Now that you know which channels to use to market your products, you need to ask yourself, "How do I sell?" First, it's essential to lay the foundations of your business with a solid sales strategy. In a market as competitive as the handmade candle market, selling without a strategy is like navigating without a compass. Establishing your sales strategy will help you frame your offering, positioning, branding, and goals.
The importance of implementing a sales strategy to sell your candles
Creating candles or melts and knowing where to sell them isn't enough; you need to know who you're talking to, how to stand out, and how to turn a visitor into a loyal customer. Business strategy is what connects your creative passion to market reality. It's what will translate your world into a clear, distinctive, and profitable offering.
1/ You are consistent and professional from the start
A well-defined business strategy keeps you from spreading yourself too thin. Some designers change direction mid-stream: new logo, new tone of communication, new positioning... The result? The customer no longer understands who you are. By clearly defining your positioning, you provide direction for your business. You know which collections to create, at what price, and how to address your audience. You appear like a professional, not an amateur.
2/ You attract clients who really match you
With a well-crafted strategy, you attract customers who understand your world, love your products, and are willing to pay the price for your work and promises. By understanding your target audience (lifestyle, tastes, needs, budget, etc.), you can create impactful messages that will resonate with them. That's why we recommend creating three typical personas. As a reminder, a persona is an imaginary profile that represents a brand's preferred target audience.
3/ You structure your growth and profitability
A sales strategy is also what will allow you to make strategic decisions quickly: setting your prices correctly, organizing your collections, investing in the right sales channels, and managing your margins. Without a strategy, we sell "by feeling" and often realize too late that we're not earning what we thought we would, or that inventory is poorly managed.
4/ You communicate more effectively (and sell better)
When you know what you're selling, to whom, and with what messages, everything becomes simpler: your Instagram posts, your product sheets, your emails... Communication is clearer and more impactful. Never forget that branding isn't just about aesthetics. It's a strategic lever that tells what sets you apart, especially in a world where competition is fierce.
Develop your business strategy
Once you've completed your market research and clarified your offering (products, targets, competitive environment), it's time to build a solid sales strategy. This will guide your concrete actions to sell, retain customers, and grow.
Positioning: setting the price of your candles
Determining the cost price of a candle or wax melt is a key step in building the foundations of a profitable craft business. Before setting a selling price, it’s important to understand exactly how much each creation truly costs. The cost price includes all expenses directly related to the production of your product.
This includes variable costs such as wax, fragrances, wicks, dyes, containers, and labels. These fluctuate depending on production volume and form the first pillar of your calculation. Added to these are fixed costs that remain unchanged regardless of how many items you produce. They may include electricity, equipment depreciation, insurance, administrative fees, or your website costs. The goal is to understand that part of your expenses remains stable no matter your production levels.
Once you’ve identified your variable and fixed costs, you obtain your cost price. From there, you can determine your net profit before tax using a simple formula available in our free calculation table. This calculation allows you to assess the profitability of your business and adjust your pricing confidently.
To simplify this sometimes intimidating process, download our free cost calculation spreadsheet by clicking this link.
If you don’t have an Excel license, you can use the online version of Excel or Google Sheets by importing the file. The calculation table is translated into English and French.
The spreadsheet includes an introductory section that guides you step by step, followed by a blank sheet you can fill in with your own data. The goal is to help you easily calculate your cost price and net profit before tax without risk of error. A FAQ section is also included in the file to answer common questions.
Don’t forget to analyze the market
You've just calculated your selling price, taking into account your costs, your margin, and the expenses related to your business. But one essential question remains: is this price consistent with the market?
Take the time to compare your rates with those of your direct competitors. Ask yourself:
- What are the price ranges for similar products?
- What do these brands offer in terms of quality, ingredients, manufacturing, customer experience?
- Are they targeting the same target as you?
- Do they use comparable raw materials (Grasse perfumes, high-end containers, etc.)?
This competitive analysis allows you to assess whether your pricing is fair, too low, or too ambitious. If you find that a competitor with a similar positioning offers more affordable prices, focus on differentiation : a unique sensory experience, refined aesthetics, authentic storytelling, personalized customer service, etc. These are all elements that can justify a higher price and strengthen the perceived value of your brand.
Remember that you're not a large industrial brand. Your strength lies in craftsmanship, quality, proximity, and authenticity. These things have value, and you must reflect them in your prices. Above all, don't sell your talent short!
Branding
How is your brand perceived?
Your branding is much more than a pretty logo. It reflects your world, your values, and your identity. It's what makes your brand instantly recognizable, memorable, and desirable. We recommend working on:
- Your brand name : Make sure it's short, evocative, relevant, original, and easily adaptable. Before confirming your choice, be sure to check its availability on the INPI website ( www.inpi.fr ). We also recommend registering your brand name and logo to obtain exclusive ownership. This process protects you legally and enhances your identity. The registration fee is €190.
- Your graphic charter : logo, colors, typography, icons, tone. Create a visual harmony that runs through all your media.
- Your packaging : This is the first impression your customer will have of your products. It must reflect your brand identity, ensure readability and hierarchy of information, be attractive, functional, and, if possible, eco-friendly.
- Your storytelling : Where do your products come from? What do you stand for? Why this profession? Your ethical, ecological, and artisanal commitments must be reflected in your communication.
The value proposition
Why would your customers choose you over another candle maker? Your value proposition must answer this question. It's not just about the product, the price, or even the visual world. It's about impact, emotion, and experience. Your value proposition is the fusion of what you do best, what your customers are looking for, and what sets you apart in the long term. It must be:
- Claire : In one sentence, we understand what you are proposing and why it matters.
- Targeted : it speaks directly to your ideal customer, to their deepest expectations, to their lifestyle.
- Differentiating : it shows what makes your brand unique and valuable in an ocean of choices.
Structuring your business for controlled growth
Developing these four pillars gives you a coherent and professional vision, attracts customers who share your world, structures your growth, and makes your communication more impactful. By taking the time to anchor your business strategy today, you're laying the foundations you need to thrive in a competitive market; you'll then be able to promote your products and expand your range and sales channels with confidence.
