5 Rookie Art Pricing Mistakes That Kill Sales ~ Do This Instead

Hi Art Friend! Are you a great artist but you can't seem to sell your work? Or are you selling your artwork but you are constantly discouraged about your low prices? If you've ever tried to price your art and then, in total frustration just lowered the price- then you are making at least one of the 5 rookie art pricing mistakes.

Over my 20 plus years as a working artist, I've seen artist friends make all these rookie mistakes. Thankfully I’ve learned how to avoid them and I want you to be able to also. By the end of this video, you will know exactly which five mistakes are costing you sales and clients, and I will show you, step-by-step, what to do instead to start selling at the price your work is truly worth.
The Mistake: You lower your price because you feel desperate for a sale or feel guilty charging more.
This is a very common problem. You want that sale so badly you can almost taste it. I think we have all been there. Putting a price on our artwork can be a very emotional thing. We can feel like an imposter pretending to be an artist or we tell ourselves- oh just cut the price . Or we feel sorry for someone and think they can't afford our work so we cut the price for them and expect good results.
When we cut the price for someone we think can't afford our work, we undermine their sense of respect and it damages our relationship with them. If they can't afford your large original art, then ask if they are interested in an original sketch or small work. Or if that is not in their budget, offer to sell them a print or your merch. Start with the high priced items first and move down the budget ladder until you find something together which works with their budget. This is a win-win because you honor them by finding something of yours they love and can afford, and you make a sale and a happy customer for life, one who will typically return.
The problem is if you sell your artwork to a stranger and they get it for a steal, they will be so excited about it they will tell everyone they know- and usually on social media. This is not good as it undermines your reputation as a serious artist.

Do This Instead: Use a simple, non-emotional formula (like the comparison or square inch method we have discussed in the past) and commit to it. Stop negotiating against yourself before the buyer even sees the price. Tell yourself: I am worth it. My artwork is worthy.
Use the Similar Artist Comparison Method: Look at the prices of five to ten artists in your niche who have a similar style, exhibition history, and following or art reputation as you. Use their pricing as a benchmark—this is the professional way to price using the Comparison Method. For example framed watercolors of the same size and style with other artists in your local community who have the same art reputation/sales record as you - notice you aren't comparing if they are as talented as you, only the sales and art reputation. If they charge $400 for a 16x20 and they are similar to you, this is what you should be charging for that size. Or if your comparable artist is charging $4,000 for that 16x20 size, this is what you should be charging.

Another option is to use the Square Inch Method and create your prices by multiplying the dimensions of the unframed art by a "reputation factor" which sets your prices. For example, in our 16 x 20 example, 16 inches by 20 inches is 320 square inches. If your "reputation factor" is $1 you would charge 320 square inches x $1 = $320 retail price for all paintings that size. If your reputation factor is $12, you would charge $320 square inches x $12 = $3,840 for all 16x20 paintings
You can see the "reputation factor" has a huge impact in your pricing. The goal is to start low and slowly increase your prices over time. I only increase mine when enough paintings are selling and I can't keep up with demand from the galleries who represent my originals. If you slowly increase over time, the goal is to never lower your prices.


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I am a Christian and my artwork is positive message, uplifting and healing. Collectors use my paintings for meditation, calming, and healing thought.
My sky paintings are my idea of how God created Earth with one breath. Every morning and every evening He creates a new sky for us.

Two of my paintings are in the Cedar Rapids Museum of Art's permanent collection. My originals and commissioned work are available exclusively through the fine art galleries across the US who represent my original and commissioned work. Find the list of galleries and licensed merchandise here https://www.denatollefson.com

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