International Artist – June-July 2019

Professional Artist 25

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Are there basic sales steps? Usually introductions
and getting to know one another comes fi rst.
Investigating is next and is crucial when making a sale
because you must know why someone is going to buy
before you can sell. In this phase, it’s too easy to be the
expert and tell people what they need. What’s needed
is to ask questions and avoid being the expert.

Asking questions is critical at this point.

» Questions get the prospect talking and controls
attention (as a response is required).
» They also persuade.

Sales success depends on how questions are used.

» If they uncover reasons why people
buy that can advance the sale.
» But they must fi rst uncover implied needs.
» Then they must be developed into explicit needs.

This is provided you draw suffi cient
information from the potential client.

» The purchase can be presented as the solution
to a problem, which the buyer has.
» Make a presentation, demonstration or
describe the benefi ts of such a purchase.
» If suffi cient information has been gathered
previously, this will be quite straightforward.

Obtaining a commitment from the buyer is next.

» This may be for a purchase, or closure of the sale,
but it could be for an advance to a next step.
» For example, they might agree to
take the work on approval.
» I’ve read that at least fi ve distinct steps are
often necessary to make an important sale.
» The buyer must be comfortable with all aspects.

Usually large purchases involve bigger
decisions from the potential client.

» The psychology of the sale is diff erent from
the smaller, typically one-shot sale.
» As the size of the sale increases, the perception
of value becomes increasingly important.
» A person will not buy at a high price unless
they perceive it is also good value.

That’s why most major sales involve an

ongoing relationship with a client.

» This is not just because the potential client

needs several meetings to make a decision.

» Usually post-sale support is required too, and many

major sales are made from an existing client base.

» This supports the gallery system’s continued

existence provided focus is on major sales.

A client is buying a relationship as well

as a product with higher priced sales.

» As the size of a sale grows, there is an emphasis

on the sales person as a part of the decision.

» Who is doing the selling becomes as

important as what is being sold.

» When making major sales these factors

must be taken into account.

» The product and the seller may become inseparable.

» At leading art galleries, the owner is as important

as the artist’s work in making high priced sales.

If someone seeks information, a salesperson

should avoid supplying the answer directly.

» Let’s say they are just curious about how

long it takes to do a painting like that.

» Reply along the lines of “That’s an

interesting question, why do you ask?”

» Now the prospect provides the

salesperson with information.

Whoever asks questions gets information

» If an artist asks enough questions, the fi nal

one will be something like “OK will I wrap it

up now?” or “How would you like to pay?”

This will all evolve naturally from an

opportunity the prospect provided.

» Perhaps they sought information about how

long it takes to do a particular painting?

» Using an approach like this, selling is

easy (not guaranteed though).

Best wishes in your art career in

2019 and the future as well.

LOOKING AFTER CLIENTS

How to find the best sales strategy for

your prospective buyers By Graeme Smith