In today’s post, I’m going to share with you how artists just you like have sold paintings online for $5,000, $10,000, and more.
In my last post, I outlined some of the primary fallacies that artists believe when it comes to selling art online. The first one was that many artists don’t believe you can sell an expensive painting online.
It makes sense that many artists think that. After all, the art world is entrenched in thinking that art is sold through brick and mortar (and white drywall) galleries. Most artists don’t talk too much about their high-end clientele for fear of alienating them.
But I figured I would try reaching out to some of the successful artists I know to see if any of them were willing to share their stories. I have to say that I was pleased at how many of them came back with stories about sales in the low five figures.
Small Paintings as Loss Leaders
In retail marketing, there is a term called “loss leader.” This is a popular product that stores will sell people very cheaply to get them in the door. Think of small paintings as loss leaders. They build a relationship so that a collector can try you out to see if they like you, then if you’re smart, you can bring in a bigger sale later.
Many of you will remember Canadian painter Matt Leblanc from his interview on our Creative Insurgents podcast. Here’s what he had to say, “Most of my online sales are between $200 to $600 with the average being around $350. Where it gets really interesting is custom orders.
“As you know, I’ve built my clientele mostly online in the past 8 years but also on the ground with events. Where I make the most money is definitely with custom orders. Most of my clients will buy something small or average size and then come back for a custom order. Seems that everyone is shopping to fill a wall so size, style and color is really important for them.
“My custom orders can vary from $300 to upwards of $5,000 – $7,000 for a very large piece. Most of the time they will find me online first so even if the transaction is not directly done on my site (buying from current inventory) it’s still coming from an online relationship. This is where it’s important to keep in touch with your clients via newsletter, blog roll, Facebook, twitter, Instagram, etc.
“I’ve reviewed my sales a couple years ago and noticed that most of my clients get 3 pieces on average. So even if I almost have to give away the first one, it’s still very worth it to get a new client as I know they will come back for more. I still sell smaller work for $75 and some people say I’m crazy as with the material cost and time invested to create it, it’s hard to make a profit on it. Little do they know that it’s a pure sale strategy and it’s working. My new client is coming back and will be spending a good $500 to $1,500 after buying that little $75 piece.
“This is my largest piece done on a solo canvas (10 feet x 7 feet). I’ve done a larger one on 3 canvases. The client found me online and bought 3 pieces before ordering this massive custom order.”
So, let’s break that down into simple bullet points:
- Sell a small piece in the $350 price range, be sure to keep the collector’s contact info and put them into a nurturing campaign via your mailing list and/or social media.
- Continue to offer gradually more expensive works to the collector – many artists fail to market to their existing collector base, and this is the PRIMARY way that expensive art is sold – a collector almost never drops $5,000 on a new painting from a new artist that they’ve never encountered before.
- Offer custom work to the collectors – you can use your existing portfolio as a way to show off what you’re capable of doing, and then with good communication you can help collectors know that you’re willing to do something custom for them under the right conditions and with the right amount of money.
Sales Conversations Can Start Anywhere
Gwenn Seemel and Lisa Call both shared experiences with me about selling commissions that started with online conversations. Both of them are pretty active as artists on social media. Both of them have over 6000 followers on Twitter, and have active Facebook accounts. Conversations for artists like Gwenn & Lisa tend to go something like this:
- a friend of someone who follows you on social media sees their friend interacting with you
- they are curious enough to follow you and see what you’re doing
- after a handful of interactions with you over time, they decide to visit your website
- at that point, they might join your mailing list or buy something from you, or reach out to start a conversation
Gwenn Seemel
“I don’t remember exactly how Jeannette first came across my work, but it was my website that sold her. She commissioned a large portrait of herself and of her deceased husband.
It was $4600 for the pair.” Gwenn’s website is GwennSeemel.com
Lisa Call
“The most expensive was for 5 figures via an interaction that began online.
I ended up selling her a second piece at the same time. And I did end up showing her the work in person for a final okay.
“I’ve sold several (5 ish) big pieces (over $5000) through art consultants just via my online images. They had prior knowledge of the quality of my work so they were happy to buy the piece just from digital photos.”
Now What?
I should also mention Ann Rea, whose online store sells pieces for $3000, Ashley Longshore who sells $6000 pieces off of Instagram, and Cassy Tully, who we interviewed here, whose highest online-based sale is $16,000.
