After taking a break for several years, I'm back doing fine art/fine craft shows with a brand new, higher priced product line with my glass so I’m still tweaking what works for me. I realized over the course of the past weekend, that I need to do a much better job of closing on the nibbles I get during the course of the conversation. I can talk about the process I use and why I do what I do ‘til the cows come home but when it comes to asking for the sale, I’m very backwards. I’m not a shy person so I think this is just a skillset that I need to hone?!? If I practice enough, will it start to come naturally? When there are a boatload of folks coming through my booth, the works sells itself. So this weekend was an ‘Aha’ moment for me since there were fewer lookers/buyers, I needed to work for the sales. The buyers seemed to be there. My pricing is right. What can/should I do to make someone want to buy them? To push them that little inch to hand over that credit card?
I worry that I was hovering too much. I greet, give them the spiel about the glass but then I’m not sure whether to go sit or what to do with myself. There weren’t always enough people coming through that I could then turn my attention to someone else. I wanted to give people the chance to look through the booth but I think I may have scared them off?
I find myself hesitating to take the final step of asking “will that be on your MC or Visa?” I am at the point of saying “I can keep that for you until you’re done shopping if you want to go ahead and get it now” but that hasn’t been too successful…. I’ve combed through the archives and will take a lot of that advice to heart but welcome any additional input.
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This is a great thread - and I appreciate reading all the advice. I had a bad habit when I first started shows.... when I would see a customer getting deeply involved in one of my pieces, I would start a conversation with them which would invariably end up steering their focus away from the art. Too many times I would compliment them on their jewelry or shoes..... and they would drift away and loose contact from what drew them into my booth.
There is a special timing for how and when to break their gaze from the piece they like. Especially in my case because I make mandalas - which pull you into the center point causing a pause and reflection moment.
Learning how to gently enter into conversation AND keeping the focus on the piece that drew their attention in the first place was my ultimate goal. Sensing when to let them have space and when to make connection is so important.
I've also learned that my biggest sales come when I describe what the specific mandala symbolizes.... what it meant to me when I created it. When the customer "gets" that part - they usually move into the sale.
Kathy
Great thread! So glad to be discussing this topic because Im sure we all have much to learn.
I agree that describing the 'process' of how you make your art works SOMETIMES but most of the time talking about THEMis the key to closing the sale with a customer. At times its a fine balance between answering their questions about the work and staying focussed on the selling. So many people ask me things like 'What are these made of?'. 'How long does it take you to make one?' or 'How LONG have you been doing this?'. Im not real fond of the last two questions. Sometimes to the last question I wonder why they want to know? I did ask one guy 'Why do you ask?'. I dont think he liked that. He said 'Im just curious as to how long a person has done their craft?'. I tend to answer vaguely sometimes. I can also get a bit sarcastic:)
Sometimes I do think people buy the ARTIST almost as much as the ART. Ive been contemplating that fact a lot lately. Once people hear my 'story' they seem intrigued even more, BUT I think they have to like the art in order to actually open their wallets!
I have worked at many large trade shows, Art EXPO in NYC, etc. for a commercial gallery selling fine art originals and prints for years. When we have the artist with us (one that talks and understands this is about selling) we sell much more than if we are selling without the artist present. It's just a fact. I sell much more of my own things in my frame shop/gallery than I do other artists just because I'm there in person. I'm pretty sure the requirement of artists sitting the booth is there for that reason. Sales is learned and a skill you can always improve. Some folks seem to have a natural inclination for selling more than others but everyone can sharpen the skill. Art does not sell itself as much as many would like to believe. It's a tough business even when the economy is going strong. That's why a, "good" gallery takes 50% on sales and why artists must carefully choose where they show if that's a direction you wish to pursue. Keyword, "good". Just like you, in your fair booths, a gallery can sit and watch clients come and go without approaching them and closing sales. All the same sales techniques apply.
Unfortunately many artists, I'm a painter, are often somewhat nonverbal or even dyslexic and the learning curve can be lengthy and difficult. It has taken me most of 40+ years to learn selling. I continue to do so. It is very much not my natural inclination. I had a lot to learn.
I want to thank everyone for their feedback on this topic. I took it to heart and really listened this past weekend to what folks were saying and what they weren't saying. In the end, my sales were double what my last two shows were combined making it my best show of the year despite rain on Saturday. I really appreciate your help!
kathy
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