I think attitude is one of the most important aspects of managing customer expectations. You don't have to be a professional turner to have a professional respect for your customer. On taking on commissions you should listen to the customer carefully and understand what it is they want and you can then explain what is involved in the making of the item.
Some customers are concerned about the source of materials used(others don't give a jot) so their wishes should be taken into consideration.I point out that I hand select my woods at the timber yard to give the best results and this again is reflected in the price.
I talk to them as an equal to establish the guidelines that I should work to and suggest alternative designs or materials if needs be that I feel will be more appropriate for the finished piece rather than what is easier for me to work with.
I regard each customer as the most important customer I have ever had(which can be difficult at times) and try
to make them feel relaxed and relieved that they are considering giving me the order. I reassure them that all possible care will be taken in the making of their requested piece and that I look forward to bringing their perceived ideas to fruition. One of the last things I talk about is how much each bit will cost as they are not interested in that but they do want to know the final cost. So after explaining about the quality of the wood, the making process and finishing, how they will feel owning this piece and how envious their friends will be and sometimes agreeing not to use the design for anyone else (they like one offs)then the customer begins to realise that the price they pay will be reflected in the quality of what they are buying.
Richard points out that the customer needs to have a pleasurable experience when dealing with you and I wholeheartedly agree with this especially when you think that you may get a repeat order from them or they may tell their friends about you.
I try to avoid tight deadlines as I hate doing rush jobs, even though I turn everyday for a living I still want to enjoy the turning experience of each job and this transmits itself into the finished item and so improving or maintaining the quality expected.
Lastly, knowledge of your own ability is very important, maybe that should be confidence of your own ability,only take on the work that you know you can complete satisfactorily and if you cannot do this find someone that can do it and pass the customer on. This will enhance the customers experience and helps build a relationship based on trust within the craft that should be reciprocated by the person you pass the work onto. This will have the effect (eventually) of the public trusting our craftsmen and women to deliver the best possible result for them.
Sorry to be a bit long winded,nearly finished now, after doing and explaining all of this to the the customer you have now moved the status quo, you have brought the customer into your world and they start to see what is involved in the making and why you charge what you charge, there is an empathy with you and your work ethic and they will feel more inclined to place the order.
If they still feel the price is still too high tell them to go find a hobby turner that will do it for less than the cost of the timber.
Regards
John BHT