|Sales in the Arts - Seriously?|
|Written by Kaare Long|
|Tuesday, 06 September 2011 10:48|
Sales and the Arts - all to often these two areas of business do not have the intimate relationship that they really should have in my opinion.
Unfortunately 'Sales' comes with a negative connotation for many people, the images that come to mind are door to door sales people, commission sales people who follow you around a store endlessly, and the worst culprit - used car salespeople.
Ok - so its got a bad rap. But EVERYTHING in business is about sales essentially. So if you are wanting to see a profit rather than a loss in your fiscal year end statements, adopting some good sales strategies is a very good idea.
Now how exactly does 'Sales' translate into the 'Arts'?
First of all, lets change the 'Sales' into what it really is professionally - Marketing. Marketing is a very precise tool that allows your organization to essentially pull in income for the product or service that you have by developing a strategy. Any good business has a good Marketing plan in place. In the Arts, I find that all too often this essential aspect of a good business is left out of the whole picture. Why is this?
In my opinion, due to the nature of the way Arts organizations are run, many of these businesses are operated by one person or a team of 2-5 max. More often than not, this 'team' consists of the Artistic Director, other artists and/or inexpensive hired help. This is just the way things work due to the extremely tight budgets of most non-profit organizations. On the surface, this appears to be a good way to tackle things - but in the bigger picture, essential business practices seem to get left behind, mostly for lack of understanding of the current staff on how to execute them.
So the solution? In my practice, I encourage Arts organizations to hire professional expertise in ALL areas of business. Not for full time permanent positions, that is simply not affordable in non profit. But as temporary Consultants, who are trained, educated and expertly equipped to teach you and your staff effective Marketing tools. So that in the long run, the money spent on this consultant comes back tenfold in the profits you see due to a refined and professional business Marketing Strategy.
What does a marketing expert do? The following are the basic principles of 'Marketing Steps' that a consultant can assist you with:
A good marketing expert will be able to guide your organization through all of these steps and put into process a system specifically geared towards your product, or Art. Once you have these systems in place, it simply becomes a good practice to keep using these strategies and continue growing as a business.
So don't cringe at the word 'sales' in the Arts - Embrace it for all that it can do for your company if well planned and executed. You are after all, a business, why not start creating solid and professional business practices?
|Last Updated on Saturday, 24 September 2011 18:15|