Artist Advocate: What are the misperceptions most artists have about the gallery-artist relationship?
Buck County Gallery: Most artists think that gallery representation involves dropping off their artwork and the gallery becomes 100 percent responsible to sell the work. One very common misperception is that the gallery is expected to immediately begin selling work of an artist new to a gallery. The most important point that needs to be stressed is that the artist should inform and direct clients and potential clients to the gallery representing them. It is a two-way street.
Artist Advocate: What are some of the little-known ways that a gallery works on behalf of the artist?
Buck County Gallery:For the Bucks County Gallery of Fine Art, sending a press release about representing an artist new to our gallery is not enough. We use a combination of strategies:
• including every artist on the gallery website
• sending e-mail blasts on a rotating basis
• based on prior purchases, sending announcements of new works to potential clients who have purchased in the past
• holding fundraising events benefiting charitable organizations to attract clients who ordinarily would not visit a gallery
• keeping up with electronic technology and taking advantage of social networking sites
• asking clients for referrals
• picking up the phone and speaking with gallery patrons just to say hello
Artist Advocate: Do artists really have any idea what gallery owners do behind the scene to sell their work?
Buck County Gallery:Most artists don’t realize that we are the people on the firing line, face-to face-with the client. If the artist could only hear the conversation between the gallery associate and the potential, they’d have a better understanding as to the lengths we go through to sell work.
For example, when I have the attention of someone who has fallen in love with a piece but just won’t commit, I’ll try to uncover their reason for not wanting to add it to their collection. I’ll sit down with the potential and open a bottle of wine or offer a hot or cold drink as a way of relaxing them and getting to a more personal level with them. I’ll ask questions about how they think their friends and neighbors would respond to this new piece of art. The dialogue gets them into a mode of thinking, “Why not purchase it?”
The artists don’t see me playing the role of a psychologist and asking questions that would make the potential realize they deserve to purchase the artwork. The artist doesn’t realize the amount of time spent trying to sell, market, and promote their work. After all, that’s not only how the artist gets paid, but me too!
Not all artists understand that the process of being in a retail setting often involves shmoozing a client on more than just one occasion for the same piece of art. They may come in to “date” before they purchase it.
Artist Advocate: How can artists be more helpful in the process?
Buck County Gallery: I’m fortunate to represent a group of artists who are willing to bend over backward to work with me to generate a sale. I’d love for them to call me about every two months just to chit chat about what they’re doing in the world of selling art, how they landed their last sale. I’d love for an artist to call me and share information about a technique they used or saw used to sell their work. I’m always open to suggestions and new ideas.
Artist Advocate: What suggestions do you have for both artists and gallery owners to make the process work more effectively?
Buck County Gallery: In a perfect world, the gallery and artist should speak with each other at least every two months to discuss how things are going. Communication is key. One sculptor in particular phones me regularly basis just to talk. The conversation does not necessarily involve business; we talk about personal things going on in our lives, recent sales or the lack of, current events, and the like. We have created a bond, and I really appreciate the fact that he reaches out to me. We always seem to find some new approach to market or promote his work in a very nonchalant way. Both of us always walk away with ideas we didn’t know about before. It makes me feel good to know that he takes an interest in my business, as I do his.
Artist Advocate: What advice do you have for artists to promote better communication with the gallery?
Buck County Gallery: Let us know what you’re up to. Keep us abreast of newly earned awards and new artwork you’re creating, and include us in any mailings or e-mails you are sending to your clients.
Artist Advocate: What ways can artists help a gallery sell more art?
Buck County Gallery: Representing an artist is a two-way street. I encourage clients to refer their friends to the gallery. Artists should also be directing clients to my gallery, whether a potential client is looking for that artist’s work, or one of the other artists we represent. We represent more than 30 artists at any given time. It is beneficial to everyone we represent when one of my artists refers a potential to the gallery. It works to everyone’s advantage. Cross sell the art of others represented at the gallery if your work does not appeal to a potential. Links, links, links! Don’t be afraid to direct traffic to the gallery.
