There is nothing more exciting than selling a piece of art. If you are directly involved in the sale process you will feel a rush of excitement and accomplishment, as well as gratitude to the client who has just purchased your art. It’s the gratitude I wish to briefly discuss today. I want to discourage you from overdoing your expressions of gratitude to your customer upon making a sale.
Let me begin by saying that I am a big believer in gratitude. I believe that feeling grateful when something good happens is powerful, and I’ve recently read a number of articles that tout the scientifically proven benefits of expressing gratitude in daily life (including this article in Forbes). I’m not saying you shouldn’t feel grateful for a sale, and I’m not even suggesting that you can’t say “thank you” to a client who buys a piece of art from you.
Over the years, however, I’ve learned that it’s important to learn how to properly thank a client. There are several risks involved in the thanking process and today, I want to help you avoid those risks when thanking a client.
First, if you overdo it with too many thank yous, you risk making it seem like you are in dire straits and this sale just saved you. This may very well be the case – you may be a starving artist, and this sale may have made it possible for you to keep a roof over your head for a few more weeks, but this is not the message we want to send to buyers.
Thinking this through from the buyer’s side will help us understand why it is important to project an air of success. While many buyers enjoy supporting struggling artists, they also want to buy good art. If a buyer hasn’t developed a strong sense of his taste, or doesn’t have a good sense of the elements of great art, that buyer may look for some other way to validate his interest in your work. Often, the most direct proxy for good taste is the popularity of the artist and her work. If the artist is selling well and has a following among collectors, then the work must be good. We all know that this is actually a pretty poor way to judge the quality of artwork, but that’s a subject for another post. Right or wrong, I’ve learned that sending a message of the artist’s success is an important part of the selling process.
The second problem with over-thanking is that it focuses attention on you rather than the buyer. The thanking process is the process of expressing gratitude for a benefit you received from someone. If you are overly-thankful, you are, in essence saying “Thank you so much for your money. I need your money so much. I can’t believe you gave me so much money for my art!”
You are shining too much light on the benefit you received from the transaction.
I would like to suggest a simple alternative to this approach, one that I have found to be very effective.
Congratulate in Addition to Thanking
Instead of over-thanking, congratulate your client for their purchase. You will be amazed at how much better your post-sale experience will be when you focus on congratulating in addition to thanking.
When you congratulate, you are complimenting the client on her good decision. You are reaffirming the positive feelings the client felt for the art.
I know what some of you are thinking. “Wait a minute,” you are saying to yourself, “isn’t it the height of arrogance to congratulate someone for purchasing my art?”
You’ll be amazed, however, when you follow my advice and see the effect it has on your customers. Congratulating helps end your encounter on high.
Let me share the exact procedure I use to congratulate a client at the close of a sale. As the paperwork is finished, I fold the receipt, put it in an envelope and reach out to shake the client’s hand while smiling and saying “Congratulations, you got a great piece!”
Invariably, the client will say something like, “Thank you, I’m excited to have the piece. It’s going to look great in my home. Thank you so much!”
That’s right, the client is going to thank you.
At this point it is perfectly appropriate for you to say “Thank you – enjoy!” Keep a smile on your face during the whole exchange. Now you will have successfully congratulated and thanked.
The next time you conclude a sale, I encourage you to give my advice a try. Focus on congratulating the client and see what happens – both you and your client will leave the sale happier than if you over-thanked.
Congratulations for reading this article!
What do you Think?
Have you tried congratulating your clients on their purchase? Share your thoughts and experiences in the comments below.
In his Amazon.com best-selling book, Xanadu Gallery owner Jason Horejs shares insights gained over a life-time in the art business.