One surprisingly effective way to get people to buy more is to group your pieces together into small collections.
When I talk about this concept, I like to relate it to your favorite fast food chain. You walk inside and peruse the big menu board… and most of the time, you get a #4 or a #2, right? You get the “meal” not “just the sandwich”. And you do it because you get the fries and the drink too. And if you bought the sandwich, the fries, and the drink separately, it would be more expensive.
While plenty of people finish the whole meal, a lot of people don’t. A lot of people would never buy the fries or they’d stick to the free water if they weren’t offered this neat little package of the combo meal. Because it’s on the menu, it’s suggested that maybe they do want fries and how easy to just ask for a “spicy chicken combo” and get the whole shebang.
The fast food industry even does this with kids.
If you took your kid to a restaurant that didn’t have a Happy Meal equivalent, you wouldn’t think twice about the missing book or toy or paper bag with activities all over it. You’d order the child chicken fingers and be done with it. But if you’re in a fast food restaurant, you’re going to get the kid’s meal because it’s made for the purpose of feeding and entertaining your child.
The same thing is true in your art business.
Your customers aren’t likely to buy three prints at once, not usually. But if you sold a set of three coordinating prints with a little discount (we’re talking 5% or so, not 50%), you’ve suddenly put a seed in their head that it might be better to have the three prints. They could instantly fill that whole wall space in their foyer. Now they’re much more likely to purchase three prints instead of just one.
This can be done in a lot of ways, but the basic idea is the same no matter how you use it – create little collections of things that go together.
So for one artist that might look like three prints in a series. But for another artist that might look like a device set that includes an iPhone case and a laptop skin. Or perhaps an original painting that comes with a little booklet of in-process pictures and an artist’s statement, with a certificate of authenticity too.
How could you add more value to some of the art you sell so that you can increase the price? How can you pair things together to plant the seed in your customer’s mind that they might like to have all these things? Let me know your ideas in the comments and I’ll give you feedback.