I’ve had the privilege since 2009 of making my living primarily from making and selling art to what many would call the luxury market. My clients are typically people who have multiple homes around the country (and internationally) and enjoy purchasing and commissioning unique pieces of art for their homes ranging from several hundred to tens of thousands of dollars.
Although many of them could probably afford anything they wanted, price is almost never a part of the initial conversation as they determine whether or not they want my work. For many artists, this begs the question… if price is not really a main issue, then what DO they care about? What are they really looking for? How do I know where to sell my art? Here’s my top 4 things I know every art buyer is looking for:
- Uniqueness
One of the first things I hear from people considering purchasing or commissioning my work is something like “Wow, I’ve never seen anything like this… ever. I love it.” Yes, it’s beautiful but there are a lot of beautiful things out there… I’m also the only person that does what I do. Everything I create is a one of a kind and so there will never be another one exactly like it. I’ve said for years, differentiation is THE key to marketing. To think about it another way, just imagine what makes you and your work different in a field of 5, 10, 20 or 100 other artists who do essentially the same thing you do. The more you develop a unique approach to your art making, the more buyers will be attracted to your work. Bottom line, they want something no one else has… because they can and because it’s special. - Craftsmanship
No matter how unique a piece of art is, people who can afford to invest $1000, $2000, $5000 or more on a piece of art want to be sure that the piece is constructed with quality and craftsmanship. Are you using the best materials? Do you practice close attention to detail? Do you sweat the little things? At this level of selling believe me, it matters. Your work should stand the test of time. Create pieces with longevity and legacy, not just a quick sale. - Unparalleled Service
The Biltmore Estate is here in Asheville, NC where I live and their staff is trained to practice something they’ve coined Gracious Hospitality. According to their website, through “being genuinely warm and authentically nice – we are able to deliver a customer experience that far outweighs the quality of any product we can sell.” I’ve found that to be true in my own business as well. I always offer to deliver and install my work for free. I always carry new purchases to the car. I write thank you notes. I drop by to visit clients and partners. Long story short, I just go the extra mile. People love it and it’s one of the hallmarks of buying a piece of art from me. I make it easy to do business with me because it’s a genuinely enjoyable experience. When you sell your artwork, do you make it easy and enjoyable? - Connection
One term many artists use is “collectors”… as if these special art gods swoop down from the heavens, grace the door of certain artists and then swoop back into the ether. From what I’ve found over the years, people who buy lots of expensive, high-quality are are just people; people looking for connection. That connection might be with the artist, the subject matter, artistic process or even a special experience. Regardless, everyone loves to feel special and genuinely connect in a way that’s meaningful. This is especially true when it comes to people who purchase high-end art. Most people I encounter really enjoy the personal connection that commissioning a piece brings including getting to know the artist, a personal studio visit, a home visit to see their space and understand their preferences in interior design and art. This doesn’t just happen in person either but online, too! Your website and social media should convey an authentic idea of who you are through video, images and story that will help deepen this connection over time with potential clients. Since connection points differ for each artist, you’ll need to listen intently over time to understand why people connect with you, your work and then work diligently to deepen that connection over time.
Understanding and practicing these four principles are core to the success of my business and any art business who wants to thrive over the long term. Comment below and share your thoughts. I’d love to hear them as you share your insights on how to sell your art!
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