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Opinions Wanted Quick Question on Client Consultation

Discussion in 'Picture Framing Business Issues' started by Won Jun Hong, Jan 16, 2019.


Do you enjoy client consultation?

  1. I love chatting with customers!

  2. It is what it is. It's a part of our job to make sales.

  3. Hate it! But, I do it to make sales.

Results are only viewable after voting.
  1. Won Jun Hong

    Won Jun Hong Grumbler in Training

    Quick questions from Vancouver, Canada. I am really curious about how much you guys enjoy the client consultation process:

    1. Is client consultation (pitching them with materials and frames & giving them quotes) something that frame shop owners enjoy? Or is it a major bottleneck and annoyance?

    2. Of the customer who walk into your stores to get quotes, what percentage of people actually buy? How many turn around to compare prices against other shops?

    3. What is the biggest challenge from framing shop owner's perspective? What can software engineer like myself can do make your life easier? What are the most repetitive parts of this business?

    I really appreciate your input! [​IMG] Cheers!

    Won Hong
    American Picture Frame Academy 1-888-840-9605

    The American Picture Framing Academy Learn Picture Framing Now
  2. artfolio

    artfolio SGF, Supreme Grumble Framer

    Wow!! First cab off the rank:D

    Working the front counter is possibly the most important thing we do and if that part is not done well it doesn't matter how brilliant the workshop's output is because there won't be any input to output.

    The trick is to be friendly, professional and competent while keeping the process moving along, not making the customer feel rushed but, at the same time, not getting bogged down in chit-chat. It is not as hard as it sounds - it is a darn sight harder - but it is something every framer, especially us soloists, needs to master.
    Won Jun Hong and tedh like this.
  3. i-FRAMER

    i-FRAMER MGF, Master Grumble Framer

    In our shop, i personally am over dealing with the customer and therefore i know i shouldn't be out the front. Which is fine, i go in make frames, do the tricky stuff and disappear back to the office to work on our i-FRAMER Software.

    My partner Nicole is a natural sales person. She can profile people really well. When Nicole started in the shop after both kids started school, sales went up 30%. A sale i may have made around the $250 mark, Nicole would close it at $350.

    It's not uncommon to see Nicole laughing, crying or even hugging customers. (Just wrong if i do it).

    Now to be more direct in answering questions
    1. Nicole enjoys it. I don't. If you don't like sales, hire good sales staff.
    2. I would say 95%, which is too high, which means our prices are too low. Should be somewhere int he range to 80-90% i believe.
    3. Well from a software perspective, dealing with customers is personal. Software obviously helps with quoting accurately, consistently, repetitively(i.e cloning), you can have notes on customers regarding what the customer likes/dislikes etc., it can also help with marketing and advertising to customers, But it is more a business tool then a customer tool.
    Dave likes this.
  4. Bob Carter

    Bob Carter SPFG, Supreme Picture Framing God

    1 do what you really like
    2 hire people to do things you are not good at
    3 outsource things you hate

    two biggest reasons for burnout: doing No 3 and not making money
  5. RoboFramer

    RoboFramer PFG, Picture Framing God

  6. tedh

    tedh PFG, Picture Framing God

    Wow! Just full of misinformation. What industry is he referring to? Certainly not mine.

    Plywood and glass?
    FramerInTraining and neilframer like this.
  7. shayla

    shayla WOW Framer

    Hi, Won Jun Hong. Welcome to the Grumble.

    From Robo's post #5, it looks like you sell framing visualization software. How about if you tell us more about yourself and your product.
    DVieau2 likes this.
  8. neilframer

    neilframer PFG, Picture Framing God

    Quote from the OP...(thanks, Robo)..
    Screen Shot 2019-01-20 at 5.29.40 PM.png

    Screen Shot 2019-01-20 at 5.04.20 PM.png
    The above is BS, at least in our shop.
    Maybe 1 out of 20 people walk to "think it over" not 3 out of four.
    "over 2 hours" to sell one framing job? More BS

    You must be kidding...
    I must be living on a different planet...o_O
    We have had a few other "framers" on the Grumble who will post that frameshops are high priced and rip-offs before.
    One in South Carolina in particular who was always half the price of other frame shops.

    So go ahead and contribute to cutting your own well earned profit if you want.
    Last edited: Jan 21, 2019
  9. Won Jun Hong

    Won Jun Hong Grumbler in Training

    Hello guys,

    Thank you very much for your input. I am trying to about the industry as much as I can, and aggregate what I hear from the industry professionals into articles. It means a lot to me that you are taking a look and sharing your thoughts!

