As most of you know by now, in all things regarding art, I have some specific beliefs about most of its topics, and this holds true for the issue of selling our art. I realize I’m a bit old-fashioned surrounding this topic, so bear that in mind and know these are just my ideas, not the be-all and end-all to marketing your work.
The issue of selling can be a touchy subject. The most important thing I want to tell you is that selling art does not make it “good” and NOT selling art does not make it “bad”. Remember that Van Gogh didn’t sell one painting in his lifetime. Often, the most cutting edge work is not immediately understood and, therefore, not accepted by the public and purchased. It is important that you paint what is in you to paint and that you not fall prey to making art “for the market”. There is a name for that kind of work—pieces one makes with an eye for sales trends: Many of us call it “couch art” and it’s not meant as a compliment.
Don’t plan to sell your work off your own personal website. As a sales tool, our websites give us credibility with galleries and offer the public a way to see more of our work, but they rarely generate sales (this is not necessarily true regarding some of the functional arts such as pottery and bells). There are a few sales sites other artists have mentioned that have worked for them but these are out of my experience, so you’ll need to research them elsewhere.
My preferred method of selling is through galleries and I would like to suggest this to you. These can take two forms up here on the High Road. Many artists have their own galleries where we offer our art for sale. Unless you live in a place where this is common, however, I don’t recommend it. That leaves the traditional gallery, which is owned by another who actively markets your work and takes a percentage of each sale. This amount can vary from region to region, but 50% is still considered average. Some galleries take up to 60% while some still offer the artist 60%. I have never had a problem paying these commissions. Consider the fact galleries have staff and other overhead they’re covering for you, as well as some advertising, promoting and, ideally, a developed collector’s list, and you can decide for yourself whether you feel it is worth it.
Do you feel you’re ready to be in a gallery? Aside from the quality of your work (it should be of professional caliber and you’ll need to be the judge of that), you must also have a body of work before you present yourself to a gallery. This could mean anywhere from 10 to 25 pieces depending on many different factors. Just know you’ll need to have enough work so a gallery can make a good showing and still have enough to replace pieces as they sell.
So how do you get into a gallery? To start out, I recommend sticking with local establishments. While you may, eventually, be accepted into a New York gallery, for instance, I think it’s good to develop a close relationship with your galleries and that’s easiest to do when you’re in the same town or region. It is also far less complicated getting your work to them.
The first step in seeking gallery representation is to visit all of your local galleries. You have to go in. Don’t just visit their websites because these frequently don’t offer a clear picture. Make a list of those where you feel your art would fit—those who already represent a similar style to yours. That means they have a clientele who is drawn to your type of work. Chat with the staff about the gallery’s philosophy. Learn whatever you can about the business.
Then you’ll need to approach them. Go to their websites to see if they offer a protocol for submissions. If they do, honor it. Some galleries will note they’re not seeking new artists. You need to respect that as well. For those galleries that make no reference to submissions on their sites, while some people wouldn’t recommend it, galleries in New Mexico can be informal enough to handle you dropping by with some paintings out in your car. You can go in, introduce yourself, tell them you have several pieces outside and ask if they’d be willing to see them. Some galleries respond positively but others won’t. It’s a risk. Other than this approach, you can put together a portfolio that represents your current work, include a resume and artist’s statement with a cover letter about why you feel you’re a fit for their gallery, and drop it off. Follow up a week later.
And let go of all attachment to outcome. If you are meant to be in galleries, you will find your gallery home. It’s like looking for a job: Keep getting yourself out there until you find the fit.
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Good thoughts Jeane – thank you!
I’m in a bit of a lull : (
It’s OK. We all have them. Try to let it be and enjoy it. It will all come back 🙂
Jeane,
I enjoy your very specific and teacher to student style of blog you have today:) I love them all, but this one shows the lovely teacher in you:) I liked this very much….it’s good to hear from you how to go about this process:)
I wish for you a smile of love upon your face – and every other day as well.
