How important is building relationships with customers in selling art?

Building relationships is absolutely critical. The art business is deeply relational. People buy from people they know, like, and trust. When you have conversations with people—whether at in-person shows, through email follow-ups, or on social media—you’re building that relationship. Even if someone visits your online store and doesn’t buy, send them a thank-you email for visiting. If they add items to their cart but don’t complete the purchase, follow up and thank them for shopping. You don’t know why they didn’t buy—maybe circumstances changed—but by staying in touch and showing appreciation, you keep the relationship alive. Later, they might come back and make a purchase. The personal touch matters enormously. Most online businesses just send automated ‘thank you for your order’ messages, but a personal email shows you care and people notice that.

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Asked by a woodworker transitioning to art sales · Answered by Patrick · Art Business Webinar · 2026-09-11