How to sell art

In a word, apathy.

"I can't be bothered!"

"What's the point?"

"Who cares?" or "Nobody cares."

Or any other excuse for not doing something, or anything.

I lived in the US for 34 years. It was very good financially, but it was more than a little soul-destroying. People are generally apathetic. Making an effort is just too much, leading to the "What's in it for me?" question that underlies almost everything. It's also the one question I never ask, or even consider. If somebody needs help, and I can, then I do. The reward is in the doing.

But that general apathy pervades who you are and what you want out of life. All of us here are artists; we are in a very creative business. Do we make money from it? Sometimes Yes, and sometimes No. As a commissioned salesperson, which I was for a long time, there were some months where I made no money; zero, zilch, nada. I never let it depress me because I knew it was a temporary glitch. Often, the very next month, I would make a lot of money.

The moment you stop doing what gives you joy is the moment when apathy has won. Don't let it beat you; don't let it win.

#artsales #motivation #apathy

What does 'succeeding as an artist' actually mean? Well, unless you're independently wealthy or have a job that pays well enough to support your hobby, you'll need to make enough money to continue being an artist. It's really hard to be creative if you're broke and worrying about how you're going to pay all of the bills.

This brings me to the next point: how do you succeed as an artist? You know the answer as well as I do; you have to sell enough of your art to continue creating it. And now here's the key point of this post: "You have to sell." It's no good taking the attitude that you're an artist, and you shouldn't have to be a salesperson. All that will do is make you go broke faster! So, buckle down and learn how to sell. You don't have to become a used-car salesperson or be hyper-aggressive; you just have to learn the techniques you need to be effective.

This community has those techniques. Read them, think about them, and then practice them. Ask me questions. I will answer every single one of them. If there's enough interest, I'll even put on a workshop or two.

#artsales #sellingart

Yes, there are exceptions to the rule. Many years ago, at a gallery in a shopping center in Hawaii on New Year's Eve, it was so dead that the only person working the gallery had fallen asleep at his desk. He was woken by somebody kicking his foot. When he opened his eyes, he saw a man who said, "I want to buy that painting." The man pointed at a large canvas hanging on the main wall of the gallery. The salesperson blanched. "It's $3.1 million, Sir," he said, expecting the man to walk out immediately. "It's an original Dali. If you've got the provenance, the money's not an issue." And yes, they had the provenance, the man bought the painting, and it had sold itself.

That's not how it normally works, and it's definitely not what you should expect. Selling anything requires effort, whether it's your own piece or someone else's, so be prepared to take the time and expend the energy. You'll be grateful you did.

#sales #artsales #sellingart

So many people say and believe this, but if you hate salespeople, you might as well be saying you hate yourself! All of us are salespeople. We might not be selling a product or a service, but we are selling our beliefs, our values, and even our ideas, all the time.

Now, if you were referring to a car salesman, especially a used car one, when you made that statement, that would be a different matter entirely, and likely agreed with by most people who've bought a car.

Just sayin'

#sales #artsales #sellingart

When I was interviewing people for a sales position in the gallery, the first question I'd ask was "Do you have a background in art history?" If they answered Yes, which many thought I wanted, I'd say, "I'm sorry, but I can't use you." I would always explain the reason: I didn't need art experts, as they would spend their time educating the customer instead of selling them. Every so often, one of them would try to sell me on the idea that I was wrong and that they should be given a chance. That was the right answer/approach.

I'd also never hire pipe smokers, not that there are many around these days, but pipe smokers spend most of their time fussing with their pipes.

#sales #artsales #sellingart

Almost everything we do in life requires practice to be any good, and selling is no exception. IMHO, the best way to practice is to role-play with family and friends. You also have to switch roles occasionally, so that you are the buyer one time and the seller the next. When you are the seller, you should have your 'buyers' come up with the most ridiculous objections so that you can see how you handle them. I strongly recommend that you record these sessions and watch the recordings afterward. You're looking to see how well you handle yourself and how comfortable you are.

Now, I understand that some of you reading this are not going to be comfortable doing this, but you have to get over it. It's how I trained the salespeople at my gallery, and it absolutely works. Once you've got over your inhibitions, it can also be a lot of fun.

