ARE YOU WILLING TO BE DIFFERENT?

I understand Grey's analogy, but I don't think it applies to the independent framing industry because in our shops we have the ability to commingle the categories just as Dell does in its catalogue...

My customers have a wonderful experience AND they can save money by opting for value line or poster frames or ready mades, or DIY. Or they can order beautiful custom framing. They have fun, have all the selection they want, and get lots of enthusiastic help whether they are spending $50 or $500. or more....

Sorry I didn't get back earlier. For me the restaurant analogy is still valid because those that have succeeded over the long run, (at least those I'm familiar with) have succeeded because of the changes they have made. Even the successful white table cloth restaurants have made significant changes. They are opening for lunch, have lighter meals, making changes to their menu for more healthier changes. IMO they are trying to draw from some of the Casual diners to improve their sales. Likewise some of the better family restaurants in the casual dining are also taking some ideas from the white table cloth restaurants, they are great places to go to because of how wonderful the service / experience is.

And the fast foods (box stores) are managing by looking at their KOIs (key operating indicators) and numbers.

Likewise we are getting some, what I call national chains of framing stores, some that have very good quality.

I'm not trying to infer that any one category is better than any other; what I believe is that all categories in restaurants and framing can be successful, but you can't sit back and relax, you need to keep improving and changing and knowing who your market is. Personally, I believe that Kristie's model is a great model for her market.

I'm relatively new (back into) the framing industry. After my experience in consulting and working with family businesses (20+ years), I've learned that the historical model, as I understand it, is not appropriate for me.

In consulting, I had to spend 20% of my time prospecting / looking for new business. In my model for framing, I'm likewise trying to spend 20% of my time in prospecting, networking, looking for new business.

My target breakout of time is:
20% with clients, understanding, designing, getting order etc.
20% in the "back room" completing framing activities. from above.
20% in evaluating / changing / fixing my business
20% in training, getting better, striving for constant improvement.
20% outside the business, looking for new clients, networking, talking, etc.

It is too early to say, but I believe this is working for me.
 
Perhaps Big Toe has already versified my story in anticipation of your becoming curious. Let's give the sergent a shot to the next round of aplause.
 
I'd have a true story to tell you, but I repress my itch because it may be seen as self serving and I hate to see you all loosing focus on my message and putting your magnifiers on me instead. It's abount one man business just like so many of you are, someone who never sold higher quality frames than Roma and LJ before, becoming one of my best clients ever practically overnight and lasting with no singns of wear for over fifteen months now in same top position. He's selling to the same clientele base he always had and, in all honesty, I wouldn't have offerd my frames to him if I had the initiative and new his business. But then, before I lived that experience, I was equally arogant and elitist as many of you are self destructive in assuming a low existence in service of sparing your customers' money. I've been offered a great marketing lesson and an excellent account all in one.

Paul C: Cornel already told the story, above.
 
Kirstie,

Stories are much like frames. Some people are just perfect with chop and joined stories, others want the whole, true, closed corner stories. Paul C is good at chopping stories :)

If I closed the corners of this story my grumble customers would have learned how was it possible that same framer in same location, with same clintele base came to sell such frames to the effect that he became one of my best accounts.

But I concede that even the chop and joined story above looks acceptably finished to most people, so we'll leave it there. It isn't like I kept that story all to myself. At the show in Vegas I must have told that story to at least ten interested framers, for free, but what if I too become academician one day? How can I charge then for classes samples that I give away for free today? ;)
 
Your story sounds like...well...a story. Another feeble effort to sell your readymade frames.

I'm sure that this nameless one-person business, that became an overnight success as a result of buying your beans...er a...I mean frames, would be so grateful as to surely not mind if you revealed his/her name and it would certainly add credibility to your story.

So go ahead, scratch that itch and tell the rest of the story, so we can all learn how buying readymade frames will bring us salvation, make our grass greener and our whites whiter and brighter.

As for becoming an academician, I think we can at least agree that you do indeed belong in a classrooom.

My Beverly Hillbillies's song parody, was offered in the spirit of good natured fun, but if you want to roll in the mud, we can do that. Your choice.
 
