Ceri Hand
Selling your art is basically transferring your knowledge and enthusiasm for your work, sharing your passion, your intentions, your process, and providing the inspiration and back story to the making of the work. You don’t have to be represented, have an agent, be an extrovert, or have a huge network of collectors to start making sales.
It starts with finding one person who might love your work and building from there. Treat your finished work like an amazing friend you want to take to a party and introduce to people nicely. Be kind and considerate and set them up for success, by providing a bit of context, anecdotal information, connecting threads that might resonate with the person you are introducing them to.
Here are the core headlines of moving from making to selling:
- Make the best artwork possible
- Invest in great photography
- Write artwork summaries for each work including Title, Date, Medium, Size
- Update your Artist Statement and Artist Bio
- Research your market
- Exhibit as often as possible
- Organise your inventory: Invest in a database and systems
- Do a website audit and refine your website
- Plan ahead – know your prices
- Keep your prices consistent for a period of time
- Respect and protect your prices
- Leave Negotiating Room – 10% discount is normal
- You can increase prices 10% -20% after major milestone
- Have multiple price points available
Master selling using one of these channels first before diversifying;
- Selling from your studio
- Selling from exhibitions
- Selling from your website
- Selling from newsletters
- Selling from Instagram
- Selling from online marketplaces
- Selling with commercial galleries
- Selling at art fairs
- Selling with Art Advisors & Art Consultants
- Selling through art licensing
You’ve already conquered the most challenging part – creating the artwork. Now, relish the opportunity to engage in discussions about it. Be enthusiastic and share with others the insights and details that allow them to truly immerse themselves in your work. Take pride in selling your creations; they deserve to be seen, and someone else will undoubtedly derive immense joy from experiencing them.
About Ceri Hand
Ceri Hand is a creative coach supporting thousands of creatives to make an impact with their work and earn more money doing what they love. Ceri is also the host of Extraordinary Creatives podcast, and Co-Chair of the Castlefield Gallery, Manchester.
Ruth Millington
Today, artists can sell their work in person and online, at markets, galleries and art fairs, as well as on Etsy, social media and professional websites. I always recommend taking several approaches, rather than relying on just one route, and an online presence is essential in 2023.
I have also seen a common theme among artists who successfully make sales: they have a strong creative identity, and can articulate with absolute conviction what it is that defines their practice. To sell your art you will need to answer these questions: What makes your practice exclusive? What are you trying to communicate through it? Why do you make art?
As well as articulating your responses to curators, critics, dealers and collectors in person, these answers will form the basis of your artist’s statement, to be shared on your website. You can also use snippets of it on your social media channels. I recommend organising it into 3 paragraphs: begin with an overview of your ideas, then explain your materials, and end with a description of your personal philosophies/the artistic theories which have informed your practice. Avoid using overly complex language and, instead, write it as if you are speaking out loud, telling your story with confidence.
About Ruth Millington
Ruth Millington is an art and culture writer, curator and consultant, based in Birmingham. She is the author of MUSE (Penguin, 2022) and This Book Will Make You An Artist (2023).
You can find more of Ruth’s work on her website and Instagram.
Alexandra Steinacker
Selling your work as an artist is one thing, and selling your work as a cultural practitioner is another.
For an artist, the advice I can give is from a collector’s point of view: after studio visits and through collaborations is how I have collected most of my art. The ability to experience an artist’s working space and become more familiar with their practice has often allowed me to deepen my understanding and relationship to their works, even if I didn’t purchase a piece straight after the visit. Forging these relationships and cultivating a deeper connection through inviting people to your studio (or, if you have your work in an exhibition, to personally take them around the show) can be incredibly beneficial!
For a cultural practitioner, knowing your worth is a really important thing to develop in your career. Doing work for free in order to gain experience and exposure is fine (and is also often necessary in the sector), however there comes a time when you need to leave imposter syndrome behind and recognize what you are bringing to the table. In addition to that, always ask if there is scope for remuneration. If there isn’t any financial payment possible, the job may still be worth doing, but always advocate for yourself by asking the right questions! Setting boundaries for yourself in advance can be helpful to steer you away from saying yes to things in the moment that you realise later on was not a fair use of your time and expertise.
About Alexandra Steinacker
Alexandra Steinacker-Clark is an American-Austrian art historian, curator, writer and podcast host of All About Art.
You can find more from Alexandra on her website and Instagram.
Madeline Joy Lainchbury
When it comes to selling your art work with a gallery, it can be difficult to know where to start. Here are a few tips to keep in mind so it feels less like you’re diving into the unknown!
Firstly, you need to decide prior to reaching out to the gallery if you want to exclusively sell the original work, or offer limited editions/prints. It’s a rewarding moment to sell the original and discover there’s demand for additional versions. Just ensure you have a high-quality image on hand for seamless reproductions.
