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A variety of people come to art events and everyone may be looking for something different and they’re all in different phases. Some people come just to browse and other come with cash in hand itching to buy.

As an exhibitor at events, knowing what these phases are and how to treat people in different phases is crucial to succeeding in any business. The sales funnel that we are going to go over is not our invention. It’s been used for years with great success and this post should be used as a starting point to launch you into understanding more about what your consumers go through before they buy your product.

AWARENESS

At every event or art festival hundreds, if not thousands, of people come by your booth and look at your art.

HOW MANY TIMES HAVE YOU HEARD PEOPLE COMPLIMENT YOUR ART AND NOT BUY ANYTHING? A LOT, RIGHT?

It’s not that they don’t want to buy your art. It’s that before they saw your booth, they didn’t even know you existed and had no time to go through the sales funnel. Now that they know you exist, they enter the awareness phase.

The awareness phase of the funnel is easy to enter and leave very quickly. They just found out who you are and what kind of art you do and now, most likely, they move on and forget about you. So, how do you get that festival-goer to move down the funnel into purchasing from you?

Moving people from the awareness phase into the interest phase is all about presentation. This is when all that booth design comes into play. If they don’t come in to look at your arts or crafts, they definitely won’t be buying.

We won’t go much more into booth design because of how much material is already written on the subject on the web. Just make sure you do your research and be constantly improving. The sales funnel works like a real funnel, the more you have at the top, the more people trickle down and purchase.

INTEREST

This is the phase where the potential customer knows who you are and likes your product. They haven’t yet thought about buying but at least they like your stuff!

They are now ready to do some product research on their own. How much everything costs is the most obvious part of this phase. The consumer may also want to know what the piece is made of, what inspired it, etc. If it is a craft that has a function what is that function? How long will it last? Where in their house would it go?

This doesn’t mean they don’t want to buy! Just not today. If you don’t help them progress down the funnel then they may never buy. So in this step, it’s crucial to get their contact info! Their name and email at least. Giveaways work great for this.

Here are some ideas:

Put one of your pieces as a prize for a giveaway. To enter, they have to give you their name and email. You can easily do this with a tablet.

Another idea is to offer a 10% coupon if they give you their info. At the very least offer them some candy or a bottle of water in return for following you on Instagram.

This way you can email market to them when you have new art. Of course, this requires you to have an email marketing plan which is free if you use MailChimp. That way you can push them to your website or Etsy page when they are ready to buy down the road.

EVALUATION

Let’s say you have a newer type of art, whether it’s a unique painting or piece of jewelry, people passing by your booth have never seen it before. They leave without buying from you and they are very interested in your product. Now, they are at home figuring out where your piece would go or when they would wear it. On top of that, they are now researching artists like you to see who else makes what they want.

They are researching prices, quality, shipping times, etc. If you make an amazing seashell necklace and sell it for $150. A consumer will go online and see if they can find something similar to what you sell, but less expensive.

This is why getting their email is so important, so you can tell them what makes your product unique and worth every penny of that $150. Whether it’s because you handmake each one or they are all from the same local beach to which the consumer may have an emotional attachment. Or maybe you flew to Fiji because you can only find a specific shell there.

Without telling them this info how would they know? The traffic levels of many art festivals make it impossible to tell everyone all the details that you’d like.

DECISION

The consumer has now decided to purchase. At this point, people will start negotiating with you. Many talented artists fall short on the business sides of things and learning to skillfully negotiate will serve you in all parts of your business.

PURCHASE

In this phase the purchase is made; however, the customer journey is not over. You want thrilled customers that talk you up on social media and tell all their friends about how you are the next Michelangelo.

In order to delight your customers think about the following aspects of the purchase process:

How do you pack up your art?

Think of the best packaging you've seen. One reason it was so great was that the packaging was specifically chosen to fit the product. So, do you wrap your art it in a newspaper and then put it in a plastic grocery bag? Or do you pull out measured boxes that fit the product perfectly and tie a bow on it?

