Join us for an immersive and practical short course designed to equip you with the essential skills and strategies for selling art effectively. The Visual Arts Association (VAA) proudly presents the Art Sales Academy, a four-week programme that will empower you with the knowledge and tactics used by leading galleries and experts in the art sales industry.

Course Leads

Karen van Hoey Smith – Artist Mentor

Karen is an Artist Manager, Fine Art Auctioneer and Consultant Expert with a Degree in Fine Art Evaluation, previously working as a Gallery Manager for Blue Dot Art & Whitewall Galleries – in addition to this was she was also a partner of White Rose Publishing. With a successful history working as an Art Broker, having sold pieces for the likes of Banksy, Karen found that she was representing and helping Artists on a regular basis achieve more sales and reaching their goals. Now she has joined forces with The VAA as our Artists Mentor.

Louise Minnaar – VAA Events and Partnership Coordinator

Based in South Africa; Louise followed her passion for art early on, attending Art School for 4 years and going on to achieve a degree in education. Louise brings over 8 years’ experience in the art industry, from art auctions all over the world to working with one of the largest publishers in the UK with Whitewall Galleries. Louise has helped clients from all walks of life get happily involved in collecting artwork, from not only the likes of Picasso and Miro, but also exciting up-and-comers at all stages in their art careers.

As an artist, understanding the art of selling without “selling” is crucial in today’s competitive art market. In this Art Sales Academy the VAA will share the entire selling process, from introductions, creating compelling dialogue, to closing a sale and beyond.

Guest Speaker:

David Venon
Born in France and having moved to the UK over twenty years ago, David has a formal Visual Art Education, coupled with a Fashion Design Technical degree. With over 15 years of experience in the service industry, managing communities and content creation, David joined Artfinder – a global Art Marketplace and B Corp, with a mission to help artists make a living out of their passion – five years ago. Following his role as a Community Leader for the platform for the past four years, he has now recently been appointed acting Head of Artist Recruitment & Engagement.

Richard Kalman
As the owner and founder of the Crane Kalman Brighton gallery, Richard has built a reputation for showcasing emerging talent, particularly in contemporary photography. With over a decade of experience, he works with both emerging and professional photographers, offering portfolio reviews, career advice, and mentorship. Richard also lectures on Professional Practice and supports the next generation of photographers through his annual Cream Graduate Showcase.

In these four weekly sessions, commencing on April 2nd, 9th, 16th, 23rd (from 13:00 to 14:00 GMT/ UK Time) – you’ll embark on a transformative journey to enhance your sales proficiency and develop lasting relationships with collectors and buyers.

Session 1: The Foundation of Art Sales
– Understanding buyer behavior and motivations in the art market
– Crafting an effective and captivating elevator pitch
– Articulating your artistic vision and speaking confidently about your artwork
-How to make introductions and open conversations.

Session 2: Closing Sales Techniques and Pricing Your Artwork
– Mastering the art of negotiating and closing sales successfully
– Pricing strategies for artwork and communicating value to potential buyers
– Converting art inquiries into loyal clients and collectors

Session 3: Building Long Term Relationships
– Establishing meaningful and lasting relationships with potential buyers and patrons.
– Identifying prospective clients and nurturing client relationships
– Understanding the value of client retention and loyalty in the art market

Session 4: Art Sales Strategies and Beyond
– Unveiling powerful strategies for selling art with impact
– Exploring the transition from casual buyers to dedicated art collectors
– Gaining a greater understanding of the art market and how to navigate it successfully

Common Mistakes and Selling Authentically:
– Identifying and avoiding common pitfalls in the art sales process
– Embracing the art of selling without compromising authenticity
– Learning from the tactics used by leading galleries to enhance your selling approach

Course Dates and Times

Dates: April 2, 9, 16, and 23, 2025 | Time: 1:00PM – 2:00PM GMT (UK Time) | Location: Online via Zoom