Adding value

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Jay H

PFG, Picture Framing God
Joined
Dec 8, 2003
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KY
What can a framer to do add value, and lots of it?

Let me elaborate. I have never ate a Ruth’s Chris before but I have eaten in restaurants where I thought “d*** that was expensive, lets do it again!” What can a framer do that begs the same type of response?

More examples:

Hotels with large containers of towels, poolside.

Jiffy Lubes that vacuums floors.

Jewelry stores that clean your jewelry for free.

Carpet cleaners that clean ceiling fans before the carpets.

Retail stores that gift-wrap.

While these places may not charge you for the service, they certainly aren’t “free”. I know this but it doesn’t stop me from really really appreciating their thoughtfulness.

Some things that I have tried and failed were wall buddies and packaging. Customers hated the wallbuddies and often brought back the cardboard corners. There is no doubt that they hated the wallbuddies and I think that by bringing back the packaging, they thought I was being wasteful. Any new ideas?

The only one I have in my arsenal that I plan to pull out soon is delivery.

Carry on.
 
Jay, I find the little things like carrying the finish peice(s) out to my customer's car, and little tips about the best way to hang their new peice, how to clean the glass/plexi,and of course, "Goodwill Hangers" go a long way and add value to the customer's overall experience.

Other things that work: CANDY! They love candy! Having toys for kids to play with while mommy labors over her mat choices is a big one for me.

Delivery and installation has helped me land several big orders.

Great topic.
Harry
 
Forgot a couple,

Fit readymade frames for FREE, while customer is waiting. The look on their face when you don't charge them for it and they can have it NOW is worth it.

Take framed art/mirror home for a 24hr trial before they have to buy.

Let costomers take corner samples home to see how they "look in the room" (They always come back with the sample, and nearly always feel more confident about their choices)

Harry
 
There is no doubt that they hated the wallbuddies
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I believe you, Jay. You don't have any reason to make that up.

But I can't help but wonder if your customers are that much different from mine or you just attached the WallBuddies upside down.
shrug.gif
 
There is no doubt that they hated the wallbuddies
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I'm with Ron. I have about a 95% love rate 5% hate rate with my customers and Wallbuddies. I automatically put them on unless the customer just really wants a wire.

As for the original question, everything Harry said. However, most all of us do those things already.
 
I wanted to love the wallbuddies so much too.

I think my experiment was with 3 or 4 packages of them. I got 2 phone calls about them and 3 strong requests to never use them again, ever! I had a demo on the wall with an empty frame. During the explanation of the system, I never really got many positive responses. Sense I nixed the system I haven't had one complaint yet about wire and courtesy hangers.

I use them only when they are absolutely necessary!

I believe I put them on the correct way. I learned that after that first picture I sold and customer questioned me about the "metal horns" sticking out over the top!

I'm really thinking that delivery is going to be a really good one though.
 
Sometimes I will add a design element like a v-groove or single line if I think it will enhance the piece. Last week the owner of the shop where I work took in a stitchery. One look told me she should have sold an arch top, which I suggested, and she agreed. Easy on a CMC. I like to do anything that is simple, quick, inexpensive and makes me look like a genius.

I don't like Wallbuddies, either.
 
I am very reluctant to post anymore but I can't resist.

I agree totally with Pam about adding some little cut or accent to a mat that a customer didn't think of or even ask for as a means to draw them back to your shop.Especially with stitchery. But It does have a draw back. I feel you must make it very clear that you did this at no charge to them and that if any of their friends wants the same design you will have to charge more. This does have the potenial to bring in extra cash flow but it also prevents many( and I have had actual experience) from growing to EXPECT what we down here call Langnappe ( or sonething extra for FREE).
We had devloped a reputation for doing intricate mats for almost nothing.Which took some doing to change.

I have hardly ever used Wall Buddies but I can see a problem some of my customers would voice about their use. Most of my customers are very difficult to make understand the benefits of TWO J -Hooks even with a wire. Not because they think one is just as stong but because they have a very difficult time positioning TWO Nails/Screws/J-hooks at the exact same hieght on the wall,so they will only use one even when we furnish two or more as agift. So I wouldn't be at all surprised if they balked at Wall Buddies for the same reason.
Mind you I don't agree with this complaint but then many of consumers want to do as little as they can to hang a picture regaurdless of how big it may be.
( I certainly hope no one thinks I am negativelt criticiseing any of their opinions) but that is my feelings on the subject.
BUDDY
 
Mat treatments are more like minimum levels of service don’t you think? That’s not really a WOW factor. I think if all special cuts were always free and advertised that way, it might come close.

