remorse is the little voice that pops up inside a buyer's head
after the purchase has been made.
says things like, "Why
did you buy that? Can you even afford it? I'm not sure you can.
Oh my, what will my husband/wife say when I tell them I spent
all that money on a painting What was I thinking? I wonder if
I can take it back I should have spent that money on getting
the car serviced " and on and on it goes.
remorse is simply the anxiety and regret associated to having
made a significant financial commitment.
people really suffer from buyers remorse when it comes to
some people can. You see, it's not so much about the item or
product as it is the emotion that surfaces from having a made a
financial commitment particularly if it is a high priced
are a few ideas you can use to help eliminate any potential for
buyer's remorse affecting your art customer.
a Money Back Guarantee
number of days/months you provide in your guarantee is totally
up to you.
providing a money back guarantee you are simply putting your
buyer's mind at ease. You are removing the whole fear of "What
have I done? Now I am financially committed!" from
it can take a day or so for a buyer to fully commit and feel
wholeheartedly comfortable with their purchase.
biggest cause of people suffering from buyers remorse after a
purchase is due to no longer having an option. The purchase has
been made. They are committed. They no longer have the choice
"not to buy".
with a money-back-guarantee, they still have an option. It's
very rare that people will follow up on the option of returning
a piece of art. But in terms of having integrity in your
business, it's nice to have that kind of option available for
Them Know They Made The Right Decision
cause of buyers remorse is stemmed from the buyer feeling they
have made the wrong decision.
can help to eliminate this by providing a thank you letter with
their purchase. In the letter provide a couple of
testimonials from people who have bought your art in the past.
Let your new customer appreciate the excitement and joy they
will get out of hanging a piece of your art on their wall.
in other words, provide some social proof in your letter that
will help to reinforce that they did indeed make the right
decision to buy a piece of your art.
point you may want to add to your letter is some basic
instructions for looking after their painting such as what
kind of lighting is best/ how to hang the painting properly/
dust protection/ how to safely transport the piece of art etc.
encourage your new buyer to subscribe to your newsletter. This
will enable them to develop an on going relationship with you,
which will in turn intensify the enjoyment of having bought some
of your art.
The Buyer's Partner Involved
I sold a piece to a lady who absolutely loved the painting she
was committing herself to. She did have one concern though
that her partner would not like the painting.
have experienced this kind of situation on a few occasions. So
rather than encourage the person to simply make a decision on
their own, I encourage them to get their partner involved. After
all, their partner is the "mental obstacle".
way around it is actually through it so get the partner
involved in the decision process.
first I suggested to the lady that she take my painting home and
hang it on the wall. If her partner didn't think it looked
amazing on the wall of their home after five days, I would
provide a full money back guarantee and I would personally pick
up the painting.
was concerned that even though she would be getting her money
back after five days, it might not be easy to convince her
partner that the painting was on loan until a decision could be
suggested she take a photo of the painting and send it to her
partner, as he could not attend the exhibit on that particular
a photo send by a mobile (cell) phone is never going to properly
represent a great piece of art, it was the process that was
important. It was simply about communicating the desire to her
partner about a piece of art she wanted to buy.
also suggested she pay a deposit on the painting and I would
hold it for the next 24 hours. I encouraged her to bring her
partner into the exhibit the following day.
That way he could come and view all of my
work on display and meet me personally.
kind of knew that by viewing all of my work in one area and
getting to meet me, the artist, it would help her partner fully
appreciate the decision she had made in buying the painting.
turned out that my instincts were right; her partner did come in
to help pick up the painting, and he did truly enjoy the rest of
my work and meeting me personally.
both left my exhibit stall very happy and excited about their
had removed the potential for buyers remorse.
a Certificate Of Authenticity
I tend to think that certificates of authenticity are not a
critical component to accompany a sale of a painting, they can
help to enhance a buyer's connection to the piece of art.
certificate of authenticity is essentially the description
document that indicates that the piece you have sold the buyer
is an original piece of art created by you the artist.
also indicate the dimensions of the painting, when it was
produced and signed, full contact information, and of course the
title of the composition.
believe it is the sign of a good art marketer if you can
genuinely make people feel absolutely confident about their
quite often the art holds enough merit on it's own and you don't
need to reinforce any further consumer confidence. But if you
can eliminate all their doubts and concerns up front, you won't
have to rely on guarantees and buyers remorse becoming an issue
when selling your art.