# 15 - The Art of E-mail Conversation

The Art of E-mail Conversation

By Chris Maher

Most sales you will make on the web will be preceded by a e-mail or phone call from the potential client. In my experience, the first query is almost always e-mail. How you respond to that first contact will be critical to the success of your site.

When people see my work at an art show, I always make a point of being friendly and starting a conversation. Each piece I show has many little stories that I can relate to the potential customer. And I don't wait to hear "I'll take it" before I ask where they might hang my work in their home. That's all part of the conversation that leads to the sale.

With e-mail, it's a different world. You can't see the clothes a potential client is wearing, what his body language says, or the way he looks at your creation. But you can and should engage in a conversation with him.

For example, suppose you get an e-mail query from someone who visited your online gallery. They may begin by telling you what nice work you do, or how much the subject of your work means to them. ("you really captured the spirit of that...")

It would be easy to respond with a simple thank you note, but you would be missing the chance to begin a dialog.

What's the best way to start an online conversation? By responding with questions. If someone has expressed appreciation for your work, ask them if they have any other pieces like it in their "collection". If they indicated a feeling for the subject of your work, share your passion for the subject, and ask them how long they have enjoyed the same feelings.

Think of the conversations you have with your customers when you sell face to face, and translate that to you e-mail reply. You could tell them something about the technique, but only if it is something exotic. I find sharing what I felt when I created something is more effective than talking about technique.

We all would like to think that our work sells itself, but in truth, people buy not just your creations, they buy a bit of you too.

It is a difficult skill to communicate through the written word with someone you've never met, perhaps even someone from a different culture. But if you can improve your e-mail skills, you will improve your online sales.

Be sure to keep your correspondents e-mail address, whether they buy or not. You can add it to your announcement list, and send them an e-mail every time you add something new to the site.

A guest book on your site is good for adding names to your e-mail list as well. Sophisticated web authoring software like FrontPage98 make interactive forms easy to create.

In today's world there are many great pictures for sale, and many beautiful artifacts that people can put in their homes and offices. Work to establish a rapport with your client through e-mail and your art will become more than just another pretty picture on the web.

This page last updated: 09/02/04

[ Article Index ] [ Home ] [Information ] [ Search ]

If you would like to contact me directly, e-mail me at advisor@1x.com
Your comments are always welcome.