This information is located in our software for artists. Some references within the text will be software related.

SELLING ART YOURSELF

Here are some tips for selling artwork both to new and established collectors. You should make sure you read the Marketing and PR sections on the GYST software, as well in order to have a well-rounded idea of selling and marketing.

Some people will be shy about buying art because either they do not understand it, are not confident in their choices, or are worried about the opinions of their friends. Getting them to feel comfortable about the work they are buying is part of the battle. In this case, make sure they understand that you have a money back guarantee. Such flexibility may make customers feel at ease. However, make sure to set a limit on how many times you allow returns and exchanges. Some people tend to “borrow” a work from a gallery and then it sits in their home for quite a long time. It is not “on the market” if this is the case, so give them a timeline in which to make a final decision.

• If your buyer is looking for a good investment, back up your work with your resume and chat about your career. Do not overdo it though— let them ask questions.

• You might let them know that if they do not like the work in the long run, they can donate it for a tax write off to their local art organization. This might benefit you, as more people will come in contact with your work.

• You might talk about the most recent works that you sold or about other first-time art buyers to set them at ease. You might also let them know how the work is priced and why. Have an idea of how you determined the prices of your work.

• Have a variety of pieces at different prices for sale.

• You might also consider a commission if they like the work, but want something a little different. (See Commissions section.)

• Avoid art jargon. You do not want to confuse of intimidate.

• Selling art through a dealer or out of your studio is difficult, even in the most robust of economies. To ride out a slow market, be flexible with respect to your selling prices. Art prices often fluctuate with the market. Be flexible yourself.

• If you sell through galleries, representatives or agents, find out how their businesses are doing. Ask whether sales are holding steady or decreasing. Find out whether or to what extent the weak economy is impacting their sectors of the art market. Those who represent or sell your art do not usually volunteer this sort of information unless you ask. At the very least, addressing these topics shows your concern for their well-being.

• Consider bartering or trading your work with others including doctors, dentists, and lawyers, in order to increase your exposure. (It certainly is not doing you any good stored in your studio or garage!) Do not be afraid to ask.

• Consider payment options and other strategies, but be sure to keep the work until the final payment is made, unless you know and trust the buyer.

Selling Art Like A Gallery

Collectors have a choice to buy art directly out of artists’ studios or exclusively at galleries. When asked why they prefer buying from galleries to buying directly from artists, the most common answer is that artists tend to present problems that galleries do not. Often times, collectors buy directly from artists because they think they are getting a deal or a ‘studio’ price. This is only the case when an artist does not have gallery representation. When an artist does have representation, they are loyal to the gallery by having all collectors go through the dealer to purchase work and not through the back door of their studio. Artists without gallery representation can increase their studio sales by adopting techniques of the galleries. One advantage that you have over dealers is that you are the number one expert on your art because you made it.

• If you can keep regular business hours you have a better chance of walk in sales, even if it is just one day a week. Not everyone wants to make an appointment all the time.

• Be sure to keep your studio relatively clean and make the buyer feel comfortable.

• Have materials and information ready at all times.

• Have a conversation with the buyer about the work, where it came from, the history of your practice and information about the series. Avoid long diatribes. Keep it short and simple unless they engage in a longer conversation. You can always ask them if they are interested in a particular aspect of the work.

• If you have a place in your studio to set up much like a gallery, the buyer may feel more comfortable. It will also show off your work in a clean space without all the clutter around. Make sure there is good lighting and a place to sit down.

• Do not respond negatively at what the buyer may mention, whether it is other artists or galleries or other insider information. One of those artists just may be in their collection. Avoid comparisons and judgments about taste in art.

• It is a good idea to have a price sheet of current works for sale nearby. Price things ahead of time so you are not fumbling of negotiating for something you are not prepared to accept. Hesitation may get you into trouble. Be firm.

• Be sure to clearly mark all works Not for Sale (NFS) if you are unwilling to part with them.

• Remember to cultivate—a small sale may lead to a large sale.

• If money is past due, be sure to follow up and collect it. Plan ahead for this situation so that the buyer knows your policy up front. Consider a payment contract in writing to help ensure fulfillment.

• Provide your buyers with written statements on the Visual Artists Rights Act, the Resale Royalties Act, (check laws about selling art in your state) information about yourself and the artwork. Make sure you give them a printed receipt with return instructions in writing.

• Continue to keep in touch with your buyers so they will feel comfortable coming back to buy more work.