Before you instantly think, "Oh that Nels has had one too many tequilas again, hear me out on this one."
Last time I checked, we had 4710 members on this site. When I joined I was about number 300, which is maybe how many people I might know out there on the circuit after doing this business for 36 years--making a profit every year, thru three recessions. So hear me out, especially you newbies--you might learn something.
The biggest difference I still see after all these years is how some artists are so successful, and yet they are not necessarily the best in their medium (of course the real geniuses always succeed, sometimes in spite of themselves.)
Example. Last week at Englewood, a small show in southwest Florida, I made a good paycheck by working everybody that came into my booth. Across from me was an artist who sat in their booth, behind a table, rarely greeted anybody who came in, sat with their shoulders down-turned and looked defeated to all who saw them. That artist barely made their booth fee. I made a great paycheck out of a very small show.
The point of all this is you have to recognize that your presence as a creator of your work is equally important to the work itself. Sounds so simple, yet I see so many deserving artists fail all the time because they won't interject themselves into the work.
Years ago, their was an aclaimed black and white photographer, from Florida, who used to win awards, if the right judge showed up. But, if he did not win, and even if he did win, he used to sit in the back of his booth , with his back to people coming in. What a turn-off. Gee, he never lasted very long.
I try to greet most people who come into my booth with a simple greeting that lets them know it is ME who does this work, not some magic elf.
Lots of time I will say, "Welcome to my world of color."( I do tropical and humorous photography,with lots of line and color.). Othetimes I will say, "Hey how ya doing, this my work, let me know if I can help ya." Other times will say, "Yeah, I am the guy, ask away."
If somebody asks, as they mostly do, "How are doing?" I always reply, " I am having a great day." Never less than that. When somebody expresses a real interest in a piece, I try to enfuse a bit of humour. I might say," Well, when you buy that one, it will help pay off my sushi bill from last night."
When I bring a new piece out for the first time and somebody is really interested, i will say," You know you will be the first one, my mother doesn't even own this one."
These are all easy ways to establish a rapport with your potential buyer.
The important fact is that you must act like a winner and look like a winner. This means no sloppy tee-shirts. Dress for success, your customers measure your success by how you present yourself.
When people try to get you down on the price, look them right in the eye and say, "Honey this is one of my best selling pieces, I sell these all day." A small close goes like this, "Cash talks, plastic walks."
People measure your art by how you present and how you represent it. So, always put your best foot forward. You will always come out a winner.
By the way, photography is my third profession that I took up at age 30. I have always been in sales and always made a buck.
When I was 8 years old I use to take holly wreathes downtown to St. Pete at Christmas and sell them, this was the 50's and I would come home with $25 for the day--that was a lot of bread the. I had a paper route for three years, after I had polio, and I made $100 just in tips off a 75 customer route--why, because they loved me, I projected a personae.
Just remember, you are as important as your work. If you project success, you will get success. Even in these times when we are 40% off our usual sales.
By the way, I am 25% ahead of this time last year, and I didn't get in Winter Park, Coconut Grove or Naples.
Comments
I got food poisoning at an art show a while back - don't eat those turkey legs! - it was a form of salmonella. During the course of the 6-day show, I spent three days in my hotel room, lost about 10 pounds (I don't recommend this form of weight loss!). I was sharing a booth (didn't have a choice, long story) with my newly ex-wife, so my sales suffered a bit.
In our biz of being self-employed artists, we don't get unemployment insurance, we don't get help with health care, if we're sick, bad luck - we either tough it out or bail and then lose money and maybe get knocked out of a show permanently. And retirement! Since Social Security will never pay a "living wage," we really can't even retire! Other than all of those problems, what's not to love about our way of life?
I usually get to an art show the day before setup. That way, I can rest up a bit (most of my drives seem to be about 800-1,000 miles one way) so I'm not tired and cranky with the public. But, most importantly, I buy a copy of the local paper and read about any and all happenings in the area. That way, when I've closed a sale and going through the money thing (and wrapping/bagging each and every piece), I'll chat with them about something I read in the paper. It's amazing how people like this personal local touch, especially women, who are 80% of my clientele. It's not unusual for this customer to bring a friend in later and buy something else.
Why do you think when a performer is up on stage, he/she always says "Hello, [name of city]!"? It works!
Selling people is a gift you are born with OR one some people can learn....maybe.
I high sellers have certain character traits:
1) Confidence: they like themselves, other people and their own art.
2) Style: they dress well, their booths project an "attitude", they even wrap the purchase well
3) Out-going: they go out to bring the people into their booths, their charisma pulls people in, they chat with the crowd, they interact with children or the elderly
4) Touch: if the clients eyes say "yes"(or you can ask) then they touch the customer
5) Focus: they never loose a sale, they know how to close
Suggestion: Learn To Read Other Peoples Personality...and you can raise your sales dramatically.
I'm enjoying reading everyone's experiences...and wanted to bring up another suggestion.
Most people get along with people like themselves...if you are shy, you get along with shy people...that type of thing.
The conflict...or adjustment...comes from when two different "types" of personalities meet.
The "shy" person thinks the "outgoing" person is rude and loud...when they are just being themselves.
The "outgoing" person might think the "shy" person is weak.
What's the lesson? Different people see differently...and if you can recognize what personality someone is...you can adjust to it...and make everyone feel more comfortable.
My suggestion is go to Amazon and put in Personality Types...and study it. Important Point: Even if you don't study it intensely, you'll at least recognize when conflict is coming up and what to do about it.
You'll also find out how people make decisions...and help them along. Some people take a lot of time to figure things out...very methodical. Some jump in...make quick decisions. By recognizing the difference you can let them make up their own minds in their own way.
You can also adjust your booth to appeal to all the different types.
For instance, you can have the info you might tell people about...your story...your "pitch"...your conversation...printed out and displayed around so the introverted can get to know you before you talk to them.
I used to be WAY introverted. I am an extremely LOW pressure person and intend to remain that way. The thing is that I don't think of what I do at a show as SELLING. I am excited about my work and I talk about it. It's THAT simple. It is not bragging, it is not pushing. It is just telling people about what I am trying to get them to see and why I do things the way I do it. All good. If there are people that I can feel don't want to be spoken too, I back off.
I don't worry too much about closing a sale. That might happen NEXT year. There are times when people tell me that they have been in my booth a couple of years (a really good salesman would remember their face, I don't) and this is the year I have the one they have to have. I agree that people buy the artist and not just the art. But geez, even if you are NOT selling stuff, it's still a better show for YOU if you act like a human being.
I read all these tips about being a good salesman and I am using them and getting better all the time. But whether you are a good salesman or not, you can be a friendly person in your booth. You can be a friendly person period.
I'm not normally an outgoing person, but I do like to act. I see my booth as my stage, and the role of outgoing artist is being played by - me! Which is not to say that I'm not being myself, but normally I'm only this outgoing and interactive with people I know really well. By seeing it as a role to play, it helped me get over my shyness in dealing with strangers.
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