Creating Lasting Impressions in Art Sales

When it comes to providing exceptional customer service, especially for luxury items like artwork, many insightful books and articles offer detailed advice. However, the essence can be distilled into a few key practices: make your buyers feel special, engage with your past buyers as much as possible, and ensure all text-based communication is positive.

Make the Buyer Feel Special

Artwork is often seen as a luxury item for most buyers. While avid collectors may feel an irresistible urge to add to their collections, for the majority, purchasing prints is a special treat.

Have you ever visited a store specializing in luxury items, like a high-end car dealership? Even if you’re not in a position to buy a car right now, try visiting a luxury car dealership near you. Notice how the staff treats you. They strive to create a pleasant and memorable experience for potential customers, perhaps offering drinks at a juice bar, snacks, or even hot towels. I’ve even heard of a dealership with a full-time masseuse offering shoulder massages while customers wait!

The goal is not just to make the experience memorable but also pleasant, so buyers feel they’re getting not only a great deal but also special treatment.

Ask yourself how you can replicate this experience when selling your prints. If you sell online, like many artists, consider including special gifts, thank-you cards, or checking in with buyers after they’ve received the artwork to show you care. Little touches like these can turn a good experience into a great one.

Don’t Forget About Your Past Buyers

During times of economic uncertainty, such as a pandemic or recession, artists might see sales fluctuate. However, whether times are good or challenging, artwork is still considered a luxury item.

So, what can you do when sales aren’t meeting your expectations? It requires a bit more effort to ensure you’re communicating with your previous buyers. New customers can be harder to find during tough economic times, but there’s no reason you can’t focus more on your past customers to fill the gap. Even if they’re not buying as frequently, you won’t need to invest as much time or effort in marketing to them.

Crafting Positive Text Communication

Text communication, such as emails, is crucial. Always keep the tone positive, but avoid making messages too brief or overly wordy. Emails that are too short can come across as terse, suggesting you don’t have much time for the recipient. On the other hand, excessively long messages can be off-putting since few people want to read lengthy emails.

Set the right tone, whether it’s a message on your website or an email. Be mindful of your wording. While AI hasn’t yet replaced live human interaction in delivering outstanding customer service, it can be a great tool. Take popular AI platforms like Google’s Bard or ChatGPT, for example. They can be really helpful in crafting messages. You can even ask them to set tones like “upbeat” or “helpful.”

Ultimately, delivering exceptional customer service in the world of luxury items like artwork requires a thoughtful approach. By making your buyers feel special, maintaining positive and well-crafted communication, and nurturing relationships with past customers, you can create lasting connections that transcend the transactional nature of sales. These practices not only enhance the customer experience but also build a loyal community of art enthusiasts who appreciate the personal touch. Remember, every interaction is an opportunity to make your buyers feel valued and cherished, turning a simple purchase into a memorable experience that resonates long after the artwork finds its place on their walls.