3 Tips to Help You Better Follow Up With Art Buyers and Make More Sales

Case 1: Last summer, I had a woman come into the gallery after having received a copy of our Art Catalogue. She and her husband were nearing the end of a long remodel of their home in Paradise Valley (Arizona's version of Beverly Hills). She was now starting to think about artwork for the home. I spent some time getting to know her and trying to discover her tastes.

This kind of sales prospect can pose some real challenges. The client was obviously interested and had the resources to make a purchase. However, she wasn't quite ready to buy - she was still a couple of months away from the end of the remodel. As you probably already know, it's far easier to make an immediate sale, than to keep the fire burning in a potential buyer who can't make a purchase right away.

After the client left, I immediately dashed off a quick thank-you email and started working on putting together images I felt might be of interest to her.

After our initial meeting, the client and I exchanged dozens of emails. She visited the gallery several times, including a visit with her husband. I took artwork out to her home. Four or five months passed from the time we first met to the time when we finally helped her make her first purchase (3 pieces, totaling over $10,000).

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The Art World's Glass Ceiling

Does the Art Market Still Discriminate Against Women Artists?

Recently, I read an article in the Wall Street Journal about new auction records set for artwork by women artists (read the article here).

The long and short of the article was that, even though, broadly speaking, work by female artists tends to be valued at less than similar work by their male counterparts, the gap is slowly beginning to close. In February, a portrait by Berthe Morisot's set an all-time record for artwork by a female when it sold at $10.9M. The article goes on to point out that 9 of the top 10 records for artwork by women have sold in the last five years.

While this trend is encouraging when you consider how men have dominated the art market, women still have a lot of catching up to do when it comes to auction values.

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