How to Sell Art to a Vegetarian

My friend Colin Beveridge writes in with a very enlightening experience, which can help you get more repeat purchases from your buyers:

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We went to Sienna, Dorset’s only Michelin-star restaurant (my mum was down to visit and insisted on looking after Bill while we treated ourselves).

A few interesting things: when I called, they asked about dietary requirements, and I said I’m vegetarian, and thought nothing more of it.

When we arrived, they greeted us by name, and they gave us menus. Mine was different to Laura’s: they’d printed out a vegetarian menu specially.

That meant I didn’t have to pore through every ingredient thinking ‘is that meat? is that meat? I don’t even know what salsify is’ – I knew it was all ok.

It meant I tried something I might have steered clear of (agnelotti) because I didn’t know what it was, and the name looked sheepy.

And, more than anything else, it made me feel special: they’d thought about what would make my choice of meals easy, and removed a pain I’m so used to having that I hardly notice it.

The food was amazing, obviously. Pricey, too – but completely justified :o)

Just thought it might be of use: premium rates, premium quality, personalised service, happy eater.

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I like it. That restaurant sure knows how to treat their guests.

And just because they provided a stellar experience, it’s more than likely that Colin will be back there.

Meaning that he wouldn’t be a client, but a customer: someone who makes it a custom to take his business there.

Which of course the ideal situation, because it’s much easier to sell to an existing customer, compared to finding a brand new buyer.

So how can you apply that to your art sales?

Well, consider this: When someone buys your work – commissioned or off a gallery page – you have two choices.

Either you ship the piece and bank the cash – or, you take a bit of time to connect with the buyer.

To be personable, agreeable, fun, remarkable.

In one word: Memorable.

All it takes is a few emails.

Or perhaps a phone call a week after sending, to check in and see if the work arrived safely.

A hand-written thank you note that you send as a follow-up.

There are all kinds of ways to create an emotional connection with buyers, at little or no cost.

When you make the effort, they’ll remember you more fondly.

And that means they’re just that little more likely to come back for another purchase at some point in the future.

On another note: Yesterday, the Paycheck to Podcast aired an interview with yours truly.

I believe it’s a useful piece, in that it explains the importance of listening and why marketing done right is an ethical act.

It also tells a bit about my back story and how I got to helping artists.

Listen to it here –> http://paychecktopassion.com/martin-makes-the-leap-from-monk-to-marketing-coach/

Cheers,

Martin

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