“You shouldn’t buy that” can be a powerful selling tactic

My art business was in its formative days and I hadn’t yet moved into my own space. The pop-up exhibition presenting works by five artists was in its last days, and a potential collector and his wife were dithering about a painting.

On the opening night, they were really taken by a piece and put it on reserve. They returned one evening later in show, yet something was stopping them from firmly committing. They were standing in front of the piece — looking close and stepping back, nodding their heads, hands on chins, whispering to each other.

So I joined the conversation, and advised them to not buy it.

I emphasised that one should only purchase a work of art if 100% confident. Should there be any doubt whatsoever and a purchase proceeds, the collector inevitably questions if they did the right thing. That was the last thing I wanted. It is important that individuals are confident with each and every purchase, without any lingering doubts.

At the time, I felt somewhat bonkers for making such a move, yet was certain it was the right move. I had to pay rent, for goodness sake! The man was a business contact who I saw on a regular basis, so figured there would be ample opportunities to build the relationship.

A year later, the couple visited the newly established gallery for an evening event. The painting had not yet sold and was being shown. In anticipation of their visit, I ensured the lighting was arranged to illuminate its colours. Upon entering the space, they instantly spotted the piece, and with big smiles unanimously agreed that they were ready to buy it. They explained that they had originally doubted if they liked it enough, however now upon seeing it again with fresh eyes were certain it was right for them.

Over the next several years, the couple became established collectors of the artist’s work. It got to the point that as soon as new paintings by the artist were consigned, they were given first refusal.

Although the strategy of advising a potential client to not buy isn’t always right (for example, during a fair when you meet someone for the first time) and furthermore is not guaranteed to work as a selling strategy, it can be incredibly effective. Should you be in the process of developing a long-term client relationship, it’s paramount to advise people with their best interests in mind. Should they seem to be in doubt, encourage them to go with their hearts and not to rush into something.

Get this right, and you will end up fostering happy, confident long-term collectors who return to you time and time again.

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Originally published at www.besmartaboutart.com.