THE BUSINESS OF ART

Overcoming The Fear of Selling


by Lj Bury.

Lj Bury is an art business adviser to galleries, art dealers and artists. She is the Executive Director of Art Business Advisory located in the Washington, D.C. area. Ms. Bury can be reached at LjCon@aol.com or (703) 430-8167.

Just the thought of being a salesperson can turn many an artist's face into a just thrown lump of clay. It is not uncommon for those who should be making a living from selling art to be uncomfortable with the idea, let alone the practice, of sales. But once you open a gallery, or create works in your studio, or begin to publish prints, a business with overhead is formed. It is at this point your attitude begins to change. Suddenly you realize you actually have to find buyers and sell. Fear strikes. But the fear of selling, like most fears, is grounded in myths and surrounded by misconceptions. Here are some of the most common.

I'm not a born salesperson.
Frankly, thus far, there is no documented case of a woman giving birth to this third possibility. It is true that there are certain personality traits that make selling easier for some. But lacking these will not stop you from becoming a good seller. Being optimistic, energetic, outgoing, and honest are the most reliable assets in sales. Of course, anyone can learn more about any skill, and selling is no exception. Selling is a skill that deserves your time to learn. Take a sales training course. Read about sales techniques in marketing and business books. Subscribe to an art business newspaper or magazine. They are all loaded with ideas. Then choose the ones that best fit your style and personality.

I don't want to be like a used car salesperson.
What image does this conjure up for you? Some artists I've talked with have told me they worry that somehow they will be unwittingly transformed into sleazy, pushy, or dishonest salespeople who will stop at nothing to make a sale. Unless you're already this type of person, you surely won't be
transformed into one by the simple act of selling. Good sales people focus on filling needs, satisfying buyers, finding solutions, and establishing relationships. If you're convinced you can do this, you'll convince your clients as well.


Selling art is tacky.
It is amazing how many in the art community still hold to this hoary maxim. I suspect it is rooted in the perception of the "used car salesperson" that conjures up those ghastly adjectives mentioned previously. The truth is, art deserves to be made, valued, and sold. How you choose to sell it is up to you, and that choice will determine the adjectives buyers use.

Good art sells itself.
Well, here's rubbish even your garbage can will reject. This is blatant FOD (field of dreams) -- hang the art, then they will come. Nonsense. If good art sells itself, why is the art that one shows not selling? Does this mean the art isn't good? Hardly. Art sellers who cling to this myth are simply
not competent at sales. They didn't take the crucial time necessary to actively educate their clients, satisfy their clients, or solve their clients' problems.


I'm terrified of rejection.
Rejection is not a myth. It is quite real. But rejections are often misdiagnosed as terminal. Actually, most rejections are signs of uncertainty, or pleas for more information. For instance; if someone says, "No, this painting is just too expensive", perhaps the person wants reassurance of its worth; or needs a time-payment plan to acquire it. You won't know unless you ask. Consider how you can best answer the real concern by taking the time to uncover it. Ask the right questions. Think of the rejection not as a terminal condition, but as an opportunity to solve that client's problem.
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A Few Tips For A Fearless Sale
1. Be Prepared. Before approaching a potential buyer, do some homework. Learn about sales techniques and choose the ones that best suit your personality and that are within your comfort zone. Knowledge and skill are powerful slayers of fear.

2. Establish Relationships. It is a well-known axiom that people buy from those they know and trust. Use your most important asset -- integrity. This is how you build relationships, strong loyalties, repeat buyers and referrals. Don't underestimate its power, or your buyer's ability to
recognize it.

3. Increase Your Community Involvement. This is a powerful and non-threatening way to establish new relationships. It affords you the opportunity to let others know who you are and what you do. This friendly environment allows you to comfortably talk about your work eliminating your
fear of a formal sales presentation. It is also a great way to assist a community that you hope will support you.

4. Learn To Listen and Solve Problems. Focus on discovering what your client needs and listen carefully for any surfacing problems. Remember, objections are common and are a sign of interest. Uncover the real problem or concern. Ask the right questions and offer solutions. [A word of
caution: Although you might be tempted to talk at length about your work, don't make the mistake of shifting the focus onto yourself and away from your client.] People make buying decisions not so much because they don't understand your art, but because they believe you understand them.

5. Prepare Responses To Objections. As you experience customer objections, jot them down and create a list of responses. As this list grows, so will your confidence in anticipating concerns and answering them before they come up. This exercise alone will dispel much of your fear in approaching a sales presentation.
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If you sell your art with the same enthusiasm you experience while creating it, sales will be a less frightening endeavor.

"Were the diver to think on the jaws of the shark, he would never lay hands on the precious pearl." SA'DI (1258)


SUGGESTED READING
The following publications are excellent sources for learning basic business, sales and marketing skills.

Books
The Business of Art, ed. Lee Caplin. Prentice Hall, Englewood Cliffs, NJ.

Guerilla Marketing, by Jay Conrad Levinson. Houghton Mifflin, Boston, MA.
800-748-6444.

Getting The Word Out - The Artistís Guide to Self Promotion, ed. Art Calendar Magazine.
Upper Fairmount, MD. 410-651-9150.

Art Marketing Handbook for the Fine Artist, by Constance Franklin-Smith.
18757 Wildflower Drive, Penn Valley, CA. 95946.
914-432-7630.

Magazines
Art Business News 19 Old Kings Highway, Darien, CT 06820.
800-346-0085 ext. 477.

Art Calendar P.O. Box 199, Upper Fairmount, MD 21867.
410-651-9150. [Business magazine for visual artists]

Niche Magazine 3000 Chestnut Avenue, Baltimore, MD 21211.
800-642-4314. [For craft artists and retailers]

The Craft Report 300 Water Street, Wilmington, DE 19899.
800-777-7098. [Business journal for the craft industry]


Decor Magazine 330 North Fourth Street, St. Louis, MO 63102.
314-421-5445. [Fine art business and marketing magazine]

Inc. Magazine P.O. Box 54129, Boulder, CO 80322.
800-234-0999. [For start-up and growing businesses]

Entrepreneur Magazine and The Entrepreneurial Woman 2392 Morse Avenue,
Irvine, CA 92714. 800-421-2300. [Self-promotion ideas]

Success P.O. Box 3036, Harlan, IA 51593. 800-234-7324.
[Self-promotion ideas]