Best Place To Sell Holsters Online?

[triage1998]

I started off a little over 3-1/2" years ago selling on gun board forums such as sigforum.com, glocktalk.com, 1911forum.com and HKpro.com to build up a reputation and get feedback as a holster maker. What was really important for me was to talk to members on those forums and see and hear what they liked and didn't like on a particular design of mine. I was already members on those forums for years before I got into holster making so it was pretty easy to sell a holster or 2 a week on those forums. It was just a hobby at the time so I really didn't want a website. Once I decided to go full time holster making I started up my own website and online store.

[Lobo]

The best internet sales will be via a website (your "store" showing what you offer, what you charge, and how long it will take to receive an order). The challenge is in driving traffic to the website.

Yahoo offers webhosting at very reasonable rates (about $119 per year) and has free site-building tools that allow you to create your own site quickly and easily, as well as manage and maintain the site. Also included are business e-mail accounts for responses, inquiries, and ordering. Basically, your "store" will cost you less than $10 per month to keep the doors open and communications flowing.

Getting traffic onto your website can be done by being active on forums and blogs that are focused on the shooting sports (competition, hunting, etc), firearms in general, firearms by manufacturer, self-defense, and concealed carry. There are dozens of such forums, and selecting those that are most closely related to the market niche for your products is the key. Once you become active on a forum other members will start noticing your name and business, visit your website, hopefully start ordering, and ideally making their own posts reviewing your products (which can be positive or negative, of course).

Auction sites such as eBay and GunBroker may provide some action. But many of those shopping such sites are bargain hunters, looking for cheap deals. On the other hand, some will take note of what you are offering and send inquiries for other designs or products.

I started on-line marketing on eBay and GunBroker, moving a few every week. I made holsters in designs of general interest for the more common handguns, listing them as they were completed, and just about everything sold (although the sale prices were not what I would like to have received). The positive side was a steady flow of inquiries for holsters made for different guns, holsters in different finish colors, and related products (belts, mag pouches, cartridge pouches, etc). This gave me a good handle on market demand (specific holster designs, which handguns people were wanting holsters for, etc) thus allowing me to build my product line accordingly. When I put up the website I had a selection of products that met a broad range of market demand. Beyond that it was a matter of gaining brand name recognition and a reputation for completing and filling orders in a timely manner.

I started with relatively simple products at modest prices. Over time I expanded the product line to include more elaborate products, and gradually moved prices upward based on a simple evaluation of order volume vs. production capacity and my willingness to work. Assuming that 100 people per week want what you make, and your ability to produce is limited to 20 per week, you need to find the price point at which order volume correlates to production capacity.

Another factor that comes into play is the waiting time. Some folks want what they want right now. Some are willing to wait a couple of weeks. Some may be willing to wait a month, and so forth. As your order backlog increases your production capacity will dictate how long each customer will have to wait. As wait times increase you will see order volume decline.

It is a delicate balancing act. When prices are too high order volume drops off. When wait times become too long order volume declines. Matching these factors against your ability to complete orders will define the best possible balance.

It helps to constantly remember that you must produce as promised. If you tell a customer to expect a 4 week wait, then deliver in 3 weeks, everything is good. If you promise 4 weeks and deliver in 29 days your are a low-life bottom-feeding cheat and a fraud to many people. In other words, learn to under-promise and over-deliver. It is better to lose a sale from time to time than it is to develop a negative reputation, which will cost you far more in future sales.

Financial control is essential. You must remember at all times that what you have been paid has not been earned until the order is completed and delivered. Business expenses come first (materials, supplies, everything that is needed in the shop every day to keep production moving). There can be no profit to spend on anything else until the bills are paid. There are many more skilled and talented leather craftsmen than there are good business managers. And don't forget about taxes, business licenses, insurance, and all the other requirements to keep a business alive and well. As a business owner you control all the money, but you are the last person to get paid. In the event something prevents you from completing an order (illness, injury, family emergency, etc) you must be ready, willing, and able to send a refund immediately.

