These are a copy of the notes handed out with the January 28th, 2009 Class called The Do's and Don'ts: How to approach and create strong business partnerships with store and gallery owners hosted by Andrea Porter of Bluebottle Art Gallery, Kristen Rask of Schmancy, Annie Huntly of Dotted Line, Cheryl Robinson of Twilight Artist Collective and Amy from JayWalk.
The Do's and Don'ts: How to approach and create strong business partnerships with store and gallery owners
The Approach:
DO your research! You need to know if a store is right for you and your work. Does the store/gallery already have word that resembles yours? Does your price point seem reasonable compared to what else is in the store?
DON'T just show up, pull all of your merchandise out of a bag and assume that the owner has time at that particular moment. Best to make an appointment.
DO be on time for your appointment!
(If you) DO have a web site or portfolio, make sure it has your most up to date work. Owners DON'T want to see old work, they want to see the work they would actually be selling.
notes from the talk:
Andrea recommends personalizing any introduction letters, she gets plenty of emails that begin "Dear Gallery Owner" despite her name being on the website. At the very least write "Dear Name of Gallery".
Be a bit more formal in your emails and communications with a gallery or shop owner. Capitalize when you are typing an email.
Be aware of the shop owner's time, when you contact them they are currently at their job. If you are in the store be sensitive to when they need to attend to customers.
December is the worst month to approach a new shop or gallery. Usually they will be ready to look for new things to carry in late January, and most of the rest of the year.
Don't approach all shops or galleries in a city, be selective about ones that your work might fit in. Do mention to a shop owner that your work isn't carried in their neighborhood, the shop owners don't necessarily want to compete with their neighbors.
When sending email include a few pictures, and a link to your website so the shop or gallery owner can click through to see more if he or she likes.
Once you are in:
DO be sure your work is well packaged/ready to hang/in general ready for the shelves or walls.
DO check in *regularly* to see if new products are needed, which items are selling the best, and get any other important feedback from the owner/buyer.
DO create new pieces to occasionally freshen your line.
DO be on time with shipments or drop offs.
DO be lenient. Owners will find you very "hard work" if you need constant updating and attention.
notes from the talk:
It is good practice to contact a shop owner ever two or three months to see where your stuff stands, and to offer to cycle in new work.
It was suggested that a mass email system that somebody can unsubscribe themselves from would be an easy way to keep track of your contacts. My Emma and Constant Contact were discussed.
The normal split for payment is 60/40 or 50/50, it is never higher or lower than that.
The shop and gallery owners present, which are all small, do not often deal with reps.
If you do not hear from a shop owner it is ok to contact them, they are busy and can sometimes loose track of time.
A contract is very important, it will spell out payment, length of time a work will stay in the shop, who is responsible for shipping to and from the shop, who is responsible if there is theft or damages, what the shop owner can do if a piece is considered abandoned by the artist and what protections an artist has to get their work or payment.
You can view the standard contracts that Bluebottle Art Gallery uses at the bottom of their page for submissions.
The price is right:
DON'T show up without pricing your work. Have your prices figured out BEFORE you go to the store.
DO have integrity with your prices. Keep them consistent at every place you sell, as well as your personal website or at fairs.
notes from the talk:
Often times a shop or gallery owner will have a good idea what price your work will sell at. Come to the shop with your work already priced but listen if they try to steer you to a different price.
Have one piece of expensive work with your smaller, less expensive work. People who like your work but cannot afford it will often buy a smaller piece, and this is the first step towards them becoming collectors.
Do not underprice your work on your own website.
It is generally considered ok for you to put your URL on your packaging.
Keeping it all straight:
DO keep track of all your inventory.
DON'T assume that the store is going to keep perfect records, with lots of artists and inventories to keep track of, it has to be up to YOU, the artist, to keep meticulous records.
DO know your own policies regarding your business and your work: Will you do special, last minute orders for the store?? If so, is there an added fee for you work? What about the theft/damage? Do you require that a store take responsibility for this? Be clear on the store's policies, and make sure there are not discrepancies between the two.
notes from the talk:
If you do have an issue you can consult with Washington Lawyers for the Arts, file a complaint with the Better Business Bureau and the Attorney General for the state the shop is located in.
Taxes and other fun stuff:
DO have a City of Seattle business license
DO file federal taxes for any sales from your business over $600.
notes from the talk:
Keep in mind that the store submits 1099 forms, so the government has a record of your earnings for the year.
It's not you, it's me...
DO accept rejection graciously. Know that your work has it's place, it just may not be where you think, or where you would like it. Consider that by being told "NO" it may be doing you a favor in the long run.
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