I thought of one other example. In E-Myth, the author talked about staying at a hotel with a restaurant.

Everything was fine until he got back to his room after dinner. Then is opinion went from "satisfied" to "awestruck". When he got back there was a glass of the same wine he had drank in the restaurant. I think they had a deal worked out with a local newsstand that got his local newspaper for him the next morning as well.

After some digging he learned that hotel was set up to provide this "perk" to everybody. While I'm certain they didn't bill him for this, I doubt it was "free".

Why is it so easy to see this in other businesses but I can't see it so clearly in mine?
 
Jay I am sure that there are different factors that do produce a "WOW" factor for different shops.Some I am sure that would help my shop snd I am not offering a present. However I think Pam and my suggestion depend on to what extent the "mat treatment " is carried out. I have seen some of Pam's and some of mine can be viewed in the Frame design segment.I have also seen some from other framers that are attractive but not very Labor intensive and /or creative. What I am agreeing to is those cuts involved one of a kind treatments ( often intricately cut,maybe even hand carved)that just make a work stand out in a special way. I have and I am sure Pam has had customers( especially stitchery clients) that travel some distance just to have us suggest mat deigns. I even have a Guild that is 10 -15 miles away that refers all their members to my shop just on the basis of the mat cutting and design.

So while I am sure that their are some very impressive alternative perks that others offer. Mat cutting and designing can be a definet drawing card. So when you through in a cut or carving or design for Langnappe it does create quiet a draw. As I said it can be a negative FACTOR, since many of these efforts can consume quiet a bit of shop time and occasionally extra material when errors are made. So the increased value to the Customer is a plus in esthetics and Dollars.

I must confess I am not aware of what "E-Myth " is but the fact that a PERK is available to everyone doesn't seem to diminish it's drawing factor to me .In fact If I were a first timer to this Hotel I might be impressed that the same service was given to me as they gave to their REGULARS.

Further more the fact that the Hotel recoups their cost in some unforeseen method probaly doesn't deminish the WOW FACTOR to those who don't DIG or know HOW to get to the root of the perk.

We frequent some of the Local Casino's and the comps ( be they free drinks,while playing,dinners or decreased hotel rates or even Tickets to the shows ) are all intisements to keep you Playing .However I can assure you that many patrons appreciate and look forward to reciveing these despite the fact that EVERYONE gets them ( to varying degrees) and all casinos offer them ,and we all know their cost is recouped in the increased play.However other than the ardent Gambler a lot of patrons will choose their casino's by how free the comps flow.

But isn't that the real reason for offering a perk( to increase DRAW)? So if it is Comp dinners or labor intensive ,intricate personalized mats aren't they booth a draw?The Draw gets bigger to the extent that the patron desires the extra service.( I guess to a tea totaler free drinks don't mean a thing,to those who consider that all mats look the same, design and carveing aren't anything special)
BUDDY
 
Jay, in my shop, ink lines and added cuts were an extra charge at the design counter. And, no, I would never advertise them for free. Why do framers' think they have to do anything for free, anyway? I did the "extra" if they were not time consuming, didn't require materials I had to order, and were not suggested at the design counter. This is not something I did for everyone, all the time, but when I did, it was appreciated. It did create a "wow" factor when the customer loved it, and it was unexpected.

Buddy's mats are hand cut, and very intricate. They could definitely create a "wow". I can't belive you did those for free, Buddy!

I suppose you are looking for suggestions on perks you can do all the time, for everyone. In my mind, if everyone gets something, it is no longer "special", but expected.
 
Back to the Wallbuddies argument for a moment.

Jay, or anyone else whose customers profess to hate them, have you tried making a hanging template to give to your customers?

I admittedly stole this idea from Ron after he mentioned it in another thread quite some time ago. Before reading that thread, I had actually made these templates for myself when I would have to go out to a customer's house to hang their artwork as a means to make it as fast as possible.

Then when I found that Ron was making these templates to give to his customers, I thought that made a lot of sense, and started doing the same. All of my customers appreciate so much the fact that I take the extra time to make these templates for them, which makes it that much easier to hang their framed artwork.

Let's face it, not all customers are friends with a tape measure, so they appreciate anything that takes that part out of the equation.

