Ceramic Arts Daily

• Lift each other up. In the words of Booker T. Washington, “If you want to lift yourself up, lift someone else.” Reach out, especially now. Everyone is feeling the economic crunch and this offers us the opportunity to come together, help each other and explore new ways of attracting clients and customers. There is always strength in numbers.

• Look for opportunities. Many houses are being abandoned and retail stores have closed. Many artists now are buying foreclosures and establishing art colonies. Artists are using empty storefronts as exhibition venues.

• Nurture your collectors. Marketing experts claim that it takes five times the effort to acquire new customers than to repeat a sale to an existing customer. They also state 20% of your buyers will produce 80% percent of your sales. So, reach out more often to your buyers and strive to build many long, rewarding relationships with them.

• Build second tier relationships. It is important to reach out to your ultimate buyer but equally important to establish relationships with those they rely on for leads and expertise. Your relationships may also include interior designers, architects, real estate agents, house stagers, corporate buyers and private art dealers. Let them bring the buyers.

• Network outside your circle. Think creatively. Talk to your banker, accountant, dentist, florist and doorman. Ask them for business referrals and do the same for them. My step-father gave me my first lesson on marketing through networking. He was a diet specialist and he told me he built his hefty medical practice getting referrals from his tailor.

• Always be prepared. We often meet new people through life’s magical chance encounters. Carry an ample supply of visual “handouts” – postcards, business cards or brochures – that that feature an image of your work.

• Manage your contacts. After you exchange cards with someone, jot down a reminder on the back of that person’s card such as where you met, what you discussed and how and when you should follow up. Then record new acquaintances and contacts in a rolodex, data base, or index cards. Set up whatever system works best for you.

• Utilize cyberspace for networking. Join and participate constructively in a social networking site like Be a FAN of Potters Council, LinkedIn or twitter, to expand your contacts and increase exposure. You will have access to people and groups around the world which you otherwise would never meet which leads to the exchange information and numerous opportunities. And, you don’t have to leave your studio to do it.

• Go to the top. Offer to become an assistant for an established artist or take a job in a leading gallery. Join the highest level museum membership category you can afford.

• Be active. If you belong to an organization become an enthusiastic member. Volunteer to work on the events or publicity committee that will open opportunities to meet others.

• Diversify and expand your roles. Look for ways to curate, jury, lecture, or write about ceramics.

• Develop your business knowledge and skills. Become a life long student in this area through books, lectures and articles like those in Ceramic Arts Daily Newsletter.

• Offer to assist at an art event. You can overcome your shyness by helping at the information table or check in desk. Become the friendly greeter to others who feel uncomfortable in a crowd.

• Go where the action is. Attend gallery receptions, lectures, symposiums, conferences and events held in museums and art centers. Make an effort to talk and make contacts there. Go here to see upcoming Potters Council Conferences.

• Become a good friend and matchmaker. Seek opportunities to develop new relationships among people you know and the favors will be returned.

• Be generous. When you have an opportunity to provide something, give much more than is requested – go far beyond the recipient’s expectations.

• Be polite. This sounds obvious but is often forgotten. Simple acts of etiquette go a long way. Use every opportunity to send a personal note or e-mail to say “thank you,” “congratulations” or “it was a pleasure to meet you.”

• Be aware of the other person’s needs. When entering a relationship ask, “How can I help?” not “What’s in it for me?”

• Bond with your dealer. Once a relationship is formed with a gallery, view it as an important partnership that must be nurtured. Reach out regularly and report creative progress. Express your willingness to collaborate on activities to increase sales and publicity for your work.

• Don’t burn your bridges. If a relationship must terminate try your best to separate peacefully. (Remember what I wrote before about the art community being a game of musical chairs!)

• Increase your spirit of camaraderie. Reach out to other artists as allies, not competitors. Margaret Mead said, “Never doubt that a small group of thoughtful, committed individuals can change the world, indeed it’s the only thing that ever has.” The artists’ organization offers the artist a place to share values, convictions, ambitions and solutions to common problems.

During these uncertain times of economic challenges it may be tempting to escape into a creative safe haven in your studio and withdraw from others. Undoubtedly the creative process offers healing and solace, however, we all need balance. As we reach out to others we enjoy the comfort of mutual support. So, fire up your relationships and reap many rewards.

Renée Phillips, The Artrepreneur Coach, counsels artists worldwide in private consultations and group workshops. She is the author of several art and business books and presents talks and keynote speeches. She is the founder and Director of Manhattan Arts International (www.manhattanarts.com). is a member of the International Association of Art Critics (AICA). Her many articles and advice to artists can be found at www.manhattanarts.com/readingroom/index.htm and www.renee-phillips.com.

You may e-mail Renée brief questions at renee@renee-phillips.com