THE INSPIRATION PLACE PODCAST
Miriam Schulman: All right, so I have a client named Brett, and Brett came to me recently with a frustration. His gallery wasn’t showing prices on their website, and he felt strongly that this was probably costing him sales. He wanted to push back on his gallery, but he didn’t want to go in with just an opinion. He wanted research, he wanted data. He wanted to make a strong case. So he asked me, what should he say? So I did the research.
Speaker 2: It’s The Inspiration Place podcast with artist Miriam Schulman. Welcome to The Inspiration Place podcast, an art World Insider podcast for artists by an artist, where each week we go behind the scenes to uncover the perspiration and inspiration behind the art. And now your host, Miriam Schulman.
Miriam Schulman: Hey! I’m Miriam Schulman. I’m author of Artpreneur The Step by Step Guide to Making a Sustainable Living from Your Creativity, your curator and host today, and also founder of the Artist Incubator program, where I’ve helped literally hundreds of artists make more money from their art without the social media grind. Now, before I get into the research, I want to share something else that happened recently right on my YouTube channel. So someone left a comment saying that they noticed that more and more successful artists removing prices from their websites and just replacing them with an inquiry link. They were genuinely confused by that. Their instinct was telling them, doesn’t it just mean the collector would have bought it right then and now they might not. So here’s the thing. My gut also was already telling me leaving prices off is a mistake. I didn’t need to be convinced, but I wanted the data to back this up. And I also wanted to be sure that this was also true in the art world, specifically because what’s true in e-commerce in general isn’t always true for art. And I want to know, do you currently have your prices on your website? Let me know. So that’s exactly what today’s episode is about. This hiding prices make your art feel more exclusive, or does it just make it harder to buy it? Spoiler alert the research is pretty convincing and overwhelming. We’re also going to talk about the psychology behind why buyers don’t ask for prices even when they want something.
Miriam Schulman: I’m also going to share a real collector story involving an $18,000 painting that I think might help you settle this debate for you once and for all. So let’s get into it. Why galleries hide their prices? And also why they’re wrong. So let’s talk about why this happens in the first place. Galleries hide their prices because they want to control negotiations. They want to maintain what they call luxury mystique. They don’t want collectors comparing prices. They want every sale to go through them. I get it. And that model did make sense when everything was happening in person. When collectors walked through the door, sipped wine at the opening, and had a conversation with the gallerist who could read the room and negotiate accordingly. But 20 2020 has changed everything, including the art world. That’s not how collectors are buying art in 2026. Your collectors are browsing at midnight. They’re on their phones. They’re making decisions alone, quietly, without wanting to talk to anybody. By the way, I’m totally that way. If I can make a buying decision in the privacy from my phone on the couch, that’s what I’m doing. If I can’t find the price, I don’t ask, I leave. So here’s what kills me. Artists have picked up this habit from galleries and applied it to their own websites, as if they’re running a blue chip Chelsea gallery.
Miriam Schulman: And you’re not. And let me tell you, even Yayoi Kusama, her official store, shows prices right there on the page. If one of the most iconic living artists on the planet can put a price tag on her work, so can you. And it’s not just Yayoi Kusama. Julie Mehretu, an Ethiopian American artist, one of the most celebrated painters working today, has sold her work for $6.5 million on artsy online, with a price shown. So the next time someone tells you that showing your prices cheapens your work, remember that million dollar paintings. Prices shown and sales made. Showing your price isn’t lowering your status. It’s signaling confidence. And confidence is what luxury actually looks like. Why buyers don’t ask. So let’s talk about what’s really happening when a collector lands on your website and can’t find a price. Because here’s what most artists think. If they really want it, they’ll ask. Some people do. Some people might, but most don’t. There are two fears that slow a buyer down the minute that there’s no price on the page. Fear number one. Embarrassment. What if it’s out of my budget? What if I ask? And then I have to awkwardly back out of the conversation and nobody wants to look foolish. So instead of risking that, they just don’t bother, they leave fear number two. And this one is just as powerful. Maybe more so.
