Where Does Your Business Come From?

[JS22]

Topic about covers it. Where does the bulk of your business come from? I'm fairly new to the leather business as a builder. As a buyer I'm an old pro. I was extremely lucky and learned from a truely classy and knowledgeable craftsman. I am blown away at the volume of orders he receives on a daily basis. He has a website and has done countless shows over 35 years, so I can see where the following is. I personally can't attend shows at this time and the the type of holsters and belts I enjoy most are not the typical leather Joe Blow at a show is there for. I enjoy building western speed rigs for action shooting and also enjoy building them out of exotics. Most of my business has been from the rigs I have built that are slowely being shown off by the happy buyer. Very few orders have come from the website itself. Some inquiries have come from cards I have left at local gun and leather shops. I could advertise in Cowboy action magazines or sponsor local and state events but I need to se results to overcome the cash shelled out up front. Not to mention their are countless well known leather businesses already in those publications. Although I feel I make atleast a compareable product, how does little old me compete? I'm not unhappy with the volume of business I am receiving and always seem to get that one more order when it looks like I may be without work, but more would be better. What would you do? Better yet, what do you do? Please feel free to take a look at my site. JSCustomleather.com Any suggestions on improvement or ways for better exposure would be appreciated!

[troop]

i'm lucky because i work for a law enforcement agency and have customers all around me all day. but word of mouth is where most of my business comes from. you may find though that you have to spend some money up front to make money in the end. it's worth it though. this is a great craft.

Tony

[Spinner]

Hey John,

The website actually looks pretty good! Contact info is out in the open, payment methods, good pictures & descriptions and prices displayed. All pluses and many are usually missed. The only thing I could suggest on the website is the ability to click a button and buy the item. Currently, I'd have to email or call you to place an order, which is fine when trying to control design & inventory, etc. But many folks like the instant gratification of "your order has been placed" after a few clicks. If you're really looking to increase volume, this will help. Paypal has a number of "buy now" buttons that are easy to install & free to use to start out with.

Your search engine results are fair given that you're in a pretty saturated industry (#12 for Cowboy Action Rigs on Google) could be better but could be alot worse too. Time and advertisement will help. I have also found that writing a blog and talking about your products, events, etc. and then linking to your website & products will greatly increase traffic. Blogs like Wordpress are indexed hourly by the search engines and relevant posts only take a few days to get into the high rankings.

Other than that, I've had my best luck on related web forums. I simply go and either talk about my products, ask my clients to do the same and will even answer questions & problem solve on other companies products on various forums. This gets your name out there and testimonials from happy clients as well as those folks you might have given advice to for free (like how to care for a bib or saddlebags someone else made) will be thought of in a good light = good reputation=business.

Writing how-to and educational articles for magazines, forums, blogs, etc. is another great way to get your name and products out there.

Back to the question: as for my business (motorcycle related leather) it is split 50/50 between word of mouth and web related. Of the web related, 75% comes from folks finding me after reading a motorcycle forum post that either talks about me or that I wrote. The other 25% is either from my blog or a direct hit to my website from a search engine or passed out business card.

[mattsh]

Awesome questions....I am interested in hearing what everyone else has to say. For me, personally, I don't have a website or even a "business" per se. I mostly make stuff for friends or coworkers and that is pretty much my circle of business, just enough to keep my supplies paid for which gives me stuff to play with.

[Guy W]

Have you created a facebook page? Not a personal page for yourself but a Product or Business page? If not log out of facebook and at the bottom it says create a page and follow the steps. Once the page is created and images and information uploaded share that page with as many friends as you can, and ask them to do the same. This helps if you have a lot of friends on face book. I have an aquaintence who has over 1500 friends collected up on facebook solely for the purpose of spreading product and business pages through facebook. It's easy and free and worth a try. Update the content on the page often so people see it on their news feed after they have joined the page.

Do you have a local business address/shop/location? If so add it to the google places directory. From the bottom of google there is the advertising programs link, from that page under products you will see google places. This will be useful when someone types into google, Chicago IL Gun Holster, if you were in that city/state obviously, and someone was looking for a local business to purchase from.

Create Youtube videos. Buy an inexpensive Flip HD video camera (about 100 bucks i think) and a tripod and make videos of people using your holsters in cowboy action shooting (if that is your main product/demographic), make tabletop reviews of your holsters so people can see them, make videos of you building holsters, whatever. Put links to your website in the video's description text and put your logo and website link at the start and end of the video.

