by Carolyn Edlund
If you want to sell your art, where do you find the people who actually buy it?
Visitors at a Florida exhibition of works by artist Raven Skye McDonough
Artists ask me this question all the time. They want to know where collectors hang out, how to locate them, and how to get their work in front of them. But there isn’t a secret club where art collectors gather, waiting to meet artists. On the other hand, collectors aren’t impossible to find, either.
The first thing to understand is that most people don’t collect art. That immediately eliminates a huge percentage of the population from your potential audience. This is actually good news.
You don’t need everyone to like your work. You don’t need thousands of followers or enormous website traffic to make sales. But you do need to connect with a group of people who appreciate art, buy it, and look to own it.
So where are they?
Go where art is already happening
People who collect art tend to spend time around art. You’ll find them at gallery openings, museum events, exhibitions, art fairs, open studios and artist talks. They attend fundraising events for arts organizations. They may belong to museum groups or support local cultural organizations.
Will everyone at these events buy art? Of course not. But compare that audience with the general public. You’ve already narrowed the field considerably simply by showing up where people have demonstrated an interest in art.
Importantly, you don’t have to arrive with a sales pitch. This isn’t a group for pitching, but rather connecting. Attend regularly, meet people, ask questions and become a member who has genuine interest. Over time, you will become a part of the local arts community. People will come to know you and what you create, which leads to a larger group of acquaintances and ultimately collectors.
Your subject matter can lead you to buyers
Sometimes the best place to look for collectors isn’t an art event at all. Just consider what you make and who already cares about that subject.
I know a painter who specializes in portraits of trees. She participates in conservation groups, where she naturally meets people who share her interest in the environment. Now she is working with two other artists to create a group exhibition at a local art center centered around that subject. She’s not trying to turn conservationists into art collectors, but she is putting her work in front of people who already have a strong connection with what she paints.
Another painter I know is highly focused on paintings of fish and undersea life. She lives near an affluent island resort area in Florida that holds a huge fishing tournament every year. She took the rather unusual step to meet ideal collectors by literally starting an annual art fair on the island.
There is a very different way of thinking about your market and how to find it. Instead of asking, “Where can I sell my art?” ask, “Who already cares about what I make, and where can I meet them?”
Wildlife artists often become involved with conservation organizations. An equestrian artist may find their ideal audience at horse shows where attendees already connect deeply with the subject matter. They may be owners, exhibitors or fans. The connection is already there, so equine art is a natural purchase for many of them.
Meet people who know collectors
An excellent way to find collectors is through people who work with and for them. Interior designers, gallery owners, art consultants and curators regularly meet people who buy art. So do framers, museum supporters and other artists.
One mixed media artist I know creates work that fits beautifully into contemporary interiors. She sells through galleries, but she didn’t stop there. She placed her work in a booth at a design center located in an arts district. The center attracts homeowners as well as interior designers who are actively looking for furnishings and artwork for their projects.
Thus, her work is strategically placed where purchasing decisions are already being made, and where her art fits in perfectly. That’s the point. She didn’t wait for potential buyers to somehow discover her website or social media account. She found a place where the right people were already looking, and importantly, they can see her work in person.
Collectors know other collectors
Don’t overlook the people who have already purchased your work. People who buy art often have friends who also enjoy buying art. They visit exhibitions together, and may mutually recommend galleries and artists. They see artwork in each other’s homes and are inspired to learn more about the artist.
A collector who loves your work can become an introduction to other people who might love it too. This is one reason why staying in touch with customers matters. A sale isn’t the end of your relationship with that person; in fact it may be the very beginning.
Invite people who own your artwork to attend your exhibitions. Let them know when you create an important new body of work. Thank them for supporting what you do. Keep the relationship genuine, and encourage the relationship. Artists who have regular collectors and patrons can earn ongoing income that supports them.
You don’t have to find everyone
Finding collectors becomes much less mysterious when you stop believing that you have to reach a huge audience. Instead, look for places where people are already interested in art. Consider organizations and events connected with your subject matter. Get to know professionals who regularly work with people who buy art. And stay connected with the collectors you already have, who may buy again or introduce you to your next sale.
Then choose one place to start. Attend an opening. Visit a design center. Join an organization that connects naturally with your work. Reach out to a past collector. You don’t need to be everywhere. You simply need to spend more of your time where the right people are likely to be.
Artwork credit: Raven Skye McDonough
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