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Mar 28, 24

How to Sell Art Like the Galleries Directly to collectors. Art Marketing for Traditional Artists

Collectors have a limitless choice of sources to buy art from. But despite the variety of online platforms, many of them still prefer galleries and dealers. Why? And how to learn how to sell directly to collectors like galleries do.

We asked collectors why they preferred this method of buying rather than buying directly from artists. The most common answer was that artists can sometimes be difficult to deal with and can create problems that galleries do not.

Some collectors also believe that galleries (including online galleries) offer a more convenient and standardized buying experience. They can provide the professionalism and reliability that are sometimes lacking when dealing directly with artists.

Galleries or online art sales platforms typically handle all administrative and logistical issues, such as shipping, insurance. They can also provide certificates of authenticity and proof of provenance, which is important for preserving the value of artwork.

In addition, galleries often have established relationships with artists and can represent a wider range of works than a single artist can offer. This gives collectors the opportunity to choose from a wider variety of works and find something that perfectly suits their tastes and needs. Galleries can also provide advice and counsel on art investment, helping collectors make informed decisions.

However, buying art directly from artists has its advantages. It's always a more personal and intimate experience that allows the collector to better understand the artistic intent and story behind the work. This approach can be more cost-effective, as it eliminates the intermediary of a gallery, and the purchase for the collector will be at a more favorable price.

Ultimately, the choice between buying art through galleries or directly from artists depends on the collector's personal preferences, goals, and desired level of involvement in the buying process. Both methods have their pros and cons, and the ideal choice varies from person to person.

That is why artists should not exclude the possibility of selling through both channels.

Understanding the individual needs and preferences of each collector allows artists to be flexible and adapt to different market segments. By using a combination of online platforms, social media, personal relationships, and traditional galleries, artists can maximize their visibility and increase the chances of selling their work.

Artists who do not have gallery representation can increase both direct and online sales by mastering the sales methods used by galleries.

A huge advantage you have over art dealers and galleries is you, especially with so many online opportunities available to publicly present and draw attention to your art, share your background and inspiration, and deepen people's understanding and connection to your work.

You are the number one expert in your art and the most motivated and qualified person on the planet to represent and sell it. You also have the ability to turn every in-person meeting, studio visit, or online visit to see your art into a fun, memorable experience, education, and adventure.

In addition, you have a unique opportunity to turn every contact with your audience - whether it's a face-to-face meeting, a visit to your studio, or an online interaction - into something more. Each interaction can become a source of inspiration and an unforgettable experience for your fans.

Therefore, below we provide some tips to help you increase the sale of your work directly to collectors, without intermediaries.

If your goal is to increase your sales, the more of these tips and tricks you integrate, the better your chances of increasing your profits. In case none of them work for you, at least you will have gained a deeper understanding of what galleries are for, how they work to serve collectors, and the role they play.

1. Respond Immediately

If you sell your artwork primarily online, respond immediately to all emails, messages, and other inquiries.

In cases where a potential buyer wants to discuss the purchase or has specific questions about certain works, try to arrange a meeting or conversation as soon as possible.

Art tends to be an impulse purchase, so the response time should be as fast as possible. Buyers highly value artists who are open to communication, willing to answer questions, and collaborate at all stages, from inquiry to completion of the purchase.

2. Prepare for the meeting

When meeting collectors in person, make them feel comfortable. Be ready to answer questions, show them, and guide them to what they want to see.

If they have questions about your work, don't hesitate to share information about your process and inspiration. Also, prepare materials such as your bio, resume, and portfolio so that they are easily accessible.

For online meetings, make sure your work and information about you are easily accessible. Create a clear and understandable presentation of your work and bio on your website.

If you don't have your own website, and even if you do, publish your work on our platform. You will be able to present your work, add a bio, join the community, increase the visibility of your art to collectors around the world, expand your opportunities, and find new fans.

3. Be clear in your communication

Provide brief and clear information about yourself and your work. Avoid unnecessary details and focus on answering only the questions asked.

Allow the interviewees to set the pace of the conversation and be prepared to segue into showing your work when it seems appropriate.

Remember that in-depth conversations are valuable, but only if they lead to a sale.

4. Aesthetic space for the presentation of works

Set aside a small space to display your work, creating conditions as close to a gallery environment as possible.

Artwork exhibited alone in a spacious, well-lit area, without any frills or other distractions, allows collectors to better appreciate and experience each piece.

For example, a painting exhibited on a white wall under the right lighting will make a much better impression than the same painting placed on an easel in your studio against the background of other works of art, work materials, furniture, or other objects.

This will help collectors better perceive and appreciate your art. Proper presentation of your artwork greatly increases its appeal.

5. Limit the number of works, exhibit only the best works

Exhibit only selected works and emphasize the current ones. Showing a large number of works from different time periods of your work in different styles can overwhelm or confuse viewers.

Simplicity and clarity are key. Just as galleries usually limit the number of works on display at one time for better clarity and perception.

Limiting the number of works you show to collectors will make your art less confusing, less intimidating, less overwhelming, and more understandable to collectors.

Show the full range of your work ONLY by special request if a potential buyer insists.

6. Consider the diversity of tastes and interests

Being open to viewers' preferences, even if they differ from yours, can help you sell.

Allow the viewer to experience the types of your art that interest them, even if it don't match your personal preferences or expectations of what they should see.

Also, keep in mind that different people have different tastes, and be ready to show them the work that piques their interest regardless of your own.

If, for example, they are more interested in your earlier work than your current work, that's fine. A sale is a sale.

