Professional Artist: What Should a Client Know Before They Buy?
Insights on how to market to your client and keep them happy long after their purchase
Insights on how to market to your client and keep them happy long after their purchase,
There a number of things a potential client might like to know before they actually buy. If all these conditions are met, then a sale is more likely than otherwise might be the case. Let’s look at some of those items on the client’s wish list.
Will the painting or print delight them every time they look at it?
You might provide a lifetime money-back guarantee, but just on works bought at an exhibition. This will reassure the client that their satisfaction is guaranteed.
It will also encourage purchases at an exhibition. Then you benefit from publicity and promotion.
How can the client be provided with a good choice of your works? Can they change the frame(s)?
In many cases, a changed frame makes the sale. You can use the frame on another work.
It doesn’t matter if the purchaser’s taste is different from yours or they want to match the décor. What if too many of your frames are returned? Then it is time to change the style you are using.
Can the client schedule delivery?
Work may be a problem, or there’s another pressing reason why a particular time is preferred. It costs very little to meet this demand. Just let the client know that you will.
Is the buyer able to purchase at hours that are convenient to them?
Naturally, this is the norm these days. If you want the sale, you may have to go out occasionally at night or on a weekend.
Will the customer get knowledgeable service?
A client has every right to expect this. It doesn’t matter whether they buy from you or anyone else, a willingness to answer any questions backs your outlets and any knowledge they possess.
Can the customer meet you at a convenient location?
Obviously there are some limits here for it all depends on where the client lives. Are they near your studio or any gallery that might be holding an exhibition?
In a worst-case scenario, photographs and digital material can be sent—even overseas. Then a choice may be made at home or the office.
Can they get the artwork valued?
Well you can certainly value your own can’t you? You might even be able to value other artist’s works. That’s if you have access to art auction records. This is worth doing as you’ll earn extra money. You’ll also get to see what the client has hanging in their house or office, which is useful when the time comes for another purchase.
Similarly, you could offer free first valuations.
After that, charge for an annual update at a special contract rate. These will be easy as you’ll have most of the information already on your computer.
Clients sometimes ask if you can hang their art.
Of course you can. It’s not that hard and once again you’ll gain access to the home or office. You might consider offering free delivery and hanging of any new purchase. Based on what you have observed you’ll be able to suggest a back-end purchase.
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Best wishes in your art career!