Who inspired this book; Good advice; Professional vantage-point;
Thanks, Viktor
IV Introduction
What is the "Web Version"? What is the "Art
of Selling Art"? Production values and livelihood; Not for
kids; First caveat; Second caveat: Who needs it? Third caveat:
Body of work; Fourth caveat: Fame; Fifth caveat: Wisdom of years;
Strong artist, strong audience; Craft of selling; Death of an
artist
1 Goals and Goal Setting
Perception becomes reality; Perspective on career goals;
Twenty-year goals; One - Amounts and kinds of money; Two - Material
goals; Three - Family: Good as Gold; Four - Between activity and
production goals; Five - Goal residue; Six - History as a media
event; Seven - Like a crystal; Eight - Health changes; Nine -
A sense of becoming; Goal-writing made easy; Goals past and future:
Past; Goals past and future: Future; Steps by step; Learn to sail
2 History and Selling Art
The creative artist worldwide; A day's voyage; Higher authority
in selling; Patrons in the history of art; Art in the new economy;
1874: A historic year; Modern times, eviscerating notions; Invention
of the art dealer; Business and art, or "indispensable enemies"?
Virtuous museums; Imagined foes; Art dealers of three kinds; Artists
rich, artist poor; The "What next?" feeling
3 Museum of Selling
Imagine a Museum of Selling; Prospecting, Room 1; Contacting,
Room 2; Qualifying, Room 3; Objection handling, Room 4; Closing,
Room 5; Leading and leaders; Philosophy of the Museum of Selling;
A special attraction; Words and the value of artworks; Works on
paper; The days of the gold rush; Technology in the Museum of
Selling; Goodbye, Museum of Selling
4 Marketing and Pricing
Cooking up marketing; Marketing, advertising - how different?
Doing it yourself; Markets and targets; Zooming in; On their time,
your time; Economic models; Early pricing education; Pricing strategies
for profit and protection; Pricing art; Beware - be consistent;
Hindsight learning; Who sets the price? Production Cost: The cost
of goods sold; Two branches of pricing: Logical and Fuzzy; Discounting
and bargains; Over-valuing art; Inflating art prices
5 Person to Person
Give people person-to-person time; How long does selling
take? Impersonal selling: Wholesale only; Merchant message; Taste
gets in the way; Media: No more junk, please; Third parties: Highways
or roadblocks? Selling to corporations; Principled artwork and
corporations; Your art, their art; Selling to museums; Not in
the budget; Center of the action; Free art; Lost wages
6 Discovering Prospects
Stereotyping the mass; Interaction; Missed and rediscovered;
Meeting people coming and going; Going out; Plan to discover;
Look your best; Going out when it's not going well; Use goals
achieved, goals planned; Pro's do not tell all; Time-line of successes;
Short-timing recovery, discovery; When the wolf is at the door;
No-show, no discoveries; When you chicken out or forget; Follow-up;
Be accurate, be patient
7 Getting in Touch
Contacting; Getting in touch by telephone; Do not touch
that phone! Answering machines can be fun; A common stupid mistake;
Empathize before you get in touch; If a machine answers; Get ready,
here it comes! They do not return your calls; Call at different
times; Two buyers in the Springtime; Autumn closing; Working backward;
Bits and pieces; Art agents take time to get in touch; When to
plan? Stay in touch
8 Qualities and Selling Art
Qualifying; Many profiles in the crowd; Hard questions;
Five tests for qualifying; Importance of qualifying; Over self-conscious;
Quality investors; Fishes and Fishes: Two perspectives; Qualifying
and relativity; Many perspectives on qualifying; Ambiguous quality;
Quality time and timing; Wrong time; Quality and the creativity
game; The creativity factor; Information-age qualifiers
9 Clearing Paths, Building Bridges
Obstacles in the path; Artists' and collectors' goals;
Manipulation; No objection, non-manipulation; Manipulating to
remove objections; Push-and-shove; Two to tango; The old soft-shoe;
Going overboard; Nibbling the edges; Changing partners
10 Agreements
Closing is opening; Fashions and agreements; Constant beginnings;
Reaching the preposterous point; Points of agreement; Join luxury
with temporality; Agreeable recipe; Difference and food for thought;
Another preposterous point; Agreeing on terms; Luxury of time
to agree; Smash the time barriers; Rewards over time, catching
up
11 The O.L.A. Principle
What is it? Various O.L.A.'s; Word games; Two examples;
Stress reducers; Example O.L.A.s; O.L.A. work-sheet; O is for
Objective; L is for Listener; A is for Approach; People with problems;
What is the point of approaching? How long is an O. L. A.? Manipulate,
menipulate, and hook; Targets make hooks; Zooming-in with your
hook
12 Clothing and Dressing
Dressing for hitch-hiking success; Watching clothes on
television; Choosing success for starters; A bad start; Competition
for best-dressed; Clothing helps sell ideas; East meets West;
Clothes are tools; Clothes broadcast; Sketching clothing and watching
TV; Surface appearances; Another clothing artist; Nonverbal messages;
Shoes; On the street; Clothes and mood; Capital for clothing
13 Questions
Questions and goals; Questions of art and service; Questions
like little hooks; Questions for structuring; Questions of control
and intent; Broad, medium and narrowing interest; Questions for
agreeability; Directing emotions; Questions that get at objections;
Questions that bounce; Questions show art's benefits; Questions
that acknowledge truths; Confirming progress; Questions and ownership
feelings; Questions that bridge; Fail to question; Rationalizing
decisions; Questions that close-in on sales; Questions in retrospect
14 Paperwork
Meetings: Relaxing with your papers; Diaries and journals;
Time billing; Mechanics of lists; Back `em up; Client list; Reports
and goals; Right and wrong; Don't just visualize - Draw! Filing:
Trees, ticklers, and seeds; Planning flow-charts; Business management;
Invoices; Born with a dynabook curator; Curatorial work for yourself;
Slides: The universal communicators; Scared of Organizing; Not
what it appears
15 Space, Materials and Supplies
Space to sell art; Business and profession-like; Space
for exposure; Shared space and time; Convenience studios in the
information age; Lights, action, camera and film; Television equipment;
Computers and software theory; Paper-less paperwork; Business
card-equipped; Computer-generated business cards; Forecasting
marketing and sales; Physical space and time;
16 The Selling Climate
Seasonal moods;All different; Climate questions: What happened?