#sales #artsales #sellingart #roleplaying

The common perception is that to be a great salesperson, you have to be a glib, smooth-talker. The truth is the opposite. To be a great salesperson, you have to be a great listener, and that is a very different and difficult skill. Most people are terrible listeners. They're not really listening to what the other person is saying as much as they want to say what they are thinking, and they are often so desperate to get that out that they interrupt the other person mid-stream, which just shows contempt for that person.

Remember this axiom: "When I speak, I learn nothing. When you speak, I learn everything." In sales, what the customer is saying is why they will or will not buy.

If you're not listening intently, you'll miss it. Not only that, but you're missing the opportunity to make the sale by not being able to paraphrase what they said before moving ahead.

Have I lost you? Ok. When you paraphrase something, you repeat what the other person just said, but in a slightly different way. You just proved to that person that you were listening, and that is really important in establishing trust and rapport. "Let's say that the customer just said, "It's really out of my budget." Your ears should have pricked up because what they're not saying is "I can't afford it."

Your reply might go something like this, "I understand, John. It's not in your budget, but how far out of your budget is it?" Having answered the objection and asked a closing question, what you do next is essential.

You STFU for as long as it takes. (If you don't know what STFU is, ask a friend.) The second most important skill in sales is silence; it's your best friend.

#sales #artsales #sellingart

Try to have some fun with it, and with your prospective collectors/clients. Don't be too serious or take yourself too seriously. Take your time; there's no rush. Now, when I say "have some fun with it," what I mean is to entertain them. Offer them coffee and a comfortable place to sit. Get to know them, and them to know you. The more personal the connection, the better.

One of the best art salesmen I ever knew was, like me, from the UK. He was a big guy, and funny as hell. His personality was also larger than life, and he never hesitated to say something outrageous in order to get a reaction. It might have backfired sometimes with some people, but if it did, I never heard of it.

I'm also rather extroverted, but it's on the surface. Underneath, I'm an introvert, but I learned how to be an extrovert, first by faking it, and through that, growing into it. I took those steps because I wanted to be successful, and I knew that was how I would do it. If you're an introvert, you can do the same thing. It's definitely uncomfortable at first, but you soon get over it. It's just like stage fright, and I have a story to tell you about stage fright.

I've done a lot of public speaking, and I love it. The first time I was in front of a big (500+) audience was at a Toastmasters speaking contest, and I was so nervous on stage. My voice was cracking, my knees were knocking, and I'm sure I was shaking like a leaf. After I finished, I went back to my table, and my girlfriend asked me how I felt it had gone. I told her it was awful. She laughed. I was, to be honest, a bit irritated and showed it. "Michael", she said, "You were as confident a speaker as I've ever seen. Everything you told me was in your head." I didn't win the contest. I came in 3rd out of 20, but the big win was finding out that I could get up in front of any-sized audience and not be slightly nervous. Being in sales is almost exactly the same, so relax and have fun with it.

#sales #artsales #sellingart

If I had a nickel for every time I've been asked this, I'd have a lot of nickels! Seriously, though, people asking the question aren't really asking if they can make money by buying it, holding onto it for a few years, and then selling it for a massive profit. What they are actually asking is "Am I doing the right thing by buying it?"

So, how should you answer the question? You shouldn't! Instead, ask how the piece makes them feel. If they are serious about the piece in question, it is because it has struck an emotional chord within them, and they will, in all likelihood, tell you what it is.

From there, you can say something along the lines of "Well, yes, it is a good investment, but not in the way you're thinking." Now, pause, and wait for them to ask you what you mean. Reply with "The investment is in how the piece makes you feel every time you look at it. If it transports you to a different time or place, or if it makes you feel good, then it's priceless." Follow that statement immediately with "Wouldn't you agree?"

Following these steps accomplishes several things.

1. You've avoided answering the question.

2. You've got them to articulate the feeling, and have moved closer to them buying.

3. You've got them to agree on why they should buy.

Mission accomplished.

