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people will listen to genuine advice and suggestions. Your current and potential clients need to see you as an expert in your fi eld and know that you have their best interests in mind. Always be acces- sible and reliable.
D IS FOR DREAMING Dream big! Look for the best artists
and create a beautiful space to show off their work. Seek out qualifi ed buyers by hosting unforgettable events. Every day, week, month and year, think of ways to improve. Never stop learning.
E IS FOR EXCITEMENT Create exciting events and promo-
tions. Do what your competitors aren't doing. Give your clients something to look forward to and fi gure out interest- ing ways to reach out to them, the design community and other target markets.
"PASSION IS THE EASY PART."
serve you. Artists who have managed to sustain their business for many years are respected for their honesty and integrity.
I IS FOR INVENTORY Carry a wide range of artwork that
can accommodate various personal- ity types. Diff erent styles, subjects, media and price ranges will refl ect your diversity and create more selling opportunities.
J IS FOR JARGON Don't overuse industry jargon. Cli-
ents who understand it will see right through you, and those who don't will feel uncomfortable and confused. If you have to use technical terms, follow them with an explanation. Tailor your words to the person with whom you are speaking. You should discuss art diff er-
"MAKE IT A POINT TO LEARN SOMETHING NEW EVERY DAY."
F IS FOR FRAMING What is cake without its frosting
or Oreos without their fi lling? Art and framing go hand-in-hand. If you don't off er custom framing services, you're losing out on higher profi ts.
G IS FOR GIVING When you give, you always get much
more in return. Host a charity event, volunteer with your favorite arts-minded nonprofi t or fi nd some other way to give back to your community. You'll feel good, gain respect and meet like-minded individuals, many of whom will be inter- ested in learning more about your work!
H IS FOR HONESTY Be truthful with your clients, the art-
ists you represent and the vendors that
ently with an artist or designer than you would with a corporate client.
K IS FOR KNOWLEDGE Be an expert in your fi eld. Even
aſt er 20 years as an art consultant and gallery owner, I'm constantly learning more about art, framing techniques and business and sales tactics. Go to trade shows, attend seminars, read books and magazines and talk to other experts. Make it a point to learn something new every day.
L IS FOR LEAKS T e walls have ears. Don't discuss
confi dential business matters in places where it's possible to be overheard. Re- frain from gossip, as it can hurt your personal reputation and your business.
M IS FOR MONEY Don't be afraid to charge what your
service or product is worth. If you've done your job of building trust and loy- alty and have proven that you're a pro- fessional, your clients will not question the price. T ey'll accept that what you're selling them is of high quality and value. Anyone who questions your pricing or negotiates too intensely might not be the type of client you want or need anyway.
N IS FOR NETWORKING Take every opportunity to meet peo-
ple and tell them what you do. Join busi- ness and networking groups, connect with interior designers and host events. Practice your "elevator pitch," a 30-sec- ond (or shorter) description of your business. Never cross your arms while talking or standing alone. Always smile. A friendly attitude will open doors.
O IS FOR OPTIONS When working with a client, I always
off er a variety of options that fi t what the customer has requested—but I like to off er some surprises, too. During a presentation, throw in a few pieces that aren't as good as the others or are more expensive, as they'll make the others much more desirable in comparison.
P IS FOR PRICING Stay consistent with pricing. Always
discuss with your client what they are comfortable spending and present art that works within that budget. Be fair and honest. You'll never regret this in the long run, especially when your cli- ents come back to you again and again.
Q IS FOR QUALIFYING YOUR CLIENT
Does the customer walking into your gallery have collecting in mind, or 43
