Price Objections

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lise

CGF II, Certified Grumble Framer Level 2
Joined
Jun 3, 2000
Posts
359
Loc
Calgary, Alberta, Canada
Okay, here it is: When I am with a client and I price everything out,(after working my way down from the best design to the barely basic) and she still says, "Oh that's too much money"! I am sometimes so shocked that my face goes blank and I don't know what to say. Lines like "You get what you pay for." or "but this is custom framing" don't sound right.
How do some of you handle price objections? I am getting back into the swing of retail and am a little out of practice.

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Lisa Kozokowsky C.G.A.H.
Frameswest Inc.
 
It depends (don't you HATE that). Usually you can get a feel for the customer's state of mind while you're working on the design. Sometimes they just want to be reassured that it's okay to spend $200 to frame a picture - I might point out that if they amortize the cost over the twenty years they'll be enjoying it, that's only $10 a year. If I get the feeling that they've never had custom work done before and had no idea what they were getting into I'll ask (as an absolutely, positively LAST RESORT) what sort of price range they had in mind. Then I can re-direct them to ready made frames or say that I'm terribly sorry but we just don't have anything available etc. But if I think that they're just trying to bully me into lowering the price, I offer to store their choices in the computer while they 'think about it'. The important thing is not to put customers on the defensive. Keep smiling and be polite and you'll remain in control of the situation. Then run into the back room or post a note on the Grumble and complain until you feel better. We've all been there. Kit



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Time flies like an arrow; fruit flies like a banana
 
Lise--

Like most framers, I have come across this customer before. "Why is framing so EXPENSIVE?" they whine, after I've given them the basic bare-bones metal frame and glass price.

I explain to them that custom framing is like anything else that's custom-made; it cannot be assembly-lined--it's all hand-made, from start to finish, to THEIR specifications. It would be impossible to hand-craft a one-of-a-kind object for less than we charge.

And if they still don't understand, I have to say that they're not the kind of customer that keeps the wheels turning; people who want to stand there and debate the prices for an hour are taking up valuable labor time that could be used for something else. My favorite line is, "For the kind of quality that we give our customers, I feel that it's well worth the price."

And sometimes I tell them, very politely, that they don't seem very enthused about getting their artwork on the wall. At first they look surprised, but then they usually admit that they "just want something on the wall." I encourage them to wait until they find something they really enjoy; framing is an investment, like anything else, and it should be in something you really WANT.

And you'd be surprised how many of these customers come back later with something else, thanking me for the advice, and willing to spend the money on it.

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I don't care what color your sofa is.
 
Handling objections to the closure of a sale often refers back to the demonstration, perhaps a little time doing role plays with staff (or friends) would be helpful. A good demonstration will rarely recieve an objection, if you do however, try starting by asking the customer what it is that they don't perceive as a benefit to them with the product (or design) that you are offering. If this can be re-demonstrated and features and benefits altered/changed do so.
Offer wisdom rather than haggling about price, price is not the issue the perceived value is.
 
I tell them to take their ugly piece of junk and get their cheap self out of the store! (Hee,hee...) Wouldn't you just love to sometimes! Actually, I do what Kit does.
 
I always break down the prices for my customers. You know, so many feet of moulding at X per foot, the cost of glass, mats, mounting, fitting, etc. I think that helps. If they think its a little high, I may say we could use a moulding for less $ per foot, but when they see it doesn't make a whole lot of difference, per foot they go with their first choice. -- unless their choices were between a $30 per foot frame and a $7 per foot frame
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How many times do you go to the grocery store and wonder why it costs so much, but when you look at the receipt, all the little items really did add up.
 
I have often wanted to create a chart for customers to see where all their money goes, when they buy custom framing.
1) The tree grows on a tree farm. (pay the farmer)
2) Trees don't cut themselves. (pay the lumberjack.)
3)Trees don't drive. (pay the shipping company to deliver the trees to the factory.)
4) The trees need to be properly dried. (pay the kiln worker, and electric company.)
5) The frame molding needs to be designed. (pay the artist.)
6) the wood needs to be carved, and finished. (pay the artisan.)
7) Ship the molding to the distributors. (pay the drivers.)
8) Catalogs, and salesmen are needed to promote the frame. (pay, pay, pay...)
9) Samples are needed to show you what it will look like. (Guess what need to be done...)
All this goes in to the price of a piece of frame molding, how much do you think all these people are worth?

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Good O'l Sue
(But for some reason, I just have never made the chart.)
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You guys are good........
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All of the above is great fodder for countering objections: (just love that chart thing.) The most important part of treating a customer's objections is--IMHO--making absolutely sure that they don't feel intimidated by my demeanor, even though I'm God in the frame shop. My attitude toward the price can vary by sad acknowledgement of how pricey some things can be (but "isn't it that a stunning effect" or some other such smarmy phrase) all the way to how pleased I am that with all we did, it's so reasonable. You all know the jargon as well as I. But there is nothing, simply NOTHING that makes me madder as a consumer than to be given the impression that I'm cheap and stupid to boot. And the older I get, the madder it makes me. Treating others with respect is Number One in our shop. If the price doesn't fly, it doesn't; but I'm convinced that making them comfortable with a demurring position will pay you back in good will down the line. Leave them their dignity and they'll be back.

(Whoa, a little cranky, am I? Must need more coffee.)
 