Just something to think about.

-Mike.
 
Mike, I'm on a first-name-basis with my tape measure (his name is Stanley,) but I have always made a cardboard template before I'd go hang a picture for a customer. It's only a couple years ago that it occurred to me that my customers who hang their own pictures might like the same consideration.

This is value added.

I have had exactly one customer bring back a frame with WallBuddies and ask me to put wire on it. He was hanging it on a masonry wall and already had a single anchored hanger in the wall that he wanted to use.

I also had a single customer decline WallBuddies on a large old frame 'cause she wanted it to look "authentic." She would have preferred rusty wire and screw eyes you could drive your car through.
 
Ron, small world, Stanley happens to be my tape measure's name as well, the other smaller one's name is Lufkin.

The only time I'm instructed NOT to use wallbuddies is when an artist is entering a competition. Then it has to be picture wire.

Rules are rules.

-Mike.
 
Pam I am not too smart but I'm not crazy. I didn't mean that I did the entire intricate mat for free .What I was speaking about was when they would stop short because of cost and I thought/knew it needed a little extra. I might also add a small accent carving in the corner to accenuate the object being framed.

In fact I have decided to do some things that I knew would look good but after struggling with the application I told the recipeant to tell all their friends that it was a one of a kind. LOL Because as far as I was concerened it will be.


However I have also cut that Bride mat for my wife and proposed a CHARGE that I was certain would dicourage even the most wowed customer only to be told "That's fine when can you complete it?". Then I added more fees and I still got a taker of that referal.( I really felt it was too time consumeing)

Cardinal rule numebr one for intricate mats: "Don't display anything you don't want to do again ,and again.The clientel will want it to LOOK JUST LIKE YOURS".

So I totally agree special mats even when done as a add on will be a definet Draw and create a "WOW FACTOR"
BUDDY
 
I'll have to agree with Harry on the candy thing...I have clients who have to visit the candy bowl before we do ANYTHING!

We always offer to carry the finished frame out to the car -- my ma raised a gentleman, and it's the gentleman-ly thin to do.

Related to Ron's comment about a cardboard template to aid an installation, we 've always had a practice here that when wrapping the client's order, a piece of cardboard cut to size covers the face of the frame, and then the package is wrapped in kraft paper (on "sensitive" mouldings, we pad the cardboard with leftover foam or bubble wrap from our vendors). We just thought it made for good packaging until the frame got home. One of our newer clients gave us a call once remarking what a brilliant idea it was to include a cardboard template with the frame, so he could try out where on the wall he wanted to hang his frame!

Of course we meant to do that... ;)
 
I could be outright arguing here and I don't mean to but I equate "special mat designs" with a restaurant that decides to "give refills". If you decide not to do this, you'll be gone soon. There is nothing value added to it.

One decor a while back mentioned a store with a small coke machine that had a sign on it that says "free drinks, help yourself".

That reminds me that I need more candy. The customers are fond and my kids are fonder of it.
 
Jay,

In addition to the “perk” of fitting ready-mades – sawtooth & bumpons no kraft backing – I generally present someone’s custom framing with a flourish. After they have examined the front, I flip the frame over (holding it by the wire) saying something like, “It’s all ready to hang, the back is sealed up to prevent dust and small critters from crawling in, and bumpers so your walls won’t scratch up.” I point out the “courtesy hanger” taped on the back.

It certainly isn’t anything more than most of us do, but since a great majority of customers are only exposed to WallyWorld prepackaged art, by pointing out the finishing touches on the back, that, I think, adds perceived value to the custom framing.
 
When I started out, I had a (mostly) silent partner - a non-framer who ran another photo shop that I wasn't involved in. I did some framing for his mother and he told me later how much she liked it.

"What did she like about it?" I asked.

"The little felt pads, the paper on the back, the hanger in the little bag and the shrink-wrapping."

BTW, we charged her full price.
 
I'm with Ron on the shrink wrap-very impressive to most. W/B never cease to draw interest and appreciation except for an antique dealer who wanted wire as part of the antique look. I quite understand because by "antique look" she meant how the frame tilted forward not how the back should look.

The customer is presented with the finished piece they designed and a template with instructions, hooks, screws, wall anchors or anything else they need to hang on their wall. The biggest value added is seeing that they don't have to go to a big box to get that stuff and easier than me going to their house to hang it.
 
Jay. I get the sense that you are not getting form this, what you were hoping to get. Yes? No?, Maybe?

