Have you ever wondered why some artists have collectors like celebrities have fans? It is often because they have learned how to treat their art buyers. They practice the art of customer service. In this article I share a personal experience and the importance of customer relations when selling art. This article is about how smart artists treat their art buyers like royalty. Wouldn’t it be great if they offered a course on this subject in art school!
A favorite memory is when I attended an opening reception for an artist’s one-person exhibition in a New York townhouse gallery. While I was mingling with fellow guests in the main exhibition space the artist approached me and whispered in my ear “Renee, come with me.” He took me by the hand and escorted me to a back room, where classical music wafted through the air. He opened the door and presented me with a Baccarat crystal Champagne glass filled with Dom Perignon. Then he said, “I want you to meet my other special friends and collectors.”
That was impressive; however, you don’t need a Champagne budget to make people feel special. They will appreciate that you remember their favorite beverage or simple snack even if it’s sparkling water and dried fruit.
Invite Your Art Buyers Into Your Private Inner Art Sanctum
There we were, all feeling elated to meet each other in that private sanctuary. What this artist did was brilliant, but not unusual. Many experienced art dealers and artists know the art of extending special courtesy. They know the key to art career success is to make your art buyers feel special and your supporters feel as truly important, valued and cherished individuals.
It was many years ago that I discovered the presence of the inner sanctum in the art world when I interviewed Leo Castelli for Manhattan Arts International magazine. (In case you don’t recognize the name Leo Castelli was the major NYC art dealer who originated the contemporary art gallery system and was responsible launching the careers of Warhol, Rauschenburg, Pollock, de Kooning, etc.) His assistant led me to the private back room of his gallery where they contained their most valuable works of art. There I sat and exchanged art talk with one of history’s most legendary art dealers surrounded by original, rarely seen precious works of art by Kandinsky, Rauschenberg and others that hung within a few inches from me.
I was giddy with excitement as I imagined all the top collectors who sat in the same chair in the room where a multitude of million dollar sales transpired.
Do you have a private room where you keep some of your precious art?
Offer Your Buyers The “White Glove” Treatment
When I was an artist I was grateful for every buyer I had and eagerly expressed my appreciation by offering “white glove” customer service. I invited them to private soirees at my studio where they could meet other interesting art collectors and leaders in the community.
Frequently, I would hand deliver my large paintings to their homes and help them find the right locations and show them proper hanging techniques. I would offer to help them select the right frame and often take them to the custom framer I did business with.
I also kept a record of my customers’ birthdays and on special occasions I sent them gifts, such as a box of printed note cards, one of my books, a calendar or print featuring my art work, or wearable art piece that I painted — always with a personalized note.
I didn’t realize until later I was instinctively practicing one of the most powerful art business credos: Treat your customers like royalty. Now, as an artist mentor I encourage artists to integrate these activities into their art business practices. It’s fun to imagine many new creative expressions of gratitude that lead to art career success.
You don’t need a royal budget to treat others like royalty. It’s often the small heartfelt gestures that are most meaningful.
How Can You Go The Extra Mile?
Most acts of courtesy require little more than your sincere desire to reciprocate kindness to others who are important in your life and your art business. I encourage you to use your creativity and imagination to “go the extra mile” and shower them with authentic appreciation.
When you focus on ways to show your gratitude to clients and customers you’ll strengthen those connections and have a steady flow of business for a long time to come.
More Advice From Fellow Artists
After writing this article I think some of the best ideas came from artists who wrote comments. Lisa Freidus stated, “When a potential client asks to view my artwork at my home based studio, I always prepare a home made dessert. I suggest a variety of desserts in advance, let them choose what they like and serve it after the viewing. It is my way of showing appreciation for their interest in my art. By creating this personal and relaxed atmosphere, I believe it is one of the reasons many of my clients purchase additional paintings at a later time. There is something special about having my art displayed in my clients homes or place of business – it becomes a silent viewer to their daily lives and hopefully brings joy during the challenging times.” She added, “This topic is overlooked by many artists and seriously who doesn’t want to feel special? For me it is all about being real, what you see is what you get.”
Shan Fannin wrote, “I believe in this so much. I started making calendars last year to give to my clients. I also attach a 10% coupon for commissions or purchases. Another way I thank them is when they recommend a paying buyer by giving them 10% of the sale price as a thank you. Word of mouth makes a big difference in our industry. Make clients feel appreciated, and they are more willing to share our work and work ethic with their contacts.”
Artist Keith Morant shared, “Spot on Renee! This is the best advice for any artist trying to communicate his or her message to other individuals. So many artists tend to stand in the shadow of their own ego rather than illuminate the interest and vision of a potential client. Practicing artists should be aware that their efforts of communication go much further and deeper than their product. It is the mindset of the viewer that is to be attended to and nourished and this is done as more through the interested question rather than the glib response. Thank you once again for plumbing the depths of these little known facets of the artist’s dilemma.”
Thank you for your advise! Sincerely Anita
I believe in this so much. I started making calendars last year to give to my clients. I also attach a 10% coupon for commissions or purchases. Another way I thank them is when they recommend a paying buyer by giving them 10% of the sale price as a thank you. Word of mouth makes a big difference in our industry. Make clients feel appreciated, and they are more willing to share our work and work ethic with their contacts.
When a potential client asks to view my artwork at my home based studio, I always prepare a homeade dessert. I suggest a variety of desserts in advance, let them choose what they like and serve it after the viewing. It is my way of showing appreciation for their interest in my art. By creating this personal and relaxed atmosphere, I believe it is one of the reasons many of my clients purchase additional paintings at a later time. There is something special about having my art displayed in my clients homes or place of business – it becomes a silent viewer to their daily lives and hopefully brings joy during the challenging times.
Lisa, you’re such a giver of love, authenticity and sweetness that comes through in your personality and through your art.
Thank you Renee. This topic is overlooked by many artists and seriously who doesn’t want to feel special? For me it is all about being real, what you see is what you get. For example, How did you like my new spelling of “homemade” in my response above lol!
Many galleries refuse to share the contact information or even the names of purchasers with the artists. They claim that it is private business information and that they’ll be cut out of the loop if artists contact the collectors directly (even to send a card thanking them for their purchase). This is very frustrating, and prevents establishing relationships as you suggest.
Dear Cynthia,
That is definitely frustrating for artists who have no intentions of being unethical. It’s a shame that there is a distrust issue between many artists and galleries. Artists who sell behind the dealers’ backs have ruined it for many other innocent artists. On a positive note, I have observed trust increases in relationships between artist and dealer. And, fortunately, there are many galleries and private dealers that share information. Let’s hope this increases.
All the best,
Renee
Spot on Renee! This is the best advice for any artist trying to communicate his or her message to other individuals. So many artists tend to stand in the shadow of their own ego rather than illuminate the interest and vision of a potential client. Practicing artists should be aware that their efforts of communication go much further and deeper than their product. It is the mindset of the viewer that is to be attended to and nourished and this is done as more through the interested question rather than the glib response. Thank you once again for plumbing the depths of these little known facets of the artist’s dilemma.
Dear Keith,
You’re the greatest! I appreciate your feedback as always.
Best wishes,
Renee
Thanks for this Renee, it’s inspired me to get creatively thinking of ways that I can lift my own “white glove treatment” of my buyers to a higher level.