Why is the 'know, like, and trust' factor important in selling art?

Human beings are wired to make purchasing decisions, especially at the consumer level, based on doing business with people they know, like, and trust. If potential customers have no opportunity to get to know, like, and trust you, they won’t want to make a buying decision. You can’t build a relationship or establish trust based only on images. People need to understand who you are as a person. For example, you might keep returning to the same vendor at a farmer’s market not because their products are objectively better, but because you’ve built a rapport and relationship with them. The same principle applies to art sales.

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Asked by general teaching point · Answered by Patrick · Art Business Webinar · 2026-08-10