by Li Gardiner
No matter how beautifully you present your studio, you must first get people to actually come, keep them long enough to appreciate your work, talk to them while they are there, and if they are interested in your work give them a reminder to take home.
You never know who will fall in love with something you made; their response is completely unpredictable and is the sole reason for their willingness to buy something.
Invitations
The best way to insure a large attendance is to invite as many people as you can possibly afford to mail to, including friends, relatives, classmates, co-workers, clients, doctors, etc. You can expect a 10-20% return on the number of invitations.
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With your press release include a black and white photo along with an invitation.
Your open studio
Clean your studio up, not to make it perfect, but because any mess will distract people from your work, and tools and loose piles of stuff can be hazardous. You should also put away anything small and valuable. Get the best lighting you can. You can use temporary clip-on spotlights from a hardware or discount lighting store. Borrow lamps from friends. Play some relaxing music, anything soft that will not intrude on your visitors’ concentration.
Show and tell. Have examples of works in progress, tools, sketches, photos of you working in your studio. Visitors will often make a connection with your work through curiosity about how it is done. Have your portfolio on display.
Frame everything you can, or mount it, or put it on a pedestal. Special attention to presentation results in respect for your work.
Pricing
Every piece must have a price clearly marked on or near it. Many people are uncomfortable asking how much something is, especially artwork, and may leave rather than ask. If you have a different price for framed versus unframed, list them both.
Offer a range of prices. Smaller work, sketches, a bin with seconds, even note cards created from scraps will appeal to people who really want something of yours but cannot afford a major expenditure.
Do not show work that is not for sale. Invariably this makes people want that piece and they will disregard the others. If you sell a piece, replace it with another.
Do not hand over the artwork until the final payment has been made.
Informational offerings
On an open, well-lit surface provide a slide book of your work, your guest book, a few pens and a publicity book, if you have one. Make sure you have copies of your resume and artist’s statement, postcards of your work, invitations to future shows, your business card and any other free items.
Food and drink
Offer simple, non-greasy finger food. The same fingers that handle the food will be handling your work. Grapes, strawberries, anything on toothpicks, cracker sandwiches, raw vegetables and bread are safe. Water, white wine and apple juice will not stain things badly should they spill, but red wine is too risky.
Schmoozing
Greet every visitor, invite them to sit or have something to drink and tell them you’ll be nearby to answer any questions. If they love your work and say so, and you are uncomfortable responding, you can ask them a question instead: “What does this piece say to you?”
If what they think or feel about the piece doesn’t agree with your conception, don’t directly contradict their feelings. Think of it as a fresh perspective on your work. Be charming and interested, not pushy. People are often excited about art but very insecure about their lack of knowledge.
Selling
If someone seems very interested in buying a particular piece, try to satisfy their concerns. If they hesitate over price, offer an installment arrangement (but do not let them take the piece until all the payments have been made!). If they are worried that their partner/mate will hate the piece, invite them both back as soon as possible (strike while the iron is hot!) for a private viewing. Offer to deliver and to help them get it framed. Do not let them leave without a photo or slide of the piece in question.
In any case, send a note or call within a week. Thank them for coming and ask if they’ve been able to make a decision.
Ask a friend to stay with you. You should never be alone while your studio is open to the public. Your friend can greet visitors while you are taking a break or schmoozing deeply with a prospective buyer or fan, and will also keep an eye on things and give support on the rare occasion that someone really strange wanders in off the street.
Follow-up
As soon as you get a break, go through your guest book! Make notes about your visitors: What pieces were they interested in and why? This list is worth its weight in gold. You can send cards to some of your guests, thank them for coming and remind them of upcoming shows. Mention that the piece they were interested in is still available, or that you’re working on something they may like as well.
Relax
Once you open your door, stop worrying about the details. If you’ve made most of these preparations, you have all the ingredients for a successful event.
Tags: DIY Library
