Sales Strategies in a Time of Crisis with Louise Hayward
Louise is exceptionally well placed to talk about sales strategies in both small and large galleries, having worked with emerging and established international artists and collectors for over 20 years. Before joining Lisson Gallery 10 years ago, she set up Store in 2003 with Co-Director, and fellow art history post-graduate, Niru Ratnam. As well as working directly with Lisson Gallery artists, Louise manages sales strategy and the sales team nationally and internationally. Her reflections on the issues and strategies for right now, are caveated with an understanding of the constantly shifting situation we are currently operating in.
'In this moment of enforced pause, any norms and sense of predictability that we have relied on may disappear. It is incredibly challenging to work and make sales when you are daily confronted with a new reality and are dealing with the consequences of actions completely beyond our control’
At this period of time, when it is so easy to feel out of control, like you are running on quicksand, Louise recommends thinking about what we can control. The most important thing that we can control currently is our time. Taking this period of pause to refocus and think about what your business was before the crisis, and what you can do with your business going forward, will reap benefits. By doing this you can consider how to make your business and sales structure more nimble. This may involve reconsidering our universal reliance on the dominant art structures of the last quarter century, and especially of art fairs. A beneficial by-product of this change will be a move toward a more environmentally sustainable model and this is worth reflecting on in relation to your own operations and value mission.
Louise concentrated on three areas which we can control and define within an ever changing timescale; research, digital interface and our relationships.
In a hyper-speed art market everyone is racing to keep up. Connoisseurship and the time for primary research often feels, if not an afterthought, then something that is a guilty pleasure or sometimes an addendum to transactions. All of us, that went into a career in art passionate about working directly with artists or with artists estates, should now take the time to instinctively find our way back to basics. Look at your artists, think about the themes and characteristics of their practice and reach out directly to museums; to your peer group of curators and assistant curators within museums, forge conversations and build relationships based on your artists. It doesn't matter if these are baby steps, take five institutions, research their acquisitions policy that make sense to your programme and roster of artists, and start there.
Secondly, it's hard not to mention digital and acknowledge that much our interface with clients and audiences will not be face-to-face for sometime. However, online platforms for sales are not widely successful. They very often de-personalise the experience and anecdotally there is already ennui with the virtual sales-room model. Instead, create your own way of working with artists and make your own stamp. Lisson Gallery is taking studio visits into the virtual realm. Prescribed, heavily edited, pre-recorded and institutional type of on-line content is just not exciting.
Thirdly, call your clients. Pick up the phone more, be in touch and stay in touch. Relationships are your lifeblood and are beyond transactions right now. That said there is also nothing wrong with letting clients who have an interest, know about opportunities and being open to offers and payment plans. It's a new reality and it is all about looking after each other; collectors, artists, museums and galleries because we are all in this together.