How to Deal with a Gallery that wants Exclusivity

Often galleries will want to have an exclusive deal with you and your art, requiring that you don't sell in any other gallery. Sometimes they will even tell you not to sell off your own site or, heaven forbid, even not to sell reproductions.

They want total control of your business!

Is this a fair deal for you? 

Let's look at what they offer...

• They will manage sales of your art... not necessarily all of your art, just the ones they think they can sell.
• They will take their hefty commission
• They will deal with the clients 
• They will send back what doesn't sell.
• They will be showing your art to a very limited number of clients based on their locality and database.
• While they may want to deal with you today, they may decide on a different direction tomorrow and you are out on your own.

What do you get out of it?

• Loss of control of your business
• You often have to paint to a schedule to supply stock
• You don't get to know who purchased your art usually - they keep the names in their database
• Your work will be seen by far fewer people than if you can promote it through other avenues.
• Worse case scenario - if they go broke and you haven't registered your art, you will simply lose it!
• They basically control when you get to eat!

Let's look at this scenario...

Say the gallery takes you on and convinces you of all the wonderful things they are going to do if you sign up exclusively. They sell a few pieces quickly and you get all excited. You have stopped promoting your business any other way because that's the deal. You get spoon-fed some money a month or two after the sales go through. 

Then things start to slow down, maybe you don't even notice it slowing down, then in 12 months time the gallery calls and says you art is no longer required. 

What now - you've effectively shut your doors for 12 months and now you have to start up again, you've been living lean for the last 6 months and now have to spend money you don't have on advertising to get found again.

Why do they want this exclusivity?

They want the work they show to be special, that's all good, but they are also controlling you and your pricing. They are afraid that if someone comes direct to you, they will get similar work cheaper, because you don't have to pay commissions - that how you think too right? Buy from the manufacturer, save some money?

Wrong - NEVER undercut those that are doing you a favour and selling your work for you. Hint - We'd love it if you sold your reproductions for the same price we promote on www.buyartnow.com.au

Ever heard the word "Negotiation"?

When dealing with a gallery you have to stop thinking of yourself as a poor starving artist looking for a handout and start thinking like a successful business that has something of value for them.

So, when you visit the gallery to discuss them representing you, don't go in there as the underdog - be prepared to work on equal footing with them - you have something they want, they offer something you want... but you want something better!

Here are some negotiation points - ideas - every gallery will be different so as Clint Eastwood said in the movie "Heartbreak Ridge"... Improvise, Adapt, Overcome!

Before you start any negotiation, let the gallery know that you love and appreciate what they can do for you and will always work in partnership with them to everyone's benefit. But you have some rules too! They want to control you but you want to work with them on an even footing.

If you want to be really well armed, chat to some of the existing represented artists, ask about their experiences, see if you can find out the rules first so you can plan a counterattack... sorry... a mutually agreeable alternative to their requirement.

1. Agree to maintain prices.
If you agree to not undercut the gallery by selling for less from home, then they are more likely to work with you. Customers will visit galleries, learn about the artists and then seek you out to try and grab a bargain. Be on the side of the gallery and work in an ethical manner - they will appreciate it and the clients will too.

2. Offer the gallery a commission on sales you make.
 If customers do come to your studio and purchase... whether the gallery sends them or not... offering a commission (maybe half what they are charging you) will show you are committed to supporting the gallery that supports you. I'm talking here about when you are exclusively with one gallery only. If you have work all over the place, you won't know who to pay! Always put a timeframe on this - it's not perpetual!

3. Your power is in your existing business
You will have greater negotiating power if you already have a successful business up and running - that's good for you and it's good for them. If you already make good sales of originals and you sell reproductions as a matter of course, then you can explain to them that closing down that business is not an option and if they want your work then they have to accept that.

4. GET IT IN WRITING
Verbal agreements aren't worth the paper they are written on! It is most important that you have a written agreement between you and the gallery stating all the agreed upon points and also setting out a timeframe for working together. A time frame allows you to prepare for the next step before it hits you all of a sudden! If they don't offer a written contract, don't be afraid to write one, it will show you as a professional.

The final word...

Not all galleries are the same, each will have their own rules and requirements - that's fine, it's their business. You should recognise that and not be upset by it - it is what it is. If you don't like their rules and you can't negotiate a more suitable arrangement for you, then go elsewhere and treat the exercise of negotiation with them as experience for the next gallery.