Some art can be big and/or heavy so how do you improve the delivery process?

Do you offer to help people take heavy or bulky pieces of art to their car? If you have a huge picture or a wooden table with the words “FREE DELIVERY!” on a sign next to it, do you think that would eliminate a consumer’s concern?

It’s the things after the purchase that work wonders to solidify an amazing impression in a customers mind leading to repeat sales and referrals.

Wrap Up

Understanding where your customers are in the funnel will you allow you to treat them differently and market to them more efficiently. While some people seem to go through the whole funnel within minutes and purchase. They most likely have been thinking for a while about getting something like your product and you happen to be in the right place at the right time.

I was just curious if anyone had any experience with selling with this online juried website? I applied and was accepted, but I don't know of anyone who has used it and was a little nervous to try it out. If it works as it says though, it could be a pretty nice tool. I'd really like to hear from anyone who has had experience with them.

Here is the link:

http://theartgallerist.com/

December 12, 2014  20/20 is doing their show on "Closing the Sale."  I have been looking for some info on what exactly they will be covering and I can't find anything.  I did see the brief promo for it last week at the end of their show - you know when you are trying to catch the Christmas tree before it falls over and you aren't completely listening to the TV. 

I do know it is on closing the sale but I don't know if it is about helping the customer to not be talked into making an unwanted purchase or if it is about good tips for the seller when making a sale.  Anyway, I think you may want to watch.  No matter which direction the show goes in you should learn something from it.

The show is on at 10 pm on ABC Eastern Standard time.

http://abcnews.go.com/2020/

Okay. I did it. I've been in the biz forever. But this was my very first outdoor show with a tent and walls and all the concerns we all read and talk about on this amazing site. And although I had read and researched and practiced and planned, my insides sweated it out and I totally wanted to back out of the whole thing. By the time we arrived at our friend's beach house with a borrowed van the night before the show, I was already exhausted, and soooooo angry. At what? At whom? No one, really. I was just disappointed. I was disappointed that it wasn't more fun. I hated the packing and unpacking and spending way too much time preparing. I'd read all about grid walls on this site and decided to go with that. But they were so heavy and cumbersome. Why did I spend SO much money on all this? Why did I even think I'd want to do this at all? I'm too old for all this bother. What was I trying to prove?

And this was only Friday night and all that was going on was early set up the night before the actual festival.

My husband came with me to set up the tent and put everything in place. With a few festival neighbors to help, we got the tent up and were even offered four heavy-duty twisty dog ties for the tent legs which I hadn't known would be allowed. We'd put up the grid walls and placed the weights but we could NOT get the tent walls to meet, to close and it had taken so long - before I'd asked for help, that is - to get the tent itself to stand straight and sturdy, and then to get the weights and stakes in place that the sun had set and it seemed that all the tents were up, the artists were gone, but we were still there. I was living a nightmare and I felt incompetent and angry and embarrassed. It was now dark and the wind was howling and the walls were blowing everywhere. I wanted to take everything down, put it all back in the van and run away. I hated everything about the process. 

My husband, however, was amazingly patient. He was not about to let me quit. And then my inner artist warrior took over and I found myself making a decision. "Let's take down the sails and leave up the tent and grid walls. Batten down the hatches and let's get out of here!" 

I slept not a wink that night but literally watched the full moon turn orange as it made it's way across the window and out of my line of vision. Every gust of wind startled me while I tossed and turned. I wanted to get up and paint the scene it but everything was in the van. I thought "I should be working, painting, sculpting, not doing this crazy art show thing." I awoke angry and tired and hungry and didn't have time to eat breakfast or even shower. I wanted to run away and not set up at all. I figured we could run over there, take the tent down and leave. I'd send an email later. The artist warrior side of me prevailed again, though. As did my incredibly patient husband. (He had actually slept that night.)