Sell some products on ebay. I kinda hate ebay but setting up an ebay store with a few of your products is a good way to get exposure. Make a few products and just be sure you always have a few on ebay at all times so when people search for cowboy holsters they atleast see one or two of your products with your company name and website in the description. Also list some products on gunbroker.com (ebay for guns). Putting items on the auciton site doesn't have to be about getting sales directly from the auction, although why not get sales from it if you can, but more about exposing your business name and website to people who are searching those places for the type of products you sell.

Creating a blog, already mentioned, and linking it to your main business page is also a good idea. Link your videos to your blog and vice versa. Link your blog to your auctions. Link everything.

Advertise on gun forums. This may be something you can do for free by becoming parts of threads and conversations that are talking about holsters and pointing out a "website you found" that sells really nice stuff. Most forums want you to pay for banner advertising however so you have to be delicate with how you handle this. You can also obviously pay for the forums banners if the forum gets enough traffic that you think it is worth the expense.

Also from google you can do some research on adwords from their advertising programs. This one isn't free but might be worth budgeting a little money every month on.

Create an account and sell on etsy.com. I'm not to familiar with this site but it's a selling community and probably worth looking into. Just another way like the auction sites to get your business some exposure.

These are just some of the internet marking ideas you can try.

[Guy W]

Another idea, since you can't attend gun shows. Hire a graphic designer and have him design and then get printed some eye catching flyers/brouchures/rack cards or whatever you like best. Ask gun stores if you can put those on their counter at their shop and ask them to put them on their booth at the gun show. Possibly even give them a rig to setup for display with your marketing materials. Offer to pay some of the booth expense or give them a commission for every order generated from their advertising for you, in exchange for the tiny amount of realestate your display piece and brouchures will take up. If you make a really nice display rig that will probably get more attention.

[Eaglestroker]

Awesome questions....I am interested in hearing what everyone else has to say. For me, personally, I don't have a website or even a "business" per se. I mostly make stuff for friends or coworkers and that is pretty much my circle of business, just enough to keep my supplies paid for which gives me stuff to play with.

I'll follow Matt here. My only difference is I've also sold a few pieces online due to a few websites I frequent. I've gotten a lot of crazy requests and I've used a few of them to further my 'skills' and keep things from getting monotonous. I've been seriously considering setting up a website but I am a college kid which leads to somewhat unpredictable turn around times.

[DaltonMasterson]

EagleStroker,

I also have long turn around times, and I am 38 years old. But I have a full time+ job, a wife, a 2 year old boy that takes precedence, and any other little thing that life throws in the way.

I tell my customers right up front that it will be approximately a 6 week wait or longer, and most are usually fine with that. Chances are I will have it done before then, and they are happy that I got it to them earlier.

I always have about 3 orders waiting (10 right now, arghhh) and that is just enough to keep me busy.

Now back to the original question... Most of my business is by word of mouth and from internet forums I frequent. Often on the forums someone will ask for something specific, and I sometimes send them a note with my website info in it. More times than not that has gotten me some good orders.

My website is a freewebs site I set up years ago for our cowboy action shooting, and I just converted a page towards my leather gear. It has generated a few things on its own, but its not set up as an order site anyway. I mainly just use it as a portfolio.

I sold on Ebay initially, but it wasnt worth it for me. I dont have enough of a built up inventory to always have something on there, and am not overly happy with the fee schedule anymore.

I have started setting up at gunshows this past year, and that seems to be a lucrative plan. I have lots of orders, although they are usually for pancakes and not the western style stuff I enjoy making. BUT, they do allow me to get my name out, show off my gear, and make some supply money. The concealment market seems to be the hot ticket in our area.

I looked at your site. It looks good and professional. Your items are beautiful too! You should come visit us over at the CASCity Leather Shop forum. Lots of western only leatherwork there. LeatherShop

Good luck,

DM

Edited August 30, 2011 by DaltonMasterson

[TwoMikes]

I'm just starting out in Leather but I've been a competitive shooter and on gun web sites since 2001. Here are some marketing ideas that I'm sure will work:

1) Look for gun web sites that have holster forums or a holster picture threads. Post your picture there and explain its construction. You don' t need to be obvious that you are in the business or looking for business. Put a little link for your business in the signature line like how Spinner did it above.

Here is an example of a holster specific forum: http://www.georgiapacking.org/forum/viewforum.php?f=27&sid=59b7c3e3b4a146a5d45a8a5466cda9d4

2) See if you can set up a table at a shooting match. Offer free polishing and minor repair work of leather holsters such as burnishing edges, etc. to attract shooters to your table.

