Let’s Talk About Sales Techniques Artists Share How They Attract, Engage Customers
As you head into the busy summer show season, learn which sales methods work best for some of your fellow artists and consider adding a few of their tips to your own arsenal.
April Sepich
Mixed/Reclaimed
How long have you been doing shows?
Thirteen years.
Where do you position yourself to engage attendees as they approach your booth? What are your top tips for attracting attendees into your booth?
I leave myself a doorway in the rear of my booth and sit just outside my tent. That encourages potential buyers to come in and look more closely at my work. It’s far less intimidating than sitting in my booth. My booth also doesn’t look like other artists’ booths. I don’t do pro panels. I don’t do mesh walls. My work is created from reclaimed vintage architectural ceiling tiles, so the style is rustic elegant, and I emphasize this with a vintage table, an upholstered bench, and an antique chandelier to soften the look of my spotlights and to give the appearance of an elegant art salon. Despite my signage, people don’t immediately recognize what my work is created from, so there is an air of mystery that my work creates, drawing them in to have a closer look. I never pounce on people as they enter. I just say hello and if they have questions, to let me know. I also encourage people to touch my work, although most people do it without my encouragement, since it is so tactile. I busy myself doing something that still allows me to observe them but not intrude. Each of my pieces has a tag that not only gives the price but the history of each piece as I know it: what town, building, business, and approximate year that the pieces date to and if it was reclaimed by us. Most people who begin reading the piece’s history will spend time going from piece to piece to read the stories. After they’ve engaged with several, I will meander over and ask which one is speaking to them. I then go into more detail about the reclamation, the story of the business/building they came from, the style of the tile or tiles, and my glazing process that takes them from twisted, rusty relics to elegant pieces of history that, through my unique glazing process, gives them the look of high-fired ceramic.
How do you tell your story while working at your booth?
I tell my story by talking to people! I have noticed that when I frequently begin the story of a particular piece, recounting the adventure of the reclamation, I will draw more people in to listen to what I call my Tin Stories. I will frequently end up with a booth full of people asking questions. I love this! It allows me to transfer the excitement I have in creating my work directly to them! I do give out cards, which have all my info and social media links, but I do prefer selling in person, hence the reason I do not sell on my website. The building of value is a gentle necessity; the aura of being surrounded by pieces of beautiful history brought back to life is something a buyer can’t get with a website. I need to tell their stories.
Do you use lifestyle images, customer testimonials, or display techniques to help attendees imagine your work in their lives?
I have many, many images of my work in people’s homes that I use as sales tools. I usually run a slide show of these images on my iPad during a show. I also let my work sell itself, by sending pieces home with potential buyers overnight or for an hour or so during the day. This almost always results in a sale and sometimes multiple pieces. I will also go after a show on a Saturday and take a piece or two if the potential buyers can’t fit them in their car, boat, bike, motorcycle, or kayak! If they want to try two pieces, I’ll bring four. Who knows, they may have spots they haven’t even considered for my work! When they can see it in their home, it’s usually a game changer. I usually also take my hanging kit, and once they’re ready to buy or even just on the edge, I’ll offer to hang it for them if it’s not too dicey a spot. Delivery and hanging frequently seal the deal! If for some reason the piece isn’t the right size or color, being right there allows me to discuss and finalize an alternative commissioned piece.
What price points tend to sell best at shows? Do you offer bundled deals or discounts on multiple purchases?
Depends on the show. I do shows where I sell all small to medium pieces and shows where I sell nothing but large works. I have yet to learn how to predict this! As for deals, I will work with those buyers who want multiple pieces. I frequently gift a smaller piece if it helps close the sale, or if they are looking at multiple large pieces, I will do a bundle deal. I also have many repeat buyers, and I always give them a perk for being repeat buyers!
Do you offer custom orders or commissions? If so, do you ask for a deposit?
I do offer custom pieces and commissioned pieces. I normally request half down and balance due in full upon delivery. If it’s a repeat buyer, they can pay in full upon delivery.
Do you have any other comments on this topic?
Selling is an art and a game all rolled into one. It’s fun! I talk a little and I sell a little — enjoying the banter along the way and the ultimate sharing of my passion with others who appreciate it!
Fiona Thompson
Jewelry
How long have you been doing shows?
Eleven years.