That first morning, as we set up my paintings and my ceramic masks, I pretty much filled my mind with complaints. I had been amazed to see my tent and all the weights and display grids sitting upright and waiting for me. But I was still mad at myself. As I made my way through the bubble wrap, all my mind could focus on was how I hadn't bought shopping bags, I didn't get new business cards, I forgot to make price tags, I should have brought a cooler. I HATE THIS!

The weather was gorgeous and the crowds were quiet but pleasant. I didn't make a single sale and after this first 8 hour day of sitting in an uncomfortable chair, I felt justified in my disappointment. At the end of the day as I wrapped and packed all my artwork to drag back to the borrowed van - still couldn't get the walls to fit - I thought, why not just take everything down now and run away? I don't HAVE to come back tomorrow. I'm not in the Army, for heaven sake.

Oh, alright. It's only one more day. I'm fine. I'll come back.

My husband and friends went out to dinner after the show that night. I stayed in and went to bed. Confident that my tent and grid walls were securely in place and my artwork was bubble wrapped safe and sound in the van, I slept. Boy, did I sleep.

I awoke to the sunrise, had breakfast, took my shower and dressed like a proud and happy artist should. I even remembered earrings and mascara. I'd brought a better chair and went off to rule my day. I took my time, by myself, to set up my work on those walls and as the minutes went by people came in to watch, to talk, to admire, to compliment, to ask questions, and yes, to buy.

I made price tags out of my crazy out-of-date business cards and wrote my new info on the cards I gave out. I wrapped purchases in bubble wrap and twine. I had wonderful conversations with visitors as well as my fellow artist neighbors, enjoyed an ice cream cone from the local food truck and made new friends. And throughout the day, I sold stuff!

Before the first hour of the second day, I'd already made back my booth fee and had once again found my joy in talking with people about my work, selling with no apologies and proudly calling myself an artist in business again. "Oh, are YOU the artist?" "Yes," I beamed. "Yes, I am. This is my work." It had been so long since I'd been in the public eye and I loved hearing people tell me how "exciting and different" my work was. I even loved it when people said "Oh, these are kinda scary!" Thank you, I'd say with one raised eyebrow. Thank you very much. 

At five o'clock on that Sunday afternoon, four volunteers ran up to me and asked if they could help me with anything and I said "yes, thank you. I think I could use help with everything." They laughed and got to work. The volunteers had been there throughout both days to give us breaks and bring cold water or hot coffee. When my husband arrived with the van, everything was folded neatly on the grass and I found myself relaxed and smiling with an inner peace I hadn't felt in ages. It had truly been an amazing day, made even sweeter by the turmoil I'd put myself through leading up to that last moment of my first show.

What I want to say to you here is Thank You. Thank you for this forum. For tips you've all shared, and the booth photos for Newbies, and the experiences of all the different shows you've all lived through, both good and bad. Thank you for your input on walls and weights and tents and displays, even when you've answered the same question a million times before. And, oh my God, thank you for telling us about zip ties! But most importantly, thank you for making it alright to be scared sometimes. And for making it okay to admit that we've never actually done this before. 

Thank you for letting us understand that it's okay to ask for help of our fellow artists. And to accept that help graciously. And that the volunteers really DO want to be helpful. Thank you for giving me permission to say "Excuse me, but this is the first time I've used this tent. Could you help me?" 

How sad it would have been to have given up and never had this crazy experience. How helpful it was to come here to this forum every couple of nights for months with a question, or just an hour to read about things and then be able to actually use what I learned here. If I can pay it forward I would say this: Don't be afraid to feel your feelings but then get past the negative stuff and move on. Get a good night sleep, eat a good breakfast, don't forget your sunscreen. Drink lots of water and know where to go when that catches up to you - because it will. Ask for help when you need it, offer help where you see a need, be grateful and mindful of how lucky you are to live your life by your own standards, to spend your day in the shade of a tent surrounded by your own creativity and joy. Talk openly and happily with everyone you meet, be nice to people even if they say silly things and don't seem to "get" your work. And when things get crazy - which they will - stop for a moment, find your center, take a deep breath and just have a ball. The answers will come. Always remember that you are an artist and that's just an incredibly cool thing to be.

