1 of 22

The Business of Creativity�

People

2 of 22

If we simplify, a business is…

…a commercial entity that must:

Sell a Product or Service
Use Marketing what you do – make sure as many of the right people know about what you are doing
Manage Financial tasks - making (and spending) money – make more than you spend
Manage People / Customers / other business – the people (or companies) who you want to sell to, buy things from or employ/partner with.

A business is a commercial activity where a product or service is exchanged for

— a real an item that solves a specific problem and is easy to describe – it is easiest to sell something people need

— a market for the product means people need it, want it and get it. It’s best if there’s already proof that demand for it exists.

— the owners must have enough money available to keep funding the business while it’s in startup mode. (Many businesses fail because they run out of money and underestimate the time it takes to get their product in front of the right buyers.)

— execution is everything. Ideas are cheap. It’s the action that follows them that makes a business work. A business can have all the three above and still fail without people who are tenacious, curious and ready to carry out under all kinds of circumstances.

3 of 22

4 of 22

What is a Marketing and Branding?

Marketing is the process of telling as many (of the right people) about you and your work

5 of 22

Some (necessary) JARGON

Low cost + High income = High (profit) margin.

We are often trying hard to keep costs low

We are also trying to increase income by selling products.

Lots of products at low cost OR few products at a high cost

Basic financial success is making profit…

You want to make sure your profit margin is as high as possible and this will mean your profit is high

6 of 22

What is the #1 rule?

Ask.

“If you do not ask you will not get”

7 of 22

What is Prospecting?

It is the process where you think of new or creative ways to help you and your business to survive and succeed.

This is not always the most normal or obvious ways of finding new business.

Identifying new potential customers. Finding people/companies to buy your products (artwork)
Finding companies to build a mutual partnership with an agreement that you will both get a benefit from without it always being financial.
Find a gallery and seek their advice and ask about if or how they support young emerging artist? Are there any specific exhibitions coming that you could join?

You can benefit a lot from something as simple as a well-planned email to the right company or a well re-searched visit to a gallery.

If you don’t ask you won’t get.

8 of 22

How could it help me?

Think about something that would be useful to your business or career. For me, it was tools. I needed tools but couldn’t afford to buy them.
You could think about your objectives and see if there is a way to help them.
So you are also thinking of creative ways to make or save your business some money.

Is there a brand that you genuinely like to use? It was important for me that I do genuinely like their products
It could be: materials, pens, acrylic markers, paper… remember that we are trying to keep our costs low (we don’t want to spend more than we are going to make)
Do you have a personal connection.

9 of 22

Why would they want to work with me

Try to think about what could be useful to them.
Often, just by being polite, direct and keen, you can get a long way.

It doesn’t always work. The rejection can be difficult sometimes.

If you are able to present a simple solution to a problem they might have, then you are already in a good position
If you have something to offer;
a painting using their brand of brush/paint
a drawing made with pencils, inks

– then you have something to offer.

10 of 22

Writing the magic email (this is not magic)

Make a simple but personal opening.

Introduce yourself.

Tell a little bit about who you are and why you are contacting them

Explain why you could benefit their success

Explain what you can offer them in exchange for…

Ask to meeting over Teams or in person if they would prefer.

11 of 22

Make a simple but personal opening.

Introduce yourself.

12 of 22

Introduce yourself.

Tell a little bit about who you are and why you are contacting them

Explain why you could benefit their success

13 of 22

Explain what you can offer them in exchange for…

Ask to meeting over Teams or in person if they would prefer.

14 of 22

How do I negotiate a better price?

Make sure you know what is your ‘dream price’. Remember what we discussed earlier about the price needing to be reasonable.

If you are not sure, a gallery will be willing to give you a price. Sadly, this might not always be the same as what you want.

Be careful about listing your prices online. If you email your work with prices to someone make sure that you tell them it is a private document and not to be sent to anyone else.

15 of 22

How do I negotiate? Shut up and listen.

Make sure that you can ask the buyer questions as well.

Being the best talker does not mean you are the best negotiator.
Being a good listener is extremely important.
Why do you want to buy art?
Why do you want to buy MY art?
Where will you display it?
Would you be interested in sponsoring a series of work if you can have first access to it?

By asking questions that will make the buyer think about the artwork instead of just the price, you help the buyer make an emotional connection, it might be easier to convince them to make the final positive decision

16 of 22

How do I negotiate? Be willing to walk away

You need to accept that you will not win every negotiation
The best negotiators are willing to walk away from a deal if it is not right for them
This stops you from making a bad deal where you might give up too much
It stops you from seeming desperate

BUT

It also shows the other person that you are serious enough to walk away if you are not satisfied.
You then know that if they re-start the conversation then they are keen.

It forces the buyer to make a decision – this does not always go your way.

17 of 22

How do I negotiate? Do not sell only based on price

Sell your other strengths as well
Highlight your…
For me, I like to talk about the materials being salvaged, re-cycled or re-using something else
I highlight that wood sculptors are rare
I talk about where I have sold my work and where my work is on public display
Steering the conversation away from price only which is sometimes the painful part, might help you make the deal not break the deal.

18 of 22

How do I negotiate? Do not make it personal.

We are all different so do not have a big ego.
Do not take other peoples’ behavior personally – don’t let them annoy you. This is sometimes a plan to make you make a bad decision.

DO MAKE SURE THAT YOU ARE:

Professional

On time

Polite and open

Talk only the truth

Focus on your objective – you might make some short term objectives about selling your work. Keep them simple so you can follow them.

Do you research about the person or the company

19 of 22

How do I negotiate? Do your homework

The better you are prepared for the person / company the more likely you are to succeed.
Think about:
What are the difficult discussions (price, size, time)
What are my /their options? – could we make a deal to buy 3 artworks at a lower price per piece than just one? Could you sell a personalized commission instead?
What could be the deal makers/breakers? Learn about the company or person; try to understand their values
When should I decide to walk away.

20 of 22