5 Reasons Why People Don’t Buy Art

Understanding Why People Don’t Buy Art Is Easy…Kind of…

Do you know why people don’t buy art?

As an artist who sells art, you gain fresh insights into the reasons people buy your art. This part is easy because they let you know. You can review your sales history and learn from the patterns what it is about your art that makes people buy it.

Let’s start with reasons why people buy art:

  • They love it.
  • It makes a perfect gift.
  • They like to collect your work.
  • They trust you or the gallery owner to help them make a smart buying decision.
  • It perfectly matches the interior design of a space they are decorating.

It is a valuable idea to develop your research and analysis to go beyond understanding why people buy your art. How is your art purchased? Make a list of where your art sells. Is it online, studio sales, networking, referrals, galleries, juried shows, or fairs?

After you lose a sale, you have nothing more to lose and lots to gain by asking why it didn’t happen. Any feedback you get is another piece of the puzzle.

Use your research to guide you to smart production and marketing decisions.

Look to find the commonalities in your channels. Is it subject matter, color mixtures, sizes, prices, medium, or other selling factors consistently in individual channels? For sure, you will find it is a combination of the determining factors. The point of this exercise is to help you make better decisions about what art to produce for each of the selling channels you use.

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Getting to the real reasons why people don’t buy art… your art… is challenging.

When it comes to why people don’t buy your art, it is harder to ascertain the real reason. Most times, when you get to a closing situation where you ask them to buy (You are asking them to buy, aren’t you?), and they slip off the hook with a lame excuse, you have not discovered what indeed is holding them back.

Uncovering the real objection leads to more sales.

When a prospect tells you they need to think about making a purchase,  they do not reveal their actual complaint. It means you may have rushed the sale. It might be you have not asked them enough open-ended questions to discover their needs and doubts about making a buying decision.

Five Reasons People Don’t Buy Art!

If you count permutations, there may be millions of reasons why some potential art buyers don’t buy art. Here are some typical suggestions on how to sell art when customers initially balk at closing the deal.

1.  Insecurity

They are unsure about their tastes. They may be new to buying art. You wouldn’t know unless you asked. Regardless of their buying status, digging into what they want to do with the piece they are considering will help them make a confident decision.

This situation will not be your desired one call close, which is the case for most fine art sales. Likely, you need more information about the space where the art is will hang or be displayed.

7 Marketing Tools Top-selling Artists Use
Download your art marketing tools list here.

My art marketing broadcast partner, Jason Horejs,  wrote a post about how Photoshop helped sell a $5,000 piece of art from his Xanadu Gallery. His persistence in helping the buyer and a willingness on the artist’s role to create a painting based on the subject matter, size and space considerations, and Jason’s innovative use of technology were the reasons for getting the sale.

2.  Assurance

They don’t know if your art is worth what you are charging. As with some other points here, there is a crossover between not buying and the result. This point is one of them. In part, buyer assurance happens when your marketing, your presentation, and your appearance and demeanor, or that of your gallery, has set the table.

If your prospects are new to your work, they need to be educated with comparisons to sale prices of similar artists, with your bio, with your sales history. Working this information into the conversation with your buyer, or even better, having your targeted marketing make these points for you, will work to take away this possible reason not to buy your art.

3.  Money

They cannot afford your art. This situation can be a question of unfocused marketing. If you cast a marketing net too wide, you will waste time attempting to sell art to those who actually cannot afford it. If that is the case, fix it immediately. In the buying process, you subtly need to learn enough about your prospect to determine if a sale is possible or if you are wasting your time. Have they made other fine art purchases? Do they collect art? Where do they intend to display the piece? Part of your job is to sort through those not ready to buy and keep them in the sales funnel while removing those who are not prospects for it.

If a buyer wants to own the piece, you can offer a layaway plan. You might negotiate a first-time buyer discount. If your work is in the print market, offer one as an alternative. As an alternative, try providing a commission for a smaller, more affordable piece.

7 Marketing Tools Top-selling Artists Use
Download your art marketing tools list here.

4.  Confusion

They don’t understand your pricing model. If you sell through multiple distribution channels and do not have uniform prices on similar artworks, you confuse your buyers on the real cost and value of your work. Are your prices fluctuating in ways that there seems no logic to the amount? For instance, how can you price four times more for a piece that is only 25% larger than other works in your portfolio?

In addition to pricing logic problems, lack of focused marketing, or no marketing, leads to confusion and uncertainty. Your artwork, your pricing, your marketing, and your presentation all need to be in harmony. Your goal is to remove all doubt from your buyers before a closing situation occurs.

5.  Remorse

Post-cognitive dissonance is the fancy way to describe the sense of regret buyers often have after they have made a purchase. There are situations where customers anticipate remorse, and it kills a deal even though part of them wants to own your work. Let’s call it pre-cognitive dissonance. You can answer this in advance by offering a return policy. Maybe it is 90 days with return shipping not included and with the art in the same condition as when it was sold.

Consider using a buyback policy where you agree to take the work back as part of a payment for a new, more expensive piece. You might not want to publish such a policy, but keep in mind for situations where it will help you get the work sold today. You could use a sliding scale with a gradually lower percentage over time.

