Selling Artistically Balanced Mat Proportions – President’s Corner

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Hello Framers,

Having trouble getting mat proportion you’d like when designing on the frame counter? For your clientele, more often than not, it’s a money issue. The perception that bigger is more expensive. So getting your customer to agree to a wider mat can be hard to do.Rami

Confession time. When I first began framing, my approach was to save people money any way I could. This was because, that was my approach to framing for myself. Consequently, The art suffered and my customers suffered. I let people walk away with mediocre framing and I had to walk away with a slight feeling of shame inside.

Gradually, I began to realize that the people who walk into a frame shop, no matter who it is, are expecting to shell out some serious money. My problem wasn’t that my frames aren’t cheap enough; it was that I wasn’t selling a perception of value.

Next time, try this technique.

Establish the mat colors you’ll use then pick your frames. Take the art measurements and start calculating the price. Don’t discuss mat proportions with your customer. Establish those sizes in your head and work that into their price. Now, tell them the price and wait for their reaction. Afterward, no matter what the reaction is tell them, “and that’s with a such and such size mat.”

This at least gives you a chance to deliver that price to their thoughts before counting it out. In a sense it’s “a starting from the top down” method. This technique, of delivering the price first then giving the details last, always worked for me. It’s a simple switch to your usual routine. Give it a try and see if it works. If you have any tips on getting the mat proportions you want, let me know and leave a comment below.


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3 Responses to Selling Artistically Balanced Mat Proportions – President’s Corner

  1. Profile photo of JuliaJulia says:

    Good points, Rami. Our clients come to us because we know about good design and what works. I’ve found the cost to be minimal when using a wider mat and when we explain that value to our clients, they understand and appreciate we are providing a custom product.

  2. Profile photo of SheriSheri says:

    I think the point about falling into selling what you feel you can afford instead of realizing your clientele may have different means is very important too, especially for new framers, but sometimes owners can worry and discount things too much when thinking only from their own monetary perspective too. You are selling the products and services according to their value not according to a sliding scale of affluence. Hard to remember at times. :)

  3. Profile photo of MollyMolly says:

    This is an excellent point and one I even have to catch myself on occasionally. I learned long ago not to presume to know what is in my client’s pocket. If they don’t realize how valuable custom framing is, they can learn from you, and if they do…they know what they’re in for. ;-)

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