Miriam Schulman: What if I can afford it? But now I’ve triggered a sales process that I didn’t sign up for. What if I’m about to get called, emailed, and followed up with forever? And that fear is real. I know it because it happened to me recently. I wanted to invest in a language learning course and I was ready to buy it. I had my credit card out. I had seen them advertise a lot of times in Instagram, but when I went to their website, there was no buy button. This is a language learning course and I had to fill out a contact form. And now I’m constantly being chased. Phone calls, WhatsApp messages. And here’s the kicker there’s still no way to actually purchase the course. Just people hunting me down wanting to get on a call with me. Just give me the damn price. If there had been a buy button, I would have bought it weeks ago. Instead, I went and bought Duolingo. Now, don’t get me wrong, Duolingo made it incredibly easy to buy one tap. Done. That’s exactly my point. But now Duolingo nags me every single day to practice every single day. And it’s really annoying. I wish they would just let me learn on my own schedule. Instead, I had the little green owl giving me a guilt trip, which perfectly proves my point. Even after the sale, people want autonomy. They want to feel in control of their own decisions.
Miriam Schulman: So imagine how they feel before the sale when you’re already making them jump through hoops just to find out the price. Don’t be the language learning course that never got the sale. And don’t be the Duolingo owl that nags me after they do. Because here’s what I believe. And this is something I built directly into the Artist Incubator. When I designed the program, I thought a lot about how my clients wanted to feel inside of it, and the model I kept coming back to was a luxury hotel. Think about how checking into the Ritz Carlton is like, there’s a gym, there’s a pool, there’s a bar, there’s a sauna, room, service, concierge. All of it is available to you, but nobody expects you to use everything. Nobody’s knocking on your door saying you haven’t been to the pool yet. You get your money’s worth just from being there and choosing what serves you. And that’s exactly how I built my Artist Incubator. Some clients love the mindset calls, and they show up every single week. Others show up, but they only listen. They never raise their hand to be coached. And that’s completely fine too. And some artists don’t show up at all. Some artists thrive in the accountability pods, others don’t use them at all. But nobody’s nagging you to use every amenity because people do their best work and make their best purchases when they’re free to choose.
Miriam Schulman: Not pressured, not guilted, not chased. That’s exactly the energy your collectors need to feel when they land on your website. They want to have the autonomy to think about it themselves, knowing what the price is, looking at the art and making that decision without having to get you involved. If they have to reach out and email you or call you, they know they’re involving you in a decision they may not be ready to involve you in yet. Before we keep going, I want to say something directly to you. If you’re thinking, okay, I get it. I should probably show my prices. Yes, but this inquire for price issue, it’s just one example, and it’s really only one thing. I helped Brett with. It’s one tiny piece in the entire puzzle, and it’s one place where artists accidentally make buying harder for the collector. Usually there’s other things that aren’t working. You could have a traffic problem. You could have a conversion problem. Maybe people are already landing on your website and they like it, and they may be considering it, but they leave not because they didn’t like the art, not because your art wasn’t good enough, but because one piece of the buying path made them hesitate. Like that’s not a branding problem. That’s not a visibility problem. That’s a sales leak. Maybe the price wasn’t clear, but it could also be.
Miriam Schulman: Maybe the website was confusing. Maybe the positioning was off. The way you were describing it didn’t quite click for the collector. Maybe the description didn’t help them feel emotionally connected. Maybe there was no obvious next step. Maybe your email list is full of people who love your art but don’t know how to move closer. This is the kind of thing that I look at with my clients. So if you want to work more closely with me, I’d love to invite you to apply to work with me one on one. I have a few ways to do that. To learn more, you can go to SchulmanArt.com/APPLY. Inner circle is probably the best way to do that. It’s where I work more closely with artists who are ready to stop piecing together random advice and start building a real sales system around their art. And yes, we go way beyond what happens inside of the Artist Incubator. Not only do I look at your pricing, your positioning, your website, your emails, your collector path, all of it. But we’re working together for the full year, and you get one on one time with me so that we can both make sure you understand the advice I’m giving to you and how to put it into place. Because the truth is, you’re often too close to your own business to see where the money is leaking out.
