Hey Billy, I liked the striped Virage you posted over at WOW!
I guess I'll have to disagree with you guys on some things.
There is no need to go to any great length about how pens are made and most people won't really care that much. A few people might be and will indicate they are. You can share all your pen detail with them. But usually telling folks that you make custom world class pens using the finest materials for beauty, comfort and performance says it all.
Here's what Visconti says about their pen making process.
"Every model is developed with the most advanced know-how, using the most precious materials available and both traditional methods and the most sophisticated and unprecedented techniques." ..........and that's it. As far as I know I do that too. Some of my technicques might be goofy, bazaar or experiments to see what might go wrong but they are still unrepresented.
The rest of their pitch is a lavish history and about creating a vision of excellence in art and design. It about creating a vision of Exclusiveness, Emotion, Prestige, and preciptions of ultimate quality. I'll bet they sell at lot more pens for way bigger dollars than most of us do. They close for big money. I want to be like them. They are some top dog Pen Guys. I have a friend who has a Visconti fountain pen and it is so sweet, but the pen in the glass box on his desk is one I made.
Sell on emotion and benefits not just features alone or the laborious processes you undertake. Hold your self out as THE Pen Man, Master of Craft and Material. The Incredible Pen Artisan. The Magician of wood, metal and ink. If you do that people will automatically assume your pens are very very special for some reason. And they are, you made them and they are your mark. And don't worry if your just starting because even the most novice Magic Master Craftsman gets better and better.
If you make beautiful pens and show them around you will find people who are interested in them. If you sell $350 plus pens you might find that the people at the flea market may think they are great but no one can afford one. If you walk into show some pens to a high level securities dealer and only have a bunch of pretty non modified 7mm pens you will find you don't have enough pen or price to get his money. Consider who you are presenting to and show your products that reflect their probable interests, tastes and pocketbook.
First a prospective customer must like or have some curiosity about pens or about a pen they see or that you show. If there is no interest at all in pens and you have nothing that catches their attention there is not much you can do but try again another day. No big deal just move on. There will always be more "not prospects" than prospects. If it was the other way around we could all get rich overnight. But if someone does zero in on something or show at least a little interest then you have a shot. If you make beautiful pens and show them around in a suitable fashion you will find people interested in them and rarely have to defend quality or price.
If you give a pen as a gift to a person who sees little value in pens they will still probably appreciate that you gave anything at all. When making a gift of a pen try to think of what they like in their life. Flowers and plants, church, favorite colors, hunting or fishing, travel, collecting certain things, dogs, sports, hobbies, cars and so on. Make something that speaks to their interest if you can. Even people who otherwise might not give a hoot about any kind of pen will probably value that special one you made just for them and brag to everyone about it and you the Ultimate Pen Master. Thought does count. Think before you make a pen. Cheap store bought pens are of no consequence. Your not even in the same market.
Again sell benefits. Prestige is a benefit and an emotion that you can establish or is evident, material or designs can have a story that evokes an emotion, or cater to an interest. Materials can have benefits.
For example I've seen many people go on and on about tru-stone? All about the details of how its made and how it's meticulously turned and shaped and then lovingly polished. I use Tru-stone a lot and my pitch for it is pretty short and highlights benefits. It's beautiful and shinny and they can already see that. Pitch the benefits of its features. For example.
That one is "Mexican Agate". That's real stone that has undergone a process to give it a degree of elasticity making it fracture resistant and more durable than native stone. Everyone will admire your pen but it's also good to know that with a little care it can be it can be admired by the next generation too.......isn't it?
The fact you use fine German made refills and cartridges is nice. But that's a feature with no stated benefit.
Saying something like this is better. We use the finest German made refills and cartridges to provide the very best writing performance. They are the international standard so they are real easy to find. You never have to worry about getting refills for your pen anywhere in the world. very best writing performance = Benefit, easy to find refills = Benefit
Always let them try the pen. If they have written with fine pens this will help confirm the quality and performance of yours. If they have always written with cheap pens sometimes they will go "WOW is that ever smooth" or "I didn't know a pen could feel so nice" or "I love roller ball pens but this one feels so good..its got a little heft to it. It really feels like something."
Ask people about what they like and what they do. They will tell you and often you tell you stories. And along the way you get all the ammo you need to help them sell themselves a pen.
It's not so much about you, your time, your work or your dedication. All that can go unsaid but will be evident if you make it about other people, what presses their hot buttons, serves their wants, desires, or interests and builds value in their eyes. This is true for selling anything from pens to vacuums to cars to homes to investments and everything else.
Bruce
