My artists ask me about how to sell art. How to sell art is a big and complex question that is very difficult to answer in the space of one post.
I can tell you where to start.
And I can give you the short answer to “How do I sell art?” It’s simply this, don’t. What? Yes. Don’t sell.
Start by building rapport and bonding. This is where it can be very helpful to like people and to be naturally curious about them.
Engage your potential collector by asking them questions, then listen. Let them talk. They should do most of the talking. 80%.
You can usually determine quickly if they are actually a prospective collector of if they are just an admirer. Don’t assume. Find out.
Always start the conversation by simply developing rapport. Maybe ask:
How did you hear about this event?
What brought you here?
Are you visiting from out of town?
You know. Make the questions your own and just let the conversation flow naturally.
If you have developed rapport then you can engage your prospect further and determine if they are a prospect.
Why start with bonding and building rapport?
- Because people like to buy from people that they like.
- Rapport eases communication.
- It actually makes the exchange much more pleasurable and rewarding for you and your collector.
If you find a business endeavor daunting the very best solution is to develop or to adopt an effective system, whether it’s marketing systems, financial systems, or sales systems.
I use the Sandler Sales system which breaks the sales cycle into seven sequential steps.
- Bonding & Building Rapport
- Up-Front Contracts
- Uncovering Pain
- Uncovering the Prospect’s Budget
- Identifying the Prospect’s Decision Process
- Fulfillment
- Post Sell
Look for future posts on the second step, establishing “up front contracts.”
About Ann Rea
Ann Rea is a San Francisco based Artist and Entrepreneur. Her inspired business approach to selling her paintings have been featured on HGTV and the Good Life Project, in Fortune, and The Wine Enthusiast magazines, profiled in the book Career Renegade. Rea’s artistic talent is commended by American art icon, Wayne Thiebaud, and she has a growing list of collectors across North America and Europe.
Thanks so much! I’ll “be” there with my dancin’ shoes on!
Here you go…
https://www.creativelive.com/instructor/ann-rea
Ann,
I KNEW you were going to point that out! I have already done quite a bit of valuing , but it does still need work. I hear you loud and clear that it needs to done in a more formal way than I have done it to date. Will do my best with it.
Creative Live is a great place to learn. I take it you will be on it those days in March? I already have two people in mind to join me, but need to consider a third option as well. I’m on it! Thanks!
Best,
Jean
Jean,
You have the cart before the horse and you have skipped right over the first important part of the sequence called “Valuing.”
https://www.makingartmakingmoney.com/#course-description
My experience has proven if artists do not know who they are and what they stand for, they can not determine their mission.
If you don’t determine your mission, you will not be able to define a “unique” value proposition that are truly passionate about or that anyone else can be truly passionate about.
Tune into “Creative Live” on March 10 and 11 PST and ask two friends to join you. Why? Because you are going to need a “Master Mind” in order to make it.
https://cr8.lv/annmakemoney
Cheers,
Ann
Well, Ann, I immediately clicked on the link you gave me and also the FAQs. The place where I have an issue is your answer, “Is it financially irresponsible for you to enroll in this course at this time? Don’t apply.”That’s me.
That said, I am very persistent about pursuing my goals. Based on what I had already read here (I have the 8 Realms posted next to my computer screen now), I am aware that targeting and selling to my target are my key weaknesses. For now I decided to go to Amazon and see what might help and found several books that I can afford, but, if you had to make a suggestion as to how I could best learn to cultivate patrons from a book and then sell to them — keeping in mind what you say about it being all about them and a relationship with them — are there any you would recommend? Dan Kennedy, the co-authors James Taylor, Stephen Kraus and Doug Harrison plus Matt Oechsli materials look promising. Would that be advisable for someone like me?
You’re so very welcome Jean!
The first place to start is to define your mission.
See step 1 here…
https://www.makingartmakingmoney.com/#course-description
Hi Ann,
Since finding your site I have been reading and thinking for over 2 hours already. I just can’t withhold comment any more.
