How some Galleries sell more and why it’s not just luck

Let’s be honest. Fairs are a lot of work and not every one is a roaring success. But there are always a few galleries that seem to sell out, generate buzz, and walk away with serious follow-up. And it’s not always the ones with the biggest names or budgets.

So what’s going on?

From where we sit, working alongside galleries and dealers in the lead-up to fairs and major exhibitions, the difference is rarely down to luck. It comes down to preparation, clarity, and smart communication.

Here’s how the most successful galleries approach it, in three parts: before, during, and after the fair.

1. Before the Fair: Stir Up Some Interest

In the weeks before a fair, most people are busy. Collectors are travelling, inboxes are full, and attention is stretched. So if you’re waiting for someone to discover you on the day, you’re probably leaving sales on the table.

Here’s what tends to work:

• Personal, not generic emails, a quick note to a client you know, highlighting a work you think they’ll love. Include the story, the price if you’re ready, and the invitation to meet.

• Use social media to tell the story, not just show the picture. A little insight into the artist’s process, or why a piece is particularly special, gives people a reason to care.

• Give people a reason to come and find you. Whether that’s an exclusive preview, a piece that’s fresh from the studio, or just a beautifully edited PDF of available works make it easy and compelling.

We often create short, branded collector previews for our clients, just enough to pique interest, without overwhelming the viewer.

2. During the Fair: Be Clear and Present

Fairs are noisy, visually and mentally. Everyone’s doing their best to stand out. The most effective stands aren’t always the loudest, though. They’re the clearest.

What helps:

• Less on the wall, more space to look. A tight hang gives each work room to breathe. Visitors stay longer when they’re not overwhelmed.

• Know your talking points. Have your key info to hand, who the artist is, where the work has been shown, how it’s priced. No waffling needed.

• Share moments from the fair not just red dots, but atmosphere. Install shots, close-ups, visitors interacting with the work. It helps people feel connected, even if they’re not there.

A small QR code next to key works, leading to an online viewing room or contact form, can do wonders. It’s a quiet, smart nudge.

3. After the Fair: Don’t Vanish

This is where things often fall down. The fair ends, everyone’s exhausted, and it’s tempting to file the whole thing away as ‘done’. But the follow-up is where relationships are built.

What the top galleries do:

• Send a personal message to everyone who showed interest. Even a short line to say “thanks for stopping by” keeps the conversation open.

• Share a post-fair roundup available works, behind-the-scenes moments, anything that gives people a second chance to engage.

• Stay in touch. Keep sharing relevant updates. An exhibition invite, a studio visit, or a new piece by the same artist, anything that feels considered, not automated.

One of the easiest ways to do this is keep a quick note on your phone or laptop during the fair of who you spoke to and what about. It’ll make your follow-up ten times better.

In Summary: Show Up, Plan Ahead, Follow Through

You don’t need a huge team or an expensive campaign to make a fair successful. But you do need a plan. The galleries that do well are often the ones who think beyond the stand and put as much care into their marketing as they do into their hanging.