Pricing and the commission cut: Lessons learned

[AnneWynne]

I received a nice little surprise in the mail today..a check from the sale of 2 matted 8 by 10 images that several months ago I had placed on commission in a local art shop. I had done my homework re: pricing and the 50% commission that would come out of the sales price.

It was a real nice ego boost to know 2 more prints sold for $25 each. But after the commission, it was $12.50 each. Kinda a reality slap in the face.

I am not complaining because I knew if they sold, that is what I would get. And at that price I made a tidy little profit. Not too shabby.

The reality slap is the number of similar sales I would have to make to make real money through print sales through art galleries.

I have also been peddling my prints through a small gypsey art market, selling a couple of prints here and there. And my s-in-l has my work hanging on the walls in her booth at the antique mall she sells through (sweet deal, just have to pay 10% commission to cover the administrative costs of the sales).

These last few months have been a real eye-epener when it comes to print sales. Both venues have their pros and cons.

Art markets are hard work and they can be expensive to get into. Your initial investment in your booth display can set you back a couple of hundred dollars for an economy set up (which may knock you out of some art markets), and that does not even count your inventory and framed pieces. But you get to pocket what you take in that day without having to pay a commission. And you get to schmooze with your customers (which could be a good thing or a bad thing, depending on your outlook). And in schmoozing, you get to market your portrait side of your photographic business.

Sellling through shops is much easier, but can cost a lot (standard is 40%-50%). The plus is your work is displayed and has a potentially larger market (over time) than an art show. But you have to stay on top of your stock there (they don't call to tell you what needs restocking), and you don't get to schmooze with your fans. You are also competing with a lot of other artists for wall space which you have no control over.

Over all, both modes of selling work. They both take a lot of patience to get sales (although I think schmoozing with the customers can lead to sales). There are costs associated with both beyond the cost of your matted and framed stock. What sells is a crap shoot.

Bottom line, for me, is that my sales this fall/early winter have paid for my expenses of start up. I have framed pieces and I still have a lot of matted and bagged stock. I have put every cent I have made toward framing and printing and show kits. From now on, I will actually start to show a profit (although a little one) so I can continue to grow my stock and my set up. I might even be able to buy an easy-up for larger art shows.

So my goals for this year include:
increasing my body of work so my customers will have a wider assortment to choose from.
increase the variety of print sizes to include 4 by 6's (perhaps as cards) and 11 by 14's.
frame larger sizes of my best sellers
continue to track which images are selling
enter a few local art/craft shows/festivals
get my art in more art galleries before spring arrives
work on my print marketing materials

If anyone has any suggestions, I am all "eyes", lol.

Anne