Now that you know which channels to sell your products through, the next question is: "How do I sell?" First and foremost, you need to lay the foundations of your business with a solid sales strategy. In a market as competitive as handmade candles, selling without a strategy is like sailing without a compass. Building your sales strategy will help you define your offer, your positioning, your branding and your goals.
Why you need a sales strategy to sell your candles
Making candles or wax melts and knowing where to sell them is not enough: you also need to know who you are talking to, how to stand out and how to turn a visitor into a loyal customer. Your sales strategy is what connects your creative passion to the reality of the market. It turns your creative world into an offer that is clear, distinctive and profitable.
1/ You come across as consistent and professional from day one
A well-defined sales strategy stops you from spreading yourself too thin. Some makers change direction along the way: a new logo, a new tone of voice, a new positioning... The result? Customers no longer understand who you are. By clearly defining your positioning, you give your business a clear direction. You know which collections to create, what price to sell at and how to speak to your audience. You come across as a professional, not a hobbyist.
2/ You attract customers who are truly the right fit
With a well-built strategy, you attract customers who understand your world, love your products and are willing to pay what your work and your promise are worth. Knowing your target customers (lifestyle, tastes, needs, budget and so on) is what lets you create powerful messages that really resonate with them. That is why we recommend creating three customer personas. As a reminder, a persona is a fictional profile that represents a brand's ideal target customer.
3/ You structure your growth and profitability
A sales strategy is also what lets you make strategic decisions quickly: setting the right prices, organising your collections, investing in the right sales channels and managing your margins. Without a strategy, you end up selling on gut feeling and often realise too late that you are not earning what you thought, or that your stock is poorly managed.
4/ You communicate more effectively (and sell more)
When you know what you are selling, to whom and with which messages, everything becomes simpler: your Instagram posts, your product pages, your emails... Your communication becomes clearer and has more impact. Never forget that branding is not just about looks. It is a strategic lever that tells people what sets you apart, especially in a market where competition is fierce.
Build your sales strategy
Once you have carried out your market research and clarified your offer (products, target customers, competitive landscape), it is time to build a solid sales strategy. It will guide the practical steps you take to sell, build customer loyalty and grow.
Positioning: pricing your candles
Working out the cost price of a candle or wax melt is the essential first step towards a profitable craft business. Before you even set a selling price, you need to understand exactly what each creation really costs you. The cost price covers all the expenses directly linked to making your product.
It includes variable costs such as wax, fragrances, wicks, dyes, containers and labels. These change with the quantity you produce and are the first pillar of your calculation. On top of these come fixed costs, which do not change with the number of items you make. They can include electricity, depreciation of your equipment, insurance, admin costs or your website. The key point is that part of your costs stays the same, whatever your production volumes.
Once you have identified your variable and fixed costs, you have your cost price. From there, you can work out your net profit before tax using a simple formula included in our free calculation spreadsheet. This calculation lets you assess how profitable your business is and adjust your prices with confidence.
To make this sometimes daunting step easier, download our free calculation spreadsheet by clicking this link.
If you do not have an Excel licence, you can use Excel online or Google Sheets by importing the file. The spreadsheet is available in both French and English.
The spreadsheet opens with an explanatory section that guides you step by step, followed by a blank sheet you can fill in with your own figures. The aim is to help you calculate your cost price and net profit before tax easily, with no risk of error. A frequently asked questions section is built right into the spreadsheet to answer the most common queries.
Don't forget to analyse the market
You have just calculated your selling price, taking into account your costs, your margin and your business overheads. But one essential question remains: is this price in line with the market?
Take the time to compare your prices with those of your direct competitors. Ask yourself:
- What price ranges are charged for similar products?
- What do these brands offer in terms of quality, ingredients, manufacturing and customer experience?
- Are they targeting the same customers as you?
- Do they use comparable raw materials (fragrances from Grasse, premium containers, etc.)?
This competitor analysis helps you judge whether your price positioning is right, 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, personalised customer service... All of these can justify a higher price and strengthen the perceived value of your brand.
Remember that you are not a large industrial brand. Your strength lies in craftsmanship, quality, a personal touch and authenticity. That has real value, and you should own it in your pricing. Whatever you do, don't sell your talent short!
Branding
How is your brand perceived?
Your branding is much more than a pretty logo. It reflects your brand universe, your values and your identity. It is what makes your brand instantly recognisable, memorable and desirable. We recommend working on:
- Your brand name: make sure it is short, evocative, relevant, original and easy to adapt. Before you settle on it, be sure to check that it is available on the website of INPI, the French intellectual property office (www.inpi.fr). We also recommend registering your brand name and logo as trademarks so that you own them exclusively. This protects you legally and adds value to your identity. Registration costs €190.
- Your brand guidelines: logo, colours, fonts, icons, tone. Create a visual harmony that runs through all your materials.
- Your packaging: this is the first impression your customers will have of your products. It should reflect your brand identity, make information easy to read and clearly prioritised, and be attractive, practical and, where possible, eco-friendly.
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Your storytelling: where do your products come from? What do you stand for? Why this craft? Your ethical, environmental and artisanal commitments should shine through in your communication.
Your value proposition
Why would customers choose you over another candle maker? That is the question your value proposition needs to answer. It is not just about the product, the price or even your visual identity. It is about impact, emotion and experience. Your value proposition is where what you do best, what your customer is looking for and what sets you apart for the long term all come together. It must be:
- Clear: in a single sentence, people understand what you offer and why it matters.
- Targeted: it speaks directly to your ideal customer, their deeper expectations and their lifestyle.
- Distinctive: it shows what makes your brand unique and precious in a sea of choice.
Structuring your business for controlled growth
Developing these four pillars gives you a consistent, professional vision, attracts customers who share your world, structures your growth and makes your communication more powerful. By taking the time to establish your sales strategy now, you lay the foundations you need to thrive in a competitive market; you can then promote your products and expand your range and sales channels with confidence.
