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.
There’s nothing in the art business like the thrill of making a sale. Something magical happens when you are able to help a buyer connect with a piece of art, and then guide them through the process of making that art a part of their life. Whether you are in the gallery business, as I am, or an artist, the sale is the goal of all of your business and marketing efforts.
Over the years I have learned that if I don’t close a sale on the spot, the likelihood of making the sale decreases dramatically. Once a client has walked out the door the impulse to buy cools immediately and continues to decrease over time. If the question for the collector is “can I live without this piece of art?” the more time that passes after encountering an interesting work of art, the more likely they are to reply to themselves, “apparently I can live without it – I seem to be doing fine so far.”
For this reason it can be very tempting to give up on a sale once a potential buyer has walked out the door. RESIST THIS TEMPTATION!
While it is true that your chances of making a sale to someone who has walked away may decrease dramatically, they don’t decrease to zero, and so follow-up becomes a numbers game. I suspect that if you were to look back over your sales experience, be it in galleries or at art festivals or open studio tours you would see that it is a pretty small percentage of your traffic that turns into a sale. In our gallery we have found that we have to have over 100 visitors to produce 1 immediate sale (of course we are always working to improve this ratio). Sure it’s great to make the one sale that comes naturally simply by the law of averages, but if that is the only sale we are making we are missing out on a tremendous opportunity to make additional sales to the other 99 visitors we have had to the gallery.
For this reason we have developed a systematic process for following up with the ones who get away. We may only be able to close a small percentage of our follow-up efforts, but those sales are critical to our bottom line.
As an artist or art sales professional, you too can increase your sales by becoming better at follow-up. Allow me to share a few of our strategies in following up. I can’t guarantee that every follow-up effort will lead to a sale, but if you follow up consistently I can promise that you will see more of those “almost” sales convert into “follow-up” sales.
To read Jason's 4 tips on how to "Increase your Art Sales: The Power of Follow-Up" continue to the original full article on RedDotBlog ....
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