Artists: Better Serve Your Customers by Knowing Who they Are

Getting expended 20 many years in the gallery business enterprise, I’ve witnessed every type of consumer. I have worked with superstars, company people, the retired, the young, the outdated and anything amongst. In earlier posts, I’ve inspired you to treat each individual get hold of as a prospective collector – you in no way know when anyone you least count on will switch into a buyer. If you have been marketing artwork for any size of time, you’ve surely proven a foundation of collectors from quite a few walks of everyday living.

Right after a even though, even so, you in all probability commenced to notice designs among your purchasers. You may perhaps observe that most of your customers are of a certain age, that lots of perform in a individual industry, or arrive from a specific region. Ultimately, you could even start off to experience that you can place a buyer from a length centered on your practical experience with past purchasers.

I would warning you to be mindful about this. It’s excellent to give an individual who fits the profile of your consumers treatment and consideration, but if you aren’t mindful, you may well establish a prejudice in opposition to individuals who don’t in shape this profile. This could lead you to skip out on product sales to those who are outside the house that profile due to the fact you really don’t place your complete attempts into partaking them.

With that warning out of the way, I would stimulate you to shell out some time analyzing your earlier consumers to see if you can discern common features amongst your customers. Comprehension who your customer is will assistance you improved goal your artwork advertising endeavours to reach them. If you know who your consumer is, you will be improved equipped to location your artwork in galleries or other venues the place your purchaser can see your operate. You will be improved able to say the appropriate factors about your get the job done in your artist’s statement to enchantment to the buyer’s sensibilities. You will be equipped to value your perform in a way that will in good shape your buyer’s spending plan.

To the extent that you are capable, attempt to response the subsequent questions about your potential buyers:

  • Age?
  • Specialist background?
  • Home location?
  • Gender?
  • Are your potential buyers placing the work in their house or company?

So how do you get this details? You do not want to arrive across as an interrogator as you work with your clients, but by partaking them in superior dialogue and asking a ton of questions you can start out to tease out these particulars. Concerns are unbelievably effective – they not only give you facts about your consumer, they assistance you interact at a further amount with the purchaser.

Prospecting for Info When You Are Not in Direct Contact With the Purchaser

What if you are marketing your work by galleries and not having immediate conversation with prospective buyers? Coach your galleries to get this information for you by inquiring them about the buyers.

“I know you cannot share the clients’ call information and facts,” you may possibly say, “but explain to me a very little little bit about them, where are they from? Did they mention their professions? The place is my piece heading to be exhibited?”

If you want to dive a little deeper and you have the client’s home handle, you can also use a internet site like to find out the approximate value  of the client’s property and how lengthy they’ve been there. Again, you want to workout your most effective judgement below. I’m not suggesting that you test to invade your client’s privacy, but comprehending the property benefit (applying community documents) can enable you in your potential advertising efforts if you choose, for case in point, to do a immediate mailing marketing campaign.

In the conclusion, all of this investigation will assist you improved serve your customers, and far better position your art in front of people who are most very likely fascinated in it.

I been given an e-mail from an artist who not long ago went by this system of examining her clientele. I questioned her permission to share her conclusions listed here so that you may see what she uncovered by investing some time having to know her purchasers.


Prompted by an post I had study, I seemed back again at my artwork sale data to come across out what sort of person experienced been acquiring my paintings. Did they have anything in typical?

I observed that my patrons ended up commonly married women of all ages or married partners, most with strong upper-middle incomes and standard homes, in upscale rural or suburban spots. The wonderful greater part have been area, residing within 50 miles of my dwelling, where I sustain a studio/gallery. I was also promoting paintings to a spouse or wife who was purchasing the operate for their spouse, typically as a surprise due to the fact the partner experienced had an chance to see and admire the get the job done formerly in individual. The vast majority of my collectors have ordered additional than just one artwork from me. Most of my collectors were being recognised to me prior to they bought a painting.

These buyers experienced a range of exposure to art, and most were being in the early stages of becoming bitten by the “collector bug,” fairly than becoming seasoned collectors. In a selection of scenarios, I had offered get the job done to men and women who had never acquired an primary artwork right before, and their pleasure at doing so was incredibly gratifying. Approximately all of these to start with-time prospective buyers returned to acquire further items from me.

These collectors valued what I have to provide, which is reasonably priced paintings, in a array of sizes that are even now modest sufficient to healthy into the wall areas made available by most traditional houses, executed in a unfastened but still representational style that emphasizes floor texture and the unique stroke. My collectors have always commented on and preferred my framing, which they say fits seamlessly into their homes and is most generally a straightforward and unadorned gold body setting off the piece.

Some of my collectors have loved my watercolors and other people my oils, and whilst they are likely to go with their choice in repeat buys, there are scenarios of crossover. The subject matter they select is of fascination: my plein air landscape operate painted while traveling and in the course of plein air levels of competition events is pretty frequently purchased by a neighborhood buyer from that area because the scenes will be acquainted. A very well-executed landscape of a remembered, beloved site will also result in a order from a consumer, as effectively as a painting of a particular subject such as skipjacks or horse racing for people who comply with what I do in individuals parts. All those who order watercolors may possibly be attracted to nonetheless lifes or florals, which I normally paint in watercolor and significantly a lot more seldom in oil. These who like watercolors usually have a robust desire for the medium, and so will also seek out landscape subjects.

Alternatively than seeing the huge range of collectors I had predicted to uncover, I observed a sample of patrons who were most frequently female, married, in their 50’s and 60’s, nicely recognized financially, and who leaned to the conventional in their preferences. Whilst I understood several ladies prospective buyers to be married, the female purchasers normally felt confident in their possibilities without having a consult with with their spouse, whilst this was a great deal significantly less frequently correct when gentlemen built the purchases—these purchases ended up a lot more typically manufactured as a pair, or as a gift preselected by the wife.

Well prepared by Claudia Brookes:

Have you analyzed your shoppers? If so, what did you study? Share your ideas and response to this post in the reviews down below.