Clams to Cash: How to Make and Sell Giant Clam Shell ... - eXtension

Clams to Cash: How to Make and Sell Giant Clam Shell ProductsPage 42Lessons LearnedThe lessons learned from the MMDC gift shop experience are relevant to nearly anywould-be entrepreneur, but are especially meaningful to those starting with very limitedcapital. Although the ways to market giant clam products are limited only by yourimagination, we feel that people just getting involved in the shellcraft business, especiallyretail, will be best served by proven concepts. Once you begin making money, a portion ofthe profits can always be used to experiment with new approaches. In the beginning,however, stick to the basics and keep overhead down.If you have giant clam shells accumulating on hand from your farming efforts, don’tallow them to keep piling up while entertaining the fantasy that a ship from Taiwan will soonarrive to pay top dollar for the whole lot of them. It seldom—if ever—works that way.Instead, put serious thought into developing a program to sell the shells at your own farm orhatchery (direct marketing), or to sell the shells to other local retail establishments.Adding value to your shell products through local crafting is a key concept. It createsemployment for local artisans and increases the acceptable local price for the end products.As noted in the early part of this manual, adding value is much more than simply creatingshellcraft products from unappealing raw materials. “Value Added” is a business strategythat should be expressed in all kinds of ways, ranging from the way the product is harvested,stored and crafted to the level of attention to detail in the shop decor to the way the staff andsalespeople pay attention to the myriad of details that contribute to customer satisfaction.How do you know when customers are satisfied? This all-important knowledge arisesfrom customer feedback, both positive and negative. Basking in positive customer feedbackis easy, and it will be plentiful if you approach your craftsmanship and salesmanship withenergy and enthusiasm. Positive customer feedback can literally make your day; it makes youfeel that all is right with the world. What is more difficult to detect, to accept and to correct iscustomer dissatisfaction.Customer dissatisfaction may not be verbalized. More often, it will be expressedthrough apparent boredom, lack of interest or refusal to purchase. Lack of sales meanssomething is wrong. Remember that successful retailing involves more than saying “May Ihelp you?” to everyone who walks in the door. It often requires initiating a conversation withcustomers and volunteering information about not only the products but also the companyphilosophy and mission. If people like what you are doing, if they like your demeanor andfeel that you are taking the trouble to educate or entertain them, they will make a purchase toshow appreciation. The objective should be to make each and every customer have a positiveexperience in the gift shop. While this may not be achievable for 100 percent of thecustomers, it is true for the vast majority of them, the shop will thrive and grow.June 1996