Selling Art in Today's Market: Essential Strategies for Artists
Remember that fantasy we all had? The one where you learn to paint or get your degree, and voilà! Galleries flock to you, collectors fall head over heels, and you spend your days lost in creation. Well, I hate to be the one to break it to you but…🤣. The success in the art world isn’t the fairy tale we would all love it to be; it’s a blend of dedication, hard work, and strategic engagement. But don't worry, we’re in this together! Let’s navigate the art market and turn those dreams into reality.
Understanding the Art Buyer’s Mindset
Art is a luxury, not a necessity. Buyers need to feel confident and knowledgeable about their purchases. They want to add something meaningful to their lives. Since most aren’t art experts, it’s our job as artists to guide them and make it easy to appreciate our work.
Take Sally, for example. She buys a piece she loves and proudly displays it at home. When friends and family ask about it, Sally needs to explain why she loves it (especially important for abstract art). She should feel educated about her choice so she can discuss it confidently. As artists, it’s our role to provide Sally with the info she needs to talk about our art without feeling overwhelmed or confused.
How to Engage with Collectors
Start Conversations:
Engaging with potential buyers can be as simple as saying, “Hi! What do you think of this piece?” Whether in person at a gallery or on social media, initiating a chat breaks the ice and shows you’re approachable. Share a bit about your inspiration or process to pique their interest.
Keep It Going:
Once you start a conversation, keep it alive with follow-up questions and insights. Share the story behind the artwork, your inspiration, or the materials you used. The more collectors understand about your art, the higher the chances they’ll fall in love with one of your pieces. For example, if someone is intrigued by the textures in your mixed media piece, explain how you sourced and combined the materials.
Be Accessible:
Make sure your contact info is on your business cards and easy to find on your website. Have a welcoming online presence and be active on platforms where your audience spends their time. Respond promptly to inquiries. When someone takes the time to ask about your work, they may be interested in buying, or they may just want to learn more. Either way, don’t let this be the defining factor in your relationship with them.
How to Talk About Your Art Simply and Effectively
People often prefer simple statements like, "My art is about urban landscapes," which are concise and easily understood. Avoid vague comments like, “It means whatever you want it to mean.” This can leave viewers confused and turn them away. Instead, provide clear, straightforward answers that make your art easier to appreciate.
Suppose, like me, you create abstract urban landscapes. You might start by saying, “This piece captures the energy of my childhood holiday home.” This simple explanation gives viewers a starting point to connect with your work. If they’re curious, they’ll ask more detailed questions, and you can give them as much detail as they need.
Talking about your work can feel intimidating. Many of us are a little shy, and talking openly about something we’ve created makes us feel vulnerable. The best way to get good at talking about your work is to practice. It might sound silly, but talking to your family, the mirror, or even the dog is a great way to prepare for a conversation with a collector.
Navigating Gallery and Online Sales
If you’re working with galleries, it’s crucial to make sure they feel at ease talking about your work to their clientele. Explain your work clearly to the gallery representative. This will boost their confidence in discussing your art with collectors and help your relationship with them develop. They need to know not just what your art looks like, but what it stands for and why it’s special. Prepare an artist statement and be ready to discuss your process and inspiration.
Online, keep your bios and descriptions simple and easy to read. People often scroll quickly, so it’s important they can understand your art's essence at a glance. Use high-quality images that load quickly and concise captions that highlight key aspects of your work. For example, “Acrylic and mixed media on board, inspired by the urban landscape of Western Australia,” gives viewers a quick, vivid picture. Consider having a FAQ section on your website addressing common questions about your art.
Selling your art isn’t about hard-selling tactics. It’s about creating connections and helping people understand why your art is worth caring about. Start conversations, keep them going, and make your art relatable. Remember, the clearer you communicate, the more relationships will develop around your art and the more successful you’ll be in turning viewers into buyers. By being approachable and transparent about your art, you can foster a deeper connection with potential buyers. The more they understand and appreciate your work, the more likely they are to become loyal customers.
In the end, selling art is a blend of passion and strategy. By understanding your audience and engaging them effectively, you can turn their curiosity into appreciation, and perhaps, ultimately, sales. Keep it simple, stay accessible, and most importantly, share your love for your art!
