Approaching a gallery to accept your work, or to consider you for an exhibition is a daunting task and many gallery owners are put-off by artists, although it often has nothing to do with the work they present – it is the way they present themselves. It is easy to forget that people who run galleries are running a business, so when you, an artist, approach them you should treat the meeting like you would any other business meeting – think of how you handle a meeting with your bank manager you will be half way there.
Before approaching a gallery, visit it a few times as a customer. Look at the type of work they show; is it presented as solo exhibitions, or does the gallery have themed exhibitions with work from several artists, or is it a commercial gallery with mixed stock.
Be honest with yourself and ask: “Will my work fit with what the gallery does?” You might paint very well, and sell your work from time to time, but that does not mean that it will be appropriate for all galleries.
Once you have decided to approach a gallery – make an appointment. People who work in galleries dread the thought of looking up from their desk and seeing someone with paintings tucked under their arms coming in the door. Make a phone call and find out who you should talk to. Very often the person in the gallery does not make the decisions. Get an email address and send an email telling them a little about yourself and your work, and ask for an appointment. You can attach one, or maybe two, examples of your work, but no more than that.
Prepare for the meeting. Know what you are going to say, the work you are going to show, and how you are going to present it.
Consider your portfolio. We live in a digital age, and we all love our iPads, but a selection of good quality photographs of your work is probably better in the long run. The person viewing your portfolio can lay the prints out and get a better idea of the work you do, than they would from looking at loads of pictures on the screen. Let’s face it, if you are going to the expense of having good quality prints made you will select only the best work.
No one likes to talk about money – especially artists. But it is part of the job, so get used to it. Know the value of your work. It is a good idea to establish a selling price for your paintings and try to keep to that price wherever you sell your work, taking into account commission and GST.
If the gallery agrees to accept your paintings, or give you an exhibition, stick to deadlines. Deliver on time and in the manner you agreed to. If you have undertaken to deliver paintings, framed and ‘ready to hang’, make sure they are.
If you receive a commission through a gallery, or they ask for more stock, give them what they ask for. The gallery owner knows their clientele and will make requests based on past experience.
We all hate rejection, but learn to deal with it graciously. If the gallery says ‘no thanks’ don’t argue and try to convince them otherwise.