    I crunched out some articles to increase the SEO score of my website - this is the first step for me to start understanding what people search for, and what people really want to see from an online website. I can track when people click on links, which makes me see what are they most curious about. The blog articles act more as placeholders in this context to feel which questions are important for the user. As I understand the industry better, I plan to update the content accordingly!

    What kinds of articles would you write if you wanted to market to younger customers who know nothing about the industry at all? Think of the young person looking at online content as they are browsing instagram and snapchat on the side. Do you think that a young person like that is important for your business? Do you see any business potential in a person like this? I believe that young users might have thoughts similar to these.. Do you agree or disagree?

    Thanks again :)
  10. RoboFramer

    RoboFramer PFG, Picture Framing God

    You try to steer people away from custom frame shops with misinformation and then come and ask for advice and opinion from custom framers?
  11. Frances M.

    Frances M. CGF II, Certified Grumble Framer Level 2

    Maybe don't describe framers as comparable to used car dealers...
    neilframer and FramerInTraining like this.
  12. shayla

    shayla WOW Framer

    Hi, again. You seem to be a friendly and enthusiastic guy. I'll try to give feedback on your attempt to reach out. You might already know this, but when approaching potential partners, it's a good idea to explain up front who you are and your business. The way you structured your post, as a survey, might seem like the obvious way to approach this, but on a forum like this, people really want to know who you are and what you're about. Otherwise, it can feel like being manipulated by someone who isn't being very honest. That's probably the last result you were hoping for. I'm thankful that Robo posted a link to your site, but I wish you had at the beginning. If you're hoping to invite framers to partner with your business, sharing this page would be useful:


    Custom framers might or might not sign up, but at least they'll know who you are. From looking at your site, it seems that you're trying to position yourself at the intersection of online sales and brick & mortar stores. Please correct me if this is inaccurate, but it sounds like your goal is to serve as a sort of valet, directing online shoppers to custom framers in their area. And that those custom framers would create certain frame designs, matching the chosen options on your site, with the discounted difference going to you as middleman. From the linked page, I can see that you're fine with shops up-selling to those customers, once they're in-house. I'm curious as to how you would handle it if your partners did that repeatedly, or if, for example, a customer chose to keep part of your design, but upgrade to Museum glass or add a fillet. Another hard to manage variable is the fact that materials, method and technique vary at such shops, creating a point of vulnerability for you, who can't control the quality of product the customer receives. Even if they agree to offer a certain frame design, you can't control whether an experienced framer does it, or some kid who is careless, resulting in an eventual product return.

    What you're trying to do could work, especially for some younger customers, who, as you said, view this experience differently than do many long-time framers. But trying to get framers to buy in seems tricky. For one thing, because big-box stores do so, it might seem like all framers give a significant discount, but many don't. I can't speak for others, but at our shop, we charge realistic prices. It's still costs more than online, but we have many longtime customers who are willing to pay for design time and the finished product. The most we usually give is a 5% discount, which comes directly out of our profit, and they're fine with that. It seems to me like the business model you're trying to set up would only work if your idea of a reasonable price and the custom framer's idea align. I was about to ask if you've done much research on this, but then remembered that your post here is part of that attempt. Let me ask you this. Are you just beginning to float this idea, hoping it will catch on, or do you already have any participating frame shops? I was also going to ask why, with the internet available to everyone, would customers use you, when they could just respond to our own frame shop websites? But I think your answer might be that you serve as a sort of guide for young people who wouldn't normally do that. That they would rather shop completely online, or buy from a place like Ikea, than enter a custom frame shop, and you're hoping to bridge that gap. In seeing it this way, you likely think any frame shop owner would welcome your attempt and the business it might bring.

    Thank you for reading my long note.
    artfolio and Won Jun Hong like this.
  13. Won Jun Hong

    Won Jun Hong Grumbler in Training

    Hello all,

    1. To Robo Framer & Frances M.

    Thank you very much for your input. Of course, as a young guy who is new to industry, I cannot be compared with industry veterans like you in terms of knowledge. I have walked around town, chatted with framing shops, wrote what I learned and felt. I live in a large city, so some metrics may not be pertinent to your situation. Sincerest apologizes for inconsiderate if my notes are not fully representative. Please message me which part needs to be fixed or deleted. I will prioritize that.

