The other side of the Counter

[Kirstie]

Originally Posted by FrameMakers

I have been trying to put myself on the other side of the counter and get a handle on what they are experiencing.

I have concluded that our customers have one of 4 experiences and 3 of them are not great.

1. They like the design and are happy with the price.
2. They are shocked by the price and walk.
3. They down scale the design to get a lower price and thus always feel like they didn't get what they wanted.
4. They pay the price for the design, but don't feel good about the purchase.

So the question for debate is how to get more people into the first category.

Discounting is one method to get them there. This one is not one that I am fond of. Another would be to try for a better customer, but in this economy more and more are pinching pennies when it comes to discretionary spending.

What are you doing to improve your customers experience at your shop?

Bump

[Pat Murphey]

I display and design with the option of expensive frames with most customers that aren't clearly looking for a modest price. I make it clear what the price might be and make sure that they understand that there are less expensive alternatives, often showing both at once. With art or objects that are clearly decorative (poster art, i.e) I will go directly to modest pricing unless the customer is known to me or clearly states that expense is not a problem.

Common sense judgment based on 15 years of experience is still required to not overwhelm a new customer that will be frightened off by price. But, I have to tell you that I have sold a great deal of Munn chops, Roma and LJ high end, and closed corner frames by "showing the product". You can't sell what you do not show.

An example of range of choices would be Munn 22k French Drawing frames at $100 ft., The same in metal leaf at $75 ft., Munn Frameworks metal leaf chop at $35 ft., and a knockoff design with metal foil gold at $15 ft. - all are good from a design point of view, but each level up adds depth of beauty. The customer is free to judge the value of upgrade against a budget. In my antique center location, the Munn Frameworks metal leaf choice is the most common winner.

[JRB]

I just wrote what I thought was a brilliant contribution to this thread, only to have the whole thing disappear into cyber space. I hate that when it happens.

I'd do it over but I gotta go to work.

John

[FrameMakers]

John, I look forward to your insight.

[Dave]

Customer expectations are as varied as shop presentations.

My old shop was just that... a shop. Sure I had antique counters and a look of stability (lots of dust indicates you've been there a while ), but more importantly it had a craftsman's ambience with all types of unusual tools, equipment, mouldings, art supplies, etc along with work in progress in full view of the customer. I would tend to apologize to the customer making some excuse that my daughter went off to college and I lost my housekeeper, but customers told me they loved the look and smell of the shop... especially if I had just cleaned and varnished a painting or stained some wood.

After closing my shop and coming to work as Gallery Director for Max Black Fine Art and instituting framing for the public the look is totally different.

www.mbfineart.com

It remains too early to comment with any confident authority, but I believe that some customers will love the new environment and others will miss the old.

Customers that are shocked at the price of custom framing are just not use to having custom work performed for them. With no ill judgment I'll say that they are just ignorant of what goes into a custom designed frame. Taste is expensive in many areas... whether it is wine, women, song, art, custom services.... with knowledge comes an understanding and an appreciation.

I don't think I would ever start the design process by asking a customer what their budget is for the job... unless I was working with a commercial account or professional designer.

I think most customers fall into several categories:

1.) They have no budget... meaning they want it done well and could care less what it costs within reason.

2.) They have no budget... meaning they have no money to get custom work done no matter what the cost.

3.) They have no budget... having not had custom framing performed before and are about to find out what custom framing really does cost. Whether they can afford to have the work done often will depend on your ability to create an outstanding design and show the value of the work you are about to perform or have value packages where even those with smaller wallets can afford simple designs.

4.) They have a budget... they are a commercial client.

I agree that it is important to have value lines, carefully chosen and bought well to satisfy those on limited budgets. I'm in the process of working those out here at the new facility and have the advantage that the gallery has a production framing department where they currently buy 30-35 mouldings by the box, some in quantities of 5000 ft at a time. You bet I'll be able to work up some competitive frame packages for students and others with limited discretionary income.

[PicturedFramer]

"I have concluded that our customers have one of 4 experiences and 3 of them are not great.
1. They like the design and are happy with the price.
2. They are shocked by the price and walk.
3. They down scale the design to get a lower price and thus always feel like they didn't get what they wanted.
4. They pay the price for the design, but don't feel good about the purchase.
So the question for debate is how to get more people into the first category. "

I feel we have all experienced all of the above at some time or another. To get to the top one you have to walk through the rest of them with the same customer, sometime or another , even #2 when they decide to come back. It's up to the customer to take you to the right frame, mat, etc., (with your help) as each job evolves from high to low or low to high. But as Pat has said if you don't give them the option of the high end stuff how will they know where the ceiling is? Most of our customers come in to get something especially framed for them personally or a gift and we all know that there is a budget in mind, we just don't know what it is till the ceiling is hit and it comes crashing down or not. It's that ability to know what the right price is, and what the right design is, that makes for a great sale and a happy customer. I don't think for a minute that you can please all the people all the time. Just get as close as you can.
Francisco

[EllenAtHowards]

I had a "how it feels to others" experience when I went to the local nice jewelers to have my mother's diamond reset.

I picked out a simple setting, with a sapphire on each side of where my mother's stone would go. Nothing intricate... just classic.

The price was $2000.... and I was providing the main stone!

I about fell off the chair, then mumbled "I'll have to talk to my husband" and slunk out.

But their $2000 price made the $1000 price that I paid at another, less prestigeous, jeweler seem reasonable.....

As to how I design, I follow the adage "Customers don't have glass pockets" and design the best. I have only had two customers in thirty years say "Don't you have anything more expensive?"

[PaulSF]

I don't know what is going on over there this week. I've had two customers come in and say "I want X for this, and my budget is $Y." I've showed them exactly what they asked for, hit their budget on the nail (or come in under it), told them it would be ready in less than a week, and they've left to shop around some more.

[Rick Granick]

Sounds like they have more time on their hands than money in their pockets.
Rick

[drandall]

Like Janet I have it all. I know 3000 corner samples is impossible for a customer to look at. That's why I'm here to guide them.

I have found that not only do most clients not have a clue as to the current prices for framing (if they have framed before it is usually some time ago) or they just don't have any idea and are expecting something far below the reality. I will often move from the LJ frame to something less from another company like DECOR or Omega or some other. In fact I have taken to marking the my samples with alternate lower cost options. Roma is a little harder to make knock offs I think. Those #$%& Italians make wonderful finishes, hard to beat. I will often explain/educate as I go to make the ignorant understand that some frames come from Italy some from Brazil. It can be fun even if they don't buy the nicer frame they will know where to come next time. I'm looking for and developing hopefully a long term relationship.

Beyond all of that, most clients unless they are experienced regulars in custom framing can not visualize the finished product and though they may have to settle on the less expensive options are pleased with how much better it looks framed. They are right! It looks better framed and you and I and hopefully they know it could look better still. The possible frustration they felt at the true cost of their original pick is no longer a big concern. They made the decision and now will live with it. I don't twist their arm for the high end but I do show it to them. I have had a customer has walk out because they just can not swallow the cost and come back later unable to do anything other because it looked so superior to any other. Granted that is a rare case and today price wins over quality more often than not. Still I get frustrated when two walk after hearing the price. It's not my fault they can't afford custom framing. I so very much wish that more that 5% of the population were my client base, but it is what it is. I educate them one at a time and give talks to art groups, etc.