You know the type.
She attends your show and tells you what a wonderful artist you are. This makes you feel good. You’re happy for people to connect with your work this way.
She comes to the next opening and gushes in a way that makes you blush.
She raves repeatedly about your art. I love your work! she says.
Yet, she never buys. She’s implying, I love your art, but it’s not for me.
Exercise Your Courage Muscle
Who knows why people don’t buy. Maybe they don’t dig that yellow speck in the lower left. Or maybe they just emptied their bank account to pay for a root canal.
If not closing the sale is bothering you, maybe it’s time to exercise your courage muscle and ask the repeat fan why she’s not pulling out her pocketbook.
There’s a way to do this
Michelle, a woman in my mastermind group, marveled at my list size: How did you get that many people on your email list?
It was easy for me, I replied, because I understood the value of a list when I started my business.
I was fortunate to appreciate the importance of a list due to positions in my past work experience.
How I Built My List
As an assistant to a U.S. Senator, I came to recognize that my boss’s donor list and my Rolodex (yes, it was that long ago) were the most valuable assets in our office to ensure continued community support. As a museum curator and educator, I knew how much we relied on our members and donors for financial support.
Lists are indispensable in both of those situations, which is probably why
The holidays make us think about giving gifts to those who are important to us, so don’t forget your most important buyers and collectors. Here are a few ideas for themed kits you can use as patron gifts. Notice how, depending on your selections, you can spend next-to-nothing on these.
Art buyers might seem intimidating and self-assured, but they often have as many insecurities about the process as you do. They are sensitive to signals and opinions from you and from others. It’s your job to reassure them that they are making the right decisions. Without that positive signal from you, they might think they are being tricked instead of treated. Here are a few things that will scare off your audience and potential fans this Halloween.
The people who give you their postal and email addresses are your secret marketing weapon. They have trusted you with their information and said they want to hear from you. They’re your Valentines! Pull an arrow from your quiver and aim some love in their direction.
How do you get rid of an inventory of reproductions, note cards, calendars, or anything else you no longer want to promote and sell? Have a sale! Here are some parameters for structuring your sale. Count your inventory.
Your contact list is your #1 asset, but you have to nurture it. You must grow it, feed it, and hold it precious. It is from your list that 80% of your sales will come, if you do the work. That’s why I have called the process of list-building “cultivating collectors” since 2002. It’s not “get collectors quick!” or “sell art right now!”
Perhaps the most important “E” on the road to love for your collectors addresses a critical part of everyone’s buying and selling experience: Empathy. Those first moments of contact are fragile and involve complex emotions.
Your relationship with a collector doesn’t end when the work is purchased. It has just begun. Discuss.
At one of my fall workshops, a woman said to me, “You know . . . you haven’t used the word ‘customer’ once.” She wondered aloud why I hadn’t used that word. She was surprised it wasn’t in my workshop vocabulary.