Connecting with Collectors
Many artists might wonder how to find, meet, and engage with collectors who might be interested in their work. Of course, there’s no straight-forward, easy answer to this. But there are a variety of ways to put yourself and your art out there and open up possibilities to connect with collectors both locally and internationally.
Network
Networking: it sounds basic — if not potentially awkward and time consuming — but it also plays an important role. Being active in your local art community is a good way to get to know people, including potential collectors, and for them to get to know you.
Keep up with relevant art events, activities and exhibition opportunities, especially those that align with your interests and aims. Don’t only look for events to participate in, but also to attend, including talks, openings, discussions, screenings, etc. — both on- and offline. Put yourself out there and meet people as much as possible.
Of course, talking about yourself and what you do can be challenging. You know what you do, but how do you explain it to others in a clear and engaging way? This is where a quick pitch — or a so-called elevator pitch — comes in handy. Think about what you want a collector to come away with after your conversation. What are the main points? Once you’ve determined that, practice it — alone or in front of family or friends. And make sure to keep it brief. When engaging in conversations at events, in particular, it can be hard to hold someone’s attention. So be clear and to the point. Have your pitch ready when the question comes up: “so, what do you do?”
Exchanging business cards with the people that you encounter can serve as a reminder of the interaction and facilitate further communication. Ask for their card, and offer yours — if you have one. It may be a good idea to consider getting some business cards in order to offer a direct and easy way to find you.
And don’t forget to follow up after an initial connection has been made. Send a brief email within a day or so of meeting, for example, to keep the conversation going, share additional information on what you spoke about, or let them know that you enjoyed meeting them.
What to keep in mind…
Connecting can also mean more than just talking about your work. When talking to someone who might be interested in your work, like a potential buyer, try to get to know them, too. What do they do, what are their interests? Building connections with collectors can potentially lead to ongoing relationships that open the door to further sales and opportunities.
When engaging collectors, it’s also important to consider the context. There’s a time and place to present your work, and it’s usually not at a gallery opening of an exhibition that you’re not participating in. Talk to people, get contacts. But don’t necessarily turn someone else’s exhibition into your own solo presentation. In general, avoid approaching people with the express purpose of trying to make an immediate sale or to get something out of the interaction instantly. This approach likely won’t get you anywhere. Give connections time to build up.
Maintain an online presence
With more and more collectors researching, viewing and purchasing art online these days, it goes without saying that having an online presence can be essential. Just like putting yourself out there in physical space, it’s a good idea to put yourself out there digitally, too. Having a professional online presence also means you’ll be able to easily send a link to your website or online portfolio in a follow up message, or connect over Instagram, etc., after meeting someone in person.
Create curated social media channels, an up-to-date portfolio/website, and/or online shop. And also consider joining relevant, trustworthy online groups or platforms like ArtConnect, which can make it easier for art lovers and collectors to discover and learn about your work. Not all artist platforms can be used for free, of course, so see what best suits you and your needs. A new app, Fair Art Fair (£15/month), for example, is launching at the end of July 2021, with the aim of matching collectors to artists without gallery representation, offering the possibility to make direct, commission-free sales.
You may also want to be proactive and search collectors who are interested in similar work and connect with them — via social media, for example. But this doesn’t mean you should spam collectors you don’t know and have never spoken to. The idea is to make it easier for potential buyers to find you and your work by making use of diverse channels, keeping your profiles up to date, and presenting quality, well-curated images of your work.
Open your studio
Open studios provide a casual, intimate atmosphere that can foster direct communication with collectors and potential buyers, giving you an easy way into talking about your work. Plus, art lovers and collectors enjoy getting a behind-the-scenes glimpse into an artist’s practice. The artistic directors of artspring festival, Julia Brodauf and Jan Gottschalk, put it this way:
“The studio is not the white cube for optimal presentation, but the place of origin. Therefore, it is probably one of the most intimate spaces of all: full of anecdotes, inspiration, and artist sweat… All of the traces of work on the walls and floor, the smells and dust ... Cliché Warning! The half bottle of red wine, the ashtray – they tell stories. It’s quite possibly where you come closest to the artist and their work.”
If you have a studio in a shared space or active art district, look out for planned open studio days that you may be able to participate in. During Vienna Art Week, for example, artists’ studios across the entire city open their doors to visitors.
If open studio days are not already being organized in your area, you can also take the initiative to self organize — either hosting an open studio on your own, or collaborating with other local artists in your neighborhood to turn it into a bigger event.
What to keep in mind
An open studio can be kept simple and done without great expense: remember, you’re not organizing an exhibition. In any case, however you organize it, make a plan — what do you want to show or talk about? You might want to come up with a bit of a program, for example — a screening, performance, tour, etc.
And be ready to talk about your work and answer questions. Engage and welcome guests without hitting them immediately with a sales pitch. But have images of further artworks readily available on your computer, tablet, etc., in case the opportunity to show an interested guest comes up.
It’s also a good idea to have prices at the ready for your available works, if someone asks — either labeled on the artworks or included in a price list. And display any printed materials, particularly invitation cards or press releases related to your upcoming exhibitions, as well as catalogues and publications about your work, if you have any. And don’t forget to set out a guest book to gather contact info and email addresses for your mailing list. Again, as with networking in other contexts, follow up afterward with those you spoke to.
And if you don’t have the space to invite guests into your studio, or you don’t have a studio space, why not go digital? Live-streamed events, including open studios, have become more widespread due to the coronavirus pandemic, and may also offer the potential to reach an international audience.
Forging connections with collectors can foster transparency and trust in an industry that is often lacking in these areas, as well as build better communication and long-term professional relationships.
In general, it can take time for connections to develop organically. Keep in contact with collectors you’ve already met and talked to — invite them to your exhibitions and events, inform them about newly completed work, etc. Most importantly, put yourself and your art out there, physically and digitally. Meet and talk to people whenever possible. You never know where it might lead.
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