Marketing advice from Alix Sloan

This post is not about the pros and cons of selling work directly vs. through a gallery or exhibition. It does not address the reasons so many artists find themselves selling work directly these days. This post is simply a list of tips to help artists who do find themselves selling work directly – at open studios, via online inquiries, etc. – do so smoothly. I hope you find it helpful!

1. Make it easy for people to give you money. Accept cash, checks, credit cards, Venmo, PayPal, whatever someone wants to pay with, as long as it’s legit. It’s worth paying a fee to make it easy for people to do business with you. And respond to inquiries quickly before they lose interest and spend their money someplace else.
 

2. Communicate clearly during the process. Ask up front where the buyer lives and if they need you to ship the work. Make sure you quote them appropriate shipping and sales tax, if applicable, so they understand the total cost. Make sure the buyer understands when you will ship the work, and how it will be shipped. And if someone asks about a piece that is spoken for already, tell them when you expect to have new work available and ask if you can follow up then.
 

3. Protect yourself. Don’t release artwork until it’s been paid for. Don’t take a check from someone at open studios and let them walk off with the work – unless you know them and know they are good for it. Don’t ship anything until you’ve been paid. And if an online inquiry sounds AT ALL sketchy, it probably is. Ask questions. Don’t agree to any unusual shipping or payment arrangements.
 

4. Protect your work. Whether it’s an in-person or remote sale, pack your work safely, lovingly and beautifully. Make sure your work arrives to its new home safely. Make the collector feel good about his or her purchase. Include a receipt outlining all charges and including all information about the piece. Insure your work when shipping it and always ask for, and provide, a tracking number.
 

5. Price consistently. I cannot stress this one enough. Have you exhibited and sold your work anywhere in the past? Do you have established prices? If the answer is yes, then you must price your work in keeping with your established prices. Why? Because if someone bought (and loves) a painting for, say $500 at a gallery show and then sees a similar work for sale at your open studio for $250, they will be angry. They will be angry at the gallery, angry at you and feel badly about their purchase. Respect the collectors, galleries, curators, and others who have supported you in the past by pricing your work consistently. That said, there’s no reason you can’t offer discounts! Feel free to wheel and deal. Just start out at an appropriate price.
 

6. And most importantly – Have fun! One of the best things about selling work directly is it allows you to connect with people who enjoy your work. Be professional and thorough. But also have a good time!

More marketing advice from Alix Sloan available at Practical Advice for Artists.