Thank you again.

Robin

I have been approached at several of the shows I have done recently by gallery owners asking me about wholesale prices for putting my work in their gallery and additionally asked about selling my work on consignment. I know most want a sizable discount...which is somewhat understandable.

My 1st. question to anyone who does wholesale your work ...or send it to galleries on consignment is what type of positive and negative results have you experienced?

If you send it to a gallery on consignment what is a reasonable time to leave it in the gallery to be sold or when should you decide it is time to remove it?

 If it is an out-of-town gallery what expectations should you have from the gallery to ship it back to you if not sold in a reasonable amount of time?

What type of contracts/agreements should be expected between you and the gallery?

What is considered a fair and reasonable commission or wholesale discount?

I realize these are alot of questions, many of which might have possible been discussed before...but I haven'y been able to locate the discussions.

I appreciate your advice and help...

Stories are Everywhere.

That’s the tag line for Blurb Mobile’s free app that allows you to create your own stories featuring all your personal media from a mobile device.

The catch?  That device must be an iPhone, iTouch, or iPad.  (based on Apple’s quarterly earnings, every family has at least one, right?)

So, if you have one, and you’re in the art biz, pay attention!  This easy-to-use, fun, and cool app can help you market your work.

Blurb Mobile lets you use photos and video  shot from your iPhone (or imported from another camera), sequenced ‘as you wish’ into a “My Story”, provides image editing, and you can add audio clips and/or text captions to each photo.  Director and producer of your very own short, media presentation.

So, how can it be used?

Imagination is the limit, but for example:  My wife and I travel to juried, outdoor art shows…it helps me instantly chronicle show attributes (crowd size, show venue, booth layout, quality and mix of work, etc.) More important I capture highlights of my wife’s work/tent, customer interactions, featured art, etc., then edit it right on the iPhone with the app and hand it to her for audio voice-overs of select images. This adds the personal artist touch and insight to some aspect of the event.  The Story can then be shared ‘real-time’ via email, twitter, facebook, to get the word out (like…”hey friends, I’m at a great art show right now in northeast Louisville…Saturday has been busy and I will be here all day Sunday…Come and check out booth 75!”)

Or…

• Send out a Story in your next email newsletter to keep existing customers informed and engaged on your schedule and new work
• Take a series of short video clips of a ‘painting-in-progress’, capturing the process and the inspirational elements
• Information on a new series of art classes offered

Of course, Blurb Mobile works beyond art stories, offering a way to…“instantly create and share from a social setting, travel location, a personal moment, or, an important event.”

I sent my 87 year old Mom a Story one early morning from my porch, cup of hot java in hand, birds humming, flowers blooming, sun rising…took some photos, voice recorded in some personal thoughts, then hit send and shared the moment with her instantly.  Too cool.  (…Ma, really, it’s there, just click on the little colored link!)

I don’t work for Apple or Blurb, and get zero for this endorsement…just passing along a tip that has worked for us.  I used the Free version for about a day to see how it worked and quickly found the $1.99 upgrade a no-brainer, adding greater media capacity…and the freedom to create better stories.  With the upgrade you get:

• Images:         Up to 15 images per story
• Audio Clips: 1 per image – 2 min per clip
• Video Clips: 3 per story – 30 sec per video
• Themes:       8 additional themes

Check out the details yourself at Blurb Mobile and iTunes App Store. Version 1.3 is now available.

There is no limit to the number of Stories you can create, but, alas…boring content is still boring content.  The app is cool…it just doesn’t promise all the Stories will be! 

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.

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