3 Secrets of Selling for Artists By Greg Katz
Most artists would rather cut off their right arm then engage in
the entrepreneurial dance we call selling. For many, selling
seems like a forced an uncomfortable means to an end. Remember,
there is a connection between how you sell and how much you
sell! If we reframe the selling process we can develop a sales
cycle that fits our personality and isn't offensive to the
buyer. The sales cycle consists of the 3 C's in the artist
toolkit: confidence, conversation and community.
Confidence Confidence is imperative for success. Are you willing
to engage in practices that expose you as a person and as an
artist and as a solopreneur? On a scale of 1 to 10 how would you
rate your confidence level? It may be best to give yourself a
score for each of the following categories and then take an
average: Creative Vision; Technical Ability; Sales Skill and
Marketing and Promotion. This is the baseline so you can measure
your progress. Just think, if you were to increase your score by
one in each category what would that look like? How would it
manifest when you engage your ideal customer? Keep focused on
the fact that you control your confidence level. It needs to be
an internal process not something that spins like a weathervane
in a windstorm. Become committed to yourself and your art.
People are always amazed when you are not only the sales person
but the creator of the art. They are in awe, so leave the fear
behind; it's usually the customer who is intimidated by your
talent, soak up the good vibes and claim your work and your life
as an artrepreneur.
Conversation How can something as simple as conversation be an
effective sales tool? When you come in contact with a potential
customer we engage in a relationship ritual, courting. Potential
customers want to know you. When they show your work to friends,
family and colleagues they like to be able to tell a story. The
story they tell is about you, the artist.
I'm not suggesting that the conversation be scripted.
Conversation is an art, and as an artist you should make it part
of your toolkit. I recommend Debra Fine's, The Art of Small
Talk. Her tips will give you the edge you need to invite
prospects to become a customer. The added advantage is that
these customers you're creating a relationship with are more
likely to buy from you again in the future. Think of your sales
process and conversation as one ongoing cocktail party. It
should be fun for you and them!
Community Ever wonder why the airlines created club rooms and
special lounges for loyal customers? These are the tenets of
building community. Customers like to feel as if they are part
of your inner circle, so make them feel this way as part of your
sales cycle.
Honor your customers as part of your community with personalized
invitations to openings and events. Have an annual function for
customers only, it doesn't have to be at the Ritz, invite them
to your studio. Inviting them to your studio gives them an
opportunity to connect more solidly with you, while being part
of a private showing. Customers like to be invited to pass
through the velvet ropes, like a VIP lounge.
Sales doesn't have to be difficult or tedious. You can create a
process that fits your personality and your market. You're art
gives people joy...let's spread the joy!
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