A final word of advice is to keep your telephone number(s) private. Many customers can act like children in the back seat of the car on a long road trip (Are we there yet? When are we gonna get there? Are we there yet? When..................?). Others will call just to chat, or discuss an idea they have had, or want a status report on their orders. I have found that there is a new graduating class from Holster Genius School every week, and each of them has an idea for "the perfect holster" that they are looking for someone to make for them. I receive 350-plus e-mails per week from my website, and I spend 30-plus hours reading and replying, answering questions, acknowledging orders, and sending out completion notifications. If I took telephone calls from a fraction of those people there would be no time left to do production work.

Best regards.

[JLSleather]

Financial control is essential. You must remember at all times that what you have been paid has not been earned until the order is completed and delivered. Business expenses come first (materials, supplies, everything that is needed in the shop every day to keep production moving). There can be no profit to spend on anything else until the bills are paid. There are many more skilled and talented leather craftsmen than there are good business managers. And don't forget about taxes, business licenses, insurance, and all the other requirements to keep a business alive and well. As a business owner you control all the money, but you are the last person to get paid. In the event something prevents you from completing an order (illness, injury, family emergency, etc) you must be ready, willing, and able to send a refund immediately.

This was actually worth repeating. Money isn't counted until the order is completed and delivered and it isn't completed and delivered until the customer has it in his hand and approves of it.

I've seen people begin to work with leather (it happens in other fields too) and have a little success. Sometimes, they see 'expenses' as simply more leather, bigger sewing machine, more awe-some-er tools / tooling, etc. But more than once these people forget the "back end" of this ... you must be ready, willing, and able to send a refund immediately.

Something should be 'in reserve'. I've seen people spend money they made legitimately. Doesn't matter why ... more materials, bigger tooling.. anything they perceive as "business" expense. But then there's a customer or two who wants to return for a refund -- and they don't have the purchase price to refund. Doesn't need to be the maker's fault -- could well be the customer thought the color was lighter, or that height is uncomfortable, or just the wife said they can't spend that money this week!

For my money, I can live with a guy shipping my goods a TAD bit late, if I've been informed about it. But the guy who doesn't accept refunds, or takes a long time to do the refund, will never see my business again.

Edited June 7, 2015 by JLSleather

[cleanview]

Lobo and JLS

I have only been in "business" a few months. I made some changes just from what both of you said. and you need to know that what you took time to write is relly appreciated.

[deloeracustoms]

^^^ what he said!

Lobo/JLS: your advice is truly appreciated. As soon as I can pry myself away from the workbench I plan to implement some of it...

Doing this part time, it's hard to do what needs to be done. Know what I mean?

[Mark Peters]

Just an observation on your site -

I was very put off by your criticism of Galco. While that may well have been your experience and opinion, I don't think it is professional to call out a specific manufacturer (setting aside the question as to whether doing so might invite expensive litigation for libel.)

If you feel the need to explain why you are in the business stating "picked up an item from a major manufacturer" sends the same message, with less hair on the dog.

[deloeracustoms]

Very good point. I hadn't even considered that

If you'll look at my site again, it's been updated accordingly... THANKS!

[BruceGibson]

Excellent topic! I wholeheartedly agree with Lobo and JLS. In addition to the "responsibility" factor in holding all funds until they're earned, you also reduce your stress levels. It's not yours until after you have a happy customer.

Edited June 14, 2015 by BruceGibson

[BruceGibson]

Forums, and social networking (facebook, Twitter, etc.). Followed by eBay, Etsy, Gunbroker, etc. I'd say the best way to draw attention (which is step one) would be participation on forums and on social networks. I'd also exercise discretion on both. Most gun-related forums are hypersensitive to actual selling within the discussions. Make your presence known, but don't push product unless it's acceptable in the rules.

As for eBay, Etsy, etc., make certain you're aware of the fees--both at the front-end, and the final value kiss at the end. eBay will nail you front to back, and PayPal gets a piece, too. But, eBay has a huge number of potential buyers.

[BondoBobCustomSaddles]

Something I ran across the other day, was yet another place. I don't make holsters per say, so I don't have a horse in this race. I have been known to make one here and there at special request, but; saddles are my thing so this is just a suggestion. The other day I was on another web sight, Harley-davidsonforums.com, and was asked if I made holsters, it seems there are a lot of gun totin' citizen bikers that would like a place to purchase gun leather. This might be a good place to get your sales from. The folks there are good folks, much like the folks here they like to talk about their bikes and help others with problems and stuff. Like I said, a really good group. Just a thought.

Bob