    2. To Shayla

    Thank you very much for your comments. I really appreciate it. To full disclosure, I have no client. This whole project will take another 3 months to roll out. The app is not fully built yet. I will have to invest significant time to build frame rendering and online payment processors. Technology alone will be a two months journey. All I wanted to do was to validate if my business idea. And I am doing that right now! :) Appreciate your input.

    Before investing my time into it, I started this basic website to check if people are actually looking for services like mine. How would I know if someone is searching for online + local hybrid custom framing, unless I build one and check the metrics?

    Here's my profile. There's nothing to hide :) I am doing this project independent of any company. In order to not to build the wrong product by accident, I try to incorporate feedback in every step, starting from the very beginning. This is why I started posting to this forum before I finished building my product. However, you are absolutely right on the fact that I should have introduced myself better. Sorry for all the confusions, but honestly, no bad intentions.

    To jump into your inputs, your understanding of the business is 100% correct. Of course, it can change as I move forward, but that's my basic idea. I have been thinking about this issue ever since I paid USD 350 for canvas print that I bought from a Russian museum for 30 (three years ago). I asked my friends and some people at cafe how they feel about this. This is what I heard them saying:

    1. They think custom framing is expensive.
    2. They think it is inconvenient to walk into shops and get consultations. They don't know if the deal they are getting is expensive or not. They don't have enough local knowledge or market understanding to gauge if a framing shop is doing an honest price vs. whatever. From their perspective, it is almost like finding a dentist without insurance. How to find a dentist who is decent and affordable--in a brand new city.
    3. They don't like the fact that they have to "guesstimate" how their artwork would look after seeing just one corner.
    4. Most importantly, they do not want to interact with a salesperson.
    5. I have been to the large retailers. They are not that cheap either. Yes, they issue 50% off coupons. But, our generation, nobody looks for a coupon or email ads (unless email ad is done in a very specific, engaging way).
    6. For online services, they do not really want to mail-in their art. Nobody really wants to line up at the post office and receive missed delivery slip later on. Because many of us work long hours, and we don't have mental capacity to visit post office.

    Since one week ago, I have perused a lot of posts on online services and marketing posts on this forum. My friends and acquaintances can be considered as "bottom feeders" to many veteran framers here. But I just want to say that many of them are well accomplished individuals. They also do appreciate art and beautiful homes--they are just not appreciating enough to pay $400.

    Bankers and software developers' after college salary starts between USD 90 - 130K if you start in NYC, San Francisco, or Seattle. But even with that income, they are reluctant to their framing for any price above 200. They get shocked especially when you give them a range saying, if you use this frame, it will be 250. If you use this one and conservation glass, it will be 450. We are not used to that kind of variation. Especially when we are seeing the difference from only one corner. They will leave a store may thinking, wow, this is expensive, and I will do some other time.

    Other retail industries are targeting this demographic since they are the emerging consumption class. They do everything they can to capture their attention. So I was wondering, if we can build something to connect online shoppers with the local framing shops. Why not? If Groupon is used by many of you, despite the commission, my business model may work.

    I am looking for that sweet spot between a $20 off-the-shelf frame and a $380 custom frame - a price / quality intersection that is appealing to a young person used to shopping online. What that would be is something that I don't exactly know yet. I must admit that I will have to learn a lot as I move forward--just like any other entrepreneurial journey.

    3. To Everyone

    Please do not focus too much on numbers and contents on the website. They are placeholders! You cannot test the other side of the market (online customers) without a website looking credible. These numbers will change as I move forward.

    a) Please let me know if you have any additional questions. I would do my best to respond based on my understanding.
    b) Please message me if you have any questions that you would like to ask in private. We can also hop on a quick call to help each other out in terms of expanding more younger generation of customers--their spins might not be high, but it's still money on the table. Also, they are start going to buy homes in next 5 years. They might even be your most royal, repeat customers.
    c) Please message me if you are interested in taking more work below $200. A lot of frames that online crowd is intending to build is basic ones. Basic frames that match IKEA furniture colors (like white, maple, walnut, and black). Many of us don't have artworks worth thinking of conserving into decades. I don't think price below $200 doesn't necessarily mean pushing your margin down. We just want clean, basic, good looking, no frills frames.
    d) I am actually flying to Las Vegas tomorrow (1/22) to meet and learn from more people. Please let me know if you happen to be in Las Vegas. I would love to chat over coffee with you.

    I am really curious and serious enough to reflect on your criticism, change my approach, and chat with you over the phone or in person.

