Negotiating Art Sales: An Expert’s Guide

In the world of art, one of the most important skills for an artist is the ability to negotiate for the sale of their work. This process can be both challenging and rewarding, especially when you receive an email from someone interested in buying your art but requesting a price negotiation. Here, I share insights from over 50 years of experience as an artist, art dealer, and professional in the industry.

Understanding the Buyer’s Perspective

When you receive an email like the one described, it's not just about selling a piece of art. It's about establishing a relationship where the art is more than just an object, but the end product of a deeper emotional or aesthetic connection. The buyer is likely drawn to the feelings and emotions conveyed through your work, the color palette, or the image itself.

In the early stages, the primary focus should be on gathering more information about the buyer. While personal interest is less critical than you might think, understanding the context and source of the buyer's interest can provide valuable insights into their motivations and values. This is crucial because the relationship has the potential to grow and extend beyond the transaction.

Addressing Price Negotiation

Price negotiation is a standard procedure in the art world today. Buyers can and do try to negotiate prices on almost any transaction, even in conventional stores and online. In galleries and online marketplaces, most art sells at least at a 20% discount, so it's important not to get offended or upset when a buyer asks for a discount.

The principles of pricing are based on sales comparables, rather than the amount of time spent creating the artwork or the cost of materials. Therefore, the initial pricing of your art is critical. When a negotiation request comes in, start by responding politely and professionally. Here's an example of how you might respond:

Hello, how lovely that you like my art. Who are you and where are you writing from? Where did you see the artwork?

If the buyer provides the information you need, you can proceed with negotiation. It's important not to get bullied by the negotiation process. Instead, approach it as a conversation, with both parties willing to make concessions.

Strategies for Negotiation

When negotiating, start by acknowledging the buyer's request. For instance:

I understand you're interested in the work, but 20% (or whatever the current price is) is simply too much. However, I would really like these nice people to have the artwork, and I would like to make the sale. What do you think about 15%? After all, that's only a difference of ……

Offer additional value, such as:

Splitting the shipping cost Providing a poster or half of the framing cost Offering a studio visit or working with the artist

Continue the negotiation process with both parties making small concessions. Maintain a positive and supportive tone, emphasizing the buyer's potential as a great collector. By doing so, you increase the likelihood of reaching an agreement.

Conclusion

The art world is built on relationships, and negotiation is an essential part of building those relationships. By understanding the buyer's perspective and approaching negotiations with a professional and supportive attitude, you can increase your chances of success. Remember, both parties need to be willing to make concessions and not get upset during the process.

I hope this guide helps you navigate the world of art sales with confidence. Good luck, and I hope you sell every work of art you create.