engaging with stall browsers
The age old question – To engage or not to engage?
You’ve got your table set up. Your work is on display. Curated beautifully. You’re prepared. The first potential customers arrive at your stall. They stop, look at your work. They don’t talk or make eye contact with you though, and you have a handful of moments to decide – do you engage with them or leave them to their silent browsing? On the one hand you risk coming across as pushy and too ‘salesy’ and on the other, they might have questions or just need a gentle nudge to start a conversation about a piece they’re considering, and missing this opportunity means missing the sale. Which after all, is why you’re at an art market.
Image shot at NightFair Before Christmas 2022 by @ink_nlight
I take a slightly different approach to this. I give browsers a chance to decide for themselves. Avoid the obvious sales opener ‘Can I help you with anything?’ or the meek greeting trailing off into an awkward silence ‘Hi…’ I’ve experimented extensively with both approaches and I can confirm neutrality is your best friend here.
So, how do you engage? And believe me engagement is why people are at an art market and not buying online. So, how do you engage neutrally? You need a line that lets people know you’re open to answer questions and chat but are otherwise prepared to leave them to browse. You’re happy to support them in their decision to buy or not, not push a sale.
My tried and tested line is ‘If there’s anything you’d like a closer look at feel free to pick it up.’ Now, the reason this works so well is at balances both engage/don’t engage. It is a full statement. It allows for further conversation should the customer want it, but also does not require a response if they prefer to be left to browse.
Finding something like this that works for you will vary depending on your art medium. It might not be suitable for people to pick up your work, or with something like clothing on a rail it might be irrelevant. So I would advise working around your niche, is there a question you get asked most often that you can use as a neutral opener? For example I often get asked if my work is cruelty free? ‘They’re all cruelty free, if there’s one in particular you like I can let you know the species and origins.’ Or maybe there’s something about your work, a brilliant selling point, that might not be immediately obvious ‘The golden ones are gilded in 24ct gold, there’s lights over here if you’d like a closer look.’
Of course, at most events people are there to meet the artists, and conversation (if customers don’t strike one up themselves) will come easily, and with a little confidence – naturally. You’ll soon get a feel for if customers are more interested in silent browsing or want to have a chat or ask questions. Have confidence in yourself and your work. Especially at curated events – if the organisers didn’t think your work would be of interest to their customers you wouldn’t have been accepted to begin with.
