The Art of Creating Collectors

Rating:
Summary: Art should be sold this way!
Review: The premise of the book is that art is NOT merely just an impulse purchase over which we have little control as many art industry people erroneously believe. I know that this is something that I believed for a long time and I know many of my own customers believe this also. But with Zella's book, she explains how to separate the "one-time only" customers from the customers who are "potential collectors" who are anxious to become part of the art world, and who want to be "wooed" and "romanced" by a dealer they trust on an ongoing basis. These type of people, and you only need about 300 of them in your collector base, are always thrilled and eager to talk to you and buy new art from you as many as 10 times a year. Zella explains how to create loyalties with these type of people and then she explains how to turn these individuals into your own salesforce who will give you lots of referrals, repeat business, and a lot of them will do art shows for you in their own homes and offices. I've personally used a lot of her ideas in my own business and they work really well. It's a lot of work to do everything that she talks about, but if you are serious about being in this business for the rest of your life, than you cannot go on without learning everything in this book, and her first book, "The Art of Selling Art".