    Thank you very much.
  14. Grey Owl

    Grey Owl SGF, Supreme Grumble Framer

    If you are going to Las Vegas on 1/22 stay over a week to attend the WCAF which is THE framers convention.

    To be successful, longer term, in framing [and many other businesses] it is important to know your customer. The better you know your customer, the more successful you will in filling their known and unknown needs. If you don't get to know your customer, and they don't get to know you, they will end up making their purchasing decisions on price, not value.
    Won Jun Hong likes this.
  15. Won Jun Hong

    Won Jun Hong Grumbler in Training

    1. Correct Russ. I will be there for WCAF. I will be there for over one week.

    2. Thank you very much for your tips. I am trying to meet more people and learn more about if such a business idea is viable or not.

    Some of my amateur writing might have been misconstrued. Part of my goal is to send more customers to local framing shops; but that's my genuine intention.
    Last edited: Jan 21, 2019
    FramerInTraining and shayla like this.
  16. neilframer

    neilframer PFG, Picture Framing God

    So, is this what you framers want?
    Then, go for it.
    Good luck in your endeavor.
    We are way too busy to be needing this "service".
    Screen Shot 2019-01-21 at 8.48.01 PM.png
  17. FramerInTraining

    FramerInTraining MGF, Master Grumble Framer

  18. artfolio

    artfolio SGF, Supreme Grumble Framer

    Hi Won,

    I have just read your "Ellie's Frames" website and it is an interesting idea but I am not sure that smaller businesses, such as I used to run will want to get involved. Because of our limited staffing our output is smaller and we have to focus on obtaining our profit from a smaller number of jobs. This means that our ability to offer discounts, or to provide "commissions" to middle men like yourself is limited. The discount I offer you has to be covered somewhere else, and this usually means a general price rise for all of my customers which I regard as unfair.

    Additionally, one of the biggest failings of your system is that of thinking that people can design frames for themselves in an online programme. Sure they can - probably with the same skinny white mounts and chunky black or white flat square frames they have seen in Ikea and although my finished product will be better made (at least with glued corners and real glass) it will still look similar to that ready made junk.

    As a professional framer I always regarded my design skills as my biggest and strongest selling point. I can also offer advice on conservation of damaged artwork and protecting valuable art with the correct materials and techniques. Bring your artwork to me, even a cheap print, and I will show you something which can lift it out of the ordinary and make it into something you will be proud to hang on your wall. Design online and your customers miss out on seeing the best I have to offer.

    One further observation - and please do not take offence at this - is that your website comes across to me as the kind of sales pitch I used to get regularly from advertisers, most of whom promised far more than they could deliver in terms of additional turnover.

    Definitely, go to the trade show and talk to as many framers as you can - I think it will show you that you have a fair way to go in setting up your business.
  19. Bob Carter

    Bob Carter SPFG, Supreme Picture Framing God

    i think there are two issues here

    the first he is trying to address is the all too correct consumer impression that framngis too expensive. His attempt to address that might be a little 'unpolished' at this time

    the second is attempting to understand that dynamic from a framers perspective. That's a little like asking used car salesmen why consumers think used car salesmen are, uh, not so good

    I think they are seriously seeing a need and trying to find a solution through enhanced SEO and superior web technology.


    learn more, much more, about the consumer. Then craft a message that addresses THEIR concerns; tie it back to the realities of the framers needs. Then offer to the industry as a vehicle to drive traffic to the framers.

    The Consumer is the key; framers that see no value can easily say 'No, Thank You'

    if it will work or not is anybodys guess. This industry is 'little' slow to adapt and explore.I admire their entrepreneurship but I think the target audience is just too small
    Won Jun Hong, FramerCat and shayla like this.
  20. FramerCat

    FramerCat SGF, Supreme Grumble Framer

    Hey WJ,

    I just checked out the website. I think your idea has a lot of potential for the right kind of partners. I think the right kind of partners can definitely make lots of suggestions to improve and clarify some of the details that you have on the site. I understand that these details are just place holders for now and that is probably why you did not originally post the site. What you are really looking for are production type shops. Shops like mine cater to all types of customers but are capable of leveraging our lower overhead locations and buying power derived from bulk purchasing to accommodate lower end customers. I like the idea of competing locally with the big online framers and providing the improved service with which the online framers can't compete. I think if pricing, suppliers and materials, payment processing, and timelines can be negotiated and solidified it is something that would very much interest me. I already have an established customer base throughout my state and am willing to pick up and deliver so adding your clients to my existing customers would really be no problem.

