As artists and gallery owners, we all want to make sales. We work hard to promote our art, create a welcoming environment, and connect with potential buyers. But when those buyers walk through the door, something unexpected can happen: judgment. It’s a deeply human trait—one that has probably served an evolutionary purpose—but it can be very dangerous in the art business.
Whether you’re selling art at a festival, open studio tour, or in a gallery setting, you’ve likely caught yourself sizing up the people who come to look at your work. Maybe you thought, “This person looks like they can’t afford anything,” or “That person seems like they’re just browsing, not really interested in buying.” The truth is, none of us are as good at predicting who will purchase art as we might think. More importantly, allowing ourselves to prejudge potential customers can actually cost us sales.
As someone who’s been in the art business for over two decades, I’ve experienced this firsthand. Today, I want to share a couple of stories that taught me invaluable lessons about how dangerous it is to make snap judgments about the people who walk into your gallery or booth.
The Fly Fisherman Who Surprised Me
Early in my career, I worked in a gallery in Jackson Hole, Wyoming—a stunning resort town that attracts people from all over the world. During the busy season, our gallery would see a constant flow of tourists. Some were clearly in town to shop, while others were simply looking for a way to pass the time.
One afternoon, a man walked into the gallery who looked like he’d just come off the river after a day of fly fishing. His clothes were worn, his hair was unkempt, and his shoes were falling apart. He was definitely not the type of person I would have expected to buy fine art.
Still, I greeted him warmly, gave him a tour of the gallery, and talked to him about the artists we represented. I treated him with the same respect and attention I would give anyone. To my surprise, after spending some time browsing, he selected several significant pieces of art and made a large purchase.
As we were finalizing the transaction, the man told me he would never go back to the gallery next door because they had treated him poorly based on his appearance. He also revealed that he was an executive at a well-known company. That experience taught me an important lesson: You can never truly know who might be a serious art buyer just by looking at them. Appearances can be deceiving, and it’s our job as gallery owners and artists to treat every visitor like a potential collector.
The Beat-Up Car and the $3,000 Sculpture
Fast forward a few years to my own gallery in Scottsdale, Arizona. One day, an older woman pulled up in front of the gallery in a beat-up car that had clearly seen better days. She didn’t fit the stereotype of someone who buys art—her clothes were simple, and her car was cluttered with what looked like years of accumulated junk. But I greeted her with the same enthusiasm and professionalism I give all of our guests.
After spending some time in the gallery, she surprised me by purchasing a $3,000 bronze sculpture. When I carried the piece out to her car and placed it in her trunk, I couldn’t help but notice how out of place it seemed in that vehicle. Yet there it was, a reminder that you really never know who might be a buyer.
These experiences, and many others like them, have shaped the way I approach sales. I’ve come to realize that treating every visitor with respect, offering them my full attention, and doing my best to connect them with art can never be wasted effort. Even if someone doesn’t buy anything, the experience of talking about the artists I represent and sharing the stories behind their work keeps me sharp. Every interaction is an opportunity to refine my skills and cultivate a positive reputation for my gallery.
The Power of Equal Treatment in Art Sales
Let’s be honest: selling art can be exhausting. Most of the people who walk into a gallery or stop by your booth won’t make a purchase. But here’s the thing—what harm does it do to treat every potential customer with care and respect? In my experience, the answer is none. In fact, by giving everyone your best effort, you’re far more likely to build lasting connections and make sales to people you never would have expected.
There’s an old saying in advertising that goes something like this: 80% of your ad dollars are wasted—you just don’t know which 80%. I think a similar sentiment applies to art sales. The majority of our efforts might feel like they’re wasted on people who aren’t going to buy anything. But if we treat everyone well and approach each interaction with enthusiasm and professionalism, we’ll be ready when that 20% comes through who actually will make a purchase.
The bottom line is this: You can never tell who will be your next art buyer just by looking at them. We all have biases, but it’s our job to rise above them and treat every person who shows interest in our art as if they’re a serious collector. They deserve it, and so do you. By making this commitment to yourself, you’ll likely find that your experiences with customers improve—and so do your sales.
What About You?
Have you had an experience where you underestimated someone’s interest in your art, only to be pleasantly surprised? Have you made a sale to someone you would have never expected to buy? I’d love to hear your stories in the comments below. Let’s share and learn from each other’s experiences.
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