How to market items that are typically seen as "expensive"?

Question

Every now and then, I try to sell a few items that I've made by hand.

I own Angora rabbits (costs for food and keep).

I shave off their hair (time spent harvesting hair).

I spin the wool (time spent spinning).

And I knit the wool (time spent knitting).

As you can see, I put a lot of time into making these, as well as Angora being very expensive, but I can't seem to market the items in such a way that others appreciate the value.

I tell people who are interested in my work what all I put into it, but when it comes around to telling them that the long, 100% Angora scarf they are looking at is $75, they instantly look shocked. I don't understand this as customers can spend hundreds of dollars at the mall for less-quality items.

I already tell my customers what all goes into making the item. Any tips on what all I should include in my "pitch" to allow customers, who have never touched a knitting needle in their life, to understand the work behind the item?

Answer 1

I would not mention, "all the time, all the hard work" you put into making these items, people are not interested in that. I would simply tell them that it is 100% pure Angora wool, or 100% pure rabbit fur. If they appreciate or are able to recognise quality then perhaps they will be interested in buying. If the item looks attractive, and packaged nicely, and without the hard sell bit, then I think you might do better.

Answer 2

Why don't you do up a demo video which shows the whole process and have it available to your potential customers to see.  You could also print up pamphlets with all the various stages in it for them to take. Also, try gong to some specialty shops and see if you could market your product there.  What you have is a high end product with the wrong targeted customer base. I know the trouble you are having because I've been there myself. What you might consider doinging, is starting with a little lower price than what you have on your items and gradually increase it to your traget price. You won't see instant profit, but it should work (or at least it did for me..it took me 4 years of gradually raising my prices to get where I am now.) Time is money and I wouldn't hesitate to tell people that. Also, you should decide whether you want to sell fewer items for more money, or more items for less money...

PS. I don't think $75 is bad for a hand knitted scarf from angora you raised! People can be cheap.