Selling Art Is a Business

Why is it that many people do not understand that artists are working when they create their art? Making artwork is often labor intensive, backbreaking, time consuming, and material rich work. What is it about art and artists that make people think otherwise?

As both an artist and a gallery owner, I can tell you that being an artist is like being an entrepreneur without any business training. Most trained artists learn how to do many types of artwork in theory and technique in college but never are taught how to run a business. And that is what making a living as an artist is all about.
Artists need to do the same things that all businesses do: design and produce a product, market it, and sell it. Then they need to account for it and pay taxes on it.

And they need to be able to find the time to create.
The most interesting thing about this whole process is that often people do not understand that artists are working people just like everyone else. Most artists think, breathe and sleep their work. They spend time in their studio, then they go to weekend art shows and openings to promote and sell their work. Shows are often extremely long hours in the sun, rain, and wind and that does not count the packing, hauling, and driving to and from the event. And many artists do this in the spare time when they are not working their full time job. It is not surprising that only the most dedicated and persistent artists survive in the art business.
In addition, the art world is fiercely competitive. It is hard to compete in a world of computer generated photography, graphics, and machine manufactured components. Artists need to find a niche that they specialize in and then convince their audience that what they are designing, creating and selling is worth the price of the extra time it takes to make a handmade item.
How many people really appreciate the love and care that is put into a handcarved stool or a custom made mural? What makes a handwoven blanket better than buying a afghan online?

This is the difficult task that artists find themselves with on a daily basis.

What criteria do you use to choose a show to be in?

First of all, before you choose your shows, you need to decide why you are doing them. Your choices of shows will change based on what you are selling, and what your goals are. Make sure that your target market will be attending the shows.

Here are things to consider as you choose your shows:

Do you want to sell or just show your work?

Are you marketing for future work or selling existing work?

What is your typical price point?

Does your style mesh with the crowd that will be attending the show?

How many pieces do you need to sell to make the show successful for you?

Do you have a handout to promote your business so that people will check you out later?

How will you fare against competition? Does your work stand out? Or do you do better when there are 10 or less artists to compete against?

There are lots of places to sell artwork--cultural festivals, home shows, art shows, craft shows, organizational shows--the list goes on and on. Which shows bring the demographic that is most interested in your work?

Are there shows that will attract people that you already know who have never seen your work? Word of mouth is one of the best ways to advertise.

Does your work appeal to younger people, women, or only Irish people?

Are your pieces food related?

Are you looking for family shows or shows that will have a lot of children?

Remember that there is no guarantee for any show. Many factors affect the outcome of a show including weather, economy, time of year, holidays, and competing shows.

And please consider this, Art Shows are not the same as they used to be 10 years ago. They are not always the best place to sell your work. They are extremely competitive and many customers are there to browse, not buy. You may want to think of them more as a marketing venue for future sales.

Sunflower by Paula Atwell
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Your first question should be--who is my target market?
Then look for galleries who market to the same target.

Once you find them--then as the gallery owner or manager interviews you--you need to interview the gallery.

How do they promote your work?
Are they in a good location?
Do they do a lot of PR?
Can you have a one man show?
How do they draw people in?
What is their average price sale?
What is their high end sale?
How long have they been open?
Are there any hidden fees?
How often do they pay out?
What about competition within the gallery?
What kind of contract do they have?
How many other places nearby are you selling your work? Don't dilute your saleability too much.
Do they have a website?

Look at the other artwork. Would you like to buy it?
Once you have made the decision to join a gallery, then you have to keep in touch and follow up with the gallery manager.
What has sold and do they need more?
Do they want to trade out pieces?
Do they want to have you come in and demo or meet customers?

As an artist, you need to take an active role in the sale of your work.