Bravo! Thank you for saying it like it is. I too find the "figure out the buyer's problem and solve it" sales technique useless and counterproductive for selling art. People buy art because they love it, it resonates for them, it intrigues them, it says something important to them, or whatever. Not because it solves a "problem."

Art fulfills a need, but does not necessarily solve a problem. I think it is more about defining your unique value proposition and articulating it in a way that it moves people to recognize the need it can fill.

Clint, I agree that this particular phrase taken from sales coaching may not be ideal. It is often said that a product can be sold by solving a problem, or filling a need. A problem is "My car was totaled and I need another one", and I think this is the type of selling you refer to here.

Selling art involves fulfilling a need or a want. Perhaps the need is finding a painting for a room to create a central focus for interior design. Or as a gift, or something that the purchaser desires because it reminds them of a great vacation spot they loved, a childhood memory, or is a marvelous piece of handmade clothing. The need is an emotional one which makes the purchaser feel good.

I agree with Monte and Barbara that it is connection that makes for the sale of artwork, and a wise artist will strive to make that personal connection part of their presentation.

Thanks, Clint for another great article!

I've always been averse to any form of psychological goblidigook nonsense that is often attributed to art. Art is what it is. Sometimes it moves you and other times it just matches the couch. When a buyer is thrilled with one of my paintings and takes the time to let me know, I am overjoyed. No need for a coach to tell me how to sell...the art sells itself and it doesn't matter whether the buyer has a "problem" or not.

Excellent! I have been reading a lot of internet "gurus" who are trying to get you to figure out the "problem" and then a solution to make yourself a ton of money. I agree - art isn't a "problem." When I suggested that people buy art because it speaks to them...well, I was kinda told to drop my ideas of trying to sell art on line. But I buy art because it speaks to me, and I am hoping others will realize that is a viable way to purchase art. I just wish the pocketbook accommodated all that speaks to me!

Thanks for saying this. I've never understood what problem people have that can be solved by a painting.
Another not very useful bit of advice is "Know your ideal customer" HUH? My customers have nothing in common except that they've bought my work. Not very helpful when I'm looking for new customers.

K.,
That know your customer always gets me, too.

Within a short period of time I sold a painting to a young woman engaged to be married who was a little over 20 and on a severe budget and is very internet savvy ... then sold several paintings to an affluent gentleman in his 90s who doesn't do anything online. My ideal customer is someone who likes my style of art and subject matter (mostly California landscapes and marine paintings) and who has empty walls or loved ones with wall space!

Clint, to try and send my thoughts into a pattern of believing that people have a problem and need my art to solve it,well, that just takes me away from simply creating great art that speaks on it`s own. I watched people filter through my art sales booth this past weekend, no one said they had a problem, they only expressed admiration for a particular painting or two. It spoke to them, when they asked me about, I did not feel a need to pressure or make a sales pitch. I let them alone to stare at it and make up their own minds. Then the sale just happened and that made my day, knowing that they connected to a piece and had to have it. I spoke with a few other art buyers that liked my style or handling of the subject matter they were interested in and wanted me to paint them a particular piece. It was then I took down their information and promised to produce the art.

If an art collector has an art addiction problem, that sounds good to me, but I still will not take advantage and try to get a multiple sale unless the art buyer alone makes that decision. That scenario happened this weekend also and I did not push the double sale, I like the no pressure art sales. I feel they truly have to want the art and will be content with that piece for a lifetime. It is my duty to produce fine works of art that appeal to the art buyer`s senses.
Like Karen Winters says also, the story behind them compounds the emotional appeal of the painting itself. I do believe the art tells that story visually, although the personal anecdote can be connection that clinches the sale. A man took a general liking to my depiction of beach paintings and we got to talking about our love for Crystal Cove, he was going to be there at the same time I had scheduled a vacation there, (coincidental!) so now he is excited to watch me paint that week. The day after the show, he emailed me to buy a workstudy he saw at my booth. It appealed to him enough that he did not forget about it and had to own it. That feels good to know when a painting has that power.
Clint, you said to make kick-a__ paintings, I do not want to offend people, so I will trade that phrase in for a POWERFUL painting.

The only "problem" I relate to art is MY occasional problem in creating it. I can't imagine someone buying art to fill any need but pleasure. Great post.

This approach reflects how art has been increasingly characterized a typical commodity that is mistakenly subject to conventional marketing theories or techniques. It's just not like the marketing of other types of material goods. All people who are interested in art markets should read a book called 'High Art Down Home, An Economic Ethnography of a Local Art Market,' a very readable study of St. Louis' art market by an economic anthropologist named Stuart Plattner. It's absolutely fascinating, even though it was written and published well before computers became such a factor in art marketing and everything else.

I just came across your site and I'm so glad I did. What a wealth of helpful information! I publish a weekly post of resource links for handmade business owners and I would love to link to your articles if you didn't mind.

I must admit that I chuckled when I read your post about people buying art to solve a problem. I agree that people buy art because they like it.

For so long I tried to sell my art using techniques I read in "how to sell books" and it just felt so wrong! I felt like a failure when my artwork didn't sell. I thought there was something wrong with me when the techniques didn't work, it was something I was doing wrong. The artwork I did sell was by being friendly and myself. But still in the back of my mind I kept thinking if only I used those other techniques correctly I could make many more sales. I was getting stressed out and anxious every time I did a show. It was horrible.

You can imagine my relief after reading all of these posts and finding out that there is nothing wrong with me, it is that those techniques are wrong for selling art! Phew - thanks Clint and every one else who has commented on this post.

Esther - yes the word POWERFUL might be a tad more professional :-)

@Rachel - welcome to FineArtViews! Link away....

@fiona - there's nothing wrong with you :-)

"Handling rejection" wonderful article.

Let's be honest, as Artists we are our worst critiques. If we were judging a show, we might not even select our own art. If you love what you do, keep doing it and keep entering. You may be the individual that sets the new trend in today's art. Take critiques with a very small grain of salt, many judges are not practicing Artists. Failure is the necessity to learn to succeed!