Many years ago, when I was a kid in the newspaper business, a salesman in the display advertising dept. took me under his wing to teach me the ropes.
The first thing he did was take me to the library to get books on being a salesman.
There was two types of books, the fun easy to read books and the textbook type books. I went home with three easy to read books.
All the books pretty much gave the same formula for opening and closing a sale.
It made me uncomfortable that there actually was a formula for manipulating peoples decisions.
I read all three books as instructed and that was pretty much the end of it. I quit the newspaper job and continued stumbling along with my life.
It wasn't until years later when I was in the framing business that I noticed I was making just about every sale that came in the door, my boss noticed as well.
That is when it dawned on me that I was following that sales formula per batten, I still do it today. It's automatic, I can't help myself.
I would suggest that all of you head down to your local library and get three, easy to read books on salesmanship, read all three of them and get on with what you do. The rest will fall in place.
John
 
I attempt to avoid the sticker shock by exposing them to the possibilities up front. If I am working with someone new to the shop, I always do a little qualifying to save both of us some time.
I will ask if they have ever had anything custom framed, if so how long ago etc. If they seem knowledgeable I will proceed with the designing otherwise I will then work out a price range that they can expect to pay for the particular project. After establishing their comfort level with price I will design the work. If they are uncomfortable with the pricing I make suggestions about alternate possibilities (readymade, etc) and will direct them to other framers that have what they are looking for. I have saved a bunch of time doing this, and in the long run have helped the client regardless of my doing the job. They remember and come back when they really need my services.
 
Lisa,

I recommend selling up not down. We use a price based on single mat, regular glass, 11 profile aluminium frame, basic mount. We measure, get the basic from the computer, and casually mention this number as a starting point. If there is a protest at this point we ask them to work with us to find out what the price for really nice framing might be. Often they see better value in finer framing for a much higher price than they see in the basic framing. Sometimes I am quite surprised at the change in attitude when then really like what they see. And I am also surprised at how many that say it's just too expensive come back a few days later for the nice framing after they have had a chance to think it over and get used to the price. But it takes carefull salesmanship with an honest and open attitude to give the customer enough dignity to feel comfortable coming back.
 
I like Scarfingers honest and open attitude. If it doesn't work for them, it doesn't work. In the case you mention I would ask "Where do we go from here? I've shown you how to frame it well, and eliminated the more costly elements to the point where we have a bare bones framing package at a fair price. What now?" Live with the results.
 
When a first-time customer comes in, who might suffer from sticker shock, we make it a point to mention a preliminary price as soon as we can determine the most basic information -- Mats? How many? Wood or metal moulding? Preservation an issue? -- etc.

Once in a while one runs screaming from the store at that point, and we've saved precious minutes of wasted design time. But most of the time, that casual mention of a price leads to discussion of choices and value; which is really the conversation we need to have with customers.
 
A hot topic and one that frustrates all of us at some point! There is nothing worse than spending a lot of time designing a beautiful job only to have it shot down over price objections. I usually ask pointed questions right off the bat to find out how important the piece is to the customer. If they just redecorated the living room and this piece is the focal point, they want it too look special, right? As much as I would love to put the best framing possible into every piece, there are times when a customer just wants to get it up on the wall as inexpensively as possible. Qualify your customer as best you can before you begin the design and you will have fewer objections. If they flat out state that they have never had anything custom framed, spend a little time educating them first. Most clients will go with your reccommendations if they feel you are knowledgable, if you educate them a little without patronizing them, and if you don't try to sell them more than they really want or need. With a good piece, we can usually overcome price objections with some simple clarifications. This is custom, it is labor intensive, etc. Are you planning on keeping this up for at least 10 years or do you like to redecorate often? We work our way down gradually: "Well, if we remove the filet you'll save x$$ over the total cost", "if we change the frame to a metal...", etc. We usually wind up selling the better job in the end because they've seen it first and can see how much more it can do for the art. Occasionaly, someone who is new to framing will just be downright shocked by the price, even for a simple metal frame and drymount. In this case, we very graciously say something like "Oh, I know this can be a bit overwhelming at first. You saw a readymade frame at the local craft store? By all means, feel free to take your piece back with you! If you would like us to help you mount it and fit it into the frame you find, we'd be happy to turn that around for you in an hour or so, depending on our schedule." We don't want the customer to go away embarassed, and this usually does the trick. In fact, they often do come back with a cheap frame to have us mat or mount or fit it, and sometimes change their minds and have it custom framed when they realize how cheesy it looks to mat a 3" x 10" photo into an 11" x 14" frame!
 
I love this. How many times have we had customers come in and say,"I want this framed cheap!" My pat answer is always, "You'll have to guide me here cause I don't know how cheap you want it to look."

The customer always gets a chuckle out of that and I proceed to lay out three choices; moderate priced, high-end, and cheap (and believe me when I say CHEAP). Nine times out of ten, my customers go with the high-end selection and they are happy and I am very happy. I do believe that educating new people that have never had custom framing created for them is of extreme importance. It allows you to be in total control of the transaction and it allows the customer to make decisions as to what their art is worth to them. When I sell a very expensive framing job, I always refer to it as wall furniture. Let your customer know that a good framing job will never go out of "style" like carpet colors and sofa upholstery. I love selling, therefore, each person that walks through my door is another challenge for me to conquer and know that they are excited about what the finished product will look like.

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How cheap do you want it to look??
 
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