Another thank you to Melissa Gregory for a billion more questions, one of which is today's topic:
"You covered 'go to the store'," she writes, "but I'm wondering how the heck one GETS to the store. Some of that is fear, and some is not knowing how to go about it, i.e., 'What's the best way to set up an appointment?'"
I said it once, I'll say it again:
Ask.
Call the gallery and ask to speak to the person in charge of buying inventory. Get their name, and who they are. It's usually the owner or manager.
Have ready a BRIEF introduction, and a reason why they might be interested in seeing your work. It helps if you can show you've done some homework in scoping them out BEFORE you try to approach them.
For example:
"Hello, my name is Luann Udell. I make jewelry and small sculptural objects. I visited your store the last time I was in Boston, and I think my work might be a good fit for your store."
This shows you've done some screening of your own. You will not end up trying to sell hats to a store that only sells jewelry, or decorative work to a store that only sells functional craft. You've checked to make sure your prices are not out of whack with their pricing (like trying to sell precious stone and gold jewelry to a shop that only sells jewelry under $200, etc.) Stores HATE it when artist bring in work that is totally out of line with their current inventory--pricewise, stylewise, colorwise, etc. If you can't be bothered to take two minutes to research their store and their needs, why should they spend half an hour or an hour of their precious time telling you your work is not a good fit when you come in?
As always, there are exceptions. I know of stores that used to only sell ceramics that have expanded to include jewelry, for example. So if it's a longshot, be prepared to explain WHY you thought it might be worthwhile for them. "I know you specialize in high-end glasswork, and my jewelry is made with my own handmade glass beads." Or, "I noticed you import museum-quality African tribal art, and my handmade table runners are made with fabrics that complement that aesthetic."
Make sure you don't use words that close doors. For me, that means not bringing up "polymer clay" when I initially describe my work. Because, sadly, it still has negative connotations for many people.
Then...ASK THEM how they prefer to be introduced to new work:
"Can you tell me how you prefer to review new work, and what support materials you'd like to see?"
Then listen to their process, and follow through.
You HAVE to ask--because there IS no single "right way" to approach a store. Poll a dozen store owners or managers, and you will get a dozen answers.
But even their answers may not give you the full story.
"I hate it when artists just walk in the store and expect me drop everything to look at their work!", says one. Yet one artist I know says this is his most successful technique. (CAUTION!!! He does it with skill and finesse, and I would not advise someone just starting out to try this method.)
"I ask artists to call and make an appointment," says another. Even so, be aware that if the store is busy or short-handed, the buyer may have to step out of the appointment to help customers. Getting huffy because you are being kept waiting will not reflect well on you.
However, if the buyer repeatedly blows off your appointment, you may want to think about working with a store that has NO respect for your time.
"It's easier for me if an artist e-mails me. I don't need another phone call in my busy store!", says one. But other owners are not as computer-savvy, and may not even have e-mail. Or the time to read one. They may have e-mail, but access it after hours when they've gone home.
And if you DO e-mail, be sure you mention that you're contacting them as they requested. And before including digital images, know whether their e-mail system--and expertise--allows them to view or download your images. (I remember someone sending me a huge file a few years ago without contacting me first, and it crashed my entire mail system.)
"Send slides", suggests a well-known gallery. But I brought a portfolio packet to an internationally-known gallery (checking ahead by e-mail and by phone, letting them know I'd be in the area first) and guess what? They didn't drag out a slide projector to look. They held up each slide to ceiling light! My body of work was reduced to a 1 1/2" by 1 1/2" image. (Fortunately, they said they liked it!) Even if you're asked to send slides, include a few large photos--even a few good postcard images--of your work, too. Something they can see easily and with no fuss or preparations.
"Send a photo", says another. But WHICH photo? My jewelry, which starts at under $50? My wall hangings, which start at $500?? Will they think my work is 'all over the place' if I send them photos of jewelry, wall art and sculpture? What if they can't sell horse jewelry but they love fish jewelry? Explain you have several lines, and ask if you can send send an image of each. (But still refrain from sending a photo album!)
"We have a committee that reviews work once a month, and you just missed this month's. Our next review is the end of next month." Hmm. Sometimes there's a committee, and sometimes it's a committee of one.
Ask if they would like to see photos or if they would like to to bring in a few samples of your work. Hint: If they would like to see samples, be sure to bring more inventory with you--but not into the store. That way, if they go crazy over your work and want to take it on, you can say, "You know, I did bring more pieces like this with me today. They're in the car. Would you like to see them?"
Even if you feel you are being rebuffed, it may be because they are inundated with artists approaching them, and this is how they control it. As one well-known gallery owner puts it, "Everyone wants to date the prom queen." Accept it, and find another store to approach.
You can always come back when you are a famous artist, and they are begging to carry your work!