Miriam Schulman: So if you’re ready for me to help you find the sales leaks in your art business, go to Schulman Art dot com slash apply to see if you qualify to work with me more closely. Okay. Now let’s get back to why even tiny bits of friction kills the sale. All right, be honest. Have you ever not asked for a price because you were afraid of what came next? Because I know I have. It’s not just high consideration purchases, either. Think about your own shopping behavior right now. If an influencer recommends a cosmetic brand and rings to a retailer where you don’t have an account, what do you do? I know that I’ve been buying a lot of cosmetics lately. I don’t know why. And so I’m following new influencers. But if in their Ltk app or their shop my app, if they’re not linking to Amazon or Shopify, I’m not buying it. I don’t have an account and I don’t want to make an account. So instead of creating a second account, I take the name of the product and I pop it into Amazon first. Or maybe I go to Sephora and it’s not because I don’t want the blush, it’s because the path just got a little harder for me. And it might seem like, Miriam, what you’re doing is harder, but in my mind it isn’t. I mean, I’m thinking, oh, I have to do a login, I have to do a password.
Miriam Schulman: I’m going to get more emails. My credit card isn’t stored here. I can’t use my Amex points, whatever. I don’t know what I’m thinking. So whatever in my mind is the easiest path that always wins. I’m super lazy. I’m super lazy. Now I know what you’re thinking. Maybe you’re not a cosmetics brand. I get it, I’m an artist, you’re an artist. But the psychology is the same. Psychology is identical. Any additional friction you add to the buying process is a sale you’re making harder than it needs to be. And if you make a sale of something that’s already hard to sell, harder than it needs to be, it might not sell at all. This isn’t just about small purchases either. Let’s talk about Carvana. People are buying $30,000 cars without talking to a single human being because they can. Because Carvana has built a system where you can decide alone. Purchase a loan on your timeline, on your phone, from your couch, and the car shows up in your driveway. Boom. And that’s exactly how your collector wants to buy your artwork. Now, I’m going to talk a bit about the American market, because I know we might be a little bit special. So those of you who are listening who want to sell to Americans, listen up, Americans. This is probably true of people in general, but especially Americans have an extraordinarily strong need for autonomy, for freedom of choice.
Miriam Schulman: And it doesn’t matter which side of the political aisle you’re on, both Democrats and Republicans have made the freedom of choice a core part of their platforms, because they understand how important it is for people, for making decisions on their own terms without being watched or pressured. The behavioral science term for what happens when that autonomy feels threatened is psychological reactance. People don’t just hesitate, they disengage completely. Think about why self checkout exploded. People don’t want a cashier watching what drugstore products they’re putting into their shopping cart. Think about why people Google symptoms before calling their doctor. I know I’m having lots of conversations with ChatGPT about weird skin rashes. We want to form our own opinion privately. First, your collectors, they’re no different. They want to find your art, fall in love, see the price, and decide all on their own without having to talk to anyone until they’re ready. I have one more analogy for you. Once somebody decides that they want an artwork, the only thing that could be holding them back is how much it costs, right? And now you’re making them wait to find that out. Let’s talk about online dating. What if you had to message people on the app. How old are you? Would you do it? No. That’s why the ages are listed. Or at least maybe they’re fake.
Miriam Schulman: Ages are listed, I don’t know. So you don’t want to make buying artwork harder than buying a car or online dating. Why don’t you pause here? Because this is one of the biggest differences between artists who keep hovering at the same income level, and artists who start making real money from their artwork. Artists don’t stay stuck because they’re lazy. They stay stuck because they’re trying to solve the wrong problem. They think maybe they need more followers or better prices or prettier website, when really they just need a cleaner buying path. Maybe they think they need a new audience, when really they haven’t followed up with the people who already raised their hands and said they’re interested. This is where your artist brain gets expensive. Artist brain says, what will people think? Will this look too salesy? Well, showing the price make me seem less professional or more grabby or more graspy. Will collectors judge me? Will the gallery be annoyed? But artists who grow make decisions from buyer psychology, data, and strategy. That’s the shift that I make for my clients, and especially those inside the inner circle. You don’t need more opinions. You don’t need random tactics. You don’t need to spend six more months obsessing over the wrong problems. You need someone who can see the bottleneck because sometimes the thing you’re worried about isn’t the thing that’s costing you the sales. Inside the inner circle, I’ll help you find the bottleneck and grow your mindset.
