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Why You Should Keep in Mind Whether You’re Selling Art to a Business or an Individual?

It is fairly easy to guess and understand the importance of understanding who your audience is and how you are going to sell your merchandise. People want a message that feels caters to them and shows them that the brand has its needs and wants in mind. You do this in order to increase the efficiency of marketing efforts, as well as the energy you put into creating your art. An extension of this that we also have to keep in kind, is whether the consumer is a business (business to business AKA B2B), or just a single consumer (business to consumer AKA B2C). This is important to consider because they both have different wants and needs they wish to fulfill by enlisting your art expertise or purchasing your merchandise. There are also a few things you need to keep in mind if/when you’re deciding which group you want to focus on:

B2C: when the purchase is for personal consumption.

  • More people to deal with
  • More straight forward, the purchaser only has to consider their own thoughts and feeling on this purchase
    • This usually means faster turn arounds

B2B: when the purchase is for non-personal consumption. (Charity, government, manufacturers)

  • Fewer transactions, you are dealing with fewer individual transactions.
  • Bigger transactions, because you are doing fewer transactions the transactions are larger
  • Has to weigh the pro and cons on multiple levels
    • Because of the potential size of this purchase, it is likely to take much longer than your average B2C transactions.

Because of the differing circumstances of each group, your messaging and communication with each group must also differ. At the end of the day you are still talking to people, but their objectives are different. For instance, when discussing a transaction with a business, you may want to focus on what sort of value your art will bring to the business. Explain to them how your art is going to help their bottom line, whether it is enhancing productivity or overall office morale. For an individual consumer, you may want to just focus on what makes your art important to them. In both of these cases, especially for the B2C, it will be beneficial to you to consider Maslow’s hierarchy and why people purchase things.

Both have their pros and cons to working with, and you as an artist are in a fairly unique position to be able to work with both relatively efficiently. Businesses often find art a difficult purchase to justify so jobs can be few and far in between. While B2C is a saturated market so it can be hard to break in if you don’t discover your niche. But B2C has great opportunities for artists to grow and develop their communities. And much like using murals to market your art, selling art to companies offer you a great source of exposure for your art brand.

That is why you should keep in mind whether your potential customer is a business or an individual.

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