Once you’ve sold a piece of art, you have a person (or company) who has chosen your work and is now a collector. Congratulations you’ve made the sale! Now what?
What if by nurturing your collectors, you could sell more work and at the same time grow your new client list faster than ever before?
Let’s start at that first hello meeting.
Here are 7 considerations to have in mind when you start your conversation with someone looking at your work:
- Don’t assume that a client can’t afford your work. Some of my best clients are the most down-to-earth people, t-shirts, shorts and runners and if I had pre-judged them, I would have missed out on a sale and a valuable relationship.
- Invest your time in educating your potential collector on your process. You need to shine a light onto your work for them to see it’s value, beauty and investment potential. Talk about your technique and style.
- Discuss the advantages of a personalized, custom work if they’re not totally committed to current inventory.
- Start the conversation about their current collection, art interests and ask specific questions that will guide you to build the desire for your work into their current lifestyle.
- Approach the conversation by solving their problem and filling a need for great art in that blank space on their wall.
- Make it easy: if they’re local, offer the work on approval – which means you hold a promise to pay (a credit card number, for example) and they take the work home for a reasonable amount of time (typically, 24-72 hours) they either bring it back or authorize a the payment to purchase the work.
- Another benefit that I offer is a full-price investment credit for the future. If they buy a small work and want to upgrade, they can exchange the current work (in good condition) for the full original purchase price and apply it to a new work of equal or greater value. We both win. For them, it takes the worry away about making a poor investment they can’t recover – and for me, I know I can resell the piece in the future if they were to exchange it and a newer work would find a home. (For the record, I’ve never had anyone take me up on it, but they love having the security that they’re not making a bad investment and it builds incredible trust).
Constantly hustling for the next sale and ignoring the customers you already have is a big mistake. A little hustle for new business is a given, but when you leverage what you’ve already built, you can put more of your energy into creating great art.