The ultimate 12-point execution checklist for selling fine art, jewelry, watches, cars, and collectibles. Learn how to avoid costly mistakes, maximize value, and protect legacy during thegreat wealth transfer.
By Victoria Richardson Gray
Founder, Insight Art & Collectibles Advisory
When it comes to selling high-value tangible property , art, jewelry, classic cars, rare books, wine cellars, or entire estates , execution is everything. The right process can add millions to your result. The wrong one can destroy both financial value and family harmony.
This 12-point checklist distills my decades of experience inside the auction world into a practical, battle-tested guide for flawless sales execution.
1. Create a Comprehensive Inventory
A sale can’t succeed without knowing exactly what you have , and proving it. A detailed, accurate inventory not only prevents oversights but also builds the foundation for accurate valuation, marketing, and legal compliance.
• List every significant item with detailed descriptions, dimensions, and condition notes.
• Include provenance, certificates, and prior sales records.
• Use professional cataloging tools or digital asset management platforms to avoid omissions.
2. Verify Ownership & Provenance
Clear title and a solid ownership record are non-negotiable for serious buyers. Missing
documentation can stall or even collapse a sale, no matter how desirable the property.
• Confirm clear legal title before engaging an auction house or dealer.
• For art, confirm authenticity through recognized experts or catalogues raisonnés.
• Missing or incomplete provenance can delay or derail a sale entirely.
3. Obtain Multiple Valuations
One opinion is a data point. Several opinions are leverage. Multiple, credible valuations ensure you understand the market and give you ammunition for negotiation.
• Never rely on a single opinion , even from a trusted expert.
• Request valuations from multiple auction houses and independent appraisers.
• Use competing proposals to negotiate better terms and positioning.
4. Negotiate Seller’s Commission Rates
Commissions are not fixed , and the difference in a few percentage points can mean tens of thousands saved. The best rates go to sellers who create competition between houses.
• Commission is always negotiable , and should be.
• Secure the lowest rate possible by creating competitive tension between houses.
• Push for reduced fees on high-value lots or entire collections.
5. Lock in Enhanced Marketing Commitments
Marketing drives visibility, and visibility drives bids. “Standard” promotion often isn’t enough for top-tier property , you must secure elevated placement and attention.
• Insist on more than “standard catalog” placement.
• Negotiate for VIP previews, double-page spreads, targeted press outreach, and social media features.
• Get every marketing deliverable in writing before you sign.
6. Optimize Sale Timing & Context
When and where your property sells is just as important as what you’re selling. Strategic timing ensures the right buyers are in the room , or online , at the right moment.
• Seasonal timing, geographic location, and sale category all affect results.
• Avoid sales competing with major events in other markets.
• Ensure your marquee lots are placed in high-visibility positions.
7. Demand World-Class Photography
Your buyers often see only the images , never the object. Photography is the single most critical marketing tool for commanding top bids.
• Buyers make decisions in seconds, often online.
• Require professional, high-resolution images with ideal lighting and angles.
• Approve final images before public release.
8. Clarify Logistics & Costs Early
Packing, shipping, storage, and insurance can erode your proceeds if not addressed upfront. Transparency prevents unwelcome surprises post-sale.
• Determine who pays for packing, shipping, storage, and insurance , and at what rates.
• Avoid “after-the-fact” charges that erode your net proceeds.
• For large estates, confirm whether property will be moved to multiple sale locations.
9. Protect Against Execution Risk
Auction houses today run leaner than ever, with fewer staff overseeing more property. Without oversight, details slip , and details can cost you.
• Auction houses have cut staff significantly , increasing the risk of errors, missed deadlines, and poor follow-through.
• Assign a dedicated point of contact to oversee the consignment from contract to hammer.
• Schedule milestone check-ins to ensure nothing slips.
10. Manage Tax Exposure
Taxes on art and collectibles can be substantial , and different from standard capital gains. Understanding the rules lets you plan sales with maximum net return.
• Understand the capital gains implications for each item type (especially the 28% collectibles tax rate).
• Use stepped-up basis rules strategically for inherited property.
• Consult tax advisors early to coordinate with estate or charitable planning.
11. Prepare for Family Dynamics
Even the smoothest sale can turn turbulent when emotions and heirlooms mix. Anticipating sensitive situations can preserve both value and relationships.
• Anticipate emotional attachments and potential disputes over sentimental items.
• Consider pre-sale gifting, equitable swaps, or outright buyouts to maintain harmony.
• Document all decisions to prevent conflict later.
12. Approve All Sale Materials Before Public Release
Once something is printed or posted, it’s permanent , and mistakes are costly. Final review is your last line of defense against value-destroying errors.
• Review catalog descriptions for accuracy and tone.
• Ensure lot titles, attributions, and estimates reflect your positioning strategy.
• Last-minute catalog errors can destroy value and credibility.
Pro Tip:
Even the most prestigious auction houses are negotiating for their interests, not yours. A skilled,
independent advisor ensures you control the terms, the timeline, the marketing, and , most
importantly , the result.
Download Full
Guide PDF
Before you consign, download the full PDF version of this checklist , including expanded insider
tips and a printable sale prep timeline , and safeguard your next sale.
INSIGHT ART & COLLECTIBLES ADVISORY
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