Artist Resource Guide:
Where to Sell Your Work
from Alicia Tormey Studios
There are a lot of variables that affect your art sales such as venue, price point, type of media and art style... as well as your reputation and exposure as an artist.
But here are some proven ways to get your art in front of the right buyers and start selling more of your work.
SELL ONLINE:
Start with Your Website
Everything else in this guide is going to create an opportunity for you to drive traffic to your artist website.
Your website allows you to showcase your art, capture emails, nurture your audience of potential collectors and tell the world about yourself. All while keeping you in control and not some algorithm or 3rd party gatekeeper.
Every artist and creator should have some form of web presence… even if it's just a blog or a single landing page. Use your online "real estate" to create your own online art gallery and a “SHOP” page to sell your work.
Look for ways to increase traffic to your website. Create virtual events and promote them to drive visitors to your website. For example:
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New Collection or Series Release
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Flash Sale - Offer perks like Free Shipping
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VIP Sneak Peek for available and upcoming works
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Collectors Only Preview and Presale Events
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Private Studio Sale - Limited Time Offers
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Email Blast / Newsletter Campaigns
PRO TIP: Remember to set up a way to easily process payments and have your shipping system in place too. Keep it simple and seamless so customers don't get confused.
Website providers with free or low fee starter plans:
WIX - (I use WIX and I find it fairly easy to edit and update my web pages) See WIX plans here >
Squarespace - Also easy to use -
Learn more about Squarespace here >
SELL AT SPECIAL EVENTS:
Host an Open Studio Event
Hold an Open Studio event or team up with other artists and invite the public into your space.
Many collectors want to get to know the artist behind the work and this is a great opportunity to connect with the public.
Make sure you publisize your event well in advance and contiue to share reminders to your friends and local community to boost attendance.
PRO TIP: Include as many artists as possible in your Open Studio event to expand your list of attendees and share crossover connections with other artists. Share your space and or coordinate with artists in your area to create a "buzz" about your event.
Sell at Retail Spaces:
Boutique Shops
Often over looked, small retailers are a great alternative to the traditional art gallery.
Boutique retailers typically get more walk-in traffic than a formal art gallery, so this can increase exposure for your art in an environment where visitors are already looking to make a purchase.
If you choose to go this route, periodically rotate your work out and swap in new art every 3 or 4 months to keep it fresh and generate interest.
The commission rate is often the same as an art gallery, 50/50, with the seller taking 50% of the final sale.
PRO TIP: Try negotiating for a smaller commission with non-gallery retailers since your art is placed in their store on consignment and they are not having to invest in the art “inventory” up front. Keep the range somewhere between 25% & 50%.
LOCAL COMMUNITY:
Cafes / Restaurants and Local Businesses
These establishments provide wonderful exposure for your work and generally get more foot traffic than conventional art galleries.
Don’t be shy about approaching businesses in your area for exhibition opportunities to show your work. When you are starting out and trying to build your collector base... no venue within reason should be considered off limits. So be open to unconventional opportunities and get creative.
Some great places to consider exhibiting your work:
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Restaurants / Cafes / Coffee Shops
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Day Spas / Salons
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Real Estate Office
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Professional Office Center
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Medical Office: Doctor, Dentist, Optometrist, Etc.
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High-end Gift Shops and Boutiques
These are all great options with lots of foot traffic, a captive audience and a great way to get exposure for your work and the potential to make a sale.
SPECIAL EVENT SALES:
Pop-Up Shop
Launch a collection or a new series and create your own exhibition opportunity by setting up a Pop-Up shop.
Look for a temporary location to hold your own art show like an empty retail space, commercial or residential entrance lobby or within an already established shop or retailer.
A Pop-Up shop event could last for just a few hours, a long weekend, an entire month, or more. Look for ways you could collaborate with others to form your own Pop-Up event in your community.
More Community Opportunities:
Calls For Art
Take advantage of public Calls For Art to submit your work for consideration. Many local and regional municipalities have an Arts & Culture department with purchasing budget. Get on their mailing list to be notified of art calls and exhibition opportunities.
Special Events:
Arts & Crafts Fairs
Many collectors are turning to art fairs to purchase artwork. You can participate in fairs with your own booth or pay someone to represent your work at fairs. Arts & Crafts fairs vary widely from local organizers to international exposure. Try googling art fairs in your area to find a fair near you.
Online Sales:
Social Media Sites
Don't underestimate this option. Social media is one of the best platforms to make art sales and is your most direct-to-client opportunities and a free or low cost way to connect with buyers.
You should have a presence on all the major social media networks and focus in on the one that you get the most interaction on.
Actively engage with your audience and share your work frequently. Periodically let your followers know when work is available for purchase, but be careful not to over do the sales pitch on social media. You will lose your audience if they feel you are always just trying to make a sale.
PRO TIP: Use your social media accounts to direct potential clients to your website. Include links and CTA's (Calls To Action) to entice your audience over to your website. You don't own your followers... but you do own your email list. So make sure your capturing emails at every opportunity.
Online Sales:
Third party Sellers:
Etsy, Amazon & Ebay
Collectors are accustomed to finding original artwork on platforms such as these. But consider them like an art marketing opportunity as well as a selling platform.
While we all know these sites are set up for sales transactions, you should also capitalize on the high volume of traffic generated by these sites and entice visitors to visit your own art website once they discover you through a 3rd party seller.
PRO TIP: Always focus on driving traffic to your website.
Retail Sales: Art Galleries
Fine art galleries are a traditional way to get exposure for your work. This is the first avenue that most artists think of when it comes to selling artwork. Start with researching local galleries and understand your ideal client to determine which galleries may be the right fit for your work.
It can be challenging to get into a reputable gallery so you may want to consider other options in this guide before approaching galleries.
Keep in mind that a 50% commission is paid to the gallery for all art sales. This is industry standard when selling through an art gallery.
Professional Reps:
Art Reps, Designers, and Independent Dealers
Art reps typically work independently and have active relationships with designers, architects, and businesses that regularly purchase artwork for their clients and special projects such as hotels, restaurants, hospitals, luxury residential and corporate offices.
Try reaching out to some of your local interior design firms to see if they are looking for new artists for their roster.
Community: Charity Events
Give a portion of your sales proceeds to your favorite charity. Do some good while building your collector's list.
Select a local charity to help your community or choose a cause that's meaningful to you.
Online Sales:
Your Email list
This is a powerful way to connect to an audience that has already expressed an interest in what you are doing. Nurture your email subscribers and periodically offer them available works for sale.
Respect their inbox and don't constantly bombard your list with spamy sales tactics. Instead... make a genuine effort to connect and deliver value through your email communications. Then, when its time to ask for the sale, your clients will be more receptive to your offer and it's something they are truly interested in.
Entice your readers with:
Painting of the Week / Month special announcements... or launch seasonal collections to your email list.
You can send out teasers before your works become available and you can create a limited timeframe for when that art is for sale.
As you can see... there are many ways to connect with buyers and sell your art.
I hope this guide has shed some light on creative ways to find collectors, create opportunities, and making more art sales.
Perhaps you're even feeling inspired with some creative ideas of your own.
Dont forget...
the right price can make all the difference in your art sales. Get my formulas for finding the perfect fair market price for your creative work.
<< Art Pricing Guide >>.
Sale Price: $12.99
Alicia Tormey is an internationally recognized artist and teacher who helps creatives improve their work, develop art careers and grow creative businesses. Together we thrive!
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