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.
Case 1: Last summer, I had a woman come into the gallery after having received a copy of our Art Catalogue. She and her husband were nearing the end of a long remodel of their home in Paradise Valley (Arizona’s version of Beverly Hills). She was now starting to think about artwork for the home. I spent some time getting to know her and trying to discover her tastes.
This kind of sales prospect can pose some real challenges. The client was obviously interested and had the resources to make a purchase. However, she wasn’t quite ready to buy – she was still a couple of months away from the end of the remodel. As you probably already know, it’s far easier to make an immediate sale, than to keep the fire burning in a potential buyer who can’t make a purchase right away.
After the client left, I immediately dashed off a quick thank-you email and started working on putting together images I felt might be of interest to her.
After our initial meeting, the client and I exchanged dozens of emails. She visited the gallery several times, including a visit with her husband. I took artwork out to her home. Four or five months passed from the time we first met to the time when we finally helped her make her first purchase (3 pieces, totaling over $10,000).
Over the course of the next 12 months we sold another $8,000 worth of art to her through follow up.
Client’s Home in Paradise Valley, AZ
Case 2: About a month ago, I had a couple come into the gallery at Art Walk (which we hold every Thursday evening in Scottsdale). The couple is from the Chicago area and is also completing a remodel. They expressed interest in several pieces we have on display. I obtained their email addresses and promised to send them images of the pieces.
The next day, I sent an email with images, dimensions, and pricing of the pieces. When I didn’t hear anything back for a week, I sent another email, and a week later, another. This last week, I sent a fourth email, this time including some additional information about the artist. On Friday, I finally received an email from the husband in return. He thanked me for my emails and said they are still working on the remodel and acquiring furniture. They are still interested in the ceramics. I will continue to follow up until the sale is closed.
Case 3: Several years ago, I had a client come into the gallery and express interest in a particular piece of artwork. As in the two cases above, I followed up diligently with emails and notes. I contacted the client 10-12 times without ever receiving a response in return. Finally, after months of trying, I got an email back saying something like, “Thanks for following up, but we’re not interested in buying the piece right now. We’ll contact you if that changes.”
All three of these cases illustrate the importance and challenge of good follow-up and of persistence. We all love it when we make an immediate sale – when someone walks in, sees a piece of art and makes an instant purchase. These sales are easy and gratifying. Often, however, a sale takes prolonged effort. If you are only closing immediate sales and letting the long-term sales fall through the cracks, you are missing out on a potentially huge part of your business.
I understand the temptation to abandon a sale that drags on. You might feel that it’s simply too much work when a good percentage of these follow-up efforts result in nothing. You might be afraid you are irritating your customers. You might simply not have a good system in place to keep track of your customers and their interests.
I would argue that these are poor excuses for letting potential collectors forget about your work. Today, I want to give you three tips that will help you better follow up with your clients...
To read more on "3 Tips to Help You Better Follow Up With Art Buyers and Make More Sales", continue to the original full article on RedDotBlog ....
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