A few days back an artist posted a question about how to engage prospective customers. Here's a place to start.
Getting Artists to be Better Salespeople
Hmm, the working assumption is you want and need to sell more of your art. Granted many artists don’t do their thing for income or as a biz. And that’s OK, but IF you do, and sales are slow, those over-stuffed shelves of aging art inventory can be like a creative spirit-robbing, inspiration-thief in the night. There’s the Usual Suspects to move art: add another art fair, drop price, run sales, try the next gallery, place ads, get a new agent, hold events with wine and cheese, get a new web site, start a blog, etc. But what about the secret weapon.
Become a better Salesartist.
Whether you know it or not you DO sell every day…products, ideas, opinions. After all my years of hanging around sales and selling professionals what’s THE BEST sales tip/definition I've ever heard?
A sale is nothing more than a transfer of enthusiasm.
Attributed to Brian Tracy in The Psychology of Selling, this declaration is widely known in sales circles, is simple, unforgettable, and rich. It bears mantra-esque repetition. Transfer more enthusiasm. Get more sales.
Don’t confuse this nugget with selling STYLE. Many different styles are effective. Like your favorite clothes, you use a combo of ones that fit well, are comfortable, blend naturally with your personality, build confidence, and are tailored for who you’re selling to at the moment.
Actively transferring enthusiasm to prospects shopping your art is another matter. It starts with a ‘reveal’ and communicates the core of your passion. Passion you got, you’re an artist! Pass FORWARD the passion (think electricity through wire) and now you’re a cookin’ hot Salesartist.
If you CAN take the time, sure it will pay to study the art of selling: get a few books, read some sales blogs, attend seminars, get CD’s, fine-tune techniques, practice and apply to your art selling. If and when you overheat with ‘too much information"...
...just talk to a customer. Directly. Listen…the words they use, what they see, what they like or dislike, what they feel, about YOUR work.
Then your turn…Transfer the Enthusiasm.
Much success, Rick
