Creating Experiences and Telling Stories to Sell More Art

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    This post is by Jason Horejs, regular contributing writer for FineArtViews. Jason Horejs and his wife, Carrie, own Xanadu Gallery in Scottsdale, AZ., which they founded in 2001. Jason also publishes RedDotBlog.com, a resource for artists interested in creating and strengthening relationships with galleries, as well as those looking to sharpen their own selling skills.

     

     

    Several weeks ago, a couple walked into the gallery and headed straight for a wall of the artist Guilloume’s work. I greeted the couple and learned they had been following Guilloume for some time and had been in the gallery earlier in the week to see what we had. They were now considering one of the bronze reliefs for their home in British Columbia.

     

     

    A grouping of Guilloume’s work at Xanadu Gallery

     

    After some back and forth, they decided on a piece in the front window, and I set about writing up the sale.

     

    By coincidence, Guilloume happened to be en route to the gallery from La Quinta, CA, that very day. He was just passing through and would only be in the gallery for a few minutes, but I mentioned this to the buyers, and told them how much I would like for them to meet him. While I wasn’t sure exactly what time he would be arriving, I told them that I could call them when he showed up. The wife provided me with her cell phone number and they left for lunch.

     

    About an hour later, the artist walked through the front door. We started making arrangements for the artwork he was dropping off and picking up, and I called the clients to let them know he had arrived.

     

    When they showed up a few minutes later, I introduced them to Guilloume, who greeted them warmly. There were friendly handshakes and the couple told Guilloume they were very excited to have bought their first piece.

     

    Guilloume thanked them, and then asked in his Colombian accent, “Can I tell you something very special about that piece?”

     

    The couple eagerly assented and listened carefully as he told them his story about the sculpture. This is a copy of the written version he has created, but it’s the basic outline of what he told them.

    "“Stealing His Heart” is my sculptural interpretation of a recent photo taken of my wife and me. When I first looked at the photo, I was struck by the fact that I found my wife to be every bit as appealing and mesmerizing as the day I met her—perhaps even more so. I reflected on our initial meeting in our native Colombia and how I was swept up in love as she instantly stole my heart. What is so amazing to me is the fact that I have never gotten my heart back from her—it remains stolen to this day!

     

    I am not referring to that “crazy love” that one experiences in the early stages of courtship. This is a mere illusion of love that gushes forth as we mistakenly assign all of the attributes that we desire in a mate to our new lover—while at the same time, unconsciously overlooking those traits that are less appealing.

     

    Although we certainly experienced “crazy love” at first, as most couples do, our love has endured because that infatuation was soon fortified by more enduring relationship builders like appreciation, understanding, and mutual growth."

     

    Guilloume has a great way of telling the story in a manner that doesn’t feel forced or contrived, and it was clear at the end of the story that the clients were thrilled with their purchase.

     

    Before leaving I had Guilloume autograph and personalize a copy of his coffee table book, which we shipped along with the piece.

     

    After the piece arrived I received the following email from the client...

     

     

    To read more on "Creating Experiences and Telling Stories to Sell More Art", continue to the original full article on RedDotBlog .....

     

     

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