“ Selling can be scary and frustrating.”


One of the big problems I get asked about by Artists is the price issue mainly, “How should I price my paintings?”
I don’t want to enter into that question again as I have addressed it many times, however what I want discuss in this post are potential problems of selling at the point of sale.
So you have decided on what you think is a fair price for your painting. Not too high or low and now you are off to your Gallery, Art Fair, Street Market or wherever you sell your work.
You have set up and are waiting for your friendly buyers to turn up.
What I would like to talk about are two types of buyers. These two buyers can turn up anywhere, believe me we get them in the gallery as much as you may face them wherever you try to sell your work.

1. The argumentative buyer.
This is the person who just wants to argue with you about every point of your work and Art in general. They are not overly rude or critical but no matter what your response is they always come back with a point of question.
What do you do?
When I am faced with this client it does take a few minutes to decide whether they are just wanting to have a friendly argument that will lead nowhere, or if they a serious buyer with real questions. A serious buyer will not just go on once their questions are addressed they will stop and then you lead them to the buying decision.
This is the client that just argues for the sake of it and they are enjoying it, even sometimes smiling as you become more frustrated. I am sure many of you have had to deal with this and it is so frustrating and you will start to get angry, but don't.
Once you have decided that they just want to argue, you must bring the argument to a point of decision for them.
Stop answering their questions that keeps the argument going and say this;
“You know these objections are of no importance, would you like to buy the painting, will you pay cash or credit?”
That deflects it all onto them, do not say another word just stand there in silence until they speak. No matter how long it takes.
Believe me, twenty seconds can seem like an hour but whoever speaks first loses.

When they do speak, the sale is either complete or not happening and the argument is over.
If they wish to argue more, you either turn away or ask the same question again.

Sometimes it is good to learn these scripts by heart, rather than relying on your memory to bring them to you in a moment of frustration. Prepared is being prepared.
Beware, do not get drawn back into the argument, once you have ascertained that they are there just to provoke you, bring it to a point of decision by asking the question.

2. This painting is too expensive!
I am sure all of you have had this said to you. I have with my own paintings and with selling paintings in Galleries.
How do I answer this?
We have all been in the situation where you have put time into the customer and you feel that they will buy, so you ask the question and they say. “I love the painting but it just to expensive.” or “ It costs to much.”
You are deflated and they either walk off or wait for you to discount. If you agree to discount there is a good chance again the first discount you offer will not be enough and they will want more. It depends how desperate you are but always best not to discount, especially in a small town as people talk and boast about their conquests.
Ok you know your prices are right, so you must get on the offensive if you think from experience that people will say that your paintings are too expensive.
The buyer walks up to your painting and looks at it, you can see they like and now the dreaded question is asked.“ How much is this painting?”
You say the price”$100”
You know what comes next,”Really that much, that does seem expensive.”
So next time to you come out and meet this question differently.
“ How much is the painting?”
Hear the question differently, “How much is your painting and what are the benefits of me owning it?”
“ This painting is priced at $100. The benefit of investing in one of my paintings is that unlike most things this painting will not loose its value but in time it will increase in value, that's a wonderful investment for you.”

You have easily deflected the dreaded response and told them what a great deal they are getting. You need to smile and be sincere when you say this.
I said this to one client who I knew would object to the price of a painting I was offering him and after I said this he said,”Prove it.”
I must admit I was not ready for that and had to think quickly.
I asked what kind of car he drove, he told me. I asked him how much he paid for it and I asked him long he had owned it and how much it was worth now, then pointed out the loss he had made on his beautiful car. Then I said,” Five years from now this painting will have increased in value and if you were to sell it you would earn a nice profit from this investment, unlike your car.”
He bought the painting.
If you state what you know the client will ask, the client often does not feel it must be defended, but if the client brings it up they feel it is their personal objection and it must be defended.
Often, “ Its too expensive” is more reflex action than saying I don't want the painting, people feel they have to say that, same as asking for discounts, so be the one to address it first and most times the objection disappears.

Learn these scripts by heart so you can say them with passion and enthusiasm.
Whenever you are talking to a potential buyer be friendly, animated, passionate and enthusiastic, because always remember that they are buying you also.
Like the Artist like the painting.
I know I have only scratched the surface about sales and my hope is that you will look into the skill of selling and learn all you can about it, it will improve your Art Business and make selling a fun game.
I do hope this has been a little help to some, I look forward to your questions and comments.


Mark E Shellshear.
Art Consultant.
 

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