As a gallery owner, I’ve learned that greeting potential customers is one of the most crucial aspects of running a successful art business. Whether you’re in a gallery, at an art show, or even having a casual conversation about your work, the way you open a dialogue can set the tone for the entire interaction and often leads to deeper engagement—and ultimately, a sale.

Recently, an artist asked me, “How do you open a conversation with potential customers? I have a few lines I use, but I’m sure I could do better.” It’s a great question, and one that every artist can benefit from asking. Mastering the art of the greeting is something we can all improve, and it can have a big impact on your ability to connect with collectors and buyers.

The Importance of Context

The first thing to keep in mind when greeting potential customers is that the context matters. In my gallery, the way I greet someone might differ from how I’d approach someone at an art festival or open studio event. Whether I’m welcoming someone into Xanadu Gallery or talking to a potential buyer at an art fair, I always aim to make the interaction warm and appropriate for the setting.

No matter the situation, there are a few key things I want to accomplish with every greeting:

1. Find out if we’ve met before. In a gallery setting, it’s common to have repeat visitors over the years, and I want to avoid reintroducing myself or the gallery to someone already familiar with it.
2. Set expectations. Whether they’ve been to the gallery before or are visiting for the first time, I want customers to know what they can expect as they browse. I give a brief introduction to the gallery, mentioning how we represent about 40 different artists, and I provide some insight into the variety of work they’ll see.
3. Create a welcoming atmosphere. This is key. We want potential customers to feel comfortable and welcome when they walk through the door. A warm, friendly tone can go a long way in making someone feel at ease, which leads to better conversations and more meaningful interactions.

Keep It Simple and Friendly

When greeting a customer, I always keep it simple. Something as straightforward as, “Hi, welcome to Xanadu Gallery,” said with a smile, sets a positive tone. It’s easy to overthink your introduction but remember, you don’t need to overwhelm people with too much information at the start. Just be yourself.

Sometimes, I’ll add a bit of humor if the moment calls for it. Here in Scottsdale, we get gorgeous weather in the winter months. On a sunny January day, I might greet someone with, “Out braving the winter weather to see some art today?” That light-hearted comment helps break the ice and sets the tone for a relaxed interaction.

Once I’ve said hello, I ask, “Have you been in the gallery before?” This lets me know if they’re familiar with us and allows me to either welcome them back or introduce them to our space. For artists, you can easily adjust this by asking, “Have you seen my work before?” It’s a great way to start a conversation without diving into a sales pitch right away.

Focus on the Art, Not Small Talk

After that initial greeting, I like to give a brief introduction to the gallery and what the customer can expect to see. I keep it short—just enough to give them a sense of the work on display. For example, I might say, “We represent about 40 different artists, with a quarter from Arizona and the Southwest, and the rest from across North America.” This gives them a framework without overwhelming them with too much information right off the bat.

For artists, you can do something similar by providing a quick insight into your work or process. Keep it short, just enough to spark curiosity, and then step back and let them explore.

What Not to Say

There are a few phrases and habits you’ll want to avoid when greeting potential customers. One of the most overused lines in any sales environment is, “Let me know if you have any questions.” While offering to help is great, this phrase has become so common that it can feel like a way to avoid real conversation. Instead, focus on engaging the customer with open-ended questions that invite dialogue.

It’s also important to avoid prejudging your customers. In my years running a gallery, I’ve learned that appearances can be deceiving. You never know who might become your next major collector. Treat everyone who walks through the door with respect and attention, regardless of whether they “look” like a typical art buyer.

Building Confidence and Trust

Lastly, don’t let nervousness hold you back from engaging with your customers. It’s natural to feel a bit apprehensive, especially when talking about your own work. But remember, people are there because they want to see and experience your art. They’re interested in what you have to offer, so approach the interaction with confidence. The more comfortable and welcoming you are, the more likely they’ll feel the same way.

And just like any skill, greeting customers gets easier with practice. The more opportunities you take to engage, the more natural it will feel, and the more successful those interactions will become.

What’s Your Strategy?

I’d love to hear from you—what lines or strategies have worked well for you when greeting customers? What challenges do you face when engaging potential buyers? Share your experiences in the comments below.