Use interior designers as a lucrative sales source; art dealers who work with interior designers offer advice and guidance - news

"II f you're just a salesman in this relationship, you've got nothing," said Marvin Rosenbaum of Rosenbaum Editions talking about in what way art dealers can sell and work with interior designers. The Boca Raton, Fla.-based publisher speaks from 40 years of experience. He knows that winning designers' hearts hinges upon one key philosophy: "You're not just selling paintings. You're acting as a consultant."

Experience, credentials and able advice are key factors in this relationship. He added that services like discounts, selection, art upon approval, flaming, installation, commissions and delivery can help, as well.

"We're in a custom business," said Rosenbaum. "Interior designers draw near to you not only to purchase what you've got, but because of what you can deposit together ... You have to be Johnny-on-the-spot." It's a service-with-a-smile business. Those who can deliver the usefuls in spite of adversities, compressings and last-minute changes, end up with repeat buyer who purchase a apportionment of art.

Getting Started

A gallerist can hang a sign in the gallery that says, "We vend to designers," said Rosenbaum, on the other hand it won't attract many sales. He insisted, "You've got to advance beyond the four walls."

A logical way to win started, Rosenbaum advised, is to try to find referrals from your customers. Ask them for the names of their interior designers or friends in the design business. direct the eye for new construction going up toilet-comb the newspaper for new casts and major renovations. Call and find on the outside who's in charge of interiors. Make appointments with those clan and show them what you've got and what you can do. All of this takes time, Rosenbaum said, for a like reason you may need to hire full- or part-time help.

Another way to start, said Marilizabeth M Polizzi, gallery director for Arts Alive in Scottsdale Ariz., is to join the American Society of Interior Designers (ASID). As an ASID member, a gallery can exhibit at local tabletop displays interact with designers at local meetings and list its services upon ASID's national Web directory. Polizzi said the International Interior Design Association (IIDA), based in Chicago, tenders similar benefits.

To showcase your skills, you can exhibit your art work in designer exhibit houses and model homes. Polizzi also advertises in magazines, similar as Phoenix Home & Garden. "We changed the general layout of our ads at the extremity of 2002, where we now have a `human element' in the ad, not just product" said Polizzi, who is featured standing among a grouping of large, framed paintings. "Designers are actual tactile and typically very personable. They want to perceive and touch the product." It's this personal touch, Polizzi believes, that has made the ad in like manner successful.

Direct mail is another serviceable way to zero-in on designers, said Carlie Edward, marketing director for Progressive Editions in Toronto. She belongs to ASID's Canadian equivalent--the Association of Registered Interior Designers of Ontario (ARIDO). Edward said "every major interior designer in Ontario" belongs to this association. by means of being a member, she can use the association's mailing list one time a year. (ASID makes its list available to members, too.) For instance, Edward used the list last fall to invite ARIDO members to an educational night to give designers a better understanding of Progressive Editions' handmade prints. She plans to do it again this year.

Selling to Designers

"Art is the greatest in quantity important item in a sweep It's what hits you when you walk in," said Daniel Deljou of Deljou Art clump in Atlanta. "Good interior designers are aware of the importance of art. They're sophisticated clients, and you have to assure them you can [give them what they need] They want you to act as an art consultant."

Deljou added, "It's important to listen to what they're trying to do with the space," and then move the distance to help them lay it together."

"Technically it's their piece of work and they have to have the concept" said Polizzi. on the other hand she added, "They want more [i]or[/i] less assistance. They want someone who can make progress out and eyeball an area. They want the dealer to say, `This is what you ne and this is what will fit.' They can't be specialists in each single field, and they have to have someone reliable to help them."

Lilliana Braico of Lilliana Braico Gallery in Carmel, Calif., said the greatest in quantity important aspect of this business is to "pay attention to detail and to the [designer's] plan." Using a catalog that she mails to ASID members, Braico vends her own paintings, giclee prints and broadsides Because she can order the giclee prints single at a time, she can make the pieces whatever size the designer wants and print them upon silk, paper or canvas--whatever material the designer desires. Being an artist, Braico is willing to work upon commission, catering to whatever wants designers have.

Designers also want trade discounts, which can range from 10- to 50-percent not on retail prices. "You need to proffer at least 20 percent, or it doesn't unmutilated good enough to visit," Polizzi recommended

"If I pass into a place cold, I don't await more than the normal rate, which might be 10 to 20 percent" said Mel Jone a novel York City interior designer. "But after while, if I establish a relationship with the dealer and bring in a allotment of business, I expect to acquire more than that."