Selling Wholesale: Make a Successful Presentation

necklace by Anakim

You’ve made an appointment with a gallery buyer to show your work. Now it’s time to make a face to face presentation. Here are 6 tips that will make it successful:

1) First impressions count! Wear clean business casual clothing, with a bit of artisan boho jewelry, and closed toe shoes. Dress the way that you would if you were interviewing for a job at that gallery.  Solids are better than prints, and a color palette that goes with the pieces you are showing works. When in doubt, black always works.

2) Have several copies of your wholesale price list and hand them to everyone attending your meeting. Then unwrap your pieces, telling them where to find that item on your list.

3) Pay attention to what is said about your work and answer all questions. Never argue or rebut anything! If you don’t agree, say something like “That’s an interesting observation.” Be very gracious when complimented.

print by GretchenMist

4) Make a pitch for your work but don’t be an infomercial. Less is more.  Make sure that you include these 2 points- “I’d like to be in your gallery because….” and “I think that my work could offer your buyers…” This makes your presentation personal.

5) Offer clear and flexible terms. Most gallery sales are net 30, meaning that payment is due 30 days after delivery. I sometimes offer net 30/60, which means that half is due in 30 days and the remainder in 60 days. If you want more immediate payment, you can also offer 2/10/net 30, which means that you will offer a 2% discount if the bill is paid within 10 days, or they may pay in full in 30 days. I also offer a trade back policy, which means that they can trade back unsold pieces for other ones with each new purchase. That lets buyers try new things without feeling like they will get stuck with them. All of my terms are printed on my wholesale price list.

6) This is most important: be yourself. Be natural and authentic. Most buyers are also artisans, or have studied art. They love art and are interested in you, so don’t be afraid!

bowls by PaulandKateStudio

Also keep in mind that the buyer will make a business decision for that gallery, and that it is just one person’s judgment call. If that isn’t the right place to sell your work, it doesn’t mean that your Aunt Millie was right when she said that you can’t make a living doing THAT and should go to beautician school. It just means that this 1 gallery out of a gazillion galleries isn’t going to buy your work right now. You have to be willing to hear some no’s if you want to get to yes!

by Lee Wolfe/ OneClaybead

Selling Wholesale: How to Approach Galleries

Set of Glacial Stone Tealight holders by Brooksparrow

If you’ve never sold wholesale before, and the thought of asking a gallery to represent your work sounds akin to dental surgery with no anesthetic, you are not alone. We all have strong feelings of vulnerability when it comes to our art. Keep in mind that it is free to ask, and that a gallery buyer will make a business decision, not a personal decision, regarding your work. Take a notebook with you to your presentation, and record all feedback, positive and negative. It helps to keep accurate notes on what each gallery is looking for.  Both rejections and acceptances are valuable learning tools.

The best way to begin is locally. Make visits to all your area’s galleries. Don’t introduce yourself as an artist at first- just look around at price points, style, and the amount of work in your media. Make notes.

When your gallery tour is complete, eliminate the galleries that are obviously not a good fit for you. Then rate the rest- first pick, second pick, etc. Remember that galleries in a mid sized town will want exclusive representation for that city, so if your work is in one, the rest will not want you. In a large city, the exclusivity is by neighborhood. Approach your first pick and get a reply from them before moving down the list.

Next, call the gallery, and ask to speak to the buyer, or get contact info for the buyer. Call or email that person. Ask if they are willing to view some images of your work, and tell her the name on your email account. Most people are reluctant to open images from unknown sources. If this is okay, email 3-5 images with info on the pieces, including wholesale price, size, name of collection.

 

Grapevine Cowl by Tickled Pink Knits

Follow up in a few days with a phone call if you don’t hear back, to make sure that your images arrived. If the buyer likes your images, ask for an appointment to show your portfolio in person, even if they are not buying in your media at this time. Let the gallery buyer know that you are willing to make a presentation anyway, and that you value her opinions and insights. I can’t tell you how many sales I’ve made to galleries who said they were not buying at that time! Buyers are generally very cautious with money, but will spend for something they are excited about.

sterling silver and gemstone necklace by polestar

Next Wednesday I will cover how to make a successful in person presentation. I am happy to help you succeed at wholesale marketing to galleries, so ask me anything and I’ll reply in the comments.

Lee Wolfe/ OneClayBead