Fuzzy structures, Three-way tools; The Action; Seasons and selling;
Get the words right; Deal is out; But, the argument word; Words
and change; Losing pitch, deal and but; My emotions and theirs;
Climate observing on TV; Smile time; Seeding clouds of high authority;
Investment climate; Cultural climate; Climate answers; Community
climate: Art-active or art-inactive; Over-excited climatology
17 Displays and Shows
One-person shows; Openings; Be there or be square; Remember
names; Art fairs and expositions; Art expos; Composite fairs;
One point for showing; Adding it up; Art displays; Presenting
your portfolio; Presentations and proposals; Studio visits and
Open Studios; Hanging and lighting art; Requisites and amenities;
Money-saving ideas
18 Media
Visionary; Kinds of Media; Free fine-art prints; Which
came first? M.M.M. Rule: Media Must Match; Printing and information;
Person-to-person; Art repeaters; Newspapers and magazines; Slides
and photos; Printed material; Ephemerals; Radio; VT or not VT,
that is the question! Video follow-on; TV (Read Television, not
VT, Videotape); Non-print media portfolios; A printmaker's viewpoint
19 Motivators
You are the minority; First source of motivation; Cascading
ideas; Alienation; Goal tune-ups; Going out; Look good, feel good;
Goals reached; Confidence; Security puzzle; Other people; Know
your art and craft; No ceiling on success; Time and money unlimited;
Do it right the first time; Face fear with purpose; Fear of money;
Perspective on art of selling art; People-motivated; Depersonalizing
rejection; Keep on learning new things; Recognition as an artist;
Cheerleaders; Positioning; Deserve luck; Early impressions; Free
art; Night time motivating
20 Demotivators
Losing security; Loss of goals; The old scar: Fear of objections;
Too creative; Self-doubt; Pain of change; Differences of vision;
Gossip, confusion, and jealousy; Impoverishment; Loss of self-esteem;
Shyness; Social barriers; Nemesis; Distraction; What to do?
21 Get More Ideas
It is creative time, a time to get more ideas. This is
where marketing can be an outlet for your creative energies. You
may enjoy going out more, meeting new people, being in places
where you have never gone before. This is a time to experiment
and take risks.
22 Slumps
Two sides of slumps; Money for lunch; Evaluation, not devaluation;
Financial emergency; Art action; No crashing-and-burning; Emotions
and slumps; Professional fighting; Slumps and time; Slumps are
"im-mediate"; Care of and feeding slumps; Acting the
role; Act to ask; Lists and materials; Ego wrestling; Overconfidence;
Early impression
23 Income, Business, Law and Taxes
Trashy stories; Part of the territory; Artist's self management;
Using professional help; Bartering for services; Free advice?
Big world; Job worth; Build self-esteem; Income tax; Taxing times;
Trade secrets
24 Art of Servicing Art
Business ventures; Art services; Technical consulting;
Teaching; Know what you are worth; Harmonious consulting; Which
one are you today? Self-training for arts services; Art consultants;
Commissions; Artistic control; Accountability; Contracts; Art
dealer contracts; Wholesaling art
25 Grants
Money gone forever; Grants to the rescue; Grants economy;
Education; Do it or lose it; Roots of rights; Major benefits;
Everyone a winner; Community review; A Russian viewpoint; Irony
of government support; Non-profit controversy; Taking over; Easy
money, bad money
26 Afterword
For entertainment; Drawing lesson; CEO Speaking; The word
is: Solipsism; Tobacco farm; New product roll-out; Art and farms;
Sales make it; Changing course; Death, at sunset, of a salesman;
Back to the art studio
i. Epilog
"Like many artists and teachers, I want art to play
a great role in the institutions of society and in the lives of
individuals. Balancing production and livelihood is as important
in artists' lives and their audience's as the design in what is
beheld as their art and craft." -- BR
Postal Orders, send your check or money order of $19.95 to:
Ritchie's Perfect Press
500 Aloha #105
Seattle, WA 98109-3949 USA
(206) 285-0658
