Review of Selling Art 101
It would be nice to know how to increase your sales, wouldn’t it, it would be nice if you could increase the sales of your art with just a few simple techniques, it would be even better if with a few techniques you could make your living off your art, wouldn’t you agree . If you said yes to all three of these statements not only should finish reading this review, also though you should be aware you are now under the influence of my brilliant selling power. Selling is not something we as artists like to admit we are interested in or care about, really though being able to put bread on the table with your creativity would totally kick ass, wouldn’t it? Well after reading Robert Dorvak’s Selling Art 101 I believe that it is possible making and selling art for a living. This simple, instructional exercise book shows techniques that when used or even attempted in some cases help close deals and sell art.
Written in lay person’s terms the book discusses ways to increase your communication and ways of developing a better rapport with your clients as well as potential clients. The reader is led through numerous exercises on TELEPHONE RAPPORT, HANDSHAKE ETIQUITE and the LISTENING SKILLS in order to practice various techniques. Now some people might be a little skeptical about the use of techniques when dealing with a potential buyer, believing there is some sort of trickery involved. I can assure you no trickery is involved, as the one principle of sales(true sales) is relationship building, and you cannot build a solid business relationship, without trust and you can only gain a trusting relationship by keeping your word, providing high quality service and continually providing your client with what they are paying you for.
Now I am not going to give away every secret in this book (the information is endless) I will discuses, some key points though. Starting with one of the most important statements in the book
“SELLING IS NOT TELLING”
Think back to the last time you were engaging a potential buyer, like a young boy with his hand up a shirt for the first time, you could not tell them enough about the work, or how it might benefit them, never once thinking to ask what they liked about it.
I have sold three works of art in the past month simply by asking one question. “Do you have an art collection?” That style of open question engages the other person and no matter the answer will stimulate a response that can easily flow into a natural conversation. People often will say something like “No, I have always wanted to start one though.” A follow up question could be” What has stopped you in the past?”, which would then tell you exactly what the persons hesitance into acquiring art in the past was. He also states why objections are not a bad thing as if you listen they will give you clues as to the clients selling points. Selling points being the reason with which a person buys things.
There is a wonderful section on the power of words. This section talks about the connotations that certain words carry and how some words that mean the exact same thing the same thing hold very different connotation. How does your body react when you read the word “SELLING” as opposed to “OFFERING”. What are the different implications between “SIGNING” something and “AUTHORIZING IT”. Go back and read those words again and feel for your body’s physiological reaction to each, they create the same reaction in everyone. This then creates a list of “POWER WORDS” it also creates a list of words to forget and unique to this book as opposed to other information on sales I have read, is a huge list of descriptive words for promoting YOUR art. Learning these words alone would most likely improve your chances of increasing sales.
The most valuable piece of information in this book has nothing to do with sales. It has to do with value, the value of art, the value of your art and most of all the true value which you place on your art. It shows how the qualities of art are comparable to that of most luxury items as it can last, it can be more valuable then gold, it inspires excellence and enriches peoples’ lives. All of these things make art a very desirable product and there for make art very easy to sell.
Although at times Robert Regis Dvorak’s “Selling Art 101” can come off pretty hokey the information in this book is plentiful and essential to any art practice as it can help increase your income. The exercises the reader is walked through are simple, direct and useful. The book is an easy and quick read and worth far more than its $19.00 price tag. It is is an absolute essential on any modern artists bookshelf as it will absolutely have a positive effect on your practice. BUY THIS BOOK.
Here is Mr.Dovrak in action