I beleive all of these things ad value to our customers experience. However, I think one of the dangers we may face is that our "perks" become standard offerings. (This is the approach the BBs take. Create the formula and use it everywhere. I know, I created it for one of them in a past life. I have since found salvation and hung my own shingle.) I tell you, customer's don't buy it. They want the little things that only we can give them. (Some of them anyway). We, as individuals have the ability to give any customer any perk at any time. To me, it is this complete flexibility that gives us all a fighting chance and provides our customers with a value added experience.
Harry
 
Harry, your right. I'm thinking that the types of idea's I'm searching for just don’t exist yet.

I'll figure it out then report back.

But my idea of a "perk" is something that you can do every time, consistently, and efficiently.

That is what the book mentioned earlier is all about. The author’s mantra isn't to hire the absolute best people you can, rather to set up a business so precisely that any idiot can run it.

His experience at the hotel was the result of careful planning not an off the cuff idea by some night manager. They use a few little perks that set off the visit of in a way that DEMANDS your repeat business. That hotel wants you to expect that type of service. Imagine telling your friends about your local newspaper and your drink of choice being sent to your room after dinner, then your friend DOESN'T get that. OUCH!

They provide a level that nobody else will touch for whatever reason (and price isn't one).

The closest idea I have is delivery.

I delivered 20 pieces to a job for a designer. After unloading them, I offered to help her hang them (I had planed on this the whole time anyway.) It took me about an hour of my time and she told me "In 25 years, I've never had a shop deliver or hang my pictures. I will be back."

Imagine if people viewed delivery as a new level of minimum service today. How would your shop do? What if you were the only shop offering this perk every single time without fail?
 
The hooks on the wall when using WallBuddies don't have to be level, only approximatley level. The frame stays level too. WallBuddies also releive the stress on the frame caused by the wire and one hook method most everyone uses.
 
Gosh, there are add-ons that we don't mention all that much...

My policy is for free re-do's. If I have a customer that just isn't happy with any or all of her framing, I will redo it - at no additional cost to her- until she is happy. (My caveat is 'only one free re-do per customer...!') There is no time limit on this. I don't advertise this. I am HAPPY to do it and I tell my customer that I am glad she chose to tell me instead of going to a competitor. I want to be the one to hear about it and have the chance to do something about it. I do evaluate it on a case-by-case basis. I have found it easy to tell if someone is genuinely unhappy with their design decision versus trying to "work the system." I have yet to regret doing this for an honestly dissatisfied customer. They are always THRILLED that I am willing and happy to do this.

I figure a new mat or even a new frame is dirt cheap when compared to what it cost to get that customer in my shop.

I will also do everything in my power to accomodate rush orders at no extra charge. I do my darnedest to sell an in-stock moulding and I have plenty, so this is not hard to do.

These are just two things that I can do that I know the BB's WILL NOT and CANNOT do.

edie the imaythinkofmore goddess
 
How about getting your customer's birthdates and sending them a card? You could insert a $20-$25.00 gift certificate and invite them in to select a photo frame of their choice. With a little bit of luck, maybe they would want to apply it towards framing, instead. Or, invite them in to receive a gift, like a nice box of candy. Maybe for your "better" customers, you could give a gift certificate to a local restaurant. Perhaps you could work out something with a local restaurant where they give you a discount on the certificates if you purchase x amount.
 
That's a very neat idea Pam. Theres just one problem. As a man, I learned long ago not to ask for a ladies birthdate. You're trying to get me hurt aren't you?

I do have a deal worked out with a restaurant. At Christmas this year I had 5 pieces that I couldn't finish becuase of the snow. A restaurant gave me 5-$20 gift certificates for $100 framing. Worked out well for both of us.
 
Originally posted by Jay H:
As a man, I learned long ago not to ask for a ladies birthdate.
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All you need is the Month and Day.
 
Jay, I gotchya now. I have considered the "Free Delivery" angle, but I am not sure if you can make it so it is not a money loosing effort. Not that you need to make money on it, but you should not lose any either. Should this service even be free?

Are you looking at doing this for everyone or just for those orders over a certain dollar amount, or within a certail mile radius?

What about in home/office design consultation? Bring the samples to your customers.

I would agree that there must be other big hooks, but I don't think there is any one anwser.

I believe it is combination of all of the little things that will provide your customer with the overall "value added" experience.

I like this topic.
Harry
 
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