Start With Small Ideas to Build Big Sales

Art Business News, May, 2001 by Murray Raphel

A group of seasoned salespeople offers their tips for inexpensive and effective promotions.

A few years ago, I sat down with a group of salespeople who sell art to galleries and frame shops and asked them for ideas on improving business in an art gallery. When I looked back at their answers, I realized that they still apply today. Here are some of their thoughts that you can adopt, adapt and experiment with for future sales. (Some questions have more than one answer as different participants had different ideas.)

Tear out this page, post it in your office and ask yourself each day, "Which of these ideas can I start using today?"

Q If a gallery has a limited marketing budget, where should they start?

A: Try promoting one product first and carry some products at lower price points such as books, puzzles and posters. Once this starts working, you'll be less gun-shy about selling higher-priced items.

Q If a gallery decides to spend its small budget on advertising. What do you recommend: newspaper, direct mail, TV or radio?

A: Start with direct mail. This is the most effective way of reaching a specific customer. I also suggest tying promotions in with local community events. This gives you free public relations and credibility.

Q How often should a gallery send mailings to its customers?

A: Send monthly mailings plus additional mailings targeted to customers who buy certain artists. Collect e-mail addresses as well so you can do an inexpensive newsletter with no printing and postage costs.

A: You should also consider advertising on cable TV--it's not as expensive as many think. Pick the cable station carefully. Ask for the demographics and match its audience with your gallery's merchandise.

A: The best place to start is with your gallery's windows. It's the first place to "tell your story." A three-dimensional display makes most people stop to look and many, attracted by the display, will come in and ask questions. Keep the window lights on after hours. It's good security and also gives added advertising for very little cost.

Q Are there promotion areas you feel most galleries neglect?

A: Yes. Many forget basics in their ads: name, address, hours, credit cards you accept, where to park, etc.

A: Consider giving gifts to customers. Good times for this are during Thanksgiving to show your "thanks" for shopping with you, at Christmas because it's a gift-giving time or on your store's anniversary. Here's a headline I've seen work very well: "It's Our Birthday, But The Presents Are Yours."

A: Most galleries also use testimonials or guarantees. Many are uncomfortable asking customers for them, but if the customer is satisfied, they will be flattered to be asked.

Q What about promotional ideas that are a little different?

A: Try cross merchandising with other businesses. One gallery I know gave a $10 "check" to its customers which was redeemable at a non-competitive business in the area. Not only was the other store willing to accept this check for purchases, but they also offered their own customers a check they could use to buy something at the gallery. The store receiving the check honors the amount. No matter what the amount is, if only 10 percent of customers use them they will appreciate the offer, and it is 10 percent you probably would never have had.

Q How about in-store promotions?

A: One overlooked area is the cashier's desk. Have a "special" there. And don't forget to have customers sign up for the gallery's mailing list.

Q Will some be reluctant to do his?

A: Not if you offer them a reason why they should. Simply say, "We use this list to mail you special offers we don't advertise to the public and also to give you the opportunity to shop our sales before we announce them in other media."

A: This is a great time to get their birthday. Ask for the month and date but not the year. File the names in a birthday list by month. At the beginning of each month, mail each customer with a birthday gift certificate to use any time during the month. Add a handwritten note--a few personal words enhance the value of the gift.

Q Where can gallery owners find marketing ideas that apply to their business?

A: Read the trade magazines. When you meet other retailers on buying trips or at trade shows, exchange cards. You'll be amazed how many times during the year you will call them (or vice versa) to find out information about a certain artist or type of framing or something you need for a special customer. You will soon find yourself sharing promotional ideas--a children's art show judged by local school art teachers, point-of-purchase displays that work, fund-raising with local charities--the list goes on and on.

Q How about some selling techniques?

A: Start every sales call or conversation with a smile. A major telephone company had its operators call customers to sell new services. Half the salespeople were told to smile when giving the selling message over the phone, and half were told not to smile. A follow-up survey asked the same customers if they if knew the operator was smiling when talking to them. More than 80 percent of the customers knew if the person calling was or was not smiling.