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40 Question Blog Series - Question 16 What do Customers Mean When They Say?

Posted by Michelle Sholund on April 24, 2010 at 9:38pm


Far too often we take things personally and often too literally whencustomers ask us craft artists questions which seem ridiculous. Fora customer to ask a question it is a big deal and rarely do they meanwhat they say. Here are some common questions customers ask andwhat they really mean when they ask these questions so you can knowwhat to say next to land that sale.


Question 16 – What do customers mean when they say...?


“I can get the same thing at Wal-Mart”. In our minds voice we'resaying, “No you can't”. What a customer is really trying to sayis THEY think it is nothing special or your work is over priced. Thechallenge to the artist now is what incentive is there for thecustomer to buy your work? The action/come back you need to take is“Well, since you are here and not at Wal-Mart, allow me to show yousome features that shows my work is authentic and not mass producedin China...” If you aren't sure if they are hung up on price orhow original your work is, allow them to touch the piece while givingthem an interesting fact about your work and then show them a piecethat is similar yet not as expensive. Sometimes letting people knowyou can customize a piece just for them or that you have a lifetimeguarantee can help seal the deal.


“Did you make this?” Of course I did is not the best answerbecause what the customer is really saying is “wow, I am impressed– it is hard to imagine one person making such an exquisite pieceof art”. Now, think of it as a hook, line and sinker because theygave you a signal that he/she is interested in learning more aboutyour work. Feed the “good angel” with reasons to buy it bysaying, “Ah yes, I made this piece and all the rest in this boothin my home studio located right outside of Atlanta, GA. In fact Ijust finished that very piece you are looking at 2 weeks ago.Although I love the shade of blue , what are your thoughts about thecolors in that piece?” Coming down to their level following it upwith an open ended question shows them they are “in control” ofthe sale and you genuinely want to help them with any otherquestions. A sign of good customer service.


“I'll be back.” This phrase is one that has multiple meanings. It couldmean, “I am running low on time and have to meet someone” or “Ineed to quick see the other booths so I can leave on time”. Ifthis is the case, give them your business card and say “For theroad, in case you don't have enough time to see me today. Check outmy website, printed on the card to see where my next shows will be.”Most likely the people in a hurry will not be back, but it is stillbetter to not let them walk away empty handed to remember you nexttime they are looking for something you make. I'll be back couldthey need to hit an ATM or find their friend/spouse to get theiropinion on your work. Lastly, if a person's body language fallsunder the category of uninterested, the phrase could just simply be apolite way of excusing themselves from your booth.


“My husband/wife can make one”. I have heard this both at shows and incraft galleries. The best response to this is, “If your spouse islike mine, he/she will never get around to it? While you are here letme show you why this is worth every penny and you can walk away withit today.” At this point show them the kind of wood used or thehow the fabric won't fade (depending on the craft) and how durable itis. Once they see it is better to buy now, they will.


“Where do you get your materials?” Beware, a person who asks this couldbe fishing for ways to copy your work. My advice? Mention you getthem from multiple wholesale suppliers online or on your travels.You worked hard to find and establish a relationship with yoursuppliers, don't give that info away easily.

“I just love your work, its so pretty, good-bye” Gushers are funnypeople. They will gush over your work and how much they love it, butin the next second leave with no reason. The reason folks do this isto acknowledge they really like your work, but just don't see a needat that time, to buy. What you should do is while they gush, givethem reasons to buy. “I am so glad you like my work, you might notknow this, but ...” and state a fact about your work that you thinkwill appeal to the “good angel”. The more you show off how yourwork is functional or how the colors compliment their eyes orclothes, the more you can show them a reason to buy now.


