What if your frame shop had a dessert menu?

You've just finished a wonderful dinner at a restaurant.

You're full. You're happy. You're ready to ask for the bill. And then the waiter appears.

"Before you go, can I tempt you with our homemade chocolate cake?"

You weren't planning on having dessert. Actually, you hadn't even thought about it. But now you're imagining that chocolate cake. Perhaps with a scoop of vanilla ice cream. And suddenly, there's room for dessert. Funny how that works, isn't it?

Maybe you'll order a slice, maybe you won't. Either way, there's a new possibility to consider. The waiter didn't make the decision for you. They simply introduced you to something you hadn't considered.

And here's something worth thinking about.. Are your customers really choosing regular glass, or is it simply the only option they've ever known?

WHAT'S OBVIOUS TO YOU MIGHT BE A DISCOVERY FOR YOUR CUSTOMER

There's an interesting psychological phenomenon called the Curse of Knowledge. Once we know something well, it becomes surprisingly difficult to imagine what it's like not to know it. And perhaps this happens in your frame shop more often than you realise.

Think about your last customer. How many glazing options did you discuss with them? It's easy to talk about things we can immediately see, like the colour, shape, and texture of a frame or mountboard. But some of the most valuable qualities of framing materials aren't so obvious. Anti-reflective glazing can transform how we experience an artwork, while UV protection can help reduce fading and preserve what matters to us for years to come.

You know these benefits because you work with framing materials every day.

But your customer? They might simply see glass.

Not because they aren't interested. Not because they wouldn't be willing to invest in something better. But because they've never had a reason to think about glazing the way you do.

And sometimes, the things that seem most obvious to us are exactly the things our customers would find most valuable to discover.

MAKE SHARING YOUR KNOWLEDGE A HABIT

Remember the waiter and the chocolate cake? The waiter doesn't need to guess whether you'll want dessert or whether you're willing to spend more. They simply make it part of their routine to ask.

And perhaps that's something you can borrow for your frame shop. Instead of hoping you'll remember to mention every possibility, make sharing your knowledge a natural part of each consultation.

For glazing, start with three simple things: the artwork, its practical needs, and the setting.

Start with the artwork
An original watercolour? A photograph? A treasured family memory?
Different artworks have different preservation needs. This is a natural opportunity to introduce UV-protective glazing and explain how it can help reduce fading over time.
Consider the practical needs
Is it a large piece? Acrylic might be worth considering because it's lighter than glass. Will the frame be moved frequently or displayed somewhere busy? Safety could be another reason to explore acrylic or laminated glass.
Explore the setting
Where will the artwork hang? Opposite a window? In a bright living room?
If reflections could be an issue, show your customer how anti-reflective glazing can change the viewing experience.

Sometimes, a single question is all it takes to introduce something your customer has never considered.

“Oh, it's a watercolour on paper! You know how sunlight can make colours fade over time? Have you considered UV-protective glazing?”

It doesn't have to become a technical lecture or a sales pitch. Just a natural part of helping someone find the right framing solution. And here's why this small habit matters.

Sometimes, without even realising it, we make decisions on behalf of our customers.

We assume an option might be too expensive, too complicated, or unnecessary, so it never becomes part of the conversation. But how can someone choose an option they've never heard about? Of course, not everyone will choose premium glazing. Some will prefer regular glass, and that's perfectly fine. The important thing is that the choice is theirs to make.

SO, WHAT'S ON YOUR MENU?

The best restaurant recommendations don't feel like someone trying to sell you dessert.

They feel like someone who knows the menu, understands what you might enjoy, and genuinely wants you to have a wonderful experience.

A great framer does exactly the same.

Your customers don't need to understand every technical detail of glazing. That's why they have you. They need someone who can show them what's possible, explain the differences, and help them choose what's right for their artwork.

Sometimes they'll choose regular glass. Sometimes they'll discover that less reflection or added UV protection is exactly what their artwork needs. Either way, they'll be making an informed choice.

And that's what sharing your expertise is really about. Not convincing someone to spend more, but helping them discover something they might never have considered. So the next time you're about to recommend the usual glass, remember that chocolate cake.

You don't have to convince everyone to order it. Just make sure it's on the menu.