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What counts as a 'new customer' in an art business?

A new customer is any transaction of any size across any part of your business. This includes: selling a painting, selling a $35 print, selling stickers for $1.50, getting hired for a commission, booking a portrait session, signing someone up for a workshop, taking someone on a photo tour, or teaching a drawing class. If money changed hands, they are a customer in your ecosystem—they’ve raised their hand and said they trust you enough to transact. Every customer, regardless of what door they came through, is a potential collector.

Asked by general audience · Answered by Patrick Shanahan · art-marketing-podcast · 2026-01-17