Art Needs a Salesperson
Art Marketing Circle IV: Salesperson
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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:
Art Marketing Circle I - The Sovereign Artist
Art Marketing Circle II - Your Art
Art Marketing Circle III - Turn Your Art Into a Product
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.
Last week, we looked at the overview of this circle and why having a salesperson (even if it’s you) is so important. This week we’re going to take a look at what an art salesperson actually does. Let’s dive in……
Every Artist needs a salesperson. As we’ve mentioned many times, it doesn’t have to be you, but you must have somebody. And this person is not only, or even primarily, just for incoming requests. Your salesperson must be actively doing outbound sales. That means making phone calls, texting people, keeping notes about what clients types of art people are interested in, sending emails, and various other tasks. This is a one-on-one position. By “one-on-one” I mean that your salesperson (which may be you) will be contacting people via individual outreach, one at a time, by phone, by email or by text message. Sales is not the place where you utilize email newsletters or other broadcast methods.
When I was in the gallery business, for many years, I was one of our primary salespeople. So how did I, as a salesperson, spend my days?
By the way, if you want to dive into the details of the sales process and are a paid member (either FASO or BoldBrush), we have a detailed guidebook here and a video course here.
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