These are just some of the artists I’ve corresponded with who have sold big-ticket art online. These artists aren’t selling for hundreds of thousands of dollars in high end galleries, but they are making a good living doing what they love doing. Isn’t that the goal?
The strategies of engaging with your audience, selling loss leaders, and following up with existing collectors is exactly what we teach in our Content Marketing for Artists course, and what I work on with artists in one on one business coaching for artists. Check those out and let me know if I can help!
I really enjoyed this blog. While I’m not a brush & canvas artiste , I do metal sculpture from found junk ( inventory ) lol. Your article has renewed my goal of having high value online sales.
I’m Member of the Mississippi Craftsmens Guild.
Thanks again.
Excellent!
I have paintings no clients from $5000 and above
Very helpful Cory! This is the first time that I have seen an article like this on how to sell more expensive work on-line. Everything outlined here makes a lot of sense and I will likely try out some of the suggestions.
I do aim to please 😉
bonjour tout le monde
So true your comments about the first inexpensive sale leading to larger sales. A client purchased a tiny giclee print for $25 at a fund raiser 18 months ago. Three months ago she returned to my open studio and purchased a $600 painting and brought with her a friend who purchased 3 smaller pieces for $1400. She came back a week later and bought a larger painting for $2200 that her friend decided not to take but had on hold. Two of the paintings that her friend did purchase are going into a restaurant lobby where I can place business cards and a small plaque . . which will likely lead to more sales. They did refer to my website in making their choices so it was a great tool to help them decide. As well they were made aware of my open studio on Facebook which I believe got them excited about visiting the studio.
My best collector found me via Pinterest, then my blog and Facebook. She emailed me to find out how she could purchase my art. I gave her my website and she has purchased 8 originals over the last two years. The most expensive was $1750, as part of a multi-purchase of 3 originals for $2800. People do buy art online. This collector had never physically seen my art in person until after her receipt of the first 3 originals she purchased.
Great article!! I sell my work exclusively online, either directly from my website or through various online art gallery sites. I started selling my work online in 2002, when Ebay was the only major selling site and have happily continued to do so since then.
Clearly this article is slanted strongly toward paintings. But it could very believably represent other media. I’m a photographer, and when I look at the giant wall paintings like the first example, I have digitally produced a few even larger, but the largest print I’ve made is 32″x63″. While it is not common for art sites to offer these, they can and do, which means that a photographer can easily follow the advice given.
Even more I find the advice given for marketing even stronger, that of lost leader. It gives me an idea I will have to soon develop. Thanks once again to Cory and the artists he brings to TAA.
I agree completely with this post – I am a ceramic and watercolor artist specializing in canine art. My work sells from $250 for a custom watercolor portrait to $2,600 for a custom teapot with several dogs.
Nearly all of my clients have contacted me through email – however, some first “found” me either by referral from a gallery or an article in a magazine or some other method – but I have had several who have done online searches and commissioned me directly from my website.
Great article Cory! I will definitely be using those strategies. Thanks for sharing
Great topic! This reinforces my experience that every big sale is a gradual process built on a real relationship. Thanks for inspiring us.
Thanks so much guys! I will apply all your advices. Thanks again, all the best 🙂
Very interesting article Cory! All of my clients find me online, some also by referral. Most of my online sales range from $135 – $935. However, the commission work can vary from $250 – $2500. “I do agree with Matt Leblanc theory”…Most of my larger sales originated from clients who have purchased small paintings to begin with.
What a great idea—to do a launch for a collection of “small works” in order to pave the way for larger sales, later. Thanks for this post!
Great article. The loss leader advice in particular is definitely worth considering. Thank you!
This post is SUPER-EXCELLENT.
I’ve been teaching actors to have side businesses, and that when you do that, you learn about the acting business. I tell them constantly to BUILD A LIST of people who are interested in the topic of the thing you are selling (In this case, painting), and see who wants to BUY what you are SELLING.
So, in short, this article tells artists to find their FANS, and “Upsell” them to more expensive experiences- JUST LIKE IN ANY BUSINESS.
Eventually, you could end up with some raving fans, and be set just doing things for them.
LOVE THIS POST.
I started serious painting about 18 months ago. I have now sold some paintings, however these sales were dependant on footfall within shopping malls alongside the art work of my fellow artists so immediately you are in competition with your colleagues. I know you recommend having your own web-site which I am investigating, the question is how do buyers know your web-site exists. How do you get customers to your site in the first place.
