A single sale holds tremendous potential and power to the success of your art career. When you make an art sale, the value of your art is contingent on your ability to continue “the conversation” between you as the artist and that buyer.
I recommend that you treat every person who buys your art as a valued collector from the time they make their first purchase. Consider them as investors in your career. Whether their purchase was $100 or $10,000, shower them with continued and frequent appreciation.
Nurture your relationships…
Offer buyers ongoing richly rewarding experiences….
Treat your art buyers as investors in your career…
The perceived value of your art is an integral part of your art buyer’s experience. Whether they say it or not, your customers are hoping their acquisition will prove to be a wise decision. Many of your buyers want to enjoy the transcendent beauty of your art as well as being proud and confident about buying your art.
The collecting process involves your ability to nurture your relationships with your buyers and offer them ongoing richly rewarding experiences. There are many ways you can treat your art buyer as an investor in your career.
* It’s up to you to keep the dialogue going and nurture the relationship. After you sell your art, give your buyers something to look forward to — attending your openings, lectures, studio visits, artist’s talks, cocktail galas, art fairs and more events associated with your art.
* Continuously remind them (as well as prospective buyers) about your ongoing career development, exhibitions, awards and reviews, in email newsletters and direct mail.
* Send occasional “Collectors Only” email notices that give them “sneak previews” of your new works.
* Invite them to your VIP parties that you organize prior to the opening of your one-person art exhibitions.
* Hold “Collectors Only” Open Studio events, at special times of the year, including the holiday gift buying season.
* Send them greeting cards and calendars with your art reproduced on them and catalogues and books containing your art. Enclose a thank you note. They will cherish them.
As your art buyers perceive your art as escalating in value they will be reminded that they made a smart decision to become one of your collectors. They will become your staunch supporters for life if you continue the conversation.
Great article Renee! I never consider my intial sale with a first time client as a single purchase but rather a welcome sign to future purchases. Helping my customers make an easy transition between purchase and ownership has to take precedence. They know I am there for them during and after the process, and I always keep in mind that a client can make or break your reputation. Most of my sales are through commission so I listen carefully to their needs and make them my priority. I jokingly tell satisfied customers that my paintings are like potato chips ” Can’t have just one”!
Lisa, Thank you for your comment. Clearly, you could have written this article! You practice all of the winning traits necessary for providing ideal customer service to your art buyers. I agree with you about your artwork. They are addictive! And, you always surprise us with new refreshing images within your own inimitable signature style.