were the ones who |
| things didn't go as planned. We didn't quite | | | | had tried it and discovered that it wasn't |
| make back the booth fees we'd paid. | | | | all that easy to build glass. They had a |
| | | | higher appreciation for the value of the |
| What went wrong?3. To answer that, we need | | | | work. |
| to examine several factors.A. As gift glass | | | | |
| sellers, we failed because we didn't sell | | | | As artists, we not only have to raise the |
| enough product. Why? Because we didn't have | | | | awareness of our art, we have to teach about |
| enough small gift items to sell. You can't | | | | the complexities and subtleties of our art. |
| sell what you don't have.B. We were focused | | | | If you don't point out it's strengths, who |
| as custom glass artists. We passed out cards | | | | will?10. We discovered that one way to |
| and made contacts at the fair. We showed a | | | | educate the community was to hold free or low |
| lot of art glass at the fair and actually | | | | cost seminars and workshops. This leads to |
| succeeded in making a lot of contacts. Over | | | | many opportunities to share your knowledge of |
| the next few months we picked up several new | | | | the stained glass industry and techniques. It |
| customers and got to build a lot of custom | | | | also serves to raise the consciousness level |
| work as a direct result of the | | | | of the community of stained glass around |
| fair.Conclusion: It felt like a failure | | | | them.11. You know how it is, you start |
| because we made so little during the fair, | | | | looking for a leather sofa, or buy one and |
| but we had a great time and met many people | | | | everywhere you look, you find leather sofas. |
| who wanted stained glass, which lead to some | | | | Then you find a brand of running shoes that |
| custom work. In the future we plan to take | | | | are particularly comfortable and you suddenly |
| more gift items to satisfy our immediate cash | | | | notice that "everyone" is wearing that brand |
| flow needs and we plan to have response cards | | | | of shoes. Your consciousness level has been |
| in an attempt to get those who are interested | | | | raised and once it's been raised, it will |
| in stained glass to give us some contact | | | | never be the same again. |
| information. We may offer a free video on cd | | | | |
| dvd as a way to get folks to give us their | | | | That's what you want to have happen with the |
| information. | | | | community as far as stained glass is |
| | | | concerned.12. We also found that the |
| We've also determined to attend smaller | | | | decorators and designers that often recommend |
| boutiques throughout the year in an effort to | | | | us to their clients needed to be educated in |
| refine what sells and better learn what the | | | | the subtitles of stained glass art. They |
| gift market will consist of.Getting Custom | | | | often didn't know the finishes available or |
| Work4. When Tom Holdman (a local stained | | | | what the difference between the leaded method |
| glass artist) decided to become a stained | | | | and copper foil were.13. So we prepared |
| glass artist, a neighbor recommended that he | | | | presentations and educational materials for |
| go to a wealthy neighborhood and go door to | | | | them, so they could have them for their |
| door asking if they need stained glass in | | | | clients. But we made sure that they were |
| their home. He did just that and made a | | | | exposed to all the materials so that they |
| contact with a family who wanted glass and | | | | would be knowledgeable when they presented |
| had some influence with the library board. | | | | them to their clients.14. In conclusion, |
| This lead to a commercial job which lead to a | | | | promoting your stained glass art is all about |
| great deal of publicity.5. What can we learn | | | | movement. You've got to prove you're not |
| from this story? That any friendship or | | | | dead. And you do that by attending fairs and |
| relationship can lead to glass work. What we | | | | boutiques so you can read the pulse of your |
| must do is ask anyone and everyone if they | | | | market. And you stay in touch with those you |
| want or need stained glass work. Then, we | | | | meet. You groom relationships. You spend time |
| must doggedly follow-up when someone | | | | talking with friends and former clients, not |
| expresses an interest. It is often amazing | | | | just to ask them for leads but also to get |
| how a simple monthly phone call will | | | | their feelings about glass. And you promote |
| eventually pay off. There have been many | | | | specific products which you specialize in, |
| clients in our past who put off their project | | | | like cabinet doors.And finally, you remember |
| for a year or more. What you want to remember | | | | that you are a cheerleader for your industry |
| is that they wanted the window enough to have | | | | and it doesn't matter if you provide a free |
| you design it, so keep in touch. Then they'll | | | | seminar which results in someone getting |
| think of you when the finances ease up. | | | | excited about glass and going to your |
| Wouldn't it be sad to have another artist get | | | | competition. What goes around, comes |
| to build your creation, just because you | | | | around.If you are out there promoting stained |
| didn't phone them every month?Selling Cabinet | | | | glass, so will your competition and you'll |
| Door Inserts6. When a customer asks for | | | | find that there really isn't any competition |
| cabinet door inserts, it will help the | | | | in this field. That there is plenty of work |
| process along if you are ready to ask them | | | | to go around. Many people want and need |
| the questions which will narrow down their | | | | stained glass in their lives, they just don't |
| choices and help to determine what you'll | | | | know it yet. So go out there and find |
| need to do with the doors. | | | | them!David Gomm started building stained |
| | | | glass windows professionally back in 1983 and |
| Ask if the doors are new or refurbished. If | | | | has become an expert at many aspects of |
| you can, learn the brand and manufacturer and | | | | stained glass building, design and repair. He |
| most importantly, are they routed out for | | | | writes a monthly newsletter at also has a |
| inserts, this will let you know if they can | | | | website with many other articles at articles |
| come straight to you for glass or if they | | | | may be distributed freely on your website and |
| need to go to your wood worker to have them | | | | in your ezines, as long as the entire |
| modified.7. Helping the customer arrive at | | | | article, copyright notice, links and this |
| what they want will save you and them a lot | | | | resource box are unchanged, or if using a |
| of time. So ask if they want to use | | | | portion of the article, it points back to one |
| transparent or opaque glass. What colors do | | | | of our pages where the entire article |
| they want to introduce and what bevels if any | | | | resides. Copyright © David Gomm All Rights |
| should go into the design. Do they want to | | | | Reserved. |
| add lighting to their cabinets and how much | | | | |