Where do you position yourself to engage attendees as they approach your booth? What are your top tips for attracting attendees into your booth?
Sometimes I’m standing in the booth. Sometimes I’m sitting. Smile. Start a conversation, i.e. I love your dress. I have something that would go great with that. Would you like to see it? I run a video on my flame painted copper technique, and I will ask passersby if they have seen my video, which usually they haven’t, and then I take the conversation from there. Or I ask them if they’ve ever tried, so they can find out how comfortable they are. If a lady passes by and is wearing something I find genuinely attractive, I will mention it to her. Everyone likes a compliment. But you must be genuine when doing this.
How do you tell your story while working at your booth?
I mention how I cannot wear earrings because of an allergic reaction and that motivated me to create a line of air cuffs. Then I decided to create a second line of jewelry, creating flame painted copper designs.
Do you demonstrate your craft? If yes, do you find it increases sales or just engagement?
The video shows my process, and that increases sales. I demonstrate to ladies how I wear ear cuffs and invite them to try them on. This is also very beneficial to sales because there is interaction, and they get to see and feel for themselves how attractive they are. It also helps them select the right size and design.
Do you use lifestyle images, customer testimonials, or display techniques to help attendees imagine your work in their lives?
I have mirrors and a video. I help them try them on.
Do you offer bundled deals or discounts on multiple purchases?
No guaranteed bundle deals or discounts. If somebody buys a lot of jewelry, I will give them either a small discount, or I will give them a single ear cuff as a gift.
Do you offer custom orders or commissions? If so, do you ask for a deposit?
I will give them my website information and invite them to contact me there. They usually don’t. I should ask for a deposit. There have been a couple of occasions where I started a custom order, and it fell flat. I encourage people to ask for a deposit
Dave Grabarczyk
Wood
How long have you been doing shows?
Thirty-plus years.
Where do you position yourself to engage attendees as they approach your booth?
My booth is tight, so I must remain toward the rear. If a person is taking a little more time rather than a casual look at my items, then I approach them and ask them if they would need any questions answered about my work.
How do you tell your story while working at your booth?
I have a large banner attached to my display table, with pictures of two of my items. It also has a comment that "no two are ever alike,” letting people know that what they are buying is unique. I also have an artist statement explaining my process.
Do you demonstrate your craft?
I don't do demonstrations, but I always mention and show people where the hidden drawers in my jewelry boxes are at.
What price points tend to sell best at shows?
It seems like right now, in the $50 to $125 range is selling well.
Do you offer custom orders or commissions? If so, do you ask for a deposit?
Yes, I do custom orders. If it is something that I generally carry, then I do not ask for a deposit. If it is something different, then I do ask for a deposit.
Do you have any other comments on this topic?
It is always nice to hear from the customer that you do great work!
Mary Jo Schmith
Functional Clay
How long have you been doing shows?
Twenty-five years.
Where do you position yourself to engage attendees as they approach your booth? What are your top tips for attracting attendees into your booth?
At the front of my booth for two reasons: I can greet all patrons, even those who don't step in to the booth. Also, as a potter selling lower priced art (along with larger, more pricey pieces) a checkout line can often form during busy times. The line can be outside the booth rather than inside or at the back, where new entering patrons would be prevented from entering. Attracting attendees: I position my best pieces and sets, along with tall upright pieces, at the front of my booth. My work is full of varied decorative motifs; I choose the ones that best interest the community's location.
How do you tell your story while working at your booth?
Artist statement front and center! I address each patron, thanking them for supporting the show and telling them where I’m from and that all work is food safe and meant to be used!
Do you use lifestyle images, customer testimonials, or display techniques to help attendees imagine your work in their lives?
As a potter I exhibit work in sets — for example, a large appetizer platter with several small appetizer plates. I also set up descriptive price tags that stand upright, a descriptive item name, like "sushi tray," and price.
What price points tend to sell best at shows? Do you offer bundled deals or discounts on multiple purchases?
Lots of $12 to $25 dishes, followed by $45 to $135. No discounts.
Do you offer custom orders or commissions? If so, do you ask for a deposit?
Yes, commissions make up a large part of my sales. I email customers before a show to see if there's anything I can make and bring to the show for them. I offer, in the booth, to make and ship items if a patron can't find what they're looking for. Twenty-five percent down.