I am SO relieved to find someone whose position on making money from her art is akin to mine! But I am still a little guy in the art world. Due to family situation ATM, I am unable to devote the kind of time I need to in order to be a bonafide business so I pursue my photography as an artist, but one who has a keen sense of the need for marketing and business sense. In place of a business plan, I make an annual Artist Plan for what I plan to accomplish.
I have subscribed to your newsletter and will continue to learn from you with the hope of one day being able to sign up for your online course. One thing I could really use some help with is learning more about how to develop more than a local audience of collectors — the kind that led to your incredible first year goal success. My gut is telling me that I do not want to associate with gallery representation. I think in terms of 5 year plans and then break it down. Unfortunately, a major extended family crisis has put my efforts pretty much on hold — but I can still learn in what little free time I have.
Thank you so much for sharing! (BTW, you came up second when I Googled “business for arts.”)
Jean
You’re welcome. How will you be putting the advice to use?
Thank you for the really useful advice! I’m going to put it to use right away.
I highly recommend the The Graphic Artists Guild Handbook: Pricing & Ethical Guidelines
https://www.graphicartistsguild.org/handbook/
Hello Ann,
I am new to your blog – coming in late, but so glad I found you! I really admire the way you have created your own career and truly appreciate what your are sharing here. You convey a sense of the artistry of selling art that is fascinating to read and very helpful as I am preparing to participate in my second East of Asheville Studio Tour. The first was quite an experience. It was a lot of work, and lot of fun, but I realized I know how to be a hostess, but I do not know how to “sell art”.
Your advice about qualifying questions and the 80/20 rule are excellent. Such a gentle, graceful (and purposeful) way to engage. I am eager now to learn more about actually closing the sale.
thank you so much,
best wishes,
Anne
Anne Bevan Studio
84 Harlowe Noblitt Road
Old Fort, NC 28762
You need to make more work and become prolific.
Until then you are not ready to go into the art business.
You can’t open a store without a continuous supply of inventory.
Kindly,
Ann
great point of view and info – thank you.
what are your thoughts on how to be “found” so that you can develop that relationship if you do not have enough work to be accepted in a gallery.
I have good work – just not prolific – I have an 8-5 and that is a reality. Is a website the best way to go?
Nan
You got it Jannie!
Most people just want to been heard. It goes a long way. And then you can make an honest assessment about whether or not what you have is a fit for them. No need to manipulate or push. How about that?!
Rubicon Rocks!
Ann
I like this post a lot!
I am finding it really is about selling YOU first, as a human to trust, as a friend. And if you’ve got the product — you’re in!
80% of the talking, eh? Never heard that before. Really worth tinnkering with, in all relationships, probably. I’ll have to work on getting me down to 20%. People love to be heard.
Excellence here!!
Clicked over here from Rubicon Artist Deveopment In Austin. Glad I did.
Ann, this is wonderful information! Thank you so much for responding!
When you ask admirers qualifying questions like, “have you collected art before?” “Are they looking for something in particular?” “Do they have a certain room that needs art?” If they are JUST admirers they’ll back away. If they are interested in collecting they’ll start to talk. It’s simple.
Qualify your prospects and if they are not prospects move on. Sales is a numbers game.
Wonderful information! But, how do you tell an admirer from a prospect? Aren’t all prospects, admirers at first? I know you’ve hit on something remarkable here, because folks I thought were admirers became collectors and folks that I thought were potential collectors remain admirers! Clearly my radar for this is off! Any helpful hints or advice? Once again, thanks so much for giving us your great insights and support.
Hi Carol-Anne,
It’s not actually about sharing about your art.
It’s about starting by building rapport. That’s about them. Not about you or your art.
This is something that artists get hung up on. The start by gushing about their work before they build rapport. The result. Their sales suffer and they spend too much time with someone who is not a qualified prospect.
Hope this helps.
Ann
I am looking forward to hearing more. I understand that selling should amount to sharing your art, but how does sharing turn into purchasing?