The Inner & Outer Game of Selling Your Art by Martha Zlatar

Is it Hard for You to Sell Your Art?

Do you think that being a good sales person requires you to be pushy or manipulative?
Are you confused about what to do or say when someone walks into your studio to look at your work?
Do you frequently wonder how the art sales process works and how to do it right?

Many artists find the sales process daunting and do not take the time to learn how to sell. It’s easier to stick to the belief that the art will sell itself or resign to the idea that you simply do not have the personality to be a good sales person.

If more artists took the time to learn this important skill, they would sell more art, be more successful with their art businesses and actually enjoy selling and getting to know their buyers and collectors.

Course Description

This course addresses the inner game, the mindset necessary to sell your art by helping you identify limiting beliefs that are preventing you from making more sales and by introducing you to a whole new paradigm for selling that feels more authentic, engaging and fun.

You will also learn the outer game, the 8 stages of selling your art (from starting conversations with potential buyers, telling compelling stories about your work all the way to closing the sale and following up with buyers and non- buyers). You will also get tips and ideas for cultivating collectors and much more!


What People Are Saying about Martha's Course

“Martha - your workshop was the best money I ever spent. It has enhanced my professional life over and over again. This past weekend I did the stARTup Art Fair in Los Angeles and made more sales than ever before in my career, which more than covered what I paid to do the fair and I even made a small profit. Thank You!"

Victoria Heilweil, Photographer
San Francisco, CA 

"I loved that your workshop was so pleasant and full of good ideas. It made me feel more lighthearted about selling! Your advice about being "welcoming" and introducing yourself really spoke to me! I tried it at open studios and it worked, I was always wondering if people would think I was kind of vulture-like and "attacking" them if I said hello. But no, about 95% of the people who I welcomed seemed very pleased to be noticed, and it was easy to have a conversation, connect and say something more to them or turn quiet if they seemed to want to look on their own. I felt very comfortable with this. Thank you!"

Marc Ellen Hamel, Painter
San Francisco, CA

“Thank you, Martha Zlatar! You're presentation and material were very informative and helpful to me. I also enjoyed your teaching style. You have a great command of the class and moved through the material in a manner where each student felt that their concerns or questions were addressed. That's hard to do with 31 different artists (kind of like herding cats). I immediately went home and cleaned up my studio (for better presentation to my buyers) and contacted several of my previous collectors to share some of my new work. Low and behold I closed a deal on Sunday. Even if you "think" you know how to sell art, these reminders will help you be more present in the selling dance”.

Sue Warhaftig, Painter
San Rafael, CA


Lesson 1 – Introduction
This lesson will introduce you to Martha Zlatar, Artist Success Coach, show you why it is vital to learn how to sell and give you an overview of the entire online course.

Lesson 2 – Identifying your Limiting Beliefs 
You will learn about the power of your beliefs and how they affect the results you are getting. You will then identify your current limiting beliefs about money and selling that are preventing you from making more sales.

Lesson 3 - New Beliefs
Learn a brand new paradigm for selling that feels way more authentic. You will get a whole new set of beliefs that you can use as your "mantra" every time you have a sales conversation.

Lesson 4 - Greeting and Meeting Buyers
Learn how to introduce yourself and treat potential buyers when they visit your studio, how to greet them and what to say. You will get sample questions to help you engage in conversation.

Lesson 5 - Creating the Experience of Art
How to organize your space and the importance of preparing and telling compelling stories about yourself and your art to create the experience of discovery. You will also learn how to engage potential buyers' imagination by helping them visualize your art in their space. 

Lesson 6 - Asking for the Sale
Closing the sale is perhaps the most challenging stage of the sales process. Learn how to ask for the sale and how to deal with buyers' remorse.

Lesson 7 - Dancing with Objections
Stop dreading objections and start getting curious about why people are saying NO. Learn how to help potential buyers solve their own problems so they feel more confident when they purchase your art.

Lesson 8 - Giving discounts. Good idea?
What to do and not to do when you decide to give discounts to potential buyers and the specific numbers that you need to get clear about when entering the negotiation stages of the sales process.

Lesson 9 - Staying in Touch with both Buyers and Non-Buyers
Learn how to follow up with people who almost bought from you and how to follow up with people who actually acquired your work. Tips and ideas on how to cultivate your collectors and make sure they never forget you.

About the Instructor 

Martha Zlatar 
Artist Success Coach & Founder, ArtMatch

Martha has advised emerging and mid-career visual artists on realizing their artistic goals for the last 14 years. She coaches on clarity of vision, relationship with money, embracing the business owner within, time management, unleashing your creativity and many other issues relevant to artists and art entrepreneurs.  Martha’s passion for psychology, business, and the arts led her to launch ArtMatch, an art business and creativity coaching practice that supports creatives on becoming more “business savvy” and “professionals” on becoming more “creative”.

Her 28 years of diverse business experience took her to the worlds of Market Research, International Business, Event Management & Promotion, Training and Meeting Facilitation and Art Business Consulting (New York City, Brussels, New Orleans and San Francisco). Aside from running her private practice, she was also a Consultant for the Small Business Development Center in San Francisco and Oakland.

Martha also lectures on the Selling Your Art, Marketing Alternatives for Your Art, Unleashing Your Creativity and co-facilitates creativity workshops like Crouching Tiger Hidden Artist and Walking in this World.

Her eclectic background brings a fresh and new perspective to the art business world and the Arts Community. She is originally from Colombia, has a degree in Marketing, an MBA, and is fluent in Spanish and French. Though she enjoys photography, collaging, improv acting, dancing and drawing with tea and ink, her true passion still remains “transformation” and inspiring that in others.

Learn more about Martha:



50% Complete

Two Step

Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua.