Clint Watson

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The Needs of the Few Outweigh the Needs of the Many

9/5/2012 9:16:15 AM by Clint Watson
 

I'll let you in on a little secret.

 

It takes a scary small number of the right people to make a substantial number of art sales.

 

When I was in the gallery business, I remember sold out shows that were sold out to only a dozen or so people.  12 people could make or break an entire show.  

 

I was one of our gallery's 2 main salespeople.  However, I'm also a computer programmer.  So one day, I wrote a database query to calculate my total sales for the year.  I noticed the same customer names appeared many times.  So I re-phrased the query to total the sales by customer.  I was shocked.  Don't hold me to the exact numbers, but something like 80% of my personal sales were from less than 20 people...not 20% but 20 people.  

 

I started lavishing a whole lot more attention on those 20 people.  My goal with new customers became to determine if they were "worthy" to be in the "top 20".  And my sales went up.

 

Who are your 20 people? [1]

 

If you know who they are, write them a personal note, pick up the phone, or have a private little get together with them.  If you don't know who they are, well, you should, and you've got some work to do.

 

Sharing Art Enriches Life.  Rock on.

 

Sincerely,

 

 

Clint Watson

FASO Founder, Software Craftsman and Art Fanatic

 

 

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[1]  The magic number is not necessarily exactly 20.  Indeed, the number got higher as time passed.  The point is to be hyper-aware that you have a AAA tier and....then a few "lower" tiers.  You need to know who that AAA tier is and pay close attention to those people.  And every single new customer has to be evaluated to see if they need to be added to the AAA tier.  I knew a man who owned 40 paintings by the same artist - that's AAA tier for sure!

 

[2]  The image is from Star Trek, when Spock tells Kirk, "The needs of the many outweigh the needs of the few".  In the next Star Trek movie, Kirk and McCoy bring Spock back to life putting their own lives on the line to save him.  They tell him that sometimes, the needs of the one actually outweigh the needs of the many.

 

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Comments

 

This is surprisingly true, based on my own experience. As such, I have two categories of collector: 1. "Collector" and 2. "Premium Collector". Collectors are entitled to an automatic 10 percent off of my new work; premium collectors (those who have collected two pieces or more) are entitled to a bit more. This makes them feel special because they are. Collectors of both levels get special notices of events and tickets to Festival openings. They also are treated to lunch or cocktail hour every year. I produce a small color catalog for collectors and when I send it, I let them know that they are receiving this special material because they are a collector. Several people have collected many of my paintings. I never knew this is the way collectors operate until I had first hand experience. And the admonitions via Fine Art Views to "cast the net deep" rather than wide (the "fat tail" concept of marketing) holds so true. Personal letters, phone calls, invitations, special catalogs, etc. are all so very easy when the basis of the contact is gratitude. I would not be where I am without them and I let them know this by saying "thank you" in these ways.

Posted by Mary Aslin · via faso.com · 165 months ago

I saw your comment along the same lines as this post on Jack White's FASO newsletter post.

Are you basically saying that an "art consultant" is as good as a gallery??

Posted by Marian Fortunati · via faso.com · 165 months ago

That's why I call it a number's game. Of course it is among people who *are* interested in buying art, and have already walked through the doors. It is true in any business that most of the business is made with a few customers.

I give mine special attention too. They get invited to a special cocktail party each year, for example, and other little things to show I appreciate how special they are to me.

Funny, at this moment in time, they are about 20 people. :-)

Posted by Charlotte Herczfeld · via faso.com · 165 months ago

Mary - I like it "Premium collectors"

Marian - I guess I am saying that an art consultant could be as good, (although I haven't met any that are) Having a retail space is nice for putting on special events for your collectors and lends credibility though.

Charlotte - I call it a demographics game, not a numbers game. In art you've got to reach a few of the right people. Numbers games tend to lead people to waste time asking questions like "how do I get more traffic to my website?" Instead of as you do, "what kind of special cocktail party can I throw for my 20 best customers?" The second one leads to sales. The first one usually doesn't.

Posted by Clint Watson · via faso.com · 165 months ago

Clint, I see what you mean, it can become way too much simplified -- and will -- with just a catchy phrase.

I mostly rely on word of mouth, and use my website as a display window people can view from the comfort of their own computer. And the blog, and the newsletter, of course.

Hunting website traffic feels to me like sitting at the central station playing the violin, during rush hour. It will not get me a contract as a solo player at Fancy Concert Hall.

Sort of... :-D

Posted by Charlotte Herczfeld · via clintavoblog.fineartstudioonline.com · 165 months ago

One way I like to thank my top collectors is to make up nice wall or desk calendars for them with my art from the year on each month. I send them out around the holidays with a special Christmas card and personal note.

Thanks for the post, it good to really think about just who is helping to keep me in business!

Posted by Diane Overmyer · via faso.com · 165 months ago

Great post Clint... Thank you.

I agree that there are those who do buy more than others and I have those buyers on my top list.

And, Diane, that is a great idea about the calendars..Thank you. I keep telling myself that I am going to do that. Maybe I will get it done this year.

My daughter who is in real estate does it every year also. Hmmmm, Maybe I should do calendars for her to send out with my work on them.
Interesting how one idea can lead to another.

Posted by Sandy Askey-Adams, PSA · via faso.com · 165 months ago

Clint, you certainly succeeded in sales and one can learn from what you did. My top collector who now owns 25 of my works gets a free painting once in awhile. I give her something small in the way of a workstudy or a painting over 2 years old. I do not give away something that I would want to destroy mind you. The appreciation she shows is wonderful. I also like the idea of a calendar and a cocktail party. There are so many ways to show gratitude, we all have unique ideas. The best is to stay in correspondence or speaking to them on the phone. Heck, I even do a lot of Facebook comments with some of my collectors, we stay in constant touch that way.

Posted by Esther J. Williams · via faso.com · 164 months ago

Very timely and welcome article. I just finished digging into my past records to retrieve all my collectors for the past 20 years and placing their names, contact info and purchases into an excel document. I'm having a hard time getting that info from past galleries that have closed their doors in the last 2 to 5 years - they say the data is not readily available. And the gallery where I currently show - I wouldn't even ask them for my collector's names, because I know it wouldn't happen. Anyone have an answer to this problem?

Posted by Marilyn Rose · via faso.com · 164 months ago

So true, Clint, and applies to many business types I would think. Keeping in touch, giving good service, attention to details, perks occasionally - it all adds up.

Back in my life as a livestock breeder, I had several repeat buyers who returned to buy their stock AND recommended me to others as well. The product was quality, but there is also the relationship factor that clicks for all!

Posted by Bonnie Samuel · via faso.com · 164 months ago

HI Clint
This is all fine if you don't sell through galleries. Galleries don't give away the details of those who buy your works. You may meet some of them but in the main their details are secret.
cheers
Mike Barr

Posted by Mike Barr · via faso.com · 164 months ago

Mike - true, and I've gone on record as stating I think galleries are in the wrong by not giving those details to the artist.

The principle applies though, in this case, the Gallery should know how the top people are and most good galleries do. My experience with this principle was as a gallery owner, in fact.

Ostensibly, if you sell through galleries, you don't have to worry about this anyway, although I know that isn't always true in the real world.

Posted by Clint Watson · via clintavoblog.fineartstudioonline.com · 163 months ago

Clint Watson,
I am enjoy your articles, I have been in business running my own construction company for years. Yes I"m an artist now and we have to run our art profesian as a business. You have inspired me.
Thanks,

Posted by Paul B. Jensen · via faso.com · 163 months ago

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