Break a Sales Record

<body topmargin=0 leftmargin=0 marginheight=0 marginwidth=0> <table cellpadding=0 cellspacing=0 border=0><tr> <td valign="top" colspan=2 height=90 BGCOLOR="#006699" TEXT="#080000" background="05bfd5a3.jpg"> <div> <B>You, too, can break a sales record!</B></div> <div> <B>6260 N.W. 19 Street, Sunrise, Fl. 33313 Toll Free 1-877-512-3333    Email: </B><A HREF="mailto:mike@mikealbin.com" TARGET="_top" TITLE="mailto:mike@mikealbin.com"><U><B>mike@mikealbin.com</B></U></A></div> </td> </tr><tr> <td valign="top" width=210 BGCOLOR="#FFCC66" TEXT="#080000" background="05cd2043.jpg"> <bR> <div> <A HREF="index.htm" TARGET="_top" TITLE="Mike Albin.Com "><U>Mike Albin.Com </U></A></div> <div> <A HREF="wd.htm" TARGET="_top" TITLE="Web design"><U>Web design</U></A></div> <div> <A HREF="ma.htm" TARGET="_top" TITLE="Marketing Articles"><U>Marketing Articles</U></A></div> <div> <A HREF="sr.htm" TARGET="_top" TITLE="Show Reviews"><U>Show Reviews</U></A></div> <div> <A HREF="mt.htm" TARGET="_top" TITLE="Marketing Tools"><U>Marketing Tools</U></A></div> <div> <A HREF="l.htm" TARGET="_top" TITLE="Links"><U>Links</U></A></div> </td> <td valign="top" height=390 BGCOLOR="#EEEEEE" TEXT="#080000"> <div> <B>You, too, can break a sales record!</B></div> <bR> <div> Show sales have slowed down to the point that it's getting harder and harder to get people to commit to a purchase. In the past, our work would, at times, sell itself. We simply showed up and hung it - and people came to the show and purchased it. Those days seem to be gone for now.</div> <div> After potential customers contemplate a purchase, we often hear those dreaded nine words: "We're going to walk around and think about it." In the past, Patty and I would say, "OK, please come back and see us" or "we look forward to seeing you again." We usually had enough of those people come back and purchase to allow us to have successful shows and make a good living. Not anymore. Very few of the be-backs are actually coming back. Once they're gone, we very rarely see them again.</div> <div> Patty and I have gone through enough bad shows this year that something had to change. What we were doing was not working anymore. We talked about changing our work, changing our prices or even - gasp - getting jobs. We've also explored new, creative marketing techniques, which I wrote about in my last column. But that wasn't enough. So, a few shows ago, we decided to try changing our selling technique. We did this by changing our attitude toward selling.</div> <div> I emotionally pump myself up every morning before a show. "Today we are going to break a sales record!" I tell myself. I know what the dollar amount is for our best sales day ever, and I make it my goal to break that record.</div> <div> We do much more talking today than we used to. I tell everyone who will listen, "Today Patty and I are trying to break a sales record, so if you are even slightly interested in purchasing one of our pictures, let's talk about what we can do to hang it in your home." Start early in the morning telling people this and keep doing it all day. Don't stop until you're going home that evening. Be excited about your work, excited about the piece patrons are thinking about purchasing and excited about the possibility of them taking it home. Even be excited about delivering the piece and helping them hang it if you have to.</div> <div> We're going the extra mile to make sales. Yes, we have to work harder, but it's been paying off for us at the last few shows. We actually did break a record at a recent show and ended up with our best event ever! I can hear you now: Details! You want more details! How did we do it?</div> <div> We simply listen to what our customers want and give it to them. When it comes to buying art, there are so many different little things that can kill a sale. You have no idea what's holding someone back from buying a piece unless you talk - and listen. If a patron is in your booth and really contemplating a purchase but is thinking that he never hung the last picture he bought because he's really not that handy, offering him a 10-percent discount on your work will not solve his problem. Offering to deliver the picture and help him hang it will. And if the customer makes a large enough purchase, I'd even offer to help him hang that other picture he bought years ago. And when you're in his home helping him hang the pictures, look around for more empty wall space and let him know you have more pieces that would really make a great addition to his home.</div> <div> Talk to the people interested in your work and ask them where they would like to hang a piece in their home. Ask questions to determine why they are not taking a piece home with them <I>today</I>. Notice how I worded that last sentence. There's a big difference between asking people why they are not buying a piece and why they are not taking it home now. "Buying" anything can bring about negative feelings, while "taking something home" always conjures up positive feelings.