Actually, I'm guessing, but Cornel told the story some time ago of the framer (He was Romanian, but that's only incidental to the story [hmm, maybe not I'll elaborate in a bit]), that was in CA (I think) that he visited and, the framer picked up Cornel's frames and Cornel (in my words) looked down at the shop and didn't really think he would sell any.

Somewhere in the archives the "full" story lives (from quite a while ago). net, net he became one of Cornel's biggest customers selling to the same people that had been buying from him before.

My elaboration comments:
As I recall the story, part of the framer's enthusiasm was because the frames came from his native Romania. So he enthusiastically and excitedly showed them to his customers. I can imagine him gushing over them as he describes how nice they are and how well they are made. This I think speaks DIRECTLY to the sales success. Yes, he sold better stuff for more $$ to the same people, because he believed in the product and made his customers believe too.
 
I must have forgotten that I already told you the entire story. Anyway, it's apparent that not many have read or remembered it and that explains why so many continue to believe that their market can't support but junk and so-so framing in tight competition with BB's. That attitude in return is partially responsible for so many framers failing to succeed.

Yes, my fellows, it took
1. understanding such frames (which many of you really don't but believe the contrary)
2. personal connection and pride in his framing. If the customer hesitated in front of a corner sample, that CA framer would literally design, along with his client, another frame, some time of absolutely different design and profile than any of my existing corner samples, consulting me over the phone or the Net for technicalities and price in presence of his client. Incidentally, I got lost in traffic many times because of his calls. My prompt service is available to him even when I am in Romania, some 10 hrs time lap away.
3. freedom to feel like a true, unique artist who creates and offers much more than the most suitable corner (of a population of 2000) as a framing solution.
Working directly with a CC frame maker like me made him totally special because he's got something of extraordinary essence to show and sell on top of what every other framer has and that alone is worth much more than the price I am charging. American Choice is at least as much about service as it is about qualty, though only few would recognize that and even fewer would take advantage of it.

This is truly what being a high end framer is, though you may believe that a high end framer is just another one like you, lucky enough to be located in an affluent community and therefore able to hang expensive frames around rich people's artwork. Truly unique service and quality more than convenience is what sells to rich, discriminate costumers. They will eventually find you in the remotest whole in the world just like predators smell fresh blood, if you have anything special about you.

Your mental resistance to changes brings you to fail in this business. There are many changes that can be implemented. Going to be the high end framer of the future is only one of them. Jerry Ervin's model is different, just like Kirstie's, Warren's or Jim's are. But all those framing shops have just remote ancestor connections to those framing shops that are no longer around or approaching their last days. Despite all the shows, suppliers and education available, the business of framing is an individual driving experience and the ride will be as long and safe as good and intelligent the driver is.
 
One thing I"ve learned in over 35 years in the retail business is that many times, we as retailers, are guilty of judging our customer's pocket book. Many times I've delayed bringing in a line because I thought it was too expensive. Only to try it later and find that my customers would spend that amount on the item.

I think each shop must absolutely know their market inside and out, which comes from working with the public day in a day out and paying attention to what they're telling you - directly or indirectly. Plus each shop has to be willing to try something new, introduce something different, or maybe change an old or outdated way of doing things.

And we can't judge our customers pocket book. I have customer's who live in very, very modest homes, but spring for very nice framing. You just never know. (And who knows.....maybe that next customer coming in the door just received their government rebate check or a big fat inheritance and wants to spend it all with you???? )
 
True story.

Very few people are offered and carry the American Express "black" card. And those who do, can actually buy a Learjet with it, no questions asked.

Once this punky looking, 20-something guy went to a major expensive shop in Manhattan (I believe it was Cartier) and wanted to charge a $75000 watch.

The salesperson did 2 things wrong: He was a newbie and didn't know there is a black Am Ex card..... and he judged the guy by his beat up jeans and T shirt......but after a quick phone call to Am Ex, he learned a new, valuable lesson.

Turns out that very casual guy was a dot com billionaire.
 
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