The perceived value.

I had an Artist who talked to me about her clients and how they always wanted a discount, never wanted to pay full price.

She was offended at them doing this as all they cared about was the money and how little they wanted to pay.

If you are finding this is happening in your Art practice that all the customer cares about is the price maybe it is because we are giving them nothing else to care about?

If you ever get the opportunity to buy a luxury motor vehicle you will know how much they cost before you go and you will already have decided to buy it before you get to the dealer. The dealer could just march you in and sit you down and you would sign because you both know the deal is done but they don’t.

If it is a great dealership then they will give you a lot more to care about than how much it is costing you.

They will tell the story about the car and why it exists, the benefits of owning it.

They will sit you in the car and show you all the special features that it has that other cars don’t have.

They will complement you on being the kind of buyer they are looking for, you are truly special and they are so happy you will be driving their car, you are doing them a favour.

They truly care about your experience purchasing the vehicle as it is the beginning of a long term relationship and they know if you have an amazing experience the first time you will come back next time.

Yes there is a lot of money involved and we know it is reliable solid car, but that is not enough because it has to be about you the discerning buyer that special group of people who buy paintings like this.

The sales person will not ever talk about the price, they know it’s expensive but price is never a problem when the perceived value is greater than the cost, the sale will happen.

When you sell your paintings to your customers do you give them more to care about than just the price?