January 23, 2006

I hazard to say that the biggest mistake artists make in their businesses is not following up on leads and opportunities. It's only a guess, but it's based on numerous conversations with clients and class members.

Scott Holloway created this portrait for the city of Milford, PA, to commemorate the 300th birthday of Benjamin Franklin (January 17).   © The Artist http://www.paintingloft.com/portraits.htm

I've been thinking about this a lot because I have received more opportunities recently than I can count. Sometimes I can't keep up or get back to people by my self-imposed deadlines, but I will. I always follow up to serious inquiries. Anything less is unprofessional and rude. Although I may not be able to be of help, I want everyone to say kind words about ArtBizCoach.com and the work I do on behalf of artists. If I didn't follow up, I'd put throw potentially good referrals out the door and risk negative public relations.

You need to develop a system to follow up with collectors, buyers, and other contacts. If the one you have right now isn't working, change it.

Below are some of the most common situations that require follow-up and what you can do.

►The friend of a friend who really admired your work.

>>Send a handwritten "thank you for your interest in my work" note with your artwork on the cover. That's it. No reason to do more at this point. You're just letting him know that you took notice and were pleased with his attention. Add to your mailing list.

►The collector who purchased one of your pieces two years ago.

>>What?! You haven't been in touch with her for two years??? Shame on you. Add her to your mailing list immediately and vow to be in touch three times a year.

►The friend who gave you a hot lead on a store that's looking for jewelry artists.

>>First, I can't think of anything that would please your friend more than to contact the store immediately. Investigate the opportunity. She went to the trouble of trying to help you out. By ignoring her overtures, you send the message that you don't need or want her help. Why would she ever try to help you again? Second, send your friend a handwritten note: "Thank you for helping me build my career and business."

►The curator you met at an opening and with whom you briefly discussed the state of contemporary art.

>>Send a follow-up "It was nice to meet you" note immediately. Invite him to your next opening if you have one coming up. Add to your mailing list.

That's not all. There are more situations that require follow-up and tools for helping you do so on the Art Biz Blog.