How to get an art gallery: part three

Now that you've got your database built, and you have added some galleries that you want to approach added to that database, you'll want to decide on how to approach. These approaches can be in person, via email, via another mutual person, or via snail mail. On your database, you're going to keep track of how you approach, when you approached, and what their response was (if any response). By tracking the responses, you will know when to approach again and how to approach again. You want to mix it up with each subsequent approach. In general, you do not want to approach too often, or you may appear to be a pest (or desperate, neither are good). I recommend 6 - 8 week approach intervals. An exception to this is if you do a casual, in-person approach (like at an opening), in which case you would want to follow up with an email or snail mail in 1-2 weeks.

If you are able to do an in-person approach, it's highly recommended that you do that whenever possible. This can be at an opening, but only approach if the time is right. This is where your “Miss Manners” training from grade school will come in play, so wait until a good time to approach (not when they are trying to make a sale for example. And please be kind and don't talk all about yourself. And in-person approach is also when your research on that gallery will come in handy: you will know about their past shows (including the one you are viewing at an opening let's say), and you can bring it up in a complimentary manner. This says a lot to the gallery owner. It says that you've done your homework by researching them (most artists don't), it says that you value what they are doing and their work (it means you understand art and how galleries work), and it also means that you are a person who can work with other people and the world does not revolve around just you. This makes you appealing because most artists begin a conversation with a gallerist (curator, advisor) by talking all about themselves and their work. No one likes that, right? Think of your last party or event when you got cornered by a person who just rambled on about themselves, never asking a thing about you. Ugh.

For an email first approach, you're going to want to do the same as an in-person approach, but in a short, concise email form. Compliment them on the last show, fair or project they did, and why you liked it. If you have something in common, you could bring that up. Do you have a mutual friend? Huge asset! Make sure to mention. Did you grow up in the same town, go to the same school, live in a certain area as them for awhile? These are a great bridge to bring up after a compliment, and you can easily find this information on their LinkedIn profile. In closing the email, you could say something like, “If you're inclined, I'm an artist and I'd love for you to check out my website." and then close. But unless you already have a mutual connection, or you have met in person, I'd save the asking for a website look for the second email, or snail mail follow up. Have links on the bottom of your email in the signature area so they can easily see your website, and then you don’t have to ask.

For subsequent follow ups, try mixing it up. You're already following them on social, and you've signed up for their newsletter (right?), so you know what's going on with the gallery for your next contacts. Try using a different method of contact from your last. If you did email first, next send them something via snail mail. A book, a pamphlet, several postcards…. or one postcard with a handwritten note how much you enjoyed their last show. Nothing more. And then rinse and repeat.

All of these things are repeatable (email, snail mail, in-person approaches) for as long as you feel it is appropriate. And you're keeping track in your database (right?), so you know when to send something new, and you know what the response (if any) was. You use this to gauge interest moving forward. Remember, people in general (not just art gatekeepers) are overwhelmed with information these days and repeat contact is absolutely needed for everyone before a person “registers”. So don't take lack of response the first 4-6 times personally. If you've sent things for over a year, and still no interest or response, you're going to put them on ice and return a year later and try again.

Consistency, patience, and kindness is the winning combination here. This is the long game!