Originally Posted by
Jeff Heath
Craftsmen who earn their living making furniture and cabinetry for sale are not selling the product to the IKEA crowd. Like with any business, you have to identify who and where your market is, and get yourself in front of them. It takes a lot of time, and a lot of effort. Many fantastic woodworkers exist that make absolutely stunning works of art, but cannot make a living doing it because they are lousy salesmen. Running a successful business of any kind means that you have to wear more than one hat. In many instances, you are the craftsman, the janitor, the accountant, and the salesman, just to name a few off the top of my head.
Trying to sell $1500 coffee tables to the "everything is disposable" crowd will land you in bankruptcy court, if it's your only means of income. You have to know, first, how to identify where your target customer is, and then you have to know how to get yourself, and your product, in front of them. Once you've figured that out, the next step is to hone your sales ability. If you can't sell food to a starving man, then you're going to find yourself in trouble, once again.
The first sale is always the hardest, and eating rejection for breakfast is the only way, it seems, to get through it all and keep on pressing on. Unless you're independently wealthy, it's best not to quit your day job right way. A lot of beginning talented woodworkers, and craftsmen in other arena's, used to get themselves involved with galleries, architectural firms, and decorator's. Doing this, you could concentrate on the making of your product, and let them worry about selling it. Problem with that is you're sharing your profit, and a good portion of it, with the house.
Most businesses fail in the early stages, not because they're not good at what they do, but because they either are terrible at sales, or they do a poor job of identifying what, and where, their market truly is.
BTW, $1500 is extremely cheap for a quality, custom made sofa table, or display table, or curiosity table, or a set of end tables. You'll go broke trying to convince the ikea and walmart crowd to buy custom furniture. You have to be very good at what you do....woodworking, and you need to get yourself in front of the demographic that is sick and tired of the crap sold at those stores, and is looking to invest in a fine work of art. Something that they are proud to display in their home, and pass down to their kids for generations. Believe me when I tell you that they are out there. I made a pretty good living doing just that for almost 30 years. I was always a better salesman than I was a craftsman, but I was still pretty good at whacking wood together, too.
Now, I prefer to go fishing, or restore OWWM's, or crack open a log with my sawmill, just to see what's inside.