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"It's too expensive!"

SmithWoodcraft

True Grumbler
Great article by Seth Godin on his blog -- Its short, too the point, and I think very relevant to our industry. I usually check Seth's blog several times a week, and this one was especially good so I thought I'd share.

"Start with a tribe or community that in fact does value what you do. And then do an ever better job of explaining and storytelling, increasing the perceived value instead of lowering the price. (Even better, actually increase the value delivered). When you don't need everyone to buy what you sell, "it's too expensive" from some is actually a useful reminder that you've priced this appropriately for the rest of your audience."

-- Read the post at:
http://sethgodin.typepad.com/seths_blog/2014/03/what-does-its-too-expensive-mean.html


Thoughts?
 
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Ylva

SPFG, Supreme Picture Framing God
It is something I, personally, truly believe in. Yes, my customer base might not be as large as most of other frame shops but I am slowly building up and have a very loyal following. They don't care much what it costs.

Sure, I get the 'really THAT expensive' customers as well. Some of those walk out, although when they do, they truly understand why the price is what it is, they never thought about all the things that go into framing so at least I educated them a little. Some of those walkouts do come back a long time after when they have something that they really want to frame the right way.

I have lower budget options and do offer those as well.
 

SmithWoodcraft

True Grumbler
It is something I, personally, truly believe in. Yes, my customer base might not be as large as most of other frame shops but I am slowly building up and have a very loyal following. They don't care much what it costs.

Sure, I get the 'really THAT expensive' customers as well. Some of those walk out, although when they do, they truly understand why the price is what it is, they never thought about all the things that go into framing so at least I educated them a little. Some of those walkouts do come back a long time after when they have something that they really want to frame the right way.

I have lower budget options and do offer those as well.

That's the right way to do it! increasing the perceived value instead of lowering the price
 

Dave

SPFG, Supreme Picture Framing God
Excellent article.
 

artfolio

SGF, Supreme Grumble Framer
Bookmarked and subscribed. A lot of useful advice in that blog.

Thanks Ylva.
 

prospero

SPFG, Supreme Picture Framing God
I'm sure some people assume that you are pitching for as much as you can get away with. After all, that's how a lot of retail works. Particularly if they don't have much in the way of competition locally. So armed with this notion they try and knock you down. But what they are actually doing is asking you to take a cut in wages. You can imagine what their reaction would be if their boss tried to haggle their hourly rate down on a weekly basis. Riots have been caused by less.


There is a big difference between "expensive" and "exorbitant" prices.
 

David N Waldmann

SGF, Supreme Grumble Framer
There is a big difference between "expensive" and "exorbitant" prices.
I'm sure almost everyone would agree with that. However, those are relevant terms, and what's merely expensive to me is exorbitant to someone else, and vice versa.
 
K

Kwik Picture Framing

Guest
Well, the phrase is 'you get what you pay for'. The majority of good companies will be able to work for a decent price and survive from repeat custom and recommendations.
 

prospero

SPFG, Supreme Picture Framing God
I'm sure almost everyone would agree with that. However, those are relevant terms, and what's merely expensive to me is exorbitant to someone else, and vice versa.

Very true. I have had some folks, mostly ones who have migrated from 'down south' look aghast at my prices. They were expecting to pay much more. I have even had jobs come in from 'down south' because I'm cheaper (and do a better job :p).

It's the long term locals that are a pita. If you gave then something free they would want two. :help::icon9:
 
K

Kwik Picture Framing

Guest
Very true. I have had some folks, mostly ones who have migrated from 'down south' look aghast at my prices. They were expecting to pay much more. I have even had jobs come in from 'down south' because I'm cheaper (and do a better job :p).

It's the long term locals that are a pita. If you gave then something free they would want two. :help::icon9:
I imagine that was a nice surprise for them, then! Some of the price differences within such a small country can be shocking, though.
 
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