Leasing art is a way to get your work in the market. Some artists use a lease-to-own policy towards the full price where a specified percentage of the monthly or annual contract would be used to purchase the piece.

Information is power, especially when you use it wisely.

As a small business owner, you need as much information as possible about why your work sells and why it doesn’t. The wisdom you gain from instituting formal policies and procedures to acquire this knowledge will make a significant difference in your art career success.

The more you align the work you want to make with buyers who wish to buy it, the more you will have an enjoyable and rewarding art career.

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Art Buyers, art marketing, Buy Art, Why People Buy


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  1. Your articles are always so consistent and factual. I’ve experienced most of the examples given at some time. I’ve personally found it important to market to a more focused clientele base. Don’t confuse Wal-Mart with Fine Art! You also mentioned having harmony with pricing,marketing and presentation. So true, this really completes the package. Wonderful read!

  2. Thank you for the information, it will be very helpful to me in my up coming art gallery night showing in May?

  3. I did not find this to be at all helpful. People are ignorant and cheap and usually regard art as free entertainment. It’s like trying to get blood out of a stone especially here in Canada, the land of Little Hope. My work is excellent and extremely reasonably priced but all I get are compliments and the old “your work will not have any value until after you are dead” bullshit delivered with a smile like it is humorous.

    1. Sorry to hear my post was not helpful, and that your experience selling your work is does not meet your expectations. Have you tried finding artists in Canada who are having success and then researching to learn how it’s happening? Best wishes to you in your career.

    2. You sure can paint. Your work is worth every penny spent. It takes years to paint that well.
      But you already know that.
      It is discouraging to hear that work of that caliber is not flying off the walls.
      More later..Jo

    3. By the sounds of the comments you are receiving it sounds like you are selling to the wrong market. Research any up and coming events in your area. Maybe you can take your work along an advertise.. Art shows, concession stands at events and shows that people go to, who love the outdoors and outdoor recreation. People that participate in these kind of events usually are quite wealthy and appreciate real art. I would also look at all the local magazine’s and see if you can get anything published. If somebody is saying your work will not be worth anything when you are dead, they obviously don’t know anything about art!! Also keep a Twitter and Facebook page for your art, inviting everyone you meet to add you, including any events etc you go to. It’s about getting to know the right crowds. I love your work very much. I lived in Canada a few years. I painted the wildlife of South Dakota now in the USA.

    4. Steven,
      I’ve visited your website and agree your art is excellent and very salable. As a retired arp rep who sold my own work and that of many other artists and publishers for more than 20 years, I would have welcomed your art in my sales portfolio.
      My clients were Interior Designers and Architects. They were easy to sell to because they knew exactly what they were looking for. If you had an image that fit their specs and budget at the time they were looking, they bought. Many bought repeatedly over many years. Have you visited any IDs in your area?
      Barney and I co-authored HJOW TO SELL ART TO INTERIOR DESIGNERS. have you read it?
      Though it was many years ago, when my sister-in-law was living in Canada I set her up with a starter portfolio of art and introduced her to a couple of publishers I sold for. She quickly build a nice business, working out of Kitchner, driving no farther than Toronto. She found Canada an excellent market.
      Reading your comment, I wonder if you haven’t convinced yourself a prospect isn’t going to buy and let a negative tone and inappropriate language sabotage a potential sale? Not meant to offend, only hoping to help you find a hot market for good art.
      I’d encourage you to continue to show your art as often as you can to as many prospects as you can. You may have to shuck a lot of oysters to find a pearl.

  4. I am new to selling art and photography as a major if not sole means of income. This article was quite helpful. Thank you.

  5. Good data. I find that there are lean selling months and some fat selling months.
    Artists have learn how to close on sales. I offer time payments. I have art that is budget
    friendly. I get people to understand my art represents, effort, labor and 10,000 hours of
    practice. I do well enough to have working class art life. I do get to heat and eat.

    1. Sure, it is a way of telling you not to let your financial condition affect your ability to ask for a big sale. Lots of artists, especially starting out, can’t afford the originals they make. Never be afraid to confidently ask for the biggest order you can. The worst that can happen is you hear no. But, sometimes it will be something your buyer wants and will take it on the spot. If you don’t ask for big sales, you don’t get them.

  6. I always read articles like this, to see if I can learn anything. I have learned I will never do commissioned work, way to stressful. I really only create to satisfy my own personal joy of doing art. And I realize that selling prints in a very saturated internet field is pretty much a lost cause. I would be extremely lucky if I ever sold anything, print wise, on a POD site. I did not join the site expecting to sell anything. I did it just to get out their and be seen and to give God credit for giving me my gift. If I were to sell my originals they would be to pricy for the average person and quite frankly the economy bites! So I will leave my originals to my kids, when I die and stick to showing my prints instead. I am just happy God gave me a talent and I have a fairly cheap platform to showcase it. I am still praying for GOD to give me some clean comedy, so I can do stand-up. I can`t hardly wait to do that too, if He lets me live that long. Nice article, but it does not help print on demand artists that much. At least not me, but thanks for sharing. God bless you.

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