Your Audience Deserves Your Very Best.

My wife and I were out with friends recently and talk of my recent art exhibit came up. I paint in watercolor, and I held a studio Christmas show. (www.EdRoachWatercolors.com) My friends and my wife all thought I had blown an opportunity to sell a certain painting to a guest. They remarked how the guest remarked how they had liked the painting and how “I talked them out of it”. I “missed a sale,” they said.

Here’s what happend:

The painting was part of a stack of work I keep under my work table. I consider these junk. I keep them to remind myself of my progress. They are not meant for sale. The person in question spotted this pile and asked to see them. I obliged. There was one in particular she admired and said she’d like to buy it. Here’s where the source criticism comes into play. I proceeded to explain why the painting was not good enough to sell. I had painted another cat, and the effect was striking, as you see in the photo here. The painting was soft and somewhat menacing. This second one was too harsh. It did not have the sophistication of it’s sister painting. For this reason, I deemed it not worthy. It didn’t put out the feeling I was looking for. I felt it valuable that the guest understand that my vision for this painting was important and that it was especially critical that only my best work be out there. I don’t want my brand to be tainted “for the sale”. My friends were aghast that I would talk the guest out of a sale – after all it was an art show. They offered to attend the next show and help me sell. I’m afraid they might sell my drawing board if someone made an offer:)

I believe you must have standards. When I discuss my art, and my branding business, I try my best to educate. Explaining what to look for. I don’t want my audience to be taken in by mere flash, it is important to appreciate what makes something great and what does not.

I suppose the cat on it’s own my be OK, but it did not fulfill the criteria of my vision. My goal is to create a series of cats, with much the same expression and style. I mostly paint landscape but I keep my hands in every subject so that I will grow across all. When a painting or branding project “works”, it is a great source of pride. It is very fulfilling for the artist and patron. Both “get it.”

Be sure not to prostitute your services just to make a buck, or your brand will stand for nothing.

Ed Roach

Thanks erin, nice of you to say. You certainly put me in good company.

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Erin

Ed, you didn't miss a sale because those paintings weren't for sale! It would be like Picasso selling his landscapes.

I agree 100% Jayden. Have a great Christmas.

Jayden Fellze

To make big gains it sometimes gets necessary t o bear small losses. If a customer returns home happy, there is every probability he will bring in referrals and will spread the word. You will find a hundred ways to monetize your art then. So the initial loss is worthwhile!

If I go literal you'll be the first to know.

Steve | Pinnacle Trade Show Displays

hi Ed,
As long as "Big Ass Watercolours" is tongue-in-check and not literal, then please do put me on your mailing list.
~ Steve, Pinnacle Trade Show Displays

Thanks for the compliments Steve. It all boils down to something I say to potential customers since I first started out on my own - "I don't give you want you want, I give you what you need." Your standards attitude is exactly what being a professional in your field is all about. It's not the short term dollar.

Thanks for bookmarking my watercolour site. I'm launching a watercolour blog soon called' "Big Ass Watercolours." It's tongue and cheek for large format watercolours (framed on average 4 X 5 feet). If your keen, I'll put you on my watercolours mailing list.

Wow Ed. I didn't know you painted too. I clicked through to your website (with no expectations) was blown away. Amazing.
As to this post, I appreciate you standing up for your standards. With our trade show displays, if I don't think they will work for the customer's application, I strongly discourage the sale. We want our product to work and make the customer satisfied. We don't want them to be disappointed. We'd rather miss a sale than have an unhappy customer.
Here's to standards (and your watercolors)!
~ Steve from Pinnacle Trade Show Displays
PS. I bookmarked your website.

Jonathan, while I agree that art is very personal I can't say that I was pushing the other painting on the customer. I don't think you can make someone like art, I can only explain why I think a particular piece has merit and another has none. It boils down to my vision.
All artists have work that they deem unworthy no matter what the viewer thinks.

I remember hearing music the Beatles felt not good enough to release, but to me they weren't that bad. Ultimately it is their vision that counts. Otherwise imagine the crap that would be on the market. Somebody has to set standards don't you think? If it's not the artists, but the money people - look out. Mediocrity.

Jonathan Munk

Unlike most commodities and services, art is very much up to personal interpretation. You mention the piece you didn't want to sell was unworthy to sell because it was too harsh and lacked sophistication. But maybe that's what was so appealing about it to the customer!

I realize separating yourself from your work is not easy, but when a customer finds value in a product - even if you don't see it the same way or even when the product did not turn out the way you envisioned - does not mean it won't fulfill the demands of the customer perfectly.

It seems a mistake to me that you'd prefer to push a less-fitting product onto a customer because it's the one you think does the job best, rather than deliver what the customer wants. I'm sure there is some level of compromise you can be comfortable with.

I'm humbled that you think it a bold move, but I doubt if you were in the position of someone wanting inferior work from you, that you would want your name associated with its release.
I think you would see the error in selling it. You're right that it is a long term strategy. Going strickly for the money is very short-sighted.

Have you ever resigned an account? Much the same thing.

Armen Shirvanian

That is a bold move, that few sellers would take, as it involves not selling a product that has been created. It would take a large change in attitude to shift certain sellers to thinking in this way, in order to maintain the level of their brand. One has to think of their long-term goals if they want to have the power to turn down an offer.

Good advice Santa - it's no wonder those elves have stuck with you for so long.

Santa

As Ian already pointed out, use the positive feedback you received as a way to analyze your customers needs. Don't prostitue yourself by fulfilling their every wish, but think about exploring into the direction they have shown interest in.

Good point Ian. I'll try that approach next time, except instead of asking about an element it is probably more appropriate to ask about subject matter seeing as my work is more representational rather than abstract. The appeal is mostly subject oriented.

Although those that are into art, appreciate style as well.

The good thing was, this person is interested in a commission piece.

Ian Brodie | Professional Services Consultant

Amen to that Ed. You have absolutely the right philosophy which will pay dividends for you in the longer term.

Maybe a couple of things you could have done differently. Firstly, ask the guest what it was about the painting they liked. Then, show them one of the paintings you do have for sale that you're proud of that includes that element (assuming you have one).

Ian

Thanks Katie - my point exactly.

Katie Langston

Ed, really interesting post. It's refreshing to see an artist and businessperson with such a high level of integrity--but I guess that gets to the heart of your post. You brand IS your integrity, and your customers will appreciate you for standing up for it. Thanks for the poignant reminder.