Hanson Galleries, a U.S. art dealer with galleries in four cities, works hard at developing its clientele. In keeping with the Hanson Galleries method, a seller needs to dissipate customers' fears. This includes:
Education. As a rule, the more that potential customers know about whatever you're selling, the more of it they're likely to buy. Clients have to be educated, and that's part of the seller's job.
Protection. Any art purchase, especially big-ticket items, can be risky to buyers -- they may be paying for something that's not worth the price. A smart seller not only eliminates the risk but also reduces the buyers' perception of risk. Guaranteed buy-backs give buyers the security they need to follow through with the purchase.
Expectation. People tend to accept established norms -- buying patterns, for instance -- in which consumers purchase works of art one at a time. If one piece of art is all they expect to buy when they visit the showroom, you'll have to work on changing their expectations before they'll buy two.
Satisfaction. You've educated your customers, hedged their risk, and changed their expectations. Now you have to follow through with product or service packages that satisfy their needs.