Art of Marketing You- Be involved!

Last week we talked about the idea of selling.  The first thing we sell is ourselves and our needs, even as babies.  For artists, selling is especially personal as we sell a part of us.  It’s not just one of our ideas, our opinions, or our gathered up products, but it’s actually a part of us, our creation.  That can make our selling job easier but it requires involving part of ourselves emotionally.  

Shopping makes us happy.  It’s a connection.  Are you making your sales fun?  

Most artists are introverts or they are just plain rusty when it comes to communicating since they spend so much time in their studio working by themselves.  They tend to be quiet and keep to themselves at shows.  They wait for the customer to talk to them or ask a question. Ideally they want people to walk up to their booth, pick the item and hand them the money.  Well we can dream right?  That’s why galleries are so great.  They provide that service for us.  However, not all of us are lucky enough to be featured in galleries and the economy certainly has taken it’s toll on them.

Most artists sell at shows and over the internet.  Both are good venues to show the work and more importantly to market YOU.  However, it takes work, practice and even stepping outside your comfort zone.  With a little practice and clarity you can avoid many of the pitfalls of having a terrible show.

Customers want to buy a piece of you.  How many times have you been to an art fair or show as a potential customer and the artist is in their booth reading a book, eating, hiding behind their table or any other number of tasks so they can avoid speaking with the customer?  How about chatting on their phone or with their booth neighbor and friends?  Ignoring their would-have-been customer!  Think about how you felt when you encountered this type of artist at a show.  Did you buy one of their pieces?  Did you connect with them and ultimately with their art?

When visiting an artist at a show, wouldn’t you love to hear the story about how the artist created their pieces or why they created it?  How about just an acknowledgement or appreciation that you stopped in their booth to enjoy their work?  There are many attendees at shows that have admired the artist from afar (in magazines, online, etc) and have some grand idea of who the artist is.  Yet, they are disappointed when they get to meet the artist because the artist didn’t want to meet them.  It’s a two way street.  Take the time to say hi and greet each person with a smile.  Try to get to know them.  Thank them for coming to your booth.  Everyone likes for someone to be gracious.  Give a genuine compliment if you can.  That always warms up the other person.

Engage the shopper.  Never ask a question that can be answered yes or no.  Don’t say, is there something I can show you?  Can I help you?  We have all been trained to say no automatically without even thinking.  Even though we actually might want to talk to you or ask you a question.  Always ask questions that get the potential customer involved in the conversation.   Try to find out their needs.  Ask them questions that show your interest.  Are you shopping today for yourself or is it a gift?  Ask questions that open the door for your involvement.  Share part of yourself, or something about yourself. Think of things to say that can open the door of exchange.

Sit and brainstorm about all the questions you could ask them.  Think of stories for your pieces.  How about a story board hanging in the booth printed up on canvas ($8 a square foot at Kinkos) showing your process.  How about a vignette on the table with a page from your sketchbook with the step by step samples of how you got from the sketch to the final product.  These are all things that cost very little but involve the shopper in getting to know you.

People pay more for the way you make them feel.  Think of the last time you tipped well and why you gave them more money when they served you.  It wasn’t about the level of service as much as it was the way they made you feel.  How can you make your customers feel great?  How can you make them feel as if you care about them and their needs.

People buy with their feelings.  Can you give them a story or get them involved enough that they want to give you their hard earned money?  Can they feel like they know you and like you?  You want their referrals and you want them to mention you to others.

Develop all of you, including your emotions and feelings, into your salemanship.  Go deep!  If you can’t, then make something up.  Create an act.  If you watch some of the most popular sales people, it’s like they have a switch.  Sure they may be in a bad mood, but they turn off those feelings and flip the switch to be bubbly and happy when the show floor opens.  There’s plenty of time to be in a bad mood.  Having a bad day of sales will only add to it.  Give yourself a chance to turn that day around!

The first and last thing you sell is yourself.  Everything you say and do effects whether you will not only sell to this person, but to their friends, or to a vast audience of their would-be referrals, etc.  You never know.  That person might be a magazine editor, a gallery owner, an author of a book, etc.  

Your homework this week is to make that list of questions, those stories, sketch a vignette, or just ponder how to best put on a smile and greet every possible person.  Try walking down the street and smiling at everyone.  You’ll never see them again and they aren’t going to effect your business.  You have nothing to lose and lots to gain.  They are perfect guinea pigs to prime your selling tools. Wish them a good day!  Let me know how it goes 😉

Next Monday, we’ll talk more about selling!