#sales #artsales #sellingart

Often, a prospective buyer will turn to the salesperson and ask what they think. If this happens to you, do not, under any circumstances, give your opinion. There are two reasons for this. The first is that your opinion doesn't matter. The second is that you might inadvertently say something that turns them off from buying that piece.

If you are asked this question, simply turn it around, and instead of answering, say something along the lines of "How does it make you feel?" By doing so, you've averted the minefield, and, more importantly, put the onus back on them, moving one step closer to a Yes.

Some people buy art to show off, to brag to their friends about how much they paid for each piece. Others buy it to fill an empty space on a wall, or because the colors match their décor. These people aren't really collectors; they're dilettantes with little appreciation of art.

The true collector buys art because it gives them a visceral reaction. They see it, and they fall in love with it. They also couldn't explain why they like it; they just do.

When I was married, my wife and I would visit major museums like the Louvre in Paris. She liked to walk through every room looking at every piece. On the other hand, I'd walk through as if I were in a hurry to find the bathroom. One day, over coffee, she asked why I did that. I told her that all I was interested in looking at were the pieces that stopped me dead in my tracks. I wasn't even looking at them directly, but I'd catch it out of the corner of my eye and had the visceral reaction that I was looking for.

#sales #artsales #sellingart

When I was running the gallery in Las Vegas, I had two high performers. One of them was only interested in selling big-ticket items and couldn't be bothered with the small run-of-the-mill pieces. He had a great sense of who might be able to afford those. The other one didn't care whether the piece in question was $50, $50,000, or even $500,000. He just wanted to sell.

Which of the two made the most money at the end of the year? Neither. They both made about the same amount. The real question is which of them was the most valuable asset to the gallery? The second one, because he wrote up many more orders, had a bigger client base as a result, and got lots of repeat business.

One thing you must never forget is that big sales often start out as small sales. They're a test to see how well the customer is treated, and if they feel important and valued, even though the sale amount is insignificant. Never dismiss the guy who wants to buy a $25 poster because he may well come back later and buy the $20,000 piece that caught his eye in the first place.

#sales #artsales #sellingart

The 5-to-1 rule for average salespeople states that it takes 5 interactions with prospective clients to get 1 sale. It sounds depressing and, to some people, it is why they give up selling, but if you look at it a different way, it becomes a worthwhile endeavour.

Let's say you make $100 every time you sell. When you don't make a sale, you make nothing. Instead of focusing on making nothing, tell yourself that every No is worth $20. With that shift in perspective, it becomes a game where you are getting paid every time you play. Isn't that better?

But what about the above-average salesperson? They get 2 out of 5 pretty consistently, and sometimes they get 3. They are also aware that every No gets them closer to a Yes.

The idea is not to win outright, it's just to keep the ball in play. The longer it goes on, the more likely the seller is likely to have made a sale. All you have to do is get the ball back over the net over and over again. That seems like it's very simple, but it requires patience, and we humans are not very patient.

#sales #artsales #sellingart

It's very easy to think that somebody can't afford something because you can't afford it, but you would be wrong in doing so. As I mentioned in a previous post, you cannot, and must not, judge others by their appearances. Someone's ability to buy has no relationship to your ability to buy.

Now, I know that some of you reading this are thinking that it's obvious, and it is, but I've seen it happen, and I know how easy it is to fall into the trap. You must believe that the person can afford it until they tell you they can't, and even then, they might not be telling you the truth.

#sales #artsales #sellingart

I want you to imagine that every potential buyer has walked off the beach and into your gallery. Swimsuits, flip-flops, shirt. Zero jewelry. No way for you to know if they are a beach bum or a billionaire. But you treat them as if they were the latter. You ask subtle, qualifying questions, but you don't judge.

I had a friend back in the 1990's who wore black from head to toe. The clothes he wore weren't expensive, so they didn't scream money. He never wore any jewelry, not even a wedding ring. You could easily, and people did, dismiss him as a bum, but his net worth was in excess of $500 million. He could have walked into your gallery, bought everything in it, and not even missed a single cent of what he had spent.

When you judge somebody by appearance, you are as likely to be right as you are to be wrong. Think of the consequences of doing that and being wrong.

