Gallery personnel often use the term collector less precisely than it is used in this book. Clients are not "collectors", under Zella Jackson's definition, unless they leave your gallery with both an acquisition and their desire for art unfulfilled. This practical manual will assist you in creating collectors and in making these collectors "your collectors". Zella's new book takes you step by step from establishing yourself as an expert to creating private and corporate collectors.
Book Description
Editorial Reviews
From the Author
What is a collector? Gallery personnel often use the term collector less precisely than I use it in this book. A client is not a collector, under my definition, unless they leave your gallery with the with their desire for art unfulfilled. Collectors do not cease acquiring art when the walls of their home or office are filled. True collectors add to their collections even when it requires them to store art under the bed, or hopefully in a less perilous area of their home or office. World class collectors have a mindset that psychiatrists might label as an addiction. I wrote this book to assist you in creating collectors and to make these collectors "your collectors". While someone who makes a single acquisition from you may be a collector, he or she is not your collector. A collector who is your collector is not only a source of repeat business but a source of referrals. Your collectors will require personal attention. Throughout this guide you will find repeated references to multiple personalized contacts by phone and mail. Do not underestimate the value of creating a relationship with your collectors. You may share nothing in common but an appreciation of art, but that can be a strong bond! The key statistic for you to remember is that collectors and other prior clients are six times more likely to buy from you than a first time visitor to your gallery.
About the Author
Zella Jackson is a Fine Art Business Development Consultant. She teaches sales techniques to gallery personnel in both public and private seminars. Her methods have enabled them to achieve sales increases of 30% to 200% within 6 to 24 months. She is an expert in gallery management and in the art of creating collectors. Ms. Jackson is a frequent speaker and panelist at art expositions. She is widely recognized as the expert in increasing retail sales of fine art. Ms. Jackson has in M.B.A. in Operations Management from Michigan State University. Before entering professional art consulting she worked for both "Fortune 500" firms and small retail establishments. She served as a marketing specialist with Dow Chemical Company. In that capacity she headed a successful national marketing campaign. As IBM's General Products Division Systems Operations Manager she managed a multimillion dollar budget and coordinated projects affecting over 1,000 people. Zella Jackson has conducted more than 200 training programs and is the author of The Art of Selling Art (Second Edition) and The Gallery Management Manual. She successfully combines her academic and "Fortune 500" training with experience in the marketing of art, gallery management, and the creating of programs designed to assist gallery personnel in developing an active collector base.
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