Miriam Schulman: Coach you through those obstacles you’re putting up that are making it more difficult for yourself and why you’re still getting in your own way. Once we identify what’s holding you back, everything gets simpler. You stop spinning, you stop chasing random tactics, and you know exactly what to fix next. So if you’re ready for me to help you find what’s not working in your art business, go to SchulmanArt.com/APPLY to work with me more closely. All right, let’s go look at the data because on this one, it’s not even close. The data and it’s not even close. Now let’s talk about what the research actually says, because everything I just told you isn’t just my opinion or my personal shopping behavior in the middle of the night. Here’s the data. Real data from artsy, one of the largest online marketplaces in the world. Remember, that is where that $6 million painting sold from. So what makes Artsy’s data so powerful is they can actually observe what happens on both sides of this decision at marketplace scale. They can see the artists who show prices and the artists who don’t. They can see the galleries that show prices and the galleries that don’t. And they can see what happens to sales either way. Here’s what they found. Works with visible prices are five times five times more likely to sell than artworks without an artist who show prices get fewer inquiries.
Miriam Schulman: But those inquiries convert into actual sales at 4 to 9 times the rate. Okay, I’m going to say that again. 4 to 9 times more likely to convert into an actual sale. And it’s not just one study. Artzi surveyed actual collectors, people who are actively buying art right now. And 62% said the lack of a visible price stopped them from buying art online. Among younger collectors, the next generation of buyers who are going to be collecting for the next 30 years. That number jumps to 71%. This isn’t old data gathering dust someplace artsy. 2025 Market Report, published this year, found that 43% of collectors still cite lack of visible pricing as the barrier to buying online. So let me translate all of that into plain language. You’re not getting more sales by hiding your prices. You’re getting more emails from some people who are never going to buy, but you’re losing people who are actually ready to open their wallets because they didn’t want to ask, or they got distracted, or they just moved on. Yes, you’ll get some inquiries when you hide your prices, but the data tells us those inquiries are far less likely to turn into actual sales. You’re doing more work for fewer results now. Yes. I did this research specifically because Brett asked me to because he wanted to make the case to his gallery.
Miriam Schulman: But honestly, the findings were so overwhelming that I knew this needed to be its own episode. This is costing you sales if you’re hiding your prices every single day. So if you know an artist doing that, share this episode with them and maybe they’ll buy you a coffee or a beer. Does this data surprise you? Are you currently showing prices on your website? I really want to know. Shipping. I am going to talk now about shipping prices, because I’ve talked about this before, and I got so much confusion about it that I decided we have to talk about it again. So websites and we’re in 2026. And this is a technology that’s been around since 2008, 2008. When I first started selling on eBay, I didn’t have to know where the buyer lived ahead of time. I could tell eBay because that’s where I was selling my art, how much something weighed, and they could calculate the price for me for shipping to certain locations. I would put in the weight, I would put in the size, and then I would put in if I wanted additional shipping and handling fees, and that would cover the cost of my packaging. So it would get calculated to France, England, wherever, Alaska, Hawaii, wherever it was that I was selling my art to. So that was some confusion that we had in the last time I talked about this.
Miriam Schulman: Well, Miriam, I don’t understand. Every one of my sculptures is different. Yeah. All my paintings weighed different things to you weigh the sculpture, you put the price into your e-commerce shopping account. So eBay had this, but Shopify has this and so does squarespace. And it can calculate the pricing for you. And you don’t have to know where the customer is because when the customer arrives, they put in their delivery address. Just like when you’re shopping online on Lands End or wherever you’re shopping, they can calculate the price for you based on where you live. Now, a lot of places are offering free shipping, and maybe that’s why you don’t realize that they’re doing that. But when you type in your delivery address, it can calculate the shipping. I know now when I try to buy clothing from European brands, sometimes it will tell me that there is going to be X amount extra at checkout because it’s made in China or whatever it is, and then I can make the decision, do I still want that sweater or not? But I know I don’t have to contact the website owner. I don’t have to contact the brand, I don’t. There’s no mystery. I can find out before I take out my credit card and hit buy. Now, I’m pretty sure that original art, there’s no tariffs on it. I recently bought a painting from Germany and I didn’t pay anything in tariffs or anything like that, and I bought that in.