    As I see it, I don't care if the customer is loyal to my craftsmanship or my pricing as long as they are coming to my shop.

    David Waldmann, shayla and Bob Carter like this.
  21. Jim Miller

    Jim Miller SPFG, Supreme Picture Framing God

    These statements show that you understand the typical consumer's perception of custom framing, but do you understand that the perception is incorrect?

    The next time you hear someone say "Custom picture framing is expensive", ask them, "Compared to what?" Consumers often respond to that question with a blank stare, because that they have never thought about it. And if they respond with a real answer, it usually is "the frame costs more than the art" - which could be a $20 print. In any case, it is wrong to compare the price of art to the price of framing, since they are completely different products.

    Actually, custom framing usually costs less than a couple of concert tickets or dinner for two in a fancy restaurant. Typical consumers might also consider these to be extravagant spends, but a great deal more money is spent on concerts and fancy dinners than on custom framing. Both of these examples provide only a memory of short-term enjoyment, but framing is a long-term investment in something of personal value (and maybe monetary value as well, but do not confuse the two), which can be enjoyed every day for decades, and maybe for a lifetime.

    This strange quirk of consumers' perception emphasizes that the problem is not the price of framing. The problem is the consumers' perception of it. Claiming to offer a lower price solves only half of the problem of selling custom framing.

    Welcome to The Grumble, and good luck with your venture.

    Maybe we'll meet in Las Vegas next week.
    David Waldmann, i-FRAMER and shayla like this.
  22. Bob Carter

    Bob Carter SPFG, Supreme Picture Framing God

    Jim, most Americans would find those two examples are 'expensive'. But, here is the rub
    I'll bet the percentage of folks that eat at Ruth's Chris more than once might be similar to folks that use a custom framer regularly.

    I will tell you nobody at RC's cares a whit about Golden Corral. They realize they have a targeted clientle and are experts at finding and capturing that client. They meet and exceed their expectations and succeed financially at a dizzying pace

    The root problem is too many framers feel they are RC-worthy and haven't figured the 'secret sauce' of how to match it. My opinion: framers should wory less about those that feel framing is 'expensive' and concentrate of how RCs does it

    There is plenty of room in the Golden Corral arena making good money and meeting 'their' customers expectations

    Jim, we've both seen a lot over 30+ years and I will suggest there has been this same battle with differing 'boogie man'. Once it was garageframers, then mall operators, then Old America's and Ben Franklin's, and Michael's and the internet. Truth is if those folks feeling a RC level would worry less about telling each other how bad Michael's is and start telling that RC level client how good they are

    My suggestion: think about M's (and customers that think framing is expensive) the same way RCs thinks about Golden Corral

    Bottom line: both restaurants do pretty well financially by understanding the marketplace. Can we say the same in this industry?
  23. Rick Granick

    Rick Granick SPFG, Supreme Picture Framing God

    Yes. The underlying issue is one of perceived value. Food and restaurants are ubiquitous, and RC has its niche which, as Bob points out, they do a good job of portraying as a good value proposition for those who can afford it, and who constitute its market. Our industry does not have the same visibility as the restaurant industry, or as designer fashions etc. Those businesses create a perception of value upfront, so that the people who can and do patronize them have pretty much decided before the purchase attempt that, although "expensive", it is of enough value to them (owing to pleasure, status, etc.) to be "worth it", i.e. a "good value". Although good custom framing is probably one of the best values of anything one can buy for the home that provides lasting benefits, our industry really doesn't have the visibility to establish that in our potential customers' minds. So the task of establishing value falls to us as we are also doing design and explaining features/benefits. When I hear a general comment that "custom picture framing is expensive" my first inclination is to say, "If you want to see expensive frames, go to LensCrafters." Nevertheless, this is the marketplace in which we work. Beyond that, the changing interests from one generation to the next affects what people consider valuable. As described in post #13 above, establishing value with up and coming generations is ever more challenging than it has been with the Baby Boomers. Younger folks tend to value "experiences" over "things", are used to fast-paced constant stimulation, and seem not to consider "shopping" a worthwhile activity the way their parents did. Combine that with the difficulty of getting their attention within the din of information, their expectation of instant delivery (which is really based on buying commodity items as opposed to "bespoke"), and it presents quite a challenge for the business model that many of us have built.