Grace
Hi Grace–
I’m glad this post resonated with you. Thank you! There’s so much to know about this life of an artist and we’re all learning. But I want to try to offer things I’ve learned and am learning on the blog–as a sort of inspiration, I’m hoping. And as conversation. It’s my hope others will tell their stories–how these things have worked for them. You can tell us all about your process once you decide to go get your gallery 🙂
Thanks Jeane for this particular post for it helps out alot! It is very heipful. When I get there. It will be awhile, but I plan on getting there! So about the part when you say a website is not a good place to sell your art…does that mean make a personal website to show your work only and not put prices to them? Or should you put prices on them and maybe they will sell? I’ve seen both so I’m just wondering which is better? My problem is I need to toughen up to be able to sell someone (a gallery) on my artwork. It’s a scary concept to me! Thanks again and Take care, Cin =)
Regarding your website, it comes down to personal taste as to whether or not to include prices. I never have and I don’t think not having prices will limit sales (people can inquire) or having prices will sell the work. Just, in general, a personal website is not a place to plan on selling work. Although, as I said, I’ve heard of some sites that offer multiple artists, sort of like an online gallery, that have been successful for some people.
Just try, as you’re beginning to do your art, to always embrace the fact that art is subjective. There are people who will love your work and those who won’t. It’s nothing personal. It’s just a matter of taste and preference. And, btw, you won’t be able to “sell” a gallery on your work. It will either be right for them or not and they will know. Nothing you can do or say will change that. Your job is just to show them your work so they can decide whether or not it’s a fit for them–not whether or not it’s good or bad, just whether it’s appropriate to their clientele.
Sorry first that I took so long to reply…was out of sync with getting to my computer lately. Thanks on your advice on the part on showing ones art not selling it. I never thought of it that way which makes sense. Now I’m not so scared. Just have to show my art, easy enough…just need to get the courage to go inside. LOL =) Thanks again, Take care, Cin
Yes, I think it makes it simpler when we understand a gallery is simply looking for work that will resonate with their customers. You’ll find the courage. Art making and everything surrounding it seems to require some measure of courage from us all.
Yes it does and I am sure I will find the courage to show my art! =)
I have decided I am ready to get serious about selling my art. I have dinged around with selling it streetside, “trunk show” style, I had my own gallery for a while, which was really quite successful, but my partner and I could not see eye to eye, so I left, I’ve had websites, I have an Etsy shop, I have my work in a few shops, and I’ve had some shows. I haven’t had much success selling, except when I am involved in the selling myself–when I can meet the people and talk to them. I think I am ready to try galleries, but one of my friends keeps saying I should lower my prices, even though I am selling at about the same average price most locals are, and there are many who price their work higher than I do. I don’t know how to respond or feel when she says this to me, and I am beginning to wonder if I should lower my prices. What is reasonable? What is too much? I don’t know, I guess. Here is an example: Everyone asks about this painting and says they LOVE it, keep coming back to look at it, but it has not sold. It is $900. It is 18 x 22 x 1, and was painted “Plein Air”, street side, in Santa Fe.
Hello Diane Marie–
I’m sorry it’s taken me so long to respond but I guess the truth of it is the whole idea of “selling” has been a challenging subject for me lately. We live in a world that “loves” art but not enough, apparently, in a down economy to actually BUY it. I guess the world has just come to believe artists will continue to exist and create art whether they are supported (with more than words) or not. And it’s true. Down through the ages we artists have continued to find ways to produce art while not making a living at it. Does that make us enablers? I don’t know. But let’s face it, there are tens of thousands of us out there and SOME of those people are selling well.
But to try to answer your question about pricing: It really is personal and a friend who continues to tell you you’re valuing your work too high when your prices are comparable to the local market, doesn’t sound very friendly to me. The piece you attached is lovely and you need to sell it at the going market rate and at a price that values the work you put into it as much as you do. You know what you need to charge to feel truly good about it. Charge that. And don’t listen to that “friend” anymore.