7. Offer art that is already interesting

When potential buyers show interest in certain types of your work, offer them more examples of that art.

Avoid trying to redirect their attention to other works, despite your desire to show them something else. Insisting on this may reduce your chances of a successful sale.

Remember, tastes are different! Let them choose what to see.

8. Do not criticize other artists

If collectors mention other artists in their collections, regardless of what you think of those artists or their work, respond positively. Refrain from making comparisons or criticisms, and generally value judgments about these artists or their work.

Negative comments, especially about works that the collector already appreciates, can be perceived as negative; rather, focus on common themes in art that can connect different artists or different art movements.

Remember that collectors often take pride in their collections and their choice of artists. Criticizing or disparaging the work they value can not only drive them away from your art but can also be perceived as a personal insult.

Instead, emphasize commonalities or express interest in other works in their collection, using this as a basis for demonstrating your openness and professionalism.

This approach not only shows you respect the collector's choices but also opens the door to deeper communication and possible collaboration in the future.

After all, your goal is to create a positive and lasting relationship that can lead to the sale of your art.

9. Be sensitive to buyers with a modest budget

If someone likes your art so much that they are interested in discussing the price, make every effort to close the deal.

Use this moment as an opportunity not only to sell the artwork, but also to build a lasting relationship with the buyer, demonstrating openness to dialogue and willingness to meet their needs and budget.

These people are your biggest fans!

Do your best not to disappoint them. Your goal is to bring your art to people. Always remember: your art is your billboard, your business card. The more you sell, the more people will see it, and the more chances you have to sell even more.

10. Give collectors time to decide

Allow collectors to take time to do their thinking for one to two weeks, whether the purchase is made in person or online.

Choosing an artwork can be a difficult decision for many and is often accompanied by reflection and emotional hesitation, so they will appreciate the opportunity to reflect and feel a deeper connection to the work before making a final purchase decision

11. Offer free shipping

Whenever possible, deliver artwork for free. Be one step ahead by offering this service before the buyer asks you about it. This will demonstrate your commitment to providing the best and most professional service and establish a positive impression with the buyer.

Make sure, of course, that the distance between you allows for this.

Not only does this practice increase customer satisfaction, but it also improves their experience with you as an artist, increasing the likelihood of repeat purchases and positive feedback.

12. Set prices in advance

Set all prices for sale in advance and make sure they are clearly stated in price lists, just as they are in galleries.

If you're not sure how much you want to sell your work for, expect collectors to feel the same uncertainty about buying it. Uncertainty about prices can give the impression that you don't sell artwork often, that you don't have experience in sales, or that prices can change constantly.

Imagine yourself in a store where there are no prices on the products. It creates discomfort and reduces the chance of a purchase.

13. Be able to explain changes in prices

When setting prices for your work, avoid being influenced by your own financial needs. To maintain the trust of collectors, keep your prices stable.

Your prices should reflect not only the cost and artistic value but also market trends and demand.

If it is necessary to change prices, the explanations should be clearly justified and understandable to your target audience. Whether it's an increase in the cost of materials, labor time, or changes in the market value of similar art objects.

This not only enhances your professional reputation but also helps to avoid possible misunderstandings and maintain customer confidence.

14. Be objective when setting prices

The cost of a work should reflect not only material and time costs but also market value, without being driven by personal emotions or attachment to the work.

Do not confuse the sale price with self-esteem - high prices do not define your skill as an artist.

Realize that pricing is not an assessment of your personality or talent as an artist. The price is only a financial assessment of the work in the context of the market, not a measurement of your skill.

15. Be open to negotiations

Consider offers from collectors who approach you with polite and reasonable requests for price reductions.

A price reduction of 10–20% is a normal practice for both artists and galleries.

Just like galleries, be prepared to negotiate terms. However, you don't have to accept offers from people who behave inappropriately or try to reduce the price without taking your position into account.

16. Set rules for booking artwork

If a buyer wants to purchase a work of art and plans to pay later, offer to leave a deposit as proof of seriousness.

If they refuse to make a deposit, you can hold the artwork for the buyer for a certain amount of time, for example, two weeks to a month.

If they are not active or do not contact you within the set period, remind them of this and if there is no response, the work can be put up for sale again.

17. Separate the personal and the professional

Don't emphasize your personal attachment to the works you sell. This can scare collectors away.

You are selling art, not a part of your soul. If you feel strongly about a particular piece, hide it and don't offer it for sale.

18. Provide all necessary documentation

Provide the buyer with written statements, documentation, receipts, and explanations that give them a sense of who you are and what the artwork they are purchasing is about.

Not only do these documents serve as proof of purchase and authenticity, but they also take on added value over time as historical records related to your career.

You have a unique opportunity, compared to galleries, to give this documentation a personal touch. Galleries provide these types of documents all the time.

The more of these techniques and guidelines you can apply, the more work you will be able to sell.

And in conclusion, I would like to emphasize that success in direct sales to collectors requires not only artistic skills but also a deep understanding of business, marketing, negotiation, and relationship building.

Our team at Arts.Center works passionately to ensure that your work is seen, and we strive to maximize the visibility of our artists among collectors around the world.

Join our platform and be one step closer to your collector.

Whether you sell art through galleries or directly, we can help you increase your visibility and market recognition.

At Arts.center, we continuously update and moderate our articles to ensure the relevance and usefulness of the information for our audience. We value the feedback and wishes of our audience and are always ready to consider your ideas for improvement, to make our resource even more valuable and helpful for artists. We strive to be not only a place for commercial success but also a source of inspiration and support for artists who seek to develop their talent and share their vision with the world.

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