    :cool: Rick
    Jim Miller and shayla like this.
  24. FramerCat

    FramerCat SGF, Supreme Grumble Framer

    I think what he is proposing is a Framebridge style model that appeals to the average person who is not very familiar with the difference between frames and framing. This system might give a framer an opportunity to educate these customers when they come into the shop to drop off their art for the framing that they purchased online, but the framer would have to tread very carefully as to avoid the pitfalls of "bait and switch" laws.

  25. shayla

    shayla WOW Framer

    And he'll have to be prepared, if it works, to differentiate his service from whoever might jump on board with other versions. As Bob said, independent custom framers are a fairly small slice of the framing industry pie (my paraphrase), so one needs to be aware of this going in. But in a day of direct online sales, it's refreshing to find a friendly app-maker, trying to crowd-source input from a bunch of frame shop owners. He's not trying to take away existing customers, just bring more in. The model might or might not work, the pricing differential might be too great, and he has little control over production, but at least he's being creative. Thanks for letting me ramble a bit in this 'reply'. Your note sparked the first thought, and the rest just tagged along. :)

    Won, I hope you have a great time at Vegas, and learn a lot.
    FramerCat likes this.
  26. Jim Miller

    Jim Miller SPFG, Supreme Picture Framing God

    To echo Rick's comment, consumers are quite familiar with all kinds of food and restaurants, but they know almost nothing about custom framing. When they decide to dine at Ruth's Chris or Golden Corral, they know what represents value in those restaurants, so it is an informed decision. But when they decide to buy cheap framing, they probably do not understand what represents value in framing.

    No, we cannot say the same in our industry, due to consumers' unfamiliarity with framing products and services. To wit: If consumers perceived that a Mercedes Benz and a Yugo were comparable vehicles, we'd see a lot more Yugos on the road and MB would be in trouble. Likewise, if savvy consumers perceived that enjoying a prime rib dinner at Golden Coral and Ruth's Chris were the same quality of food and service, RC would be in trouble.
    Rick Granick likes this.
  27. Bob Carter

    Bob Carter SPFG, Supreme Picture Framing God

    the fact they are not, doesn't that single out possibly the largest shortcoming in the trade. Never forget Ruth had just a single unit to start. And, then created the industry leader that it is today
    i'll bet a lot more have had something framed by a BB than dined at RC.
    Not sure how to address that. But, they do understand the value of fine dining?

    They missing ingredient is finding what works for giants like Home Depot and RCs and trying to adopt/adapt a few 'Best Practices'. Now, before someone else slams HD, these guys sell stuff to your 'type' of customers. When, they sell sink faucets for $800 And refrigerators for $5000 they have an idea of vertical intergration.

    Bottom line: educating the consumer is much less viable than educating the framer on the consumer

    Full disclosure: while in the framing biz had a side gig as Pres of chain of mid-level steakhouse restaurants in TX. During that time did a 'little' work for RCs for a couple of years. So, I use them often as an example of 'how to' in dealing with consumers at that coveted level.

    There is always something to learn from industry leaders
    Last edited: Jan 24, 2019
    TurnerAssociatesdy likes this.
  28. Jim Miller

    Jim Miller SPFG, Supreme Picture Framing God

    Well, yes. I guess it does. Perhaps the largest shortcoming of our trade is that framers have had about two centuries to build consumer awareness about custom framing, and we have made little progress. Sadly, consumers might never know - or care - as much about custom framing as they do about food. Also, dining out is an experience most people look forward to and enjoy a lot; especially at Ruth's Chris and some other wonderful restaurants. Custom framing...not so much. Many consumers perceive a frame shop to be a retail Black Hole.

    This is a brilliant observation. Statistically, fewer than 10% of Americans ever enter a custom framing shop, and my guess is that the percentage is diminishing, as more consumers embrace online shopping. Framers who learn how to make consumers stop saying "Framing is expensive!" have greater success. That's why we focus on value instead of price.

    Let me rephrase my earlier point: Almost everyone who knows about Ruth's Chris (Eddie Merlot's, Smith & Wollensky, Jeff Ruby's, Mitchell's, et al) prefers to dine there, instead of Golden Corral, if & when they can afford to do so. They know the difference. However, even the wealthiest consumers, who can easily afford the finest custom framing, typically choose cheap, because they perceive that it's all the same. They don't know the difference.
    TurnerAssociatesdy likes this.
  29. cvm

    cvm PFG, Picture Framing God

    Even though my wife and I don't drink alcoholic beverages, we go to RC happy hour almost on a weekly basis.

    Screen Shot 2019-01-25 at 9.49.22 AM.jpg
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