by Carolyn Edlund
Sales take time. Artists who understand how to use that time wisely have an advantage when it comes to cultivating collectors.
Many artists judge their success too quickly. They exhibit at an art fair and evaluate the entire experience based on that weekend’s sales. Or they send out an email campaign and immediately look for a response in the form of purchases. They post on social media or attend a networking event and wonder why it didn’t produce instant results.
But the art business doesn’t usually operate on an immediate timeline. Believing that it does is a sure-fire way to become disillusioned.
Some of the most successful artists I know understand that selling art is usually a slow process and use that to their advantage.
Years ago, I met a high-end jeweler who regularly exhibited at major art fairs. He had an interesting attitude toward sales, not expecting to sell much during the events themselves. Instead, he used them as opportunities to meet potential clients. Since his work was custom made, expensive and often a cherished heirloom or gift, decision making rarely happened on the spot.
This jewelry designer used the initial conversation as a chance to learn more about his prospective client. They viewed the jewelry on display and he spoke a bit about his technique and craftsmanship. He asked questions and came to understand their interests and needs. The discussion might touch on custom commissions, timelines and pricing, but it wasn’t a sales pitch. Instead, it was the first step in beginning a new relationship. The real work happened afterward, through follow-up conversations. Many of his sales took place weeks or months later.
This approach might seem unusual, but it is not uncommon. Art is not an impulse purchase for many buyers. It may be frustrating if you expect every marketing effort to generate immediate income, but it makes perfect sense when you consider how people buy art and how they make decisions, especially about major purchases.
Art is personal, and it’s emotional. It reflects the customer’s discretionary spending; sales happen when the timing is right for them. Most collectors take time to think, compare, consider space requirements, discuss purchases with a spouse. The artists who understand this tend to approach marketing and the sales cycle differently.
Rather than asking, “Did I make a sale today?” they may ask, “Did I meet someone who loved my work? Have I added new subscribers to my email list? Did I make a valuable connection? Do I now have an opportunity for future business?”
Not every activity they undertake is geared towards making a transaction. It has to do with familiarizing prospective collectors with their body of work and being consistent over time. Few people wake up on Tuesday morning and decide to spend $5,000 on a painting before lunch. The buying process is often slower and more thoughtful.
The reality is that a conversation at an exhibition this evening may lead to a commission a month from now. A newsletter subscriber may not become a collector for years. A curator who isn’t interested in speaking at this time may be ready when the right need appears in the future.
None of these outcomes are visible when they begin, and that’s why consistency matters so much. In the meantime, follow the slow selling process by continuing to create, exhibit, network, and market even when there seem to be no immediate results. Each activity contributes to the whole, and it’s part of the long game.
Marketing is for the future, and thus regular ongoing actions matter. Each email sent or exhibition entry submitted is just one step in the overall plan. Sharing a new collection or announcing an exhibit may be the next opportunity to cultivate new fans and collectors.
Sometimes artists abandon their efforts just before they begin paying off. Out of frustration or lack of patience, they stop exhibiting, stop communicating, or stop following up. They assume nothing is happening, but in reality, they may have been much closer to success than they realized.
The artists who build long-term careers are often those who remain active and visible over extended periods of time. They know that selling art is rarely one event or one conversation. It is usually the result of many small interactions, taken step by step, that make the art recognizable and give the artist credibililty.
The next time you exhibit at an art fair or send a newsletter, don’t measure success only by what happens that day. Instead, ask yourself what opportunities you have created for tomorrow, as you pursue slow selling. That is often where the real value lies.
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