It’s not about you. It’s barely even about your art.
She’s an artist who has been selling her work for years – over 30 years, in fact. She called me wondering about all the close calls she has at every show. She said, “They get really close to buying and then out-of-the-blue they say, ‘we’ll be back’ or ‘we need to think about it’ and I know I have lost the sale. It’s brutal. Be-backs rarely return. This happens way too often.”
She told me she is pretty good at explaining her art and “tells them everything they need to know”, so she is always surprised when the abruptly leave. She wondered if there was something more she needed to tell them. That’s when I said, “You can’t make yourself more important to them by talking about yourself”.
I could hear the bell go off in her head – even over the phone.
Your story is not as important as you might assume.
What you think or how you do what you do is not likely going to increase their trust. It’s even more rare for them to care why you do what you do. In some cases, it’s not even about how long you have been at your craft or even how many awards you have gathered up along the way. It’s almost never about the collection of stories you have been telling over and over again.
They want to know, “What’s in it for me?” and that’s all that should matter to you.
We get stuck (comfy) in our stories.
We are all really good at telling our own stories. We are comfortable doing that. Everyone is comfortable talking about themselves. Including those who are looking at your art and considering a purchase.
If you want them to think highly about you and about your artwork, then focus on their needs and let them talk about themselves. If you want to increase their sense of connection and trust, then make them the center of attention. Always.
It’s ALWAYS all about them and avoiding the Four Dirty Little Words!
Hi Mckenna,
What you describe is a paradigm shift in one’s attitude towards customers. Having been an artist engaging with customers for 20 years, it still came as a surprise to me when I read your guide – the E’s of selling art – that I had basically not understood my customers because I was too flustered talking about my art and the processes I use. I enjoy engaging with customers much more now that I know it is they who are the centre of my attention and not me or my work. I find it helps to have some curiosity in your mind about why they have come to see you and how you can best serve their needs. What I’ve discovered is that potential customers are full of doubts and anxieties about making a purchase and really do need the help of the artist to reach a decision they feel happy and confident with. Keep up the good work!
WOW…Thanks so much Rebecca! And oh by the way – you just nailed the entire concept. It is easier, isn’t it?
And I love that word: CURIOSITY! That’s it. Be curious. Dearly love this feed-back, Rebecca. I love knowing this makes a difference. Just yesterday, the E’s of Selling Art was purchased by a painter in South Africa who is really struggling financially. I love to know that my words will help her and feel more confident as more people freely testify to me as you are doing. Thanks for the pat on my back!