Regards
Peter Browne
Liverpool, England.
Hi Pete – that exact question is what we talk about at this link and in this course.
You motivate us keep the good hope….
i want to sale my painting inline can you tell how can i?
I couldn’t agree with this post more! It’s why I keep making small and affordable works even at an almost “loss” because they so often lead to bigger sales! Thanks for more affirmation that this is good strategy!
That’s really interesting post. I wanna ask you, how about the shipping? I live in Indonesia, Asia which so far from Europe. It’ll cost much for shipping if someone buy my work!
This this information is very vital to me, I’m what you’d call a starving artist.
Hi ! It’s realy great!
Thank you for the article. It’s very helpful.
I am living in Washington DC and would like start bringing paintings of very experienced and well-known artist in the Eastern Europe. He is my friend’s father whom I would like introduce to the U.S. audience.
Where should I start? contact galleries or exhibitions or try to sell his through the websites you mentioned?
Thank you,
David
Thanks for the insight. It really made me think and inspired me to work harder.
hello
I know that this is a website on how to sell your painting as an artist but is there a site where someone can sell a painting that was bought? I know I can sell it on eBay but i don’t think that i would get much movement there. Any information is greatly appreciated
Im trying to find the best websites that sell fine art?
Also does anyone know the price ranges of art which would be considered high end? For example $1-500 low, $500-$2000 mid and $2000+ expensive?
Trying to figure out what the average is does anyone know?
I am a new artist and I paint in acrylics. I have sold a couple of paintings via facebook and Linkedin. I found this article very informative. My question is, if your goal is high end collectors, wouldnt it hurt your brand by selling for less? Also what size is considered small?
I would like to add one more art platform in the list.
http://www.tumbhimall.com/.
The platform for art lovers(sellers as well as buyers)
Great read, but how do you build your client/customer base?
Kate: There is something called an email list, and funnels. These are used most sucessfully by ebook authors, T Shirt Designers and people selling almost everything else. Look them up on the web. The basic adventage of email lists are that they give you a way to have your prospects relate to you as a real person and a friend. Any millionaire salesman will tell you there aint no better way to sell anybody anything. To build your list to thousands of names free without begging, folks use funnels. Check the web on funnels. If you ever build up a large list of Web art buyers you an eily sell that too and make some extra money to support your art career. It was email lists that got Amazon’s Bezos ‘ show on the road. I’m all through singin’ now.
Bravo… solid info.
Very useful information. !
Please add me to your email list .
Is there a place where we can find out an approximate price to charge for paintings as I have never does it and it just beginning at some of them have turned out quite well I think but I have absolutely no idea what beginning prices should be for my Paintings exact I don’t even know if they’re worth the effort are most framed batted or how are they sold I love seeing things people have done a Pinterest but as a beginner I’ve just learned I have done almost all of the other media’s I have enjoyed the new hobby but has not joined any groups and I’m not very savvy with taking pictures etc If you have any advice I would certainly appreciate it love your comments from people
Found this linked from Pinterest article. Very precise steps on how to sell, a well-written article that I find useful even now. I sold $10,000+ from my Web site in 2000 and I can tell you that I was FLOORED! Sculpture for $5600 and then others (painting and bronze). At the time, I just thought of it as a marketing tool.
In 2016, I sold a commissioned bronze for over $14K, but to be fair, it was about two months in email correspondence to make that happen. Once the client was on board, everything went perfectly after that! All the sales I mention here were people I still have never met.
It is amazing really. Anyway, thank you for a useful article.
Thank you! This is a great take on lots lead. I am home during the Cov-19 crisis. I am taking the time to finally get traction under me as a full time artist. Thank you again for this candid article! JQ
I have questions about shipping large art pieces that have a lot of weight to them. I do sculpted clay contemporary designs that are framed and can be hung exterior. The one I just sold was 5′ x 7′ and weighed about 200 lbs. The client lived close, so getting it delivered wasn’t that big of a problem.
Thanks
Realy very inspiring article. I am a fultime artist based in kannur in India doing paintings and paper collages. I am like to sell my artworks through online. I hope I can
I’m loathe to do loss leaders. If you sell a painting for $250 and then ask $1500 for a commission, the customer is going to ask, “Why can’t I have it for $250?”
I tried selling a smaller painting for $125. It didn’t sell. Even $125-$250 is expensive for a lot of people.