Getting your work out there is super easy, but getting your work out there by selling your art is not. It makes little difference if you are a painter, writer, musician, sculptor, filmmaker, etc. Taking that next step to become a selling artist will require you to learn a bit about business.
Having said that, and though in business, branding, marketing, advertising, websites, etc, are important, when all is said and done you have to know when to “Close the Deal”. If you get the opportunity to sell your art but the collector, gallery owner, music venue manager, producer, theater owner, etc does not buy what you are selling, then the rest of it becomes pointless.
One of the reasons artists are not very good at closing the deal is because we were taught by mass media how to “Sell”. But how to transition buyers to owners is not really represented in books and movies about struggling artists. The Hollywood scenario goes something like this: Artist struggles, artist reaches breaking point, artist gets lucky break, artist makes money, artist lives happily ever after.
The reality is: Artist finds ways to get people to notice them, artist tells the interested segment of those people why the art is special, artist negotiates with prospective buyers, artist at loss to understand why prospective buyers stop returning their calls.
Closing the deal is perhaps one of the most misunderstood parts of the artist’s early career.
Q: Why didn’t that solid prospect buy what I am selling?
A: You failed to close the deal.
The fact that someone has agreed to take time out of their day to see what you have to offer means they are open to buying what you are selling, if the price is right. However, the price is not always about the money. OK someone likes your work, that is not the only factor in their decision to buy it. For example the person talking to you may be thinking about long term relationships , their spouses or managers or will buying what you are selling make them look good or bad. But in the end it comes down to one moment you have to learn to recognize.
Q: How do you close the deal?
A: Shut up and listen!
During my photography apprenticeship many moons ago, my Photographer Sensei after observing me with a client suddenly stepped in (by this time I was sure they did not want to go with me.) and closed the deal. After contracts were signed and the appointment set for the locations shoot, My Photographer “Sensei” smiled and told me what I did wrong.
Turns out I had made the sale a while ago and then proceeded to talk the client out of it. I thought I was over coming any objections the client may have been thinking about. In actuality I was maker her list bigger! I was bringing up things she never thought about.
She had asked all her questions and I had answered them. Had I been listening I would have realized we were done and it was time to give her the opportunity to transition from “buyer” to “Owner”. Yep listening (in the right way) is the key to sales. By the way this includes all artist/buyer situation no matter what the area of art.
I was waiting more or less for the words “Do you take Visa or MasterCard” or “I will buy what you have”.
It was at that moment when the photographer I was apprenticing under, stepped in and said “When would you like to schedule this?”
The client said without missing a beat, “How much is the deposit again?”
I said. “$100”
She (client) said “Do you take checks?”
What reminded me of that long ago moment, was talking with the spouse of an artist who does great work and had interested “buyers” but wasn’t selling. I told her about my experience and I added:
Like most artists, insecurity is my middle name. It took me a few years to become comfortable enough with myself to listen to the buyer, gauge and trust in that moment when they (buyers) are ready to “Own” and then take a chance and give them an opportunity to make the transition.
Most people do not like to “buy” art, they like to “Own” it. The easier you make the transition for them, the better off you both will be. They will have a great painting or music album or memory of your live performance, etc…and you will have the means to create more art!
Win-win scenarios are the best…so try to shut up and let it happen….then deposit the check.
From the easel of
Julian Greigh