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
