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Buying art
online is a growing trend despite problems like variable onscreen
image reproduction, verifiable dealers and artists, and determining
true value. Still, a large number of collectors are entering the
market this way. Don’t miss this vital new market for your work! You
can persuade buyers that they can minimize the pitfalls involved and
begin collecting with confidence.
1.
Suggest that the
buyer follow his heart.
This is a time-tested maxim. Few, no matter how experienced, can
predict future increases in the value of an artwork. Preferences
change and what was wildly collected a quarter-century ago may be
less valuable if it is put on the market now. Web sites tout the
glories of this or that, but a buyer’s educated intuition and
preferences are more reliable. Many famous collections stand on
their own as a reflection of the interests and taste of the
collector, not the specific artists represented. Encourage the
collector to tailor his collection to express his tastes and he will
achieve maximum gratification.
2.
Make sure the
collector knows what he is buying.
Explain the medium or the method of
reproduction used. Certainly, he should know whether the work is an
original or a reproduction. If the work he is considering is a
print, explain to him the difference between a limited edition
lithograph, poster, or giclee. Mention its permanence. List
archival materials used. For sculpture and other multiples, inform
him about the edition size.
3.
Make the collector
aware who is selling the artwork.
Is the web site or listing that of
your dealer, gallery, artist’s representative, artist directory, or
directly from you? Explain how dealers and galleries take work on
consignment from living artists or current owners of the artwork.
Tell him that he should ask how long any agent has been in business,
since longevity is a measure of his ability to honor his
commitments. Point out that buying directly from an artist may be
preferable, in that it allows a buyer to establish a personal
relationship with the artist, which is a major benefit. Describe how
artists relish this. Not only is it more fulfilling for artists, it
can fuel their future work and they can measure whether they have
achieved the true goal of fine art… communication of their ideas.
4.
Suggest that
buyers research you.
Trust is imperative. Whether a collector finds the artwork that
interests him on the net through ads, auctions, or web sites,
encourage him to learn as much as he can about you. Furnish him with
your resume or biography. Point out the professional groups to which
you have been elected. Name your awards. List where you have shown
locally, regionally, nationally, or internationally. Lead the buyer
to other sites showing or listing you work. Sign up for online
registries and other sources that will show on internet searches.
5.
Encourage a buyer to check your references. Any
cross-reference that verifies that you are a legitimate and
reputable businessperson is beneficial. If you sell on eBay, explain
that buyers have the advantage because of the feedback system. If a
seller has many sales with little or no negative feedback, he can
expect to be treated professionally and honestly. If you accept
other methods of purchase, tell him to verify phone numbers,
addresses, and call the Better Business Bureau. Look for companies
on the internet that verify businesses and register with them.
6.
Tell the collector
how to set his monitor for maximum color.
Many variables make viewing artwork
on the internet and online imaging difficult and you cannot control
the brightness or contrast settings on the buyer’s screen. Sometimes
a color that is a lovely coral was show as bright orange on a
different monitor. Explain how he will come closer to a true
reproduction if his settings are maximized. Still, the artwork may
not look like what appears on his screen. That leads to the next
tip….
7.
Guarantee your
sale. The unavoidable
and undeniable problems with color reproduction and visualization of
artworks in the online forum make it appropriate that you give a
“satisfaction guaranteed” commitment. It’s very hard to fully
visualize a 36” x 48” painting from even the largest image online.
The customary policy calls for the buyer to pay for all shipping,
but you should give a full refund for the price of the artwork if it
does not prove to be as described or does not meet the buyer’s
expectations. Most reputable dealers and artists willingly offer
this guarantee.
8.
Explain why
collectors must pay more for quality artwork.
The online market and auction
format which often offer secondhand or clearance items has produced
expectations that cannot always be met. Many sellers on eBay pick up
an item at a garage sale, shine it up, and resell it for three times
the purchase price. Internet marketing experts advise sellers NOT to
sell something they produce if they expect a decent return.
You should explain that any artist selling on auctions or online is
producing a new, unique product. He must invest years of experience,
miles of canvas, and a lot of computer time to bring his “product”
to collectors.
9.
Offer a
certificate of authenticity.
This is a guarantee from a seller
that the work is an original work by the artist named. It should
give clear documentation attesting that the work is authentic. An
appraisal from a certified fine art appraiser is even better, though
it might add cost.
10.
Use a
professional shipper.
After investing the time and effort into marketing and connecting
with a buyer for your artwork, a safe delivery is a must. Most
shipping companies - Federal Express, UPS, etc. – set higher
requirements for the packing and claims process for fine art. Be
sure to use a company thoroughly familiar with these rules. Also, be
sure to use one that allows tracking and that you fully insure the
piece.
By following
these tips, you can educate prospective buyers about the fine
art market online with confidence and reap the benefits of online
sales. |