#sales #artsales #sellingart

How many times should you ask a closing question? Before I answer that, let's clarify what a closing question is. It is when you ask the customer to buy what you are selling. Oh, and before I forget this most important thing. Never ask a question, closing or otherwise, that can be answered with a Yes or a No. Instead, ask questions that require a response, e.g., Are you going to take this with you today, or are we shipping it to you? In this example, if they reply with one of the two choices, the sale is done. Stop talking, and write it up. Most of the time, however, they will reply with something along the lines of "Well, I haven't made my mind up yet." This is an objection, and it is a buying sign. So you smoothly overcome the objection, and then you ask another closing question, etc. etc.

We've now come full circle to 'How many times should you ask a closing question?' The answer is: you keep asking until they say a definitive, final 'No' or walk out the door, never to be seen again.

But how many times is that, I hear you say. If you're not asking a closing question at least 5 times, you are failing as a salesperson. But what does that mean? It means you don't get to eat. Well, probably not that extreme, but I hope you get the point.

Many years ago, in the early 90's, I put on a clinic for the salespeople I had on duty. They were doing a lousy job. They were handling the "I want to think it over" objection pretty well, but they weren't 'closing' often enough. I told them that I would 'pick up' the next person who came into the Gallery, and, if they fixed on a piece of art, I would keep closing until they either bought or left.

As it happened, the very next customer was a youngish woman with her boyfriend. She saw a serigraph of a Spanish tiled floor, and fell in love with it. It was around $2500. I asked, and kept asking, closing questions, and I was still asking them more than an hour later. No pressure, no hard sell, just a friendly conversation. The last objection came when she said, "Mike, if I bought this, I wouldn't have enough money to buy groceries for the next month."

Where would you go from there? That seems like a really valid reason not to buy something, doesn't it? Most salespeople would give up at that point. But here's the kicker, and this is really important, she wanted to buy it. Otherwise, why would she still be there talking to me?

I turned to her boyfriend and said, "Joe, would you mind buying Jackie's groceries for the next month?" Yeah, I put him on the spot. He probably groaned inwardly, but he said "Yes," as I knew he would. I had somebody write it up, somebody else pack it to go, and took them next door for a cup of coffee.

How many times did I ask a closing question? What do you think? Less than 10, more than 10? The answer is I asked her 27 times to buy it. Yes, 27 times.

By the way, she came into the Gallery about a year later, specifically to tell me how much she loved that piece, and that it had really been a stretch to buy it, but was worth every penny. "Did Joe buy the groceries?" I asked. She laughed. "No, he didn't really have to, but you knew that, right?" I did.

I'm going to finish this short article with something incredibly important that you must keep at the front of your mind. I made a $250 commission on that sale, and I spent it really quickly, as one does. Jackie, on the other hand, got a lifetime of pleasure from that piece. Who was the big winner out of the two of us? If I hadn't persevered, I would have done her a massive disservice.

#sales #artsales #sellingart

How many times have you heard this from a potential customer? More importantly, how often have you said "OK"? Let me tell you exactly what happens when you do that. The potential customer leaves and falls immediately into a black hole that transports them to another dimension, and by the time they arrive, they've forgotten all about you and your art. You've wasted a golden opportunity.

'I want to think it over' is an objection, and every objection is a buying sign. When you know how to overcome objections, you will sell much, much more art, but let's start with this most common of objections.

Instead of immediately saying OK, handing out your card, and giving up, try saying this instead. "Of course. I understand completely. If you don't mind me asking, what is it that you want to think over?" Then wait for the customer to answer. Do not say anything at all. Let the silence work for you. And, yes, it can be very uncomfortable, and you'll feel that you have to say something, but don't.

The customer will respond. It may take a few minutes, but they haven't walked out, and you can still make that sale.

Now depending on what the answer is, you now have the opportunity to address that concern, and move forward. You'll probably get one or two more objections that you have to respond to, but remember every objection is a buying sign.

What was the objection that stumped you? The one you had no idea how to answer.

#sales #artsales #sellingart

Michael Rocharde