Practical Sales Training™ > How to connect with your buyer > The Made to Order Effect
What is it?
The Made to Order Effect is all about promoting the freshness of your offering. It’s only created when it’s ordered and doesn’t sit for an unspecified amount of time waiting to be purchased.
Why does it work?
It works because it promotes a level of quality and scarcity that isn’t possible for things that aren’t made to order.
This isn’t just relevant for food offerings, it can be used to focus on exclusivity and luxury in your offering as it implies you haven’t mass produced what you sell. When you know that what you buy is only created when it is ordered, you know it’s the freshest (thus best quality) it can be and was made with you in mind – even if it’s not personalised in any way.
How can you use it?
Depending on your offering, could you promote the fact that you only “create” what you do when a buyer orders it from you? What about if your offering is tailored to client needs or personalised in some way? If freshness and attention to detail are important, then promoting the fact that something is made to order can be beneficial, especially when combined with how long it takes you to “create” what you do.
Example:
A luxury candle brand promotes their products with this message:
“Every candle is hand-poured to order – nothing sits on a shelf. Freshly made, just for you.”
They also add estimated dispatch times like “Ships in 3–5 working days” to reinforce that it’s not mass-produced.
Why it works:
It implies freshness, craftsmanship, and exclusivity. Buyers feel like they’re getting something made for them, not just grabbing stock from a warehouse. This adds emotional value and can justify a higher price point, especially in premium or artisan markets.
See also
