Making Thoughtful Decisions for Your Gallery
During those first gallery years, I made several rookie business mistakes.
I wholesale purchased over $1000 worth of art from a local artist the first time he walked in the door.
I spent hundreds of dollars on advertising in places that were a poor fit, including cheap tote bags for the local library, and ads printed on the backs of grocery store receipts.
I accepted work from artists who needed more development before they were ready for gallery representation.
Each mistake cost me time, money, not to mention a little self-respect. I judged myself harshly, and it took years for me to forgive myself and to truly learn from those mistakes.
Part of that learning was understanding the type of decision-maker that I am. I need time. I need to slow down, consider requests carefully, and look at multiple perspectives before committing my time and money. This self-realization led me to build structures that allowed me to respond thoughtfully rather than react impulsively.
Some solutions were practical.
I set an annual advertising budget and planned my spending in advance.
I developed strict guidelines for submitting work for representation.
Once I accepted an artist, I requested that they leave their work for a few days for me to examine. That time allowed me to assess if their jewelry was as well constructed as it was beautiful, or if their pottery had smooth, finished surfaces with no rough spots.
And fortunately, the local artist whose work I bought visited the gallery every few weeks and would exchange pieces that weren’t selling. He was a natural salesman, and I quickly had to learn to say “no” when he brought work that wasn’t right for the gallery.
Every request you say “yes” to creates more work for you. As the business owner or manager, you have to decide if that work is worth your time and energy.
Are you saying “yes” to spending time managing the displays of work that isn’t selling? My staff and I noticed that we spent more time arranging and dusting work that we ultimately returned to the artist, than we spent on work that sold consistently.
Are you succumbing to the pressure of advertising salespeople?
Are you putting your reputation on the line by accepting work that doesn’t meet your standards?
Even with experience, I still made mistakes. At times, I could be as dazzled by artwork that I knew deep down wouldn’t sell, but work that I wanted to spend time with nonetheless. On occasion, I invested in advertising that didn’t result in any sales.
Over time though, I became a more thoughtful and confident businessperson. I learned how to make decisions that honored my business, my time, my energy, and my vision. Saying “yes” to myself and what truly mattered to me allowed me to create a gallery that I loved and genuinely enjoyed running.