“I am not a product of my circumstances. I am a product of my decisions.”
— Stephen Covey
It’s only natural to want both validation and income from your art—especially when it comes from those who keep coming back. But it’s also human to feel uneasy when you’re unsure how to make that happen, and for those who are introverted or shy, that discomfort can feel even stronger.
Before any strategy, clarify your mindset. Prioritizing sales above all adds pressure that can make every interaction feel tense and personal.
Let go of that pressure.
Start with making genuine, simple connections.
Nearly every buying decision starts with know, like, and trust—art is no different.
For Older Artists
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Collectors Buy the Artist
Collectors have a different mindset. Many are not just buying objects; they’re supporting the work of an artist they admire. They invest in the artist—the direction, the story, the commitment—as much as the art itself.
That kind of relationship doesn’t happen in a single transaction.
It grows over time.
The connection between artist and collector matters, just as there’s a connection between the image and the collector’s identity, or a moment in someone’s life and the piece that finds a place on their wall.
Shift the Question
Most artists ask, “How do I sell more work?”
A more helpful question might be, “How can I make connection easier?”
When you focus on connection, your approach naturally shifts.
You’re not convincing.
You’re not performing.
You’re simply helping people understand what you’re doing and where you’re headed.
Collectors respond to consistency. It’s not about polish; it’s about showing up regularly. They want to see that you’re committed to your work and that it’s moving forward—they want to trust that you’ll still be here next year. That’s what helps turn a first purchase into a second.
Make Connection Repeatable
Even when you know this, hesitation can remain. Selling and rejection can feel personal. Reaching out may seem like asking for approval. So many artists wait. They tweak their website again. They tell themselves they’ll start after the next series is finished.
Knowing what to do and actually doing it are two different things. Try lowering the stakes. Instead of asking, “How do I find collectors?” ask: “Where can I show up consistently enough for connection to grow?”
A simple monthly note, a steady studio update, or being present in one community that genuinely fits your work. A thank you, congratulations, or an introduction.
Nothing dramatic—just something you can repeat.
Repeatable actions build familiarity and trust, making return sales possible. No artist or gallery can build a business by always chasing brand-new buyers. Sustainable art sales depend on repeat buyers.
Gallery data shared by Jason Horejs reinforces this: repeat buyers account for a significant share of revenue, and many begin with lower-priced work before investing in originals later.
Relationship and trust—not urgency—grow lasting sales.
While the mechanics of selling art will keep changing, connection won’t. You can’t control who becomes a collector, but you can choose how consistently you show up. That’s how you find long-term collectors.
See you next week.
WOW! That sounds like a golden nugget right there. Thank you.
You’re welcome, Esther. Thank you for your kind words.
All the best!
Barney
Thank you for this very helpful information.
Hi Barbara,
You are most welcome. It’s gratifying to know my post and the ideas in it were helpful to you.
All the best!
Barney
I can see that opening up is a key element. I cannot hide behind my work, or a website; which should be all that really matters. But I see how it is really where the ideas emerge, not just the by product. Your writing about this concept helps me see around what I keep between me and the world …. as an artist.
Daniel, thank you. Many of us try to stay tucked behind the work, but connection often starts with the ideas and experiences that shape it. I’m glad the post helped you see that a bit more clearly.
All the best!
Barney
This happened to me over many years, and it’s the relationship that developed between the collector and me. He and his wife fell in love with a mixed piece after I told them the story. He returned, interested in one piece in my gallery, saw another, and bought both. Now he is considering another painting. He told me this “open Impressionism” art of mine is exciting. A collector!
Mary, thank you for sharing this. What you describe is exactly how it so often happens—one genuine conversation, one story, one moment of connection, and suddenly the work becomes more than an object. It becomes part of a relationship.
It’s wonderful to hear how your “open Impressionism” resonated with him and how that connection has continued to grow. That’s the heart of collecting, and you’re clearly meeting it with openness and grace.
All the best!
Barney
Thank you so much for your wonderful advice but I have questions about being an older artist with much art unsold since I never really tried to sell it, focused as I was on helping other “Underknown” artists by running not for profit arts organizations. Now I have resigned from these jobs to focus on both my art making & art selling, but the selling is still a bit mysterious. I would like to sell some of the older work as well as return to making more work in that vein & in new veins as well. Can I do it all? Will showing old work & making more of it hurt my reputation? I realize I’m asking about many different things at once, but I feel they are all interconnected and I do want to sell as well as produce more, show & maintain my reputation!
Thank you for your wise advice!
Vernita
The key thing to recognize is that you can’t possibly do them all at once. Trying to tackle too many things simultaneously will only make your life more complicated and stressful. You’ll make your life easier and calmer by just gaining focus on a single thing and working through it.
I advise focusing on one thing first: selling your original, most current work.
A very doable goal right now is to get established with a couple of people who have purchased from you directly and have the wherewithal to make additional purchases. This action will establish in your own mind that you are capable of doing this and give you a clear sense of how you made that happen in the first place. This success then makes the rest of your goals, like possibly selling your older back catalog, much more likely.
Also, realize that you may never have the opportunity to sell all the work that you create. That’s the case with all artists, not just visual artists. It’s said that Bruce Springsteen wrote 1,500 songs before he released his first album. Just focus on a single thing, finish it, and work through it.
All the best,
Barney