Today, I've been going back and forth with a gallery dealer who seemed disturbed by my blog: The topic I wrote about was why we artists could increase sales at our galleries if we had the contact info of our collectors. For example, we could add these to our email newsletter and then let our collectors know when a new piece becomes available - and provide a link to the gallery.
However, this gallery dealer stated the following. I won't mention the name of the gallery dealer
You bring up many of same points that I hear from artists but, respectfully,it doesn't come from a business point of view.
Yes the ideas you advocate increases sales, but mostly for the artist not necessarily for the gallery. And, long term, the most interested (read
profitable) clients will migrate to buying directly from the artist.
The policies you advocate are not good for the industry. Galleries are the
best venues for artists. They allow the artists to do what they do best and
show their work in the best possible light. As business people, if we can
see that the return on our investment is being eroded then we will do something else. Passion can only take you so far and it doesn't pay the rent.
In many ways, I understand where she is coming from - if and when collectors decide to go directly to the artist, galleries may go out of business.
What Do you Think?
Should we be able to share the names of our collectors, provided we're honest and never sell behind the dealer's back? Should we either sell on our own or else exclusively with galleries? It's a sticky situation because of the room for lies and cheating.
Do you think the Internet is going to change the way art is sold in the next decade? Do we need galleries? Do they need us? Please feel free to share your thoughts. I'll type up a report if I get enough responses.
Sincerely,
Lori
20 Responses to Should Galleries Give Us the Names of Our Collectors?
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Sharing the names of collectors does not "hurt the industry". In fact, I would argue that it helps: it demonstrates to the collector that the gallerist has a deep, personal connection to the artist. And it demonstrates to the artist a level of trust and partnership. Both reinforce the gallerist's role in the sale of art.
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But, even if you sell through galleries exclusively, and even if you're shy and introverted, you still need your own tribe. What if your gallery goes out of business? Do you want to have to start over? So, if you're in a gallery, perhaps your form of "tribe building" is simply to make a deal with your gallery that you want the name, address, phone and email address of everyone who purchases or is highly-interested in your artwork. Most galleries will hate this idea, so here's what I suggest you do: Sign an agreement with the gallery that you will not sell directly to any customer they provide. Tell them that you plan to send each person who buys your artwork a personal thank you note. You will also send those people newsletters that promote your art and that those newsletters will direct all sales inquiries back to the gallery. However, be sure to include a clause stating that you or another gallery are free to sell to those people in the event that your gallery closes it's doors. Then be sure that every time your artwork sells that you remind the gallery that you need the name so that you can send the thank you note. And be sure not to ever break the agreement.
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On my blog I have posted in the About Me section "I'm a painter living in Cincinnati, Ohio. If you are interested in purchasing any of my work, contact"...followed by the name of the gallery and the e-mail address. I think that is the best way to promote trust.
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You have asked 2 questions, and I would like to address the 2nd one first... I think the internet has already changed the way art is being sold, and will continue to redefine our ways of doing business. I think that may be why many gallery owners are concerned about their businesses. But in the same way that we still go shopping personally, not ordering everything online, I believe galleries will exist alongside of the internet in the art market. One is vastly different from the other. I don't think it is an either/or issue but rather a both/and.
The other question about sharing the names of buyers is really a tricky subject at this time when gallery owners may already feel threatened by sales on the internet. I do believe it will become a matter of trust, faith and honesty between the artist and the gallery. Yes - I think we are entitled to the names of the people who collect our art, especially under the guidelines that Clint has proposed. Perhaps this lady does not understand that if it were not for artists, she would HAVE NO CHOICE but to do something else! We, as artists, are no longer tethered to galleries, but they on the other hand, need to have artists. It should be a win-win situation for both artist and gallery, but I believe we are entitled to the names of our collectors. (especially as so many galleries are going out of business these days.)
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And besides - with most artists having websites now, what in the world would stop a collector from contacting the artist on their own? Unless we are supposed to stay sealed in our little studio bubbles?
The gallery dealer quoted above is absolutely right. "long term, the most interested (read
profitable) clients will migrate to buying directly from the artist."
And many "bricks and mortar" galleries will go out of business. Like many record stores have. That's not good - or bad - it just IS. Both artists and gallery owners will need to figure out what their new roles are.
But hoarding contact information isn't useful to anyone.
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However, I've got a ton of stuff to do today and If I keep checking back here, I'll be in trouble. Thanks for giving me a hand by offering your views.
Lori
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1. If it's true as the gallery owner says that, "the most interested (read profitable) clients will migrate to buying directly from the artist." then the game is already over - any collector can ALREADY easily find any artist any time they want. (However, I believe she is wrong about this point, as a former gallery owner I knew many profitable collectors who PREFERRED working with the gallery).
2. Trust works both ways. So, when wanting names FROM the gallery, ask yourself if there is enough trust in the relationship to provide names TO the gallery as well.
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I also know unprofessional gallery owners that don't send buyers info when I have a new piece in the gallery, don't send thank you cards etc.
