In most people, the term "hard sell" conjures up visions of sleezy used car salesmen and pushy time share purveyors. Yet I contend that artists should "hard sell" their artwork. Nearly every artist I've ever met would shudder at the thought...after all, artists are supposed to be above such tomfoolery....pure and uncorrupted....free to express their opinions in paint, clay or photography. Let the dealers soil their hands selling! Right?!
Wrong.
The mental conflict most people experience regarding selling results from a misunderstanding of the proper definition of selling. You see there are two ways to sell: Bullying and Helping.
The Bully Method of SellingThe stereotypical car salesman deserves his bad reputatation. But he earned it by being a pushy bully...not by being a true salesman. His method is to simply manipulate, prod, guilt, and beg his prosepect to make the purchase. This method works occassionally but it leaves people with a negative feeling about the interaction and all but eliminates the possibility of repeat sales. Salespeople use the "bully" technique when they haven't been trained properly, don't know any better, or sadly, when they really are bullies and just prefer to manipulate people. You should never use the bully method of selling.
The Helping Method of SellingMost salespeople and all great salespeople employ the helping method of selling. The salesperson's primary goal is to HELP the customer solve problems (or satisfy desires). Under the helping method of selling your first job is to find out if you can help the customer in any way. If you can't, your done and you don't have to spend ANY more time with the person on a professional level. This leads us to an important insight:
Selling is NOT trying to "talk" people into buying something -- it is about discovering their desires and helping them satisfy those desires.
Hard SellingSo, what does "Hard Selling" really mean? As I said above, most people don't like the term, but their dislike comes from a misunderstanding: they are confusing "hard selling" with "hypey".
Hype exaggerates. Hype manipulates. Hype is the best friend of the bully salesman. But Michael Masterson of
Early to Rise says, "Hard doesn’t mean hypey. Hard means ‘Convince me! Make me a believer.’ Hard means understanding the complex emotional/psychological desire of your prospect, recognizing his beliefs and feelings, and giving him a big, multilevel promise that makes his molecules shake."
Isn't that what we
want art itself to do? Tap into peoples emotions and desires....stir their beliefs and feelings....make their molecules shake?
I think so.
So as an artist this is what "hard selling" means:
When you meet someone who expresses interest in your art...
1.
Find out about the person.Ask WHAT they like about your art...take a genuine interest.
2.
Share your artistic vision with them...but focused on what they likeTell them why you created the piece (if looking at a specific piece). Tell them the story behind it. Try to focus on the things THEY liked in a truly helpful (but never manipulative) way. This should be easy. You're just being the artist and telling someone about your work. One caution: Don't get too long winded or off on tangents not related to the things your client likes. Remember you are there to HELP the client. If your client is drawn to a piece because it reminds him of his childhood ranch, don't tell him why you chose to use cadmium red in the color mix.
3.
Ask for the sale. I know, I know. Asking for the sale is pure, unadulturated capitalism. I'm sorry. But it must be done to be effective. If you are truly helping the person (and they really are interested in your work) then asking for the sale will be very natural and easy. It's only hard if you've reverted to "bully" methods. If you are very shy or timid about this aspect, consider having a partner to help you. When you go to shows take your spouse or a friend who is outgoing. You, as the artist, will handle step number two (but your friend will be involved in the conversation from the beginning). After you have shared your "artistic vision" about the piece, let your friend close the deal. This can be as simple as saying, "would you like us to pack this piece up for you?"
4.
If the client purchases the piece, show them another one.See
Immediately Increase Your Sales by 15% with Hot Apple Pies5.
Save the client's records.Get phone, address, email and put the client in your records. Whether the person purchased or not, they are now a qualified prosepct and should be part of your regular commuincation routine. See
Focus the Lens for an example routine.
Sincerely,
Clint Watson
Software Craftsman and Art Fanatic
