As an artist, it doesn’t mean you understand business.

• Being an artist is not necessary for running a successful art business. But if this were not so, then how could galleries and agents survive?

But a gallery means there is a business to run.

• This takes time from the studio but it has to be done. Maintaining the passion is now harder rather than easier and can flicker.
• But you have to know how to make the gallery business work. 
• The function of any business is to find and keep clients. The function of a gallery is exactly that too.

With a market-oriented gallery the focus is on sales.

• Exhibitions represent the best chance for bulk sales for you.
• This could mean changes in the physical environment of your gallery.
• But these changes might be easier for you to accommodate than you expect.
• They could be rooms in a house, storage facility or empty shop.

You might start your gallery with only a few of the following spaces.

• You’ll need somewhere for cups of tea, coffee, a drink and something to eat. This is where you initially meet clients and ascertain their needs.
• A special area, set aside for free use by your VIP clients is desirable.
• A preview area where works for upcoming exhibitions are available. But they are NOT on show.

An exhibition gallery is desirable, but it could be at a temporary venue.

• It’s open to the public from the opening until closing of an exhibition.

It is actually easier and cheaper to have repeat clients than find new ones.

• You know who they are and how to contact them.
• You also know what works they own (well, roughly). Your market gallery set-up is designed to look after clients and prospects.

To bring clients back for more, give one small free, service.

• Naturally it’s best if it costs very little. Here’s an example:
• An art gallery gave their clients complimentary, “homemade” chocolate cake.
• They didn’t realize their “throw away” gift created total devotion and loyalty.
• People went miles out of their way to visit the gallery over every other gallery. Just because of the free chocolate cake!
• They had, without trying, created a powerful device that forged client loyalty.

Follow up with new prospects immediately—own them for life.

• A potential client rings and makes an appointment to see you. At the appointed time you meet the prospect at the chosen venue.
• There are no paintings to be seen.
• After introductions you offer refreshments and make yourselves comfortable.
• Ask questions, as a way of finding out about them and their interests.
• Initially they might think this is strange and want to know where the art is.

Reply along the following lines.

• This is how I always do things. I try to do things professionally, which means I like to get to know people first.
• I want to find out what they like and what they do not. I want to be sure my work is right for you and I’m not wasting your time.
• Until I know what you are looking for and why you want it, I do not know which work to show you.
• Eventually you say, “I think I have just the work you are looking for. When would you like to see it?”

Arrange to meet again, perhaps at a venue of their choice (home or office).

• At the next meeting show one or two works, which you think are suitable.
• Show minimum works to arrive at one or two closest to their needs.

Know anyone interested in starting an art career?

• Check out this link to find out more: www.amazon.com/dp/B088T7VJ76

Best wishes in your art career in 2021.—