Learn why case studies or testimonials sell artwork online and in the gallery.
Think of case studies as a longer testimonial. Now let’s look into why testimonials sell artwork.
So how exactly do testimonials sell artwork? Well, who better to vouch for the quality of your artwork than your happy collectors? Like testimonials, case studies can be a powerful tool to increase sales online and in the gallery. In person you can expertly woven into your sales pitch to help overcome objections.
Case studies are usually stronger sales tools than testimonials. Testimonials are fantastic short comments that you’re collectors leave you. They are great to use spread out on your website, or kept in a binder on your gallery desk. Case studies, however, are longer, fuller stories of great collector experiences. They can always be used, unlike testimonials where you need to get permission to use your collectors’ names, in case studies you can state that you’re changing your collector’s names for privacy.
Case studies can reach out to a lot of potential collectors, relate to their worries and objections and help build trust between you and them.
Case studies can make your art consultants appear like real people who care about their collectors. They can make your gallery stand out from the 100 others in your district. They can extol the virtues of your gallery.
Your collectors know your gallery best. They are your biggest supporters. The reason you’re a success. Let them explain why they chose your artwork over the rest of the options in the city.
When creating a case study try to remember the collectors you were dealing with. Find their invoices. Check their notes. Call your collectors and explain what you’d like to do. If you don’t remember, find out what their initial reservations or objections were (but you probably already know these), talk about how happy they are with their artwork in their home or office, what the emotional significance of the artwork is to them, and how they felt about working with your employees.
Case studies tell real stories and that will draw people in and want to know more about your gallery. There’s a level of trust people hold for others who have already gone through the experience and described it. That’s why people spend so much time asking others what their opinions are on vacations, restaurants, private schools, pretty much everything. They would rather try or buy something that they already know is quality than risk trying something new.
Using case studies on your website or slipping in anecdotes into your sales pitch could help make your potential collectors decide they want to buy from you before you even get to price!