OK… I'm biased. I happen to own a computer business! Let's get that out up front.

I agree that it is possible to be very accurate, and very detail oriented, using manual records. But lets look at the relative pros and cons of using a computer, or not using one, to manage your client relationships.

In the ART WORLD, we deal with relationships. In fact, this is the ultimate relationship business. More than Doctors, Lawyers, and even your hairdresser, people in this industry must understand their clients' tastes in order to be really successful. It is one thing to keep a client's name and address so you can send them a thank-you card. It is another thing entirely to keep records of virtually everything you know about the client. Information such as birthdays, the names of spouses and children, career goals and interests outside the art business, are all important details. So how do you track this information? More importantly, how do you gather it?

I recently read a "Letter to the Editor" in an industry publication from a gentleman that stated that he would "NEVER" give up his index card system for a computer. The gentleman went on to say that he had tried using a computer once, and that it caused errors, slowed down the process, and removed the "personal touch" he felt he had when using index cards.

I don't know where this person lives, but it's not in the real world! Unless there's a power failure, or some other catastrophe, computers generally don't cause errors, people do. Whether they use an index card or a computer screen, the information is only as good as what is recorded. In a moment, I'll argue that computers actually REDUCE errors.

As far as slowing down the process - I wonder how long it takes this gentleman to pull out all his clients that purchased a particular artist's work, in the last three months, valued between $5,000 and $7,500, and live in Texas. My computer will do the task in literally a couple of seconds.

So what about the personal touch. OK, on this one, I might agree that flipping through a box of index cards on a daily basis might make you more familiar with the information. And hand written notes might stay in your mind longer than those you type in using a keyboard. The problem is, I just can't think of anybody I know in this industry that has the TIME to do this. Unless you have very few clients, very few artists, and very few pieces of inventory, this task would take your entire day! There would be no time for personal selling, answering the phone, creating advertising, or even LUNCH! We all lead hectic lives, and there is always something else we want to accomplish in the day.

Besides, people are used to computers. When you call your phone company to complain about your account, you probably get frustrated when the operator has to "find your records" on the computer. Sometimes this can take a minute or more! And every once in awhile, their computer is down and you have to call back. But come on, can you imagine how long it would take that operator to answer your question if they had to actually pull out a hand written file with your records? It might not even be in the same office!

So… Can you really use index cards to gather and review your information? Lets look at a couple of scenarios.

Scenario Number 1. Suppose a potential client comes in and looks around for awhile. They don't make a purchase but do express an interest, and then leave. With an index card system, you grab a blank card, write down their name, and the details you remember from your conversation, and put the card into some order in your system. (By name, interest, date entered, whatever.) With a computer, you open the client screen, enter the name, and the details you remember from your conversation. You press SAVE. If you later want a list in alphabetical order, you have it. Dates or interests - they're available as well. The Computer does the same thing, is faster, and offers you more options later.

Scenario Number 2. The client actually makes a purchase. With the index card system, you probably do a hand written invoice for the sale, then create a card for that client and manually copy the details (artist, amount, date, etc.) onto the card and then file it in some order (what order?) You could process the sale using a computer. You enter the items, and the clients name, print out the receipt and the computer does the rest for you. You might even make a note in the sales screen (but not to print), about an upcoming vacation. That's it. The computer KNOWS what piece the client purchased. It KNOWS how much they spent. The information is already filed, with no extra work, and can be displayed in any order you choose. And FEWER errors are made, because the relationship between the clients and the pieces are made automatically.

OK.. I could go on and on with these different scenarios but the fact is that a computer is simply better at gathering information, and sorting it, than a manual system. But this article is about CLIENT relationships. How are your CLIENT relationships improved?

Suppose the same client calls you in six months for the sister piece. You want to treat her as though you remember everything about her, even if you don’t. You also need to know as much as possible about what she purchased. After a sale, it is unlikely you would transfer every detail about the piece to the client's index card. Title, Artist, Dimensions, Matting, Framing, Costs, Provenance, etc. That means you have to pull the index card for the piece, as well as the client. That could be hard to do in the few seconds you have when the client calls. So what do you say? "Won't be a moment, I'm just looking for your file…"

With the computer, you simply enter their name, and the press of one button can recall every sale, every payment, and every piece, for that client. Now you say, "Right, I remember you, you purchased the "Sunflowers" piece back in October. That was with the special framing job… We can make up the new piece exactly the same way. By the way, how was that trip to Rome?" At this point, you probably WILL remember the client…

I ask you, which is better for your relationship with the client, index cards, or a computer?

In closing, I have two final points. First, your relationships are not just with clients, but also with your artists. You have to know everything you can about THEIR wants and needs as well. For example, they want accurate consignment reports, on time, any time.

The second point is this. I know of many galleries that aren't keeping track of ANY client information. They haven't taken the plunge into computers yet, and simply don't have the time to do the job properly using a manual system. I promise you, if you don't really track your customers (and your artists), you'll have a very hard time building the relationships that are so important to the success and expansion of your business.

Good Luck, and Take the plunge.

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James Archer has been a gallery owner himself, and developed The Masterpiece Art Gallery Manager, a software system designed specifically for the art and related industries.
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