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

International Artist - - Contents - By Graeme Smith

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.

For ac­cess to more pro­fes­sional read­ing, con­tact me at [email protected]­ca­

Pro­vide your name and email ad­dress. Then you will re­ceive reg­u­lar emails of in­ter­est to pro­fes­sional artists.

Best wishes in your art ca­reer!

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