You may be asking the same thing? What should you do?

There are many factors in pricing.

It depends how long you have been in business, the level of quality of your work, and how much detail will be in your portrait. I charge by the square inch. I have a pricing formula that I came up with where the price increases exponentially as you increase the size of the painting and add more detail (subjects)

Here is what I charge (as of 2019). I can’t say that it will work for you. (Please, DO NOT copy my prices. I am showing it just as an example. )

You can see my prices have almost doubled since 2014. And amazingly, at that time, I was struggling to get even one commission! I remember praying every day for a month for a commission, after doing all I knew to do to bring in some work. God did provide one eventually, but I need to learn to trust in Him and be patient. That’s a story for another day. 🙂

The point I’m trying to make is that charging less for your work does not equate to more sales. When I first started I thought I was going well to make minimum wage. That was foolish, because we aren’t painting 100% of the time and we have materials and marketing costs. My wife encouraged me to raise my prices. I was scared to, but it didn’t hurt my business at all. I have been raising them slowly, about 10-20% every year.

So, then, should you charge more at the onset and just watch the sales roll in?

No. It doesn’t work that way either. Charge a fair price for your work, be patient, keep doing portraits, don’t give up when it’s tough, and you will see the results. Raise your prices over time as you build up your clientele.

I try to get paid $50 an hour on my portraits. ( I don’t charge by the hour. This is what I average on my projects.)

Figure out what you’d like to get paid per hour. Then charge approximately 50% more because, as I mentioned earlier, you won’t be painting all the time (you’ve got other business-y things to do) and you have paint and brushes to buy.

1. First of all, create a price chart as I did. This is HUGE. Going to a client meeting to discuss a portrait without a price chart in hand is like going to a smorgasbord buffet line without a plate in hand. It’s going to be messy.

With a price chart all you need to do is ask your client what size they would like–roughly–and then show them a couple of options. You should know how many people will be in the portrait. You simply show them the chart and say, “an 16 x 20 with two subjects will be this much, and a 24 x 30 will be this.” You point to the prices and let the chart do the work.

Let them decide what they want.

There are no negotiations on the price. Because the client sees you have a precise criterion for what you charge—it makes sense—they will not quibble with your price. I can’t recall a time that’s ever happened to me.

Interestingly, I do remember a time when I negotiated my own price down. I offered my client a price that was lower than what I originally quoted. She took the lower price but looked at me strangely and the whole situation was awkward. And I needlessly lost money on the job. Ouch.

Don’t do what I did in that situation.

Quote your price and hold to it. Let them respond.

2. Then, once you have the client locked in on a price, encourage them to pay a down deposit on the spot. If you just give them a business card and let them walk away, chances are, you’ll lose the commission. Of course, if they need to discuss it with another decision maker, that’s fine. But get their phone number or email address so you can follow up with them.

Most of the time, however, they’ll be ready to make a decision if they indeed want a portrait, and not just merely curious.

You can tell them you need the deposit so that you’ll have them booked. That way you can get to their portrait faster.

A deposit is also very important because, with it, the client has “skin in the game.” They’re not as likely to back out of the project.

How much should you ask for a deposit? I ask for 25% up front. Some do 50. But I like 25, because it’s a little less risk for the client to take on, and it also gives me more incentive to finish the project. I get paid a larger amount at the end.

3. Never charge people more because you think they are rich, or less because you think they are poor. Just charge what you charge. Have a size for any budget. The price chart is your best friend. Then you can always point people to your price list and let it do the selling for you.

4. Don’t compete on price. It may be helpful to see what other artists are charging to gauge what you might be able to charge, but don’t make the mistake of thinking you have to beat other artists’ prices. You’re not Walmart. You’re an artist. People will purchase art from you, because they know, like and trust you. They appreciate your unique style, your experience, personality, your connection to them, and that’s a big part of why they will buy from you. So as long as they can technically afford your prices, they will pay them, even if Joe Artist down the street has prices 50% less than you.

5. Never deliver your painting without payment in hand. If you meet with the client personally to deliver the painting, let them know beforehand that you would like to exchange payment for the finished product on the spot. If you are shipping the painting, show them a proof image of the portrait. Once they approve it, ask for the balance to paid in full (along with shipping charges.) When they make payment, then promptly ship the artwork.