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Chris A. Paschke, CPF GCF
"The Issue Is…Mounting"
January 1993
Over
the past two years as a regular contributing editor to PFM I have written
numerous articles on technical and creative topics, and regularly refer to both
past and future articles in an attempt to create not only continuity but to
develop a valuable source of reference material for you. With new trends for 1993 comes my new monthly
mounting column "THE ISSUE IS...MOUNTING", in which I will continue
to present technical information, tips and step by step procedures for many
basic mounting projects and those fearful tougher ones you often wish never
crossed your threshold in the first place.
TRENDS FOR `93
The
"issue" this month is from the business standpoint of increased
mounting profits for the new year, thus trends for `93 involve increasing your
profits by increasing mounting sales. By
assessing your current mounting procedures and possibly investing in a new
piece of equipment it is often easy to increase profits simply through the
additional services you may offer clients.
It
has been said that only about 20% of all professional picture framers own a
heat mounting system, and if that is true the mounting market still remains
quite untapped.
INCREASING SALES
If
statistics are the trigger that stimulate you into action, and you currently
sell graphics or poster art of any kind, then note that 90% of the artwork that
leaves your store should be mounted prior to walking out the door! Whether you spray, wet or vacuum mount...that
figure will remain constant. The key to
selling a greater percentage of mounting is never losing control of your
sale. Rather than trying to sell a
customer "up" into mounting their piece, perhaps eliminate the option
of offering it unmounted at all. If
posters are shipped to you shrink wrapped on corrugated cardboard, repackage
them mounted onto an appropriate substrate.
Guaranteed, if the customer truly wants the print it will still
sell!
Obviously
visual examples of what can happen if posters are left unmounted are probably
the best form of cinching a sale. I
can't tell you how many customers have had an inexpensive $5 travel poster
slated for use in the bathroom...unmounted!
Granted I frequently received opposition to the $100. framing of a $5.
poster, but if a picture is worth a thousand words than a sample of a rippled,
buckled poster should help close the sale.
Better yet, mount 1/2 of that thin inexpensive poster then dampen the
unmounted 1/2 with a wet sponge to encourage the cockling, then mat and frame
as usual. The contrast of the two halves
are about the most convincing argument I've found yet.
PRICING
If
purchase of a new mounting press is in your future for 1993 the concept of
mounting as many items that walk through your door as possible is constantly on
your mind. Thus when a conservation or a
limited edition slated for hinging is the issue you must shift into "creative
mode" considering use of mounting fabrics or perhaps tiered matting (PFM
February 1991). As a second generation framer who once made a capital investment, I know first hand the more you mount the quicker you pay off the
equipment investment and the sooner the profits start rolling in. The fact is, that same mounting fever should
have been there before! Anytime
additional charges can be worked into a framing job the cost of the job
increases and unless you operate a low profit high volume shop, increased per
ticket sales means higher profits...the key could be more mounting.
It's
a necessary practice when dealing with the process and price of mounting a
conservation piece or limited edition, that the sensitivities of archival
hinging and reversibility often need additional explanation. When approaching the "issue of
mounting" in relation to most general custom framing, mounting paper,
photos and fabrics may easily be camouflaged into the framing package as a
necessary portion of the process.
Though
economists and business consultants tell us we should calculate the completed
price of framing and then present only the bottom line to the customer, my
clients have always wanted a breakdown of the costs. By simply presenting the total price of say
$150. then stating, "that breaks down to $60. for the frame, $40. for the
matting, $20. for the glazing and of course that includes mounting and
fitting"...many closed questions concerning mounting may readily be
avoided. Group segments together like
the entire matting cost, to simplify the pricing for the customer. By not breaking down each individual united
inch matting item (ie: single mat + single mat +
spacer + embossed line = $) it is less overwhelming to the customer and sounds
less like they are getting charged for unnecessary items they might easily
eliminate.
CONTROL
Never
lose control of the sale. The customer
has chosen you as the professional, whether a result of your ad in the yellow
pages, your location or you just completed something for his sister, you were
chosen by him as his framer. If that
customer could frame it for himself he probably would, but once he walks into
your store you are in charge, respect your customer and cater to him, but never
lose control of the sale. Always be the
professional the customer expects, look the part and be proud of what you
do. Don't sound apologetic for what you
may consider a high price and don't take it upon yourself to determine what is
expensive to someone else...you may very well be mistaken.
Never
ask "closed" questions during the selling process. Closed questions are those requiring only a
simple yes or no answer...such as "do you want this mounted?". Dealing with an objection of "what is
mounting?" or "what's the difference between mounting and
fitting?" or "does it have to be mounted?" simply refers you
back to that framed buckled poster you have as that visual example on your
wall.
As
professionals striving to earn a living, we seldom turn any job away, even a
mounting project we are
insecure
of. There are many sources for mounting
assistance as well as conservators capable of helping you solve fearful
problems, and it is always better to contact a specialist when in doubt. So this year for you professionals I'll be
one of your sources covering topics on wet, spray and dry mounting; more on
laminating; photographs; fabrics; creativity; and profit potential too after
all "the issue is...mounting".
END
Copyright
© 1993 Chris A Paschke
For additional information on
framing basics visit http://www.DesignsInkArt.com/library.htm
Chris Paschke, CPF GCF
Designs Ink
785 Tucker Road, Suite G-183
Tehachapi, CA 93561
661-821-2188