Video | Sales Conversations (9:49)

Sales Conversations

Selling your work requires the ability to calmly and confidently discuss your work with customers. This can be natural for some artists, but not for most. With practice though, you can improve your selling skills and gain confidence when talking about your work. It’s important to remember that rejection is part of the sales process, so don’t get discouraged if you don’t close a particular sale. Shoppers can be turned off if they sense you are desperate to make the sale, so do your best to display self confidence.

Here are tips for engaging with customers:

Engage Customers

At sales events, the worst thing you can do is spend your time as an exhibitor reading a book or using your phone, as this conveys the message that you’re disinterested or preoccupied. Turn your phone on silent, and put it away, only checking it occasionally if needed. 

Stand, if possible 

In shows or festivals spend the majority of the time on your feet if you can. If you must sit down, use a director’s chair or high stool that places you at eye level with booth visitors. If you rise from a chair to address them, it can be a bit intimidating to those guests.

Greeting visitors 

When they stop in to view your art or handmade work, take time to address them. Don’t ask “May I help you?” because the answer is inevitably “No thanks, I’m just looking.” You may want to say a few words to describe what they are seeing, such as “These bowls are all turned by hand using cherry and walnut” or explain that your photographs were taken on a trip you took around the world. This opens the door to further conversation, where you can ask them about themselves. Ask your customers questions, like “Where are you from? What brings you to the show?” 

Listen

As the conversation evolves, listen to your customers to learn more about them. This help you to determine how serious they are, their motivations for buying, and perhaps their hesitation to buy. 

Establish rapport

Be friendly, not pushy. Share part of your artist story and technique with them when appropriate, but also give them space to browse without feeling crowded or hurried. 

Relax

If you’re relaxed, it encourages your customers to relax as well. This will help you in your conversations and to build rapport.

Group Shopping

Shoppers are often accompanied by friends or family members. One visitor may be asking questions or handling merchandise, but their companion may be the one looking to purchase and needs advice and support from their friend. Use eye contact to keep conversations inclusive, giving equal attention to each shopper. Leverage the support groups of customers give to each other. If you engage with the group and build excitement to buy your work, you increase the chance that more than one person will buy! Likewise, if members of a group are turned off, this can discourage others to buy as well. Flurries of activity in a booth tend to draw more lookers and can result in multiple sales. As you gain experience, you will be able to make a presentation that grabs attention, draws in more people and spurs serious shopping.

Emotional Connections

People buy for emotional reasons. They love to make a purchase because it makes them feel good. This is the main appeal of art and handmade work. Your work makes them happy, and the idea of owning it is exciting. When you begin that face-to-face conversation with a new customer, focus on them. Talk about how your painting would look on their wall, or discuss which colors of your handwoven clothing would be a perfect match for them. As you see them falling in love with the item they are considering, back up their choice by sharing those features and benefits developed on the previous page. This helps validate their purchasing decision and deepens the emotional connection with your work.

Motivating Buyers

One way to motivate a buyer is with the use of Scarcity, which creates a sense of urgency to buy NOW. Work that is part of a limited edition, or one-of-a-kind,  customers will be encouraged to purchase in that moment while the opportunity is available. Festivals and Trunk Shows have scarcity naturally built in, as your work is offered for a limited time. As long as the urgency is real, your customer will know that time is of the essence.

Closing the Sale

When your customer is at the point of decision, ask for the sale. Say, “May I wrap that up for you?” or “Are you ready to take it home?”  This often seals the deal and earns you a new sale. Many artists never ask for a sale, and thus lose opportunities. If there is a question of a large or heavy package to carry, you might offer to hold their purchase until they are ready to leave the fair, offer to help with loading, or even make a delivery if appropriate. Every convenience you offer is one more reason to buy.

Discounts

Discounting can also be very effective in driving sales. If you are clearing out your studio inventory, and want to sell merchandise quickly, absolutely advertise a sale and give markdowns to encourage purchases. Discounting too frequently however, can teach customers they can always wait and get a better price, so use markdowns judiciously. 

In the course of everyday sales, there are times when giving a discount may be appropriate. For example, if a customer is purchasing multiple pieces, or when working with a repeat customer, you might take a percentage off as a courtesy. Art galleries often give a 10% discount to their best customers, and this is a strategy that can help you encourage collectors. Plan ahead for discounts, so you know ahead of time what discount you are comfortable giving on your work prior to having the conversation with your customers. Discounts aren’t right for every situation, so consider ways you can add value to help close the sale.

Alternatives to Discounts

• Offer bonus items to accompany the purchased item
• Provide free gift boxes or gift-wrapping
• Provide storage bags or silver cloth for polishing jewelry
• Accompany artwork with display easels or stands
• Offer free shipping to their home, office, or gift recipient
• Offer a small gift or another piece of your work that is inexpensive

You can offer incentives or sweeten the deal, but that doesn’t mean you can always motivate shoppers to buy now. It may not be the right time for them to commit to a purchase, or they may not have the comfort level to buy. Over time, prospective buyers will get to know you and see your work again and again.  Remember, don’t get discouraged if you don’t close a particular sale. Simply move on to the next sale and keep trying.

Do you have questions about the material on this page? Do you have suggestions for other students? Use discussion thread at the end of this lesson to connect with other students and share your ideas!