by Asheville artist John Stennett.
Business of Art
Whether you show your work at art festivals or have a studio that is open to the public, it is important to keep your sales skills honed.
It is critical that you never make assumptions regarding sales potential based on a person’s appearance. Often major collectors will “dress down” to avoid attracting unwanted attention. Once you have greeted your visitors in a polite manner, remain friendly and alert, but not overbearing. Sales can be lost by artists that jabber nonstop!
Your space should be clean and inviting. Take time to develop a display that will knock their socks off. When you hear a positive comment from someone approaching your work, don’t drop the ball. You must be ready to talk with them about your inspiration for a piece, the materials and process used, and perhaps your education and training.
In order to create an effective presentation, keep the following guidelines in mind. Too much inventory jammed together results in visual overload, so allow each piece adequate space. Also, when folks are looking at something that is available in seven different colors, they often have trouble making a decision. To avoid stall-out, present only your three most popular colors; when a customer shows interest, that’s the time to mention additional choices.
And while you want to put out top-grade work, tuck your one-of-a-kind spectacular pieces out of sight. Once a viewer expresses serious interest in what you have to offer, you can divulge that you have something special tucked away that they may appreciate. The seduction of the unseen is quite a powerful sales incentive.
In addition, your ability to convey ownership by inviting a prospective buyer to pick up and examine a carved piece – or try on a scarf – will help engage them even more. For pieces not meant to be handled (such as most 2D works), take time to point out the details and share a story about your inspiration for the piece.
And finally, when a sale is made, provide care instructions as well as your business card. Thank them for their purchase and ask if they would like to be added to your mailing list.
