As our A&CNet e-Zine Newsletter subscribers have noticed, we count it a pleasure to regularly include something penned by well-known Canadian artist, Robert Genn, in each of our A&CNet e-Zine newsletter issues.

This one is a fitting topic for our Ask an Artist. It goes hand-in-hand with our Dollars & Sense article, "The Pros & Cons of Buying & Selling On-line". Robert gives us his thoughts on the 5 main types of Art Buyers. It's good to know who's buying from you. This kind of of information will help you Sellers understand your potential customers better. When you do, you can be better prepared to meet their particular wants and needs, and thereby increase your own sales success rate, too.

Art Buyers — Who Are They?

Yesterday Andrea Pratt wrote: "I had a chat with my dealer about who buys art. She's almost as new to the art business as I am, ambitious and eager to learn. We came up with some possible demographics. Then it occurred to us that we should ask our favorite guru... you."

Thanks for the elevation Andrea. These days there are five main types of art buyer. Some are a combination of more than one type.  While it's not something that you must make a study of, it's often useful to recognize these birds when you see them in the field.  Also, it's good to know that they have habitats; some dealers attract or generate one type and not another. This can be a factor in a gallery's, and hence an artist's success.

The main types are: collector, investor, decorator, believer and money-burner.

The "COLLECTOR", perhaps the most precious, is hot-wired for art —

He has art in his homes, offices, yachts and closets. While he may sometimes buy what he's sold, he loves the chase and a sense of discovery. He may be compulsive, even addicted — It's in his blood.

The "INVESTOR", looks at art and sees money —

He tries to buy low and sell high. He uses terms like "important" and "flip". He knows about taxes and regularly asks about values "for insurance purposes".

The "DECORATOR", needs something... often anything... to fill a space —

Framing is important, as is colour. "Neutral subject matter" often fills the bill.  She brings fabric swatches and may travel with a co-conspirator. "Trend" is big in her vocabulary, whether her inclination be period, retro, contemporary or kitch.

The "BELIEVER", is the most innocent art buyer —

He may be new to the game and feels the magic of it all... often sharing his excitement with an equally smitten partner. Art really speaks to them. They have a profound admiration and respect for creators.

The "MONEY-BURNER", has the dough and likes to get rid of it —

He expects art to be expensive and reminds his friends of the figures. Because he "doesn't have the time," he's often a dilettante.  He exercises his whims, but often asks the advice of those who are ready and willing to give it.

PS:

"To love a painting is to feel that its presence is not an object but a voice." (Andre Malraux)

Esoterica:

Among all of the art-buying types you'll find the entry level, the mid-stream, and the seasoned – and some, more mature than others. Incidentally, openly naming them in public is a mistake. While they're all nice birds, they tend to think that they're another type than what they are. You don't want to ruffle their feathers.  Just identify them and let them be.