3) Find out about STATE gun groups that hold meetings where you can set up a table or just attend their meeting sporting your fanciest holster. I'm part of GeorgiaCarry.Org and there are several members who make holsters and belts. They get tons of business from the members. We just had a convention and those leather maker's table had a constant stream of people ordering. If I didn't have the genetic urge to learn leatherworking and make my own holster, I'd buy from them as well and probably will (got to support those who support us)

I see you are in Florida ... check out these guys http://www.floridacarry.org/ .

I'm a big fan of CalGuns in California. They do awesome work in a very tough environment. http://www.calgunsfoundation.org/ Here is a California gun forum link: http://www.calguns.net/

The non-NRA state level groups are more active, more successful, and have members who are willing to spend money with people who are also members.

[JS22]

Just wanted to thank all who have contributed to the thread so far. Extremely good information and suggestions.

[BondoBobCustomSaddles]

I do not have a web sight, nor do I advertise. I am lucky enough to have a few saddle/tack shops in our area that keep sending me business. Most of my work is by word of mouth and because they keep me as busy as I want to be, I am happy to stay satus-quo. I did work at the race track for 3 years, but; that kept me too busy and when they shut down, it simply gave me a little time to actually ride my own horses. First time in years!

Bob

[particle]

Early on, I built a couple holsters, then posted photos on a couple message boards. Pretty soon, I had people sending me PM's asking if I'd build them a holster. Once I sent a few out, those people showed their friends and also posted photos of their holsters on the message boards, and I'd get a few new orders. Fortunately, this happens nearly every time I send out a batch of holsters. I also try to monitor a few different message boards. Place a link to your website in your signature. Provide valuable input as often as you can to various threads. Interested in a certain type of handgun? Look for a dedicated forum and participate there. Like to camp? Look for an outdoors oriented forum. For example, if someone searches for "creekside cabin broken bow", you'll find my parent's vacation rental cabin in Broken Bow, Oklahoma. They'll also find this post on this message board, and see my links in my signature... I get a lot of traffic from a video I posted on YouTube a while back. I have a Facebook page, but it's still growing - not many 'friends' yet. I also have a Twitter account, but it's still pretty small too. Admittedly, I don't use either of them with much frequency, so that's part of the problem.

[TwoMikes]

If you were looking for low margin, high volume cookie cutter business, I can't think of a better place to go than a gun show (that is a dig against gun shows). The clientele at a gun show are looking for el-cheapo bargains with their beef jerky. The atmosphere is a combination of 1950's metal shop and aircraft hanger. Not the best place to show an ostrich leg holster.

Another non-gun show idea are craft shows. I'm sure there are husbands being dragged along to attended these shows. If you can set up a table for the men-folk to hang out/hide, you might get some sales that way. Bring your blue guns, nothing says man-hiding-spot than guns, even fake guns.

Edited August 31, 2011 by TwoMikes

[GrampaJoel]

All of my business has been word of mouth. I have given out cards with my name and phone number, but have no from replies there.

I am reluctant to put up a web site or advertise because I am afraid to take the step into becoming a business and have to pay all the fines and taxation and insurance that goes along with it. Plus my home is in a residential zoning, and not an industrial zone.

I started as a hobby builder of leather stuff with no direction at all. Just for fun, and to keep busy in my retirement. Along the way I have made everything from little simple pouches that hole coins and such, to guitar straps, holsters and knife sheaf's, spur straps, chaps to repairing boots and western saddles.

So I would say that my clientele is from word of mouth. I do go to a few local horse shows with my chaps and western horse items to sell. But all the while I am there, I am hopeful that a code enforcement officer wont pounce up on me and write me a fine for not playing by their government made up rules.

It's a sad way to do a hobby business, but oh well.

Joel

[DaltonMasterson]

If you were looking for low margin, high volume cookie cutter business, I can't think of a better place to go than a gun show (that is a dig against gun shows). The clientele at a gun show are looking for el-cheapo bargains with their beef jerky. The atmosphere is a combination of 1950's metal shop and aircraft hanger. Not the best place to show an ostrich leg holster.

I beg to differ on the clientele. SOME gun show attendees, at least here in Nebraska, are actually looking to spend good money on good quality items. Yes, there are some that just want the cheap junk, which they can find somewhere else than on my table. I have had lots of good orders and repeat customers from gun shows. I dont build ostrich leg holsters, and dont care to. Its not what the people in my area want.

And whats wrong with 1950s metal shop and aircraft hangars??? Seems to be an appropriate guy thing around here...

DM