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Art Marketing Circle IV
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What did you work on this week?
What art did you create?
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OK, on to the article…..
We’re continuing our members-only series outlining our Circles of Art Marketing framework. If you’re a new member, or missed what we covered previously, I recommend you catch up on the series at the following links:
Alright, with that out of the way, let’s take a look at Art Marketing Circle IV - Sales…
You will notice this Circle of Art Marketing, Sales, has a marked difference in flavor.
For your business, this is the circle where everything comes together. Your activities in all of the circles outside of this one, you attempt to pull people ever closer until they finally enter this circle. In other words, in those outer circles, you generate demand. And all of your efforts in the circles inside of this one, you must push to get your work to the point it is worthy and ready to be presented for sale. In other words, in the inner circles, you create supply.
This circle, Sales, is where supply and demand (hopefully) meet.
Sales is where the inner three circles meet the outer three circles. It’s where your product meets your true fans. And, the most important takeaway to remember about this circle is this:
Somebody must be actively selling your art.
You can not build an art business without sales, and having sales requires that you have at least one salesperson (You can have more than one, but you must have at least one). The salesperson doesn’t have to be you. But you must have one. If an artist asks us why their work isn’t selling, the first question we would ask is, “who is your salesperson?”
If this idea bothers you, and you don’t want to be a salesperson, don’t want to hire a salesperson, or don’t want to have a friend or relative serve as your salesperson, that is fine — you may continue without one and enjoy your art hobby. You will probably get lucky and make a sale every now and then, but it won’t be as much as you need or as much as you would like it to be.
Sales ultimately happen, most of the time, through your salesperson (and that often is you). But, it is also worth discussing where sales tend to happen.
There are a few main places where sales tend to occur (and each of these places may have their own salespeople):
1. Direct via a Salesperson
2. On your website or storefront
3. Shows & Exhibits
4. Venues (such as galleries)
It also worth noting here that there is some overlap between the activities in the Sales circle and with the activities in the next circle out, Your True Fans, because, typically, your true fans are the people who are most likely to purchase your art.
Next week we will look at the activities your salesperson (whether it is you or someone else) must be doing on a regular basis if your art is to sell regularly.
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