Sell Your Handmade Work to High-End Clientele

Have you priced your work too low, fearing that customers won’t pay what it’s worth? Make your presentation fit the market that you want.

 

Sell Your Handmade Work to High End Clientele. Read about it at www.ArtsBusinessInstitute.org

 

It’s not uncommon for artists to charge the lowest possible price for their work, out of concern that their competition will get the business. Or, they may believe if they charge less, they will sell more work. That’s not only unhealthy for a small creative business; it’s also backwards thinking.

Rather than price your work for the “general public” (many of whom may be bargain shoppers) you should price correctly for the market you want to be in. You might think that customers choose you, but it’s actually the other way around. You choose your customers. Let’s take a closer look at this.

The designing you do, and the products you make, will be perfect for certain people, and not suitable for others. Let’s say you make stunning one-of-a-kind serving pieces that are perfect as high-end wedding gifts. Customers who can easily afford this type of gift may be members of an affluent circle of friends and peers. These people may not be similar to you at all; you might not “live in their world.” But you can be an artist whose work appeals to and sells to these customers.

Where do these affluent target customers shop? What brands do they buy, and what is the price range of those brands? Here’s where your research comes in, so that you come to know them well. If you aspire to have your work considered alongside expensive brands that are familiar to these shoppers, your price points should fit in as well. In fact, if your prices are too low, customers would likely take a pass on your work and search for something different that fits within the budget they have in mind. They want to buy quality handmade work as a gift that clearly shows the recipient they have great taste and are quite generous. Would your work send that message?

Study your target customer’s motivations and habits, and come to understand what they value, and the prices they can afford. Brand your business and present your collection as professionally as possible, and do it with that customer in mind. Use marketing copy that “speaks their language” and that they will find relatable. If you use beautiful high-end packaging, and plan for a premium unboxing experience, it will go a long way to justify the value of your handmade work. Adding functions and using other strategies to increase perceived value also tells the customer that your work is worth the price.

Shopping is fun for most people, and making a purchase of art or handmade work is an enjoyable experience. Every effort you take to make your work appealing and to connect with the customers you have in mind will work towards turning them into buyers. When you reflect the look, sensibility and price range they seek, you will have found the right market for your work – and the highest price.

 

 

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