'Jewelry Marketing Doctor' Makes House Call

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Jewelry marketing expert Dr. David Weiman presents a 3-hour seminar, The 5 Keys to Selling Handcrafted Jewelry, at Bead Fest Philadelphia, Valley Forge Convention Center, from 5-8 p.m. on Friday, August 22, 2008.

Dr. David Weiman, a licensed psychologist and the country's leading expert on the psychology of selling handcrafted jewelry, presents The 5 Keys to Selling Handcrafted Jewelry at Bead Fest, Friday, August 22 from 5-8 p.m. at the Valley Forge Convention Center in King of Prussia, PA.

The seminar teaches handcrafted jewelry makers how to set goals, identify their target prospects, learn what drives buyers to purchase artisan jewelry, and develop long-term relationships with clients.

"The kind of person who wants to buy handcrafted jewelry is driven by different needs and desires than the person who buys jewelry at a department store like Macy's, or a discount store like Wal-Mart," Weiman explains. "She's not looking for a necklace made on an assembly line or for a $5 pair of earrings. She's looking for a piece of jewelry that makes people stop and say 'Where did you get that? I've never seen anything like it!' The person who wants something different is the prime prospect for artisan jewelry."

Reaching that buyer requires understanding the emotional end benefits sought by buyers of artisan jewelry, according to Weiman, and that's just one of the topics he covers in The 5 Keys to Selling Handcrafted Jewelry.

Weiman says the seminar is for everyone from beginning jewelry makers preparing to sell their first piece, to experienced, successful artisans who want to refine their jewelry selling technique.

The seminar covers the following:

Key #1: Setting Goals. Why goals are so important for business success. This section includes the science of setting effective goals and the steps required to achieving them.

Key #2: Success Planning. The importance of a business plan. Participants will also learn how to select the right product mix, price their jewelry correctly, and market their jewelry to key prospects.

Key #3: Strategic Promotion. Appealing to the deeper emotional reasons for buying jewelry. Includes simple promotion ideas that many jewelry makers overlook.

Key #4: Selling Smart. The essentials of confident selling. Includes how to build rapport, establish trust, and handle objections when selling face to face.

Key #5: Outstanding Service. How selling jewelry is also providing a service. And how that shift in perspective helps build solid, long term relationships with buyers.

In addition to revealing the psychology of selling jewelry, Weiman's seminar also helps participants recognize and prepare to overcome common obstacles that jewelry makers often unconsciously place in the way of their success.

The seminar fee is $80 and may be tax-deductible as a business expense. The fee includes a workbook, pen, and a simple tool that jewelry makers can use to start selling more jewelry right away. Participants can register now at http://www.beadfest.com/beadfest/classes/.

More information about the seminar is available at http://www.marketingjewelry.com/5keys.htm.

Bead Fest is presented by Interweave Press. It takes place August 21-24 with approximately 200 classes and 200 exhibitors selling beads, bead jewelry and jewelry making tools, equipment and supplies.

About the presenter

Dr. David Weiman is the country's leading expert on the psychology of marketing and selling handcrafted jewelry. Tens of thousands of jewelry makers have read his selling advice in Lapidary Journal Jewelry Artist and Step by Step Beads magazines. He has been the marketing director of Jewelry Artist since 1986. He is also the author of Introduction to Marketing and Selling Jewelry and The Jewelry Selling Answer Book. His newsletters The Jewelry Seller and Jewelry Selling Insights are read by thousands of jewelry makers around the world. Dr. Weiman is also the marketing expert for Fire Mountain Gems' "Ask the Expert series, and he is a licensed Pennsylvania Psychologist.


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