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The reason you need to talk to a printer is because you need to know how much you have to sell a print for in order to make money. Assume the consultant will take fifty percent of your retail price. To determine the price of your work, factor in printing and domestic shipping costs plus the half of the total that will be going to a consultant. When asked how much a print is, you should know the answer offhand and the profit margin you stand to make from that sale.
Follow up is very important, which is another reason why you don’t want to contact people you haven’t researched. After emailing everyone on your list, you should send follow up emails every two weeks to reiterate the sentiments of your first email, and, if applicable, let them know that you have a new image to show them. You are building relationships with people who like to see that you are serious and professional about your work. They want to see that you are a consistent and reliable business partner. Oftentimes, consultants are going from project to project, one week at a hospital or a corporate lobby, another week at a hotel, and by maintaining regular correspondence, you will sometimes catch them in the middle of a project your work is suited for.
New Images, Constant Communication
It is also helpful to call your list of art consutants once a month to say that you have been sending them emails of your portfolio, and want to know if the consultant is looking for any particular kind of art at the moment. Getting to know the consultant and their preferences is key because that personal connection will make you and your work stand out that much more when the consultant begins selecting work for new projects.
As you foster these relationships you will find that you get more sales, and that momentum can steadily grow. It’s time to created another list of fifty consultants and repeat the process. Before long, you will have a dozen or more contacts buying art from you on a regular basis, providing you a steady stream of income. Once you have reached this plateau, you can consider consulting for other artists.
Becoming a Consultant Yourself
Since you now have the contacts and understand the system, you also have friends in your artist network, and they may be interested in selling prints. Barbara Markoff wrote a book that is an excellent resource on how to be an art consultant and run your own business. It is easier than you think once you establish yourself. As a last word on dealing with art consultants, if you are asked to pay to be represented, do not do it. No consultant should ask for money up front. If they do, refuse to work with them. Keep in mind, you are an entrepreneur starting a small business, and you need to use your head and make smart business decisions.
To learn more about Brainard Carey and his services for artists, or to take a class from him, click here. To join one of his free weekly webinars, click here. To download the workbook mentioned in this series, click here.