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of marketing literature – business cards, catalogues, price lists – buyers will often contact you in the days or weeks that follow the event, so it’s important they know how to reach you.


Pricing It’s important to get your pricing right and it is common for exhibitors to under price their work. There are three prices you need to know well – cost price (what it actually costs you to make your work, including time, overheads, materials, etc.), trade price (the price you’re willing to sell to stockists and make a profit) and retail price. As a general rule of thumb, the retail price should be twice the trade price. When pricing your work elsewhere, stick to that retail price – it’s not a good idea to undercut your stockists! Most importantly, know


your pricing inside out. Buyers will feel confident in buying from you if you come across as confident.


Understand the jargon Get to know what is meant by terms like sale or return (SOR), pro forma invoicing, delivery/dispatch notes, etc. Other things to be aware of when selling SOR are insurance provisions (if stock is not owned by the stockist, their insurance may not cover it), who pays for breakages/damage, duration of agreement, how will your work be displayed, etc.


Always follow up A lot of buyers won’t place orders on the day, but will leave you their contact details. It’s important that you always follow up with these buyers within a few weeks of the event – buyers are looking for


Autumn 2010 | ukhandmade | 79


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