Artists: Better Serve Your Customers by Knowing Who they Are


Getting put in twenty yrs in the gallery business enterprise, I’ve noticed each type of consumer. I’ve worked with stars, small business folks, the retired, the youthful, the old and anything in between. In earlier posts, I have inspired you to address every single get in touch with as a prospective collector – you in no way know when another person you minimum anticipate will convert into a customer. If you’ve been offering artwork for any length of time, you have definitely established a base of collectors from several walks of life.

After a whilst, having said that, you likely commenced to notice patterns among the your prospective buyers. You may well discover that most of your prospective buyers are of a selected age, that a lot of operate in a certain subject, or occur from a specified location. Finally, you could possibly even start to really feel that you can place a customer from a length based on your expertise with past consumers.

I would warning you to be thorough about this. It is excellent to give a person who matches the profile of your prospective buyers care and consideration, but if you are not thorough, you may well develop a prejudice towards people who don’t match this profile. This may well direct you to miss out on out on product sales to people who are outside the house that profile for the reason that you really do not place your total initiatives into engaging them.

With that warning out of the way, I would motivate you to invest some time analyzing your previous prospective buyers to see if you can discern typical qualities among the your purchasers. Knowing who your customer is will assist you far better concentrate on your artwork advertising efforts to arrive at them. If you know who your consumer is, you will be far better ready to area your art in galleries or other venues where your consumer can see your work. You will be better ready to say the right things about your get the job done in your artist’s statement to charm to the buyer’s sensibilities. You will be able to price tag your work in a way that will in shape your buyer’s price range.

To the extent that you are equipped, attempt to remedy the following concerns about your potential buyers:

  • Age?
  • Experienced qualifications?
  • Residence spot?
  • Gender?
  • Are your potential buyers placing the work in their home or business enterprise?

So how do you get this details? You do not want to appear throughout as an interrogator as you do the job with your clientele, but by partaking them in fantastic dialogue and inquiring a whole lot of issues you can start off to tease out these information. Questions are unbelievably effective – they not only give you data about your consumer, they assistance you interact at a further degree with the consumer.

Prospecting for Info When You Are Not in Immediate Get in touch with With the Consumer

What if you are offering your perform through galleries and not getting direct interaction with buyers? Practice your galleries to get this information and facts for you by inquiring them about the purchasers.

“I know you just can’t share the clients’ get hold of information,” you might say, “but tell me a tiny bit about them, the place are they from? Did they point out their professions? Wherever is my piece going to be shown?”

If you want to dive a minor deeper and you have the client’s household deal with, you can also use a web page like to uncover the approximate value  of the client’s home and how extended they’ve been there. Once again, you want to exercise your best judgement here. I’m not suggesting that you try to invade your client’s privateness, but knowing the property worth (employing general public documents) can aid you in your long term marketing endeavours if you make your mind up, for instance, to do a direct mailing marketing campaign.

In the end, all of this research will assistance you better serve your clients, and improved position your art in entrance of people who are most most likely fascinated in it.

I obtained an e-mail from an artist who lately went as a result of this method of examining her clientele. I requested her authorization to share her findings here so that you could see what she discovered by shelling out some time finding to know her customers.


Prompted by an article I experienced browse, I seemed again at my artwork sale documents to come across out what kind of person had been shopping for my paintings. Did they have anything in prevalent?

I uncovered that my patrons were being usually married females or married couples, most with solid upper-middle incomes and conventional houses, in upscale rural or suburban spots. The fantastic the greater part were being local, residing within just 50 miles of my house, where by I sustain a studio/gallery. I was also marketing paintings to a partner or spouse who was acquiring the do the job for their wife or husband, typically as a surprise simply because the wife or husband had had an possibility to see and admire the perform formerly in person. The the vast majority of my collectors have purchased more than a person artwork from me. Most of my collectors ended up recognised to me right before they purchased a painting.

These consumers experienced a array of exposure to artwork, and most were in the early stages of becoming bitten by the “collector bug,” instead than being seasoned collectors. In a amount of scenarios, I had offered do the job to persons who had by no means ordered an primary artwork before, and their enjoyment at performing so was extremely worthwhile. Approximately all of all those 1st-time purchasers returned to buy more items from me.

These collectors valued what I have to supply, which is reasonably priced paintings, in a assortment of sizes that are however smaller adequate to suit into the wall spaces provided by most common homes, executed in a loose but nonetheless representational design that emphasizes area texture and the unique stroke. My collectors have constantly commented on and appreciated my framing, which they say fits seamlessly into their houses and is most often a very simple and unadorned gold body environment off the piece.

Some of my collectors have beloved my watercolors and other folks my oils, and though they tend to go with their preference in repeat purchases, there are instances of crossover. The matter make a difference they pick is of fascination: my plein air landscape perform painted while touring and through plein air opposition gatherings is rather normally acquired by a nearby purchaser from that area since the scenes will be familiar. A nicely-executed landscape of a remembered, beloved location will also cause a purchase from a purchaser, as very well as a portray of a unique matter these types of as skipjacks or horse racing for all those who observe what I do in people regions. Those who acquire watercolors may perhaps be captivated to nonetheless lifes or florals, which I frequently paint in watercolor and substantially a lot more rarely in oil. All those who like watercolors generally have a sturdy preference for the medium, and so will also look for out landscape topics.

Rather than seeing the huge range of collectors I experienced expected to discover, I noticed a pattern of patrons who were most usually feminine, married, in their 50’s and 60’s, perfectly recognized economically, and who leaned to the regular in their preferences. While I realized lots of women of all ages purchasers to be married, the woman purchasers generally felt self-assured in their options without a talk to with their wife or husband, while this was a great deal a lot less generally genuine when adult males designed the purchases—these purchases were being a lot more often created as a couple, or as a reward preselected by the wife.

Geared up by Claudia Brookes:

Have you analyzed your consumers? If so, what did you study? Share your views and response to this article in the reviews beneath.


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