Miriam Schulman: I don’t remember if I bought it at the end of 2025 or early 2026. But anyway, I bought it since these new rules have gone into effect. So anyway, shipping is something that can be handled electronically by your website, as long as you know the dimensions of the package and the weight of the package, which is something you’re going to have to find out anyway eventually in order to ship it. The inquiry trap. Now I want to talk about why so many artists fall into the trap of wanting these inquiries in the first place. A full inbox feels good. Lots of DMs. Feels like momentum. It feels like people are interested, engaged, excited about your work. But the truth is, busy isn’t the same as profitable. High inquiry volume with low conversion isn’t a sales system. It’s a pen pal system. The artists who are actually selling consistently at high price points without burning themselves out. Answering emails are the ones with fewer inquiries and more transactions, and they’ve optimized for the right thing. Let me give you a real example from someone in my world. So Jeffrey Gersten is an artist whose work is selling in the 18,000 to 22,000 range. And this is just for Yan. It’s GEOFFREYGERSTON. His prices are right there on his website. No mystery. No inquiry required. A friend of mine in Ohio found his work, and she and her husband fell in love with a large motel sign painting.
Miriam Schulman: They didn’t buy it because they had the perfect wall for it. They bought it because they loved it. It spoke to them and they purchased it through the gallery. But here’s the part I love. The negotiation was not about the price. The price was already settled the moment they saw it on the website. The negotiation was about white glove delivery and installation. So that’s the conversation you want to be having with your collectors, not how much is it, but how do we get this on my wall? Price transparency did not kill the sale. Price transparency started it. Then the gallery closed it on the logistics. Brett that is a case study that you can bring to your gallery. All right. I want to know what’s the most expensive thing you’ve ever bought online? Because I have a feeling your collectors are doing the same thing. Now I want to talk to the artists who are resistant, not just to showing prices, but having e-commerce on their website at all. All right, I get it. This might feel like a big step. Maybe it feels vulnerable to put your work out there with a price tag and a buy button. But here’s what I want you to reframe. Your website is not your portfolio. It’s your storefront and a storefront without prices and without a way to purchase it isn’t a storefront at all.
Miriam Schulman: It’s just an expensive brochure. And also, we need to talk about Etsy. Oh, Etsy, because I know some of you might be thinking, I’ll just link to my Etsy shop. Easy peasy. Done. No, my friends, it isn’t. Here’s how you should be thinking about Etsy when you go on a date and you want to be romantic, just the two of you, you don’t bring all your prettiest friends along because suddenly your date isn’t focused on you anymore. They’re distracted. They’re looking around. The moment is gone. And that’s exactly what Etsy does here. Collector. The moment they land on Etsy, they’re no longer in your world. They’re being shown every other artist on that platform. So if you’re a portrait artist, here’s some other pet portraits you might like. If you are landscape artist, here are some other paintings of Cape Cod you might like. Different styles. Different price points. A confused mind never buys and Etsy creates that confusion. And they may go with your pretty girlfriend instead. Your website needs to be the destination and the checkout. Keep them in your world from the moment they find you to the moment they purchase. Now here’s something else I want you to think about. Once a collector lands on your website, it should take no more than two clicks to get from the artwork to the buy button.
Miriam Schulman: Two. That’s it. I’ve seen artists websites where you have to click four times just to get to the purchase page. It’s like getting to the center of a Tootsie Pop. Nobody has time for that. Every unnecessary click is an opportunity for your collector to change their mind and walk away. Some of you are making this much harder than it needs to be. Not because you’re trying to, but because you’re organizing your website around what’s convenient for you rather than what’s easiest for your buyer. Now I know some artists, and again, I’m not going to call anybody out by their names. But if you don’t want e-commerce on your website because you’re running everything on artwork archive. Yeah, I get the logic from an organizational standpoint, but you’re losing the plot. Your collector doesn’t care if it’s easier for you. And artwork archive. Your collector doesn’t even want to know what artwork Archive is. Your collector just wants to find the art by the art. See the price, get it on their walls. That’s it. If the path isn’t there, they’re gone. This is the difference between the psychology of an artist and the psychology of a buyer. As artists, we organize what makes our lives easier. But if you want to sell things, you have to organize things around what makes things easier for your buyer? Your collector needs a clear, frictionless path from I love this to it’s mine.
