Business of Art
The winter holidays will soon be upon us and lots of folks enjoy gifting artwork.
Are you ready? Early December is prime time to get the word out about your open studio event, or the local art market, or any special opportunities where the public can connect with you.
Remember that it’s always a good idea to offer a range of price points (though not too many) and variety of sizes and/or colors. Give the public too many choices and often they will burn out, unable to make a decision. If this happens to you, give them incentive to come back!
For example, a potential buyer struggling to decide on a selection might say, “We’re going to lunch and will come back later.” To which you could respond, “Excellent! I’ll offer you 15% off any one piece when you return later today.” As you say this, present a small handmade coupon and remind them to hang on to it if they’d like to cash in on the savings. Who doesn’t love a sale? So don’t be shy about making your pitch!
Another way to entice buyers is to advertise that you will provide gift wrapping, which saves your customers time and expense. This can be an incentive that makes a big difference in your sales receipts at the end of the day. Plain brown paper bags with handles can be purchased online. Then all you need are a few packages of red tissue paper and some green ribbon. Loosely fold the tissue paper around the purchased item, tie the ribbon to the handle and you’re done!
Be sure to keep a handsome guest book close by with a pen attached, and ask visitors to sign in with their email or street address to receive invitations to special events.
An example can be as simple as offering repeat visitors a “pre-public opportunity” to acquire your newest work. Allowing them special access one hour prior to everyone else is enough to motivate eager buyers.
Contact Wendy H. Outland, visual arts consultant, at imwhoknowsart@gmail.com
