Practical Sales Training™ > How to connect with your buyer > Show it being made
Show It Being Made
What Is It
A buyer pays, then waits in silence. Nothing arrives to tell them anything is actually happening behind the scenes.
So Showing It Being Made fixes that gap. You share behind-the-scenes images or video of a product while it’s still in production. Think of assembling a car, building a boat, or crafting a piece of furniture. Instead of waiting in silence, the buyer gets updates that show progress, care, and craftsmanship. Production itself becomes part of the experience.
Why Does It Work
It works because people love to feel involved and reassured. So when you show the making process, it builds trust and adds value to the final product. It also proves the thing is real, in motion, and made just for them.
For high-ticket or custom items, it also eases post-purchase anxiety. It deepens appreciation for the skill and time involved too. It shifts the buyer from a passive customer into something closer to a proud co-creator.
How Can You Use It
Set Up A Simple Workflow
Set up a simple photo or video workflow around your key production stages. Snap a few behind-the-scenes shots, like the raw materials, the halfway point, and the finishing touches.
Send It With A Short Message
Send those shots to the customer with a short message attached. This works whether you’re making cars, jewellery, furniture, or digital products. The principle stays the same regardless of what you build.
Keep It Rough, Not Polished
Keep it rough rather than polished. It doesn’t need to be slick or cinematic. It just needs to feel personal, real, and intentional.
When It Works Best
This works best on high-ticket, custom, or long-lead-time products, where the wait itself creates anxiety. So the longer the gap between payment and delivery, the more these updates matter.
When It Becomes Dangerous
It becomes dangerous when the updates are too infrequent or too polished to feel genuine. So a single glossy photo months apart can read as marketing instead of a real behind-the-scenes look.
Common Mistakes
Waiting Until It’s Finished
Waiting until you finish the product to share anything at all. By then, the anxiety the updates were meant to solve has already done its damage.
Over-Producing The Content
Over-producing the content until it looks like an ad. A raw, honest photo builds more trust than a perfectly lit one, since it proves you weren’t staging it.
Sending Photos With No Message
Sending updates without any message attached. A photo alone is nice. But a short note explaining what’s happening turns it into a genuine connection instead of just content.
Show It Being Made – An Example
Gordon Murray Automotive’s Build Updates
Gordon Murray Automotive, along with plenty of other car manufacturers, shares in-progress build pictures with its clients. Each customer gets to watch their actual vehicle take shape rather than just waiting for a delivery date.
So that single habit changes the entire relationship. The buyer isn’t just purchasing a finished object anymore. They’re watching something get made specifically for them, piece by piece, and that shift alone justifies the effort involved.
See also