Miriam Schulman: Now, some platforms make this easier than others, which is exactly why I tell artists to use Squarespace or Shopify. Sometimes fixing this means more than tweaking a setting. Sometimes it means you do have to change your software completely? Yeah, I know that kind of feels like a big lift, but for some of you, that might be the difference between making $11,000 a year to actually making 60, 80, $100,000 a year crossing the six figure mark. If you’re serious about becoming a six figure artist, and I know you are because you’re listening to this episode, then you’re okay with paying someone on Fiverr or hiring a savvy tech teenager and spending maybe a few hundred dollars to get your website migrated to a platform that actually works for your art business. That’s not expensive. That’s an investment in removing the single biggest barrier between you and your art collector. All right, before I get into my action steps, I want to give you one important nuance, because I know someone is going to bring this up. This entire conversation is about your website, not your emails in your emails intentionally leave the price out. No price in the email. Why? Because the absence of the price creates curiosity. It gives your reader a reason to click. That click is a micro commitment that’s going to bring your collector from their inbox to your website, which is exactly where you want them.
Miriam Schulman: But the moment they land on your website, the price better be right there waiting for them. Clear, visible, no games. So email creates the curiosity, but your website’s going to close the deal. That’s the system. Okay, I’m going to make this really simple. If you’re selling original artwork, put the price on the page, every single one. If you’re selling prints or additions, exact price, size, variant clearly laid out and don’t give them too many options for commissions. Here’s what I recommend. Instead of starting at price, that forces people to reach out before they’re ready, give them three options your three most popular sizes, your three most popular things with clear pricing for everything. Let them self-select. Let them feel in control of the decision. If they want something outside of those options, then they contact you. But you’ve already done the heavy lifting of qualifying them and giving them enough information to decide whether they’re in the right conversation, whether they’re in the right room. If your gallery represented and your gallery controls your pricing on their site, fine. But on your website, list it. Work in a series is available through my gallery. Pieces typically range between X to Y. That way you’re not breaking any rules. You’re helping serious collectors know they’re in the right conversation before they reach out. Now, if your platform is making any of this difficult, it might be time to change your software entirely.
Miriam Schulman: Don’t let what’s convenient for you become the reason your collector can’t buy from you. So let’s bring this back to Brett. His instinct was right. The data backed him up completely. Now he’s got the research to walk into that conversation with his gallery with total confidence. And by the way, Brett is totally smashing it. He just sold three more paintings right now, around $15,000 for all three. But here’s what I want you to take away from this episode. Whether you’re a gallery represented or selling completely on your own, your collectors want to buy from you. They’re out there right now. They’re scrolling. They’re there, discovering your work there, feeling something when they see it. Don’t get in their way. Don’t get in your own way of success. Don’t make them feel embarrassed to ask or trigger their fear of being followed up with forever. Don’t send them to Etsy, where all your prettiest competition is waiting to distract them. And don’t make them click four times to find a buy button. Don’t make buying a painting harder than buying a car. A confused mind never buys a frustrated mind. Never comes back. But a collector who lands on your website, sees your artwork, sees the price. Now they have a clear path to purchase and the collector can buy. Then they tell their friends. Make it easy to buy from you. That’s it.
Miriam Schulman: That’s the whole episode. So if you found this valuable, Please share it with an artist friend who needs to hear it. And if you’re working with a gallery, hey, send them this episode too, because the data doesn’t lie and your collectors are telling us exactly what they need. If this episode changed how you think about your website and your pricing, I want to hear about it. Leave me a comment. Send me a DM or tag me when you add those prices to your site. I’m at @SchulmanArt. I want to celebrate that with you. And yeah, Brett, you are right. Go get them. Next week we’re talking about how to price your art for profit without second guessing yourself, apologizing for your prices, or quietly lowering them. A moment a buyer hesitates because most artists don’t need another pricing formula. You need how to learn how to actually hold the price. I’ll show you why raising your prices can feel so Uncomfortable and what’s really happening in your brain. When you say a bigger number out loud. And a simple exercise I use with my clients to make higher prices feel normal instead of terrifying. So if you guess, your prices are probably still too low, but you can’t bring yourself to raise them. Don’t miss next week’s episode. That one can change the way you price your art forever. All right, my friend, I’ll see you the same time, same place next week. Until then, stay inspired. Bye for now.
Speaker 2: Thank you for listening to the Inspiration Place podcast. Connect with us on facebook, at facebook.com/SchulmanArt, on Instagram @SchulmanArt, and of course on SchulmanArt.com.
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