Selling the Sheldon way

Training

“At the start of my online journey, I went on a number of courses run by the council, and I have to say they were massively valuable. As a small business, I do not have an IT department but I have mastered the key skills required in the virtual world, and also, I know my customers! How to get best value from social ads and how to create videos were two really useful courses.”

In terms of her online trading, this is split fairly equally between Facebook and Instagram and the website. Heather explains: “People buying on Facebook and Instagram tend to be more local and tend to have an ongoing relationship with the gallery.

“Interestingly, much of the online business through the website is with customers farther afield who have discovered us via Google as opposed to a pre-existing relationship. Our SEO strategy is clearly working and we now have customers throughout the UK, Europe and USA.”

Heather Lavery

SELLING THE SHELDON WAY

Heather Lavery may have 38 years’ experience of the framing industry but her passion for the sector and appetite to try new things is unabated! As a result, not surprisingly, Sheldon Galleries is absolutely flying on the back of innovations around online trading that were essentially accelerated by lockdown but had been started back in 2012 when Heather first embraced social media as part of her marketing strategy.

In this article, Heather shares some insightful best practice around selling on Facebook, Instagram and her website.

Heather’s father David Devenney opened Sheldon Galleries in 1965 and she was brought up on art and framing – helping after school and in the holidays. She started full-time at the age of 18 and then officially took over the business in 1987.

While Heather still loves to see customers in person at her Newtownards studio, a huge amount of her business is now online. She has a team of 10 in total, many of whom like Karen Gregory and Eilis Johnson have been with her for over 20 years. “For me, it was really important to have a real shift in mindset from using social media for friends and family to using it for work with a business filter. Now it is just second nature – what we do on Facebook and Instagram is really just an extension of how we deal with customers. And with 100% authenticity.”

Selling not selling

Heather believes that the key to making the most of social channels from a commercial perspective, is not to always be ‘selling’! Sometimes Heather will post blatantly about deals and promotions, but she says:

And she supplements her organic content with a bit of paid advertising support. Typically, Heather spends around £200-300 per month.

“It’s important to inspire and engage customers and to not just be seen as pushing product and offers – although value is of course important too!

“The mix of content seems to encourage requests for advice about more complicated pieces because we are seen as knowledgeable. And a surprising number of customers share photos of our work on their walls.

“Being active on social media gives you visibility. Appearing in customers’ feeds regularly helps to give a gentle reminder – ‘Don’t forget we are here’! But too much, and they will be turned off.

“Interestingly, Instagram Stories is especially good for time limited posts. Stories may only be up for 24 hours but they really help to sell! Some people clearly love the immediacy of something special that is only there for a very short time!”

“It is important to keep the feed varied, featuring popular artists, as well as to talk up our skills, craft and talent, showcasing commissions like framed intricate memorabilia, hand crafts and needlework, talk about the team, and to celebrate new product lines and finished jobs.”

Karen Gregory

Eilis Johnson

Prague 869 077

LEARNING FROM LOCKDOWN

Although very upbeat about trade now, lockdown was hard. It forced Heather to rethink her business. “We couldn’t just wait for the Government to act. We upped our social media activity. We had to get out there. We collected and delivered jobs. And now it has really paid off.

“Lockdown brought about a huge behaviour change, even among local customers who are now back in the shop. Everyone is used to searching online for specific goods and services – and having been faced with the same, potentially blank, four walls, many were spurred into action!” Heather’s Larson-Juhl area sales manager Orin Forshaw is pleased to be visiting Sheldon Galleries in real life again. Heather says Orin is always welcome: “Orin was brilliant during lockdown with helpful tips and a great source of advice and not just selling. His face-to-face meetings now are always productive and enjoyable.”

Heather’s energy and passion have clearly paid off, but while we all hope this year will be more ‘normal’ than last, if there are more challenges, Heather will be tackling them full on! As she says: “Framing is in my soul!”

Follow Heather’s business on social media @sheldongalleries on Instagram, Facebook and Twitter and visit sheldongalleries.co.uk.