I had one gallery that wanted me to give the gallery a commission if I sold to their clients but then would tell me who their cliets were. How's that suppose to work??
One of my galleries shares the client info with me. Recently, when I had an ad in a magazine, one of their clients contacted me and bought the painting in the ad. I was happy to send my gallery the commission. The buyer bought the piece because they had seen my work in the gallery and knew the quality of my work. I believe it was because of my gallery exposure and not the ad that the painting was sold. Oh, and I told the gallery that I was deducting the cost of the ad before I sent them their 50% commission. They were happy to get the amount I sent.
I think the only thing we as artists can really do is make sure that we are easy to find on the internet so a buyer can find us and say "Hey, I bought your painting" . We can thengive that client some personal attention.
Be fair and honest with your gallery. That's the best we can do
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When I've worked with galleries, I gave the dealers names and addresses of my collectors because the gallery sent out postcards and paid for postage and ads.
Times, They are A Changin'
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Wow, great topic..and very slippery topic. I would venture to say that most gallery owners will not take lightly to this topic about sharing the collector's names with the artist. However, it is true that they would love to have those names of people who buy from you outside the gallery. I have done outdoor art shows for over 27 years and slso have always had my work in an art gallery. When someone purchses from me at an outdoor art show, I give them my background with the names of the Art Galleries representing my work and tell them to please visit those galleries. (I recently had a sale at one of the galleries because after the collector bought from me at the art show, they then went to the art gallery and purchased more work.) I like that. A two way street helping the art gallery and the artist at the same time. I have a good idea of how hard an art gallery can work to promote their artists works and we do not even see all the hard work of what all goes on behind the scenes, especially one of the galleries that has my work ... and they are certainly entitled to that 50% if they are working hard to get their artists names out there to the public, having solo shows, group shows, what have you.
As far as sharing collector's names. I agree with sharing the names. But, it has to be a mutual trust. A bond. I will always send collectors to the galleries. I want them to patronize the galleries that represent my work.
Yes, it would be nice to share those names. I do not know if the galleries representing my work send Thank you notes out or not. I would hope so..it is part of business. I send them out when collectors buy from me, mentioning the galleries. Also, when I send out newsletters about upcoming art shows, I tell them about the
galleries.
Too long here...sorry...
:)Sandy
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It's about trust. A gallery who introduces me to a client should always receive a commission on future sales, but I have to know who the client is to make it right.
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Last month an art friend took 9 of my abstract paintings to an art show. She also took them to a gallery on the Oregon coast and showed them to the owner. He put all of them in his gallery.
Last weekend I was on the coast and dropped in to see the gallery and meet the owner. Much to my delight there was a red dot on one of my paintings! A woman who lives about 20 miles from me had just put it on layaway - small world.
The gallery owner said she had a tough time deciding which painting to purchase and she was very interested in me and my work. He had no problem giving me her information so I could call her, thank her and develop a personal relationship.
As I develop this relationship with this new collector, I will make sure to keep the gallery owner updated. I have no problem paying him commission and/or referral fees on any work this collector purchases from his gallery or through me.
As Jo-Ann wrote above - it's about trust.
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Great article. I have an artist friend that did something similar, she sold a piece then went to the gallery to give them there commission and the gallery owner ripped into her. Saying that she should have just refered the client to them and then they would have made the sale in the first place, etc. I commend my friend for being honest and find the gallery owner not being professional. To me when I heard this I thought the Gallery owner must be insecure about sales, or business to basicly bit the hand that is feeding them with great quality paintings on a regular basis. Now on the other hand if a client buys your work at a gallery I would bet they would also want to know more about the artist and maybe other paintings that the artist has done and would find their website; and most likely subscribe to the newletters or RSS feeds for new work being posted. Atleast that is what I would do. What are your thoughts. Kay
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I can only speak for myself, but I don't let gallery owners abuse me just for the sake of sales.
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One rule I've learned in the art business is that you "make the sale when the customer is ready to hand over there money." Delaying the sale to refer the customer to the gallery would have been a potentially disastrous move for your friend. That gallery owner, frankly, needs to learn a bit more about business. I agree with Lori, your friend might want to consider another gallery.
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It seems imperative that galleries and artists cooperate in this endeavor. And in this age of easy electronic record keeping, it should be simple for artists and galleries to document that they have shared collectors' contact info from both camps.
If my gallery shares the identity of a collector with me, and I invest time and effort in building an artist/client relationship (i.e.- newsletters, exhibit notices, open-studio visits, etc.), all three parties benefit. And artists should automatically send the gallery a commission when this collector has purchased something anyway. I suppose there may need to be some understanding between artist and gallery that states for how long this obligation would be in place. As long as the gallery actively promotes the artist, they deserve a commission from their client's purchase - no matter to whom the check was written! Although years ago, I was represented by a gallery that did very little in the way of promotion for me and I would say that in a case such as that, a gallery shouldn't expect much in the way of a commission.
Dino Massaroni