Well done on the report Vaughn. Lots of very valid points. Here are some more thoughts on this subject of selling your wares.
I would only add that the moment one starts to sell your work, you become a business. Whether one sells "Art" or "Craft" type projects.
There is no getting away from the facets of a business.
You need to manage money, you need to manufacture or procure product for inventory and you need to practice marketing and learn to sell.
Most people dont like or dont feel comfortable with marketing and selling. Its evident from comments made on the forum about pricing.
I often wonder about whether anyone ever thinks about just what it cost to manufacture some of the "goods" we buy in the stores.
There are typically at least three levels of business involved in the chain before we touch a product as consumers. All have to make a living and all therefore need an operating margin or "markup".
Each layer has its own expenses (overheads) some of them exactly the same ( take insurance). Each has to recoupe those expenses and make a profit in order to survive.
Somehow we tend to forget this when we think of selling our wares.
What you mention in your correct defense of the Gallery and their markup is essentially the value proposition they present. I cannot stress enough to people who sell their work that this is the single biggest element that will determine how succesful you are.
The clearer you are about what you offer, the more able the customer is able to determine whether you/or your product are a right fit for them.
The big mistake that is made is people try to be everything to everyone in the attempt to not loose out on the market. In the process they confuse the market.
There is a lot of competition out there, there is a lot of noise to overcome to reach the person that will buy your product. The clearer you are about what it is that you and uniquely you are offering the more succesful you will be.
This is comparable to the dilema the department stores are struggling with. Space dictates that they can only carry a little of the range of each of the brands they offer. Yet the consumer is wanting variety and choice and the true brand is offering that within their specific niche. The department store becomes a compromise. Hence the advent of the speciality store with a clear brand image.
Most woodworkers enjoy the aspect of manufacturing and design.
I would strongly suggest that they look into the art and skills involved with selling and marketing if they wish to be more succesful at selling.
I was 15 when i was allowed to work in a friends fathers TV store. One day the top salesman for a particular brand stopped by the store to check on orders.
He gave me a 5 minute sales course that i have never forgotten. went like this.
1) Its all about the client not the product. Its what they want not how good you are.
2) People buy from people. People they like. So learn to develop rapport as quickly as possible and with as many different types of people as possible.
3)Help the client navigate their own thoughts to the solution of their needs. Find out their need. Ask questions and then listen both to what they are saying and what they are not saying.
4) If you are in direct front of them with the product around, put it in their hands as you describe its features. Dont hold it yourself or put up signs like dont touch. We need to use our senses. Its just like our eyes and ears. With woodwork feel is one of those senses. Weight is another.
5) After describing the products features ask them a question relating to whether it suites their needs. Note if you established their needs are different to the product that they are holding, dont stand their pointing at the right one, switch up the product. If they say no find out what it is that is the problem. If they say yes Yippee you on the way to the sale. Note I said on the way, not there yet.
6) Now you need to close this sale. Ask them if you can wrap the item and then ask them how they will be paying. This is where it comes in handy to have several means of payment available. If you only take cash you making a huge mistake in todays society. Make sure you can package an item for a customer. Packaging is a value added service that will disclose whether they are going to commit. Dont leave them too long to make a decision.
7) if they dont commit leave them to think about it and move on to the next customer if their is one. If their aint a next customer, then ask what the dilema is. Find out what the real need is by asking and listening carefully. Sometimes it only takes a 5% discount to seal a deal. This brings up a whole subject of when to discount and under what circumstances. Oh boy i could write a book.
Believe me i learnt the hard way from cold hard knocks and lots of study since then.
Its just the same as sharpening or turning a bowl. You have to be willing to learn, make mistakes, adapt and learn some more. If not find someone else that will sell for you. But then be prepared to pay them to do it.
While on the subject realize this topic of need is huge.
Needs to one person are not the same to another. Someone on holiday that has flown in needs small gifts another with a vehicle might not have the same need.
Some need to pay top dollar for their purchase. Yup sounds crazy but that is very true. Their are people with that need out there. Its crazy but very true. So get away from cost. Far away. Also get away from what you would pay. Its their need not yours or your money. Let them be crazy.
On the subject of needs, people have a budget so find out what it is when they are browsing. A little tact will do this if you establish rapport. Remember rapport means you have gained a degree of trust.
Vaughn also mention another word that i cannot stress sufficiently. Compelled.
I use the words Compelling Event. Its compelling events that give rise to needs that motivate us to purchase something to address the need.
Winter so you buy a snow shovel to solve the need to clear the driveway. Food you buy to solve the need to satisfy hunger.
Just take note that these are called utilitarian needs. Not all needs are. Most purchases are not made for utilitarian purposes or needs. Ask yourself why we collect planes. Yup i know we could all justify the heck out of purchase of so many planes. Just get in touch with your human side and be honest with yourself and you will discover a bunch of needs that you have inate in your make up which motivate you to buy something. These needs overcome rational sense. You need to find this out when selling to people.
So think of some of this next time you out selling. Do yourself a favor, walk around and watch people at the craftshow. Eavesdrop on the sale of others and see how it goes down. Study the process of whats at play. Its way more complex than we tend to think. Hey we are human.