I know there are a lot more things customers ask, but I am trying to keepthese blog posts short and “quick”. Do you have a question thatcustomers ask you and don't know how to answer them? Take advantageof the comment button and post away. More questions to come – staytuned! - Michelle Sholund, www.quickcraftartisttips.blogspot.com

Tags: customer questions, customer service, did you make this, making sales, stupid customer questions
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Comments

  • Michelle Sholund April 29, 2010 at 5:48am
    Sean, just because your painting time might be fast, doesn't mean the whole process is fast. Don't forget about prep time - getting your paint together, your time in designing it, time for your paint to dry... Rarely does a painter whip up a large painting and just give it to a person 15 minutes later, unless they are a characteristic (sp?) artist.
  • sean huntington April 28, 2010 at 10:09pm
    ok i feel dirty -my process of painting is sort of fast- but looks like it takes me months- i feel like people expect it to take a long time- - so I vaguely lie when they ask me how long it takes- i tell them it takes me many more hours -i dont feel too bad about this-since a part of me thinks "what the heck does that matter anyways? it looks cool!"
  • Maria Reyes Jones April 26, 2010 at 7:13pm
    One of my least favorite questions is "How long did it take to make this?" I want to tell them it took 6 years of schooling and 20 years of working in my field to make this but that sounds too sarcastic. If I answer the actual real time it took to make the piece I feel like it under- values the piece. Hmm... what would the world's greatest artist- salesman do?
  • Michael Skeen April 26, 2010 at 2:22pm
    When I get the "how did you make this?" question...I whip out a series of "show and tell" pieces that demonstrate each step of the process and rarely.....really rarely....after they listen to how they are made does anyone walk away without owning one. I love getting that question.
  • Michelle Sholund April 26, 2010 at 2:07pm
    Lee, I was going to tackle the two questions you asked, but again don't want the blog to be a novel. How long it takes to do a piece is, in a sense a dumb question. Do they really want to know or is it a question to really see how long it takes you to do something. If the customer learns it takes hours then the price they see will say, wow, ok then, I can understand where you would price something like that. Or it could be to see if it would be worth it for them to "copy" it and save money or try to reproduce it. Sometimes I get people who are curious as they are other people who work in my field trying to find solutions to how to make their production time go faster. But to answer the original question, just be sweet and short, they are looking for a short answer. For example, "it could take anywhere between 6 hours to one day depending on if you want to include drying times, matting and framing (if this is about 2D art), packaging, design time, etc. Rarely do people like hearing the specific details, just the facts.

    Now regarding, "is that your best price?". Be direct and confident and say "yes, that necklace is $250. It is made of 24 carat gold with high quality gemstones from Africa. It is my own design, made in the USA, and if you compare it to others you will see the luster, the wire wrap design, and heft shows this is not something that will break easily and is truly one of a kind. I do offer special gift boxes and even matching earrings over here.... IF you get the necklace and the earrings I could take 10% off the set, but only as a set. Of course this necklace isn't for everyone, but I have sold several of this design today and at the previous show and those customers loved it so much they wanted to wear it right then and there. " If they don't bite then onto the next customer. Granted this could be done with various mediums by touching on the reasons why others buy, never really focusing on the price.

    Michelle
    www.quickcraftartisttips.blogspot.com
    www.bythebaybotanicals.com
  • Lee Hill April 26, 2010 at 1:34pm
    How about when they ask how long it takes to do the piece? I'd like to answer, "About four hours and 32 years" but I know that sounds snippy. Or when they ask if that's the best price... I'd like to say, "No, my best price would be at least double that!!" Sometimes, if it is a well-dressed man, I will imply he can't afford the painting he just asked a better price for and lead him to a cheap matted piece; he will often buy the original work to "prove" to me he CAN afford it.
  • phillip hall April 25, 2010 at 12:29pm
    When a browser says they can get something better at wally world i encourage them to do just that. In a nice way of course. It throws them because most of them have no intention of buying anything, they just want to chump you. Some times they end up buying something just to show me that i can't tell them what to do.
  • Pat Sorbini April 25, 2010 at 4:52am
    Once every show at least, I get the "how do you make this?" question. Not as a ploy to learn secrets, but often because some people can't begin to imagine actually making a book. I think, too, it is to ferret out whether it's B/S. Then I go into boring detail and stop when their eyes glaze over. WHen I used to make all my own paper, I got that even more. I also do some cast paper mirrors that a lot of folks ask about but there I'm thinking "copy cat". You have to be able to discern the difference I think.
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