Pro­fes­sional Artist: Ques­tion & An­swer

How ask­ing col­lec­tors ques­tions can help you suc­ceed in clos­ing sales

International Artist - - Contents - By Graeme Smith

How ask­ing col­lec­tors ques­tions can help you suc­ceed in clos­ing sales By Graeme Smith

Ask­ing ques­tions to your clients can help you han­dle any sales sit­u­a­tion. Just re­mem­ber to let the client an­swer each ques­tion be­fore you ask another. Let’s look at dif­fer­ent kinds of ques­tions and how they might help us sell.

Closed ques­tions nar­row the fo­cus of the re­sponse.

» They tend to en­cour­age fac­tual an­swers, of­ten sim­ply yes or no.

» Usu­ally closed ques­tions be­gin with words like did, do, can, where and are.

» For ex­am­ple, “Do you like my paint­ing?”

Open ques­tions tend to en­cour­age dis­cus­sion.

» That’s be­cause they do not have sim­ple re­sponses. » They en­cour­age opin­ions as an­swers

and of­ten be­gin with how or what.

» Such as, “How do you think you’ll ex­plain

your choice to your hus­band?”

Per­mis­sion ques­tions open up a sit­u­a­tion.

» These ques­tions are used when you want to start

deep­en­ing a client’s per­cep­tion of a prob­lem.

» One ex­am­ple is, “Do you mind if I ask you

about the paint­ings you al­ready own?”

Best/least ques­tions are used to get a fuller pic­ture.

» For in­stance, “What’s the best (or worst) thing about own­ing art­work?”

Magic wand ques­tions ex­plore what the per­son an­swer­ing wants or de­sires.

» Such as, “If money was no ob­ject, what would stop you from buy­ing that paint­ing?”

Catchall ques­tions build bridges to the next phase in the process.

» They start the tran­si­tion to un­der­stand­ing. » For ex­am­ple, “Do you mean

some­thing like this paint­ing?”

Fact-find­ing ques­tions are spe­cific ques­tions that only re­quire a short re­sponse.

» These ques­tions of­ten start with what or how. » An ex­am­ple is, “How will we de­liver your new print?”

Feel­ing find­ing ques­tions ex­plore feel­ings and mo­tives.

» “How would you feel if I let you take the work home on ap­proval?”

Para­phras­ing checks un­der­stand­ings and keeps things mov­ing.

» One such ques­tion is: “Do you mean take it home on ap­proval?”

So, how can you cre­ate bet­ter­per­form­ing mar­ket­ing?

» These days it’s hard to get any mes­sage out there!

» There are just too many al­ter­na­tives

com­pet­ing with you for at­ten­tion.

» You need to in­crease the per­son­al­iza­tion

of all your mar­ket­ing.

» Could your web­site ask ques­tions?

The most im­por­tant mar­ket­ing strat­egy is to in­crease the feel­ing of talk­ing di­rectly to the reader/viewer/col­lec­tor.

» The talk is to the reader or

viewer and only to them.

» Your in­for­ma­tion is rel­e­vant to their

busi­ness or per­sonal life.

» This is the power of per­son­al­ized mar­ket­ing!

» In or­der for peo­ple to do busi­ness with us, a

“know, like and trust” fac­tor comes into play.

» Depend­ing on what you’re

sell­ing the de­gree varies.

» It’s im­por­tant for prospects and clients to have

an in­sider’s glimpse on why we do what we do.

For more pro­fes­sional read­ing about ca­reer plan­ning, go to the web­site for pro­fes­sional artists: www.art­pro­fes­sion­al­mar­ket­ing.com.

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Best wishes in your art ca­reer in 2018.

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