Practical Sales Training™ > How to connect with your buyer > Show it being made
What is it?
Showing It Being Made is the practice of sharing behind-the-scenes images or videos of a product during the manufacturing process. Whether it’s a car being assembled, a boat being built, or a piece of furniture being crafted, this approach keeps the buyer involved and emotionally connected. Instead of waiting in silence, the buyer gets updates showing progress, care and craftsmanship – turning production into part of the experience.
Why does it work?
It works because people love to feel involved and reassured. When you show the making process, it builds trust and adds value to the final product. It proves it’s real, in motion, and made just for them. For high-ticket or custom items, it also eases post-purchase anxiety and deepens appreciation for the skill and time involved. It shifts the buyer from passive customer to proud co-creator.
How can you use it?
You can use this approach by setting up a simple photo or video workflow during key production stages. Snap a few behind-the-scenes shots – the raw materials, the halfway point, the finishing touches – and send them to the customer with a short message. This works whether you’re making cars, jewellery, furniture, or digital products. It doesn’t need to be slick or cinematic – it just needs to feel personal, real and intentional.
Example
Gordon Murray automotive (and many other car manufacturers) share “in progress” build pictures with their clients so they can see their actual vehicle being made.
See also