When approaching a gallery, ensure they’re the right fit for you. Applying everywhere may seem tempting, but consider if your work aligns with the gallery’s vibe. For instance, sometimes I get video artists coming in hoping to do some work with us. As a gallery exclusively showcasing prints, canvas and framed artwork, we might not be the right fit. However, I may be able to connect them to an opportunity somewhere else that aligns with their work. It’s always worth reaching out and making that connection, you never know where it might lead!
Once you’ve secured a gallery meeting, make sure to prepare a tangible portfolio, even for digital artwork if possible. Bring in your main pieces, not your entire collection, if the gallery representative asks to see more you can always show them an online version (maybe on a laptop/phone). But it needs to be kept in mind that galleries won’t showcase the majority, and time is of the essence.
Lastly, when working with a gallery, always expect to sign a contract. I always go through these contracts with the artist to give them a chance to ask any questions that spring to mind, but you can always take it with you to thoroughly go through it. Some galleries offer excellent marketing – but with a cost, they may take a substantial percentage (45-60%) of your profits, or have a right to work that you weren’t planning on giving away. Give yourself time to understand the agreement before you sign on the dotted line.
It may seem daunting, but the best tip of all I can give you is to keep trying. Just like your artistic skill, your networking and selling skills will be refined over time. Keep trying and make sure never to give up at the first hurdle!
About Madeline Joy Lainchbury
Madeline is a Curator and Contemporary Art Advisor BHP Collectibles.
You can find more from BHP Collectibles on their website and Instagram.
Anne Von Freyburg
Selling your work is a challenge for many artists, especially for those who might use mediums outside of the norm of traditional painting or sculpture – in my case, textiles.
I have mostly sold my work through galleries. Gallery representation has definitely helped increased my sales and made my work more visible to potential buyers and art professionals.
If you are looking for a gallery to represent you, I would advise that you first have a look at what kind of art they represent. The gallery needs to be a good fit for you and your work, and should have similarity in theme and or aesthetic. Identifying similarities between your work and the work they already represent increases the likelihood that they might have the right collectors for your work, and that’s when they could be interested in exhibiting and eventually representing you. Most galleries don’t commit to representation right away, so it’s important to build on potential long-term relationships.
Social media is a great place to start – it has made getting in contact with gallery directors and curators much easier. Remember to approach people respectfully and kindly, and always do your research first. Don’t randomly message people without intention! I would then take this a step further by going to openings and being around others in the industry.
It’s also important to continually build your reputation and name in the art world to help your sales. In 2021, I won the Robert Walters UKNA Award and exhibited my work at Saatchi Gallery, and that work ended up in an international sale to the USA. Being recognised through education, like receiving an MA, art awards, residencies and exhibitions are important factors which can really help to boost your sales.
For anybody who’s starting out, don’t be afraid to sell your work to friends and family, and find group exhibitions open calls online whilst you build your reputation. Remember that it’s a good thing to have some other income stream on the side to support your art practice.
About Anne Von Freyburg
Anne Von Freyburg is an artist who creates textile pieces, rethinking the decorative within the tradition of painting. Her work is a celebration of the sensual, textural and visual pleasures of materials and ornaments.
You can find more of Anne’s work on her website and Instagram.
Bobbie Whittaker
Selling your work is a difficult topic to give advice on, as sometimes it’s just about being in the same place as someone who connects with your work and also has the right space in mind for it.
Social media is great, but it never shows off art to its full capacity. Whether it’s the scale, nuances of texture, or glints of metallic that catch the light at a particular angle, you’re never going to capture all of these qualities in a social media post. You need to put your work out there in a tangible way for people to physically connect with it.
The advice that I’m giving to myself moving forward is to think about my target audience to make content that resonates with them and be in places that they would enjoy. Don’t diversify too much – you can’t have it all and you’ll likely spread yourself too thin. Think about what you want to sell and focus on, be that originals or other things like prints and merch.
About Bobbie Whittaker
Bobbie Whittaker is an artist specialising in large scale bold abstract oil paintings often incorporating metallic elements.
You can find more of Bobbie’s work on her website and Instagram.
Kati Akraio
Though it can seem hard to believe sometimes, it’s important to keep in mind that your audience is out there. It may just take some time until they find you, so don’t give up.
In order for you to be happy making whatever you’re making, it has to be something you’re interested in, so keep doing that and trust that there are people out there who will like it. Posting consistently on social media is a good way to get your work out there.
At the same time, it’s important to consider what may incentivise someone to buy your work. Oftentimes, things with a dual purpose (i.e. functional and decorative) may be preferred.
Attending physical events like fairs in your area is a good way to get your work seen by people who wouldn’t normally see it.
Lastly, make sure you are professional, prompt and friendly in all your communications. This helps build trust and a sense of reliability.
About Kati Akraio
Kati Akraio is a maker and seller, specialising in ceramics and fanzines.
You can find more of Kati’s work on her website and Instagram.
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Authors
Bethan Jayne Goddard
