From the PUBLISHER'S DESK...Do You Know How to Go from Palette to Price Tag for Making Consistent Sales?!

The other night I attended an art party at a local gallery and engaged a well-known artist in conversation. Surprisingly, she said she didn’t really know what people liked about her art. And this is after participating in many indoor and outdoor shows over a span of years. She always set up an attractive booth and easily attracted show attendees, but that was the extent of it. She didn’t know how to use the show as a platform for gathering information. 

So, I queried: “Have you ever asked any of your booth visitors what drew them to your booth or what they liked about your work?” 

She said, "No, never.” In fact, many times she didn’t even introduce herself as the artist! 

It’s called MARKET RESEARCH and what a lost opportunity!  

Think about it...artists pay a hefty booth fee to participate in these shows and often must be juried-in by a committee. It’s not an easy process going from creating to applying to appearing. 

Once your booth is set up, the art and merch are suitably arranged; the weather is perfect – seize this chance to interact with your audience! You’re not looking for kudos -- you’re seeking information that can lead to a better sales outcome.   

Never sit there quietly listening to comments hoping to hear a compliment. Now’s the time to be a salesperson. Engage them in conversation and do not be shy. Find out what made them look at your work, what they like or don’t like about it. Ask if they’re in the market for art or just out to enjoy the day.  

The more you learn about prospective customers and their preferences, the more ammunition you bring to your empty canvases. You need to learn what sells and what doesn’t and why. And, you need to know your customer base – who they are, where they live, what their tastes are in color palette, decor style, and more. 

Yes, you can always create art in a vacuum of your own making stubbornly insisting that you know best as the creator. BUT, if you really want to consistently sell, you need information – do your market research like the corporate “big boys”. 

And always collect their email address for follow-up – thank them for stopping by your booth and chatting; keep them apprised of your next show; remind them of your website address; start sending out blogs with a bit of personal info that you know they’ll enjoy hearing about (because you now KNOW your customer base!) If a purchase is made, ask for a photo of where they’ve placed your work in their home or office so you can post it on your website. 

Selling is all about CONVERSATION – keeping up the relationship momentum, keeping interest in your work alive, and selling your work to an appreciative audience. This is the CIRCLE OF LIFE for a creative -- from palette to price tag – and it’s your responsibility to know how to keep it going! ### -- Lynne Kornecki, Publisher

Enjoy this week's issue and please "keep those cards and letters coming" about your art activities!"