THIS IS HOW YOU’VE BEEN SELLING YOURSELF CHEAP
Many times I’ve seen tailors and fashion designers complain about their customers.
They often complain that customers always want cheap things from them, and yet they are buying expensive things from other designers.
If this is you, then let’s ride on.
But I’m really going to be straight with you on this.
And what I’m about to tell you might sound weird.
No customer will buy cheap things from you, unless you’re cheap.
That means you’ve been telling your customers that you’re cheap.
Yes, you might not be doing it directly, but indirectly you’ve been passing a message that portrays you to be cheap.
But I think I’ve found three reasons why customers want to buy cheap from you.
• You don’t know your standard
• You don’t know who your ideal customers are
• Passing the wrong message
Let’s take it one after the other.
1. YOU DON’T KNOW YOUR STANDARD
We all have our own standards, no matter how high or low.
But the problem is, a number of us don’t know where we stand.
And when this happens, customers are always in the best position to show us where we belong.
Because oftentimes, they always know what they want.
So if they are always beating your price down, that means your product or service isn’t worth the price you give it.
In this case, try to increase the quality of your service or product in order to meet your ideal customer’s standard.
If they are buying expensive things from other designers, try to know what those designers are doing that you are not doing. And try to fill up the gap.
2. YOU DON’T KNOW WHO YOUR IDEAL CUSTOMERS ARE
This happens when you know your standard, but waiting for the right customer to come.
It is called, “build it and they will come.”
But it doesn’t work anymore.
If you adopt this approach, it’s unlikely your ideal customer will come to you.
If those who are coming to you can’t afford your product or service, it’s your responsibility to choose customers who can.
I’ve already written a post on how to choose your target customers here on this platform.
3. PASSING THE WRONG MESSAGE
Everyday, I see tailors and designers telling story about their brand on social networks, especially on Facebook.
When telling this story, a number of them always conclude it with a statement like: OUR SERVICE/PRODUCT IS CHEAP/AFFORDABLE.
Fashion industry is not soap industry where you have a competitive edge by selling your product cheap.
In fashion, customers don’t buy stuff because it’s cheap, they buy because of the product quality and the experience they have with the product/service.
If you target the right customers, with the right price tag, your product will definitely be affordable for them.
Know where you stand, what you stand for, and stop selling yourself cheap.