Selling Like a Pro—Mindset Shifts for Artists
Selling your artwork can feel intimidating, but it doesn’t have to be. Many artists struggle with pricing, confidence, and finding the right buyers--myself included. But what if the key to selling wasn’t about hustling harder or chasing down trends, and instead about shifting your mindset?
Over time, I’ve picked up four powerful mindset shifts that have helped me not only price my work with confidence but also attract the right buyers—people who see the value in what I create. If you’ve ever felt unsure about selling your work, these shifts might just change everything for you like they did for me. I didn't come up with them, but I carry them with me into every sales pitch.
1. Sell the Value, Not Just the Work Itself
Your art is more than just paint on canvas (or--insert whatever you make). It carries meaning, craftsmanship, and a story that resonates with the right collector. When you focus on selling the value—what your art represents, how it makes people feel, and why it’s unique—you shift the conversation from price to significance. Instead of thinking, "Will someone pay this much for my work?" ask, "How does my work enrich someone's life?"
2. Price Your Work Just Beyond Where It Feels Comfortable
If you’re always pricing your work at a level that feels completely safe, you might be undercharging. Try pushing your prices just beyond your comfort zone. Why? Because pricing signals confidence and value. If you believe in your work, others will too. Of course, your pricing should be based on materials, time, skill, and market demand—but don’t be afraid to stretch a little.
3. Remember—You Are Not Your Customer
It’s easy to price based on what you would pay for your work, but you are not your target collector. Your audience might have a different budget, different priorities, and a completely different way of valuing art. Just because you wouldn’t personally spend a certain amount on creative work doesn’t mean others won’t. Trust that your ideal buyer exists, and focus on reaching them, not selling to yourself.
4. Approach Sales Like a Business, Not "Just" an Artist
Artists often hesitate to embrace the sales side of their work, but selling is simply a way of getting your art into the hands of those who appreciate it most. When you approach sales professionally—setting clear prices, marketing confidently, and making the process easy for buyers—you create a business that supports your creativity rather than stifles it. Selling isn’t about “selling out.” It’s about sustaining your craft so you can keep creating. As steven Pressfield says, "Joe Blow artist might be too mild-mannered to sell, but Joe Blow Inc. can price and pitch with confidence." Take personal emotions out it and sell like a business.
Final Thoughts
By shifting how you think about selling, you’ll feel more in control of your pricing, more confident in your offers, and more connected to the right clients. These mindset shifts have transformed how I sell my work, and I hope they do the same for you.
Resources Mentioned:
If you’re ready to sell your artwork like a true professional, tune into Episode 14 of The Curated Craftsmen™ podcast for an in-depth conversation on these game-changing shifts.
Welcome to The Artisan’s Edge—a new miniseries from The Curated Craftsmen™ Podcast designed to give craftsmen and artisans a quick edge up in their creative business. These short, insightful episodes will drop between our regular interviews, offering practical wisdom, motivation, and strategies to help you refine your craft and business.
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