</div> <div> If you do hear the dreaded "we're going to think about," do what you can to keep your customers talking - instead of leaving. After you ask them where they plan on hanging your work, ask them, "How long have you been looking for something to go in that spot?" If they have been looking for a long time and the piece they are looking at is one of a kind, your next question should be: "How are you going to feel if you come back and this piece is gone?" Add in: "I'd be happy to hold this piece for you while you walk around. How would you like to pay for it?" If it's a really large piece, I offer to deliver it that night after the show or help them carry it to their car.</div> <div> If a patron still wants to walk around and think about it, I often ask, "What's holding you back from purchasing it right now?" But I ask this question only about 50 percent of the time. Before I do, I try to judge the reactions to my previous questions. If customers are really in a mad dash to get out of your booth, the best thing to do is let them go. But if one last question causes a patron to turn back into the booth and give long answers, then this is a person who just needs reassurance on some small issue before he or she buys.</div> <div> Think about the last time you made a significant purchase: a car, a major appliance or furniture. How did the sales person treat you? What did he say that made you feel good about making the purchase? You need to try to find out what is going to make a patron feel good about buying your art, and you can do that by listening. If you listen closely, they'll tell you exactly what they want. Also speak with confidence and be self-assured. Remember, the people who love your work are standing right in front of you. The people who don't have already walked right past your booth. The only reason people come in your booth in the first place is that they are drawn to your work. It's up to you to convince them to take it home.</div> <bR> <div> <B>More tips</B></div> <div> <B>on closing sales</B></div> <bR> <div> Patty and I have started making reproductions of our work, which sell for $75. We've actually been giving them away in order to close big sales. "If you buy this $1,000 piece, we'll let you pick out one of our reproductions to go with it, at no extra charge," we tell our customers. If their kids are with them, we offer to let their kids have one of our reproductions for their room when the parents purchase a piece. The kids get excited, and the parents are really appreciative that you've thought about their kids.</div> <div> When shows are going slow, one of the most difficult decisions for us is how much to charge. Should we lower our prices to make more sales - or raise them? Admittedly, raising prices is the craziest sales strategy I know, but it's worked for us in the past. We raise our prices by 10-15 percent, which makes us much more willing to deal if we have to close a sale. Sometimes offering a 10-percent discount on the spot can close a sale for you. It's not nearly as hard to swallow if you've raised your prices by 15 percent.</div> <div> Several artists have recently asked whether you should eat in your booth. I've spoken with a few artists who swear against it. Never eat in your booth, they say, as it will kill any chance you have for a sale. However, I've always thought that I'm more productive eating in my booth than a booth sitter would be not eating. It's great to have booth sitters watch your booth while you go to the restroom or go get some food, but if a customer comes in while they are there, how many sitters will actually make a sale for you? In contrast, if someone comes into our booth and is interested in purchasing something while I am eating, I gladly tell the potential customer, "I'm here to send a few of our pictures home with people, not to eat." Then I put down the plate, wipe off my hands and give the show-goer my undivided attention. I should also add that the people in your booth often know if they are there to buy or just look. If they are there to buy, they'll keep you from your food by asking questions about your work. But if they are only there to look around, they'll tell you so and ask you not to get up.</div> <div> I've had a few people comment on a lack of manners while eating in your booth. Simply put, eat politely and don't chew with your mouth open. I've never really witnessed artists in their booth eating so ravenously that it was offensive to people walking by. But if you are doing that, maybe you are better off with a booth sitter, or better yet, some etiquette training.</div> <div> My final thought for this month: Be less passive, and take an active roll in your success as an artist.</div> <bR> </td> </tr></table></body>