This Post is by Keith Bond, Regular contributing writer for FineArtViews. Find out how you can be a guest author.
There has been a lot of discussion lately about the importance of communication in marketing your art. I believe that this is critical, but also believe that it can go far beyond that. To me it is about building relationships. And as anyone who is married knows, relationships cannot succeed without communication. However, communication often occurs with no thought to strengthening relationships. And in some sad cases, communication even destroys relationships. Use your art and communication to build lasting relationships.
Before I get too far into this article, I will admit that I am no expert on communication or relationships. I realize my need to improve in those areas. It is an ongoing goal of mine and I only share a few thoughts with you because I know of the importance of these concepts. That does not mean that I have mastered them.
I will share a few examples of relationships that I have built with clients because of my art.
A few years I participated in a group show at one of my galleries. Just prior to the opening reception, the gallery treated the artists and top clients to a dinner a top restaurant in town. It was a great opportunity to meet and socialize. My wife and I sat at a table with a retired couple whom we had never before met. That first meeting proved to be the beginnings of a great friendship. We found many things in common and they are simply among the most genuine and sincere people I have ever met.
Later that evening at the gallery, the wife fell in love with one of my paintings. It was a little more than they wanted to spend, but she absolutely loved it. They were going to think about it. In the meantime, however, they invited my wife and me to visit their home the next day for brunch. We enjoyed visiting with them and getting to know them better. We enjoyed viewing their art collection and hearing the stories they had to share.
Later, as my wife and I began the long drive home, the gallery owner called to let me know that they decided to purchase the painting. It was in part because they loved the painting, but probably mostly because they liked my wife and me. A personal connection was made. A relationship was born.
Since then, our friendship has grown. Whenever I am in town, they invite me to stay with them or take me out to dinner. They have family near where I live, and let us know whenever they are in Colorado so that we can get together. We have developed a true relationship with them. My art was a major part of the reason our relationship began. It was further nurtured, though, because of a genuine interest in each other.
Several years ago I rented a studio space in an historic building that was once a library. In the building were a couple other artists, a computer programmer, a massage therapist, an attorney, and a few others. One gentleman who had an office across the hall from me became a true friend. We would visit nearly every day; sometimes much longer than we should have. The conversations were about anything and everything, but art was often the topic. He loves art. Many of my current philosophies on art originated from our conversations.
In addition to being a great friend, he and his wife have become collectors. We both have since moved, but we keep in touch. Just a couple months ago I was in their home to deliver a painting he bought as a gift for his wife. They now own several of my paintings.
I did not befriend him to sell art. Rather, my art was a common ground upon which a relationship began. Our friendship now goes beyond art, but because he truly loves art, he enjoys collecting my work.
Obviously, it is unlikely that you be able to develop relationships on this intimate a level with all your collectors. I know that I haven't. But it is possible and it is so rewarding. I have many other relationships that began with art as common ground. Some are with clients I have never met face to face, but with whom we share a bond.
Regardless of how intimate the relationship is, my art speaks to my collectors in a very real and personal way. Through that communication, there is a bond. If this bond is nurtured, a relationship that goes far beyond client/artist is possible. This is truly rewarding. As much as I need sales to keep food on the table, it is so satisfying to witness the way my art touches people. And through this, great relationships are cherished.
Sincerely,
Keith Bond
PS This probably goes without saying, but you need to be yourself. Be genuine and sincere. Be interested in the clients. Treat each of them as if they are already your friends. Show them that you care about them. They may or may not purchase from you, but your life will be richer and happier when you build meaningful relationships. Art has a very unique way of connecting people. Use this gift you have to make your life, and the life of those you meet, more meaningful.
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