INSEAD Library

Includes bibliographical references and index

Digitized

Corporate Art Consulting Table of Contents PART ONE BEING AN ART CONSULTANT Chapter 1. What It Takes 15 PART TWO: SELLING YOUR SERVICES Chapter 3. About Companies 33 An Art Consultant's Expertise 15 What an Art Consultant Does 15 Communication 16 On Being Service Oriented 16 Knowledge of Art 17 Features and Benefits 17 Personal Attitudes 17 Image 18 Fair Standards and Professional Ethics 18 Entrepreneurial Skills 18 Chapter 2. Finding Your Niche 19 Helping Define a Need 34 Why Companies Buy Art 35 Chart of Corporate Decision­makers 39 When Companies Buy Art 40 Out-of-state Projects 40 Companies with Existing Collections 41 The Decision­maker 41 The Real Prospect Has... 41 What Companies Need 42 Chapter 4. Generating Leads 43 Five Niches in the Marketplace 20 Clients Who Suit You 22 The Corporate Art Consulting Universe 23 Marketplace Positioning 24 Notes for Galleries 25 Letters to In-house Curators 29 Satisfied Clients 44 The Endless Chain 45 Centers of Influence 47 Scouts 48 Personal Observations 49 Information Sources 49 Indirect Marketing Sources 50 Doing Your Research 51 Notes for Galleries 52 Chapter 5. Getting the First Appointment 53 Step One: Canvassing 54 Step Two: Contacting the Prospect 54 Direct Mail Letter--Special Industry 56 Second Letter for a Two­letter Personal Marketing Campaign 56 Alternate Letter with a More Personalized Approach 56 Preparation Sheet for First Phone Call 57 Step Three: Follow-up Telephone Call 57 Step Four: Confirmation Call or Letter 60 Chapter 6. Selling As a Consultant 61 Record Keeping 88 Other Questions Frequently Asked about Fees 88 Notes for Galleries 89 Chapter 8. Budgeting a Job 91 Mental Rehearsal 62 The First Impression 63 Gaining Control of the Meeting 63 Seating Arrangements 64 Exploring the Prospect's Needs 65 Verifying That the Prospect is "Real" 67 Clarifying Needs 69 Developing an Art Program Concept 70 Presenting Your Services 70 Meeting Objections 73 Closing--Much Ado about Nothing 74 Presentation Visuals 76 Notes for Galleries 76 Chapter 7. Charging for Your Services 77 Budgeting Professional Services 91 Art and Framing 92 Summary Guides for Budgeting 93 Professional Services 93 Budgeting for Art, Framing, and Direct Expenses 95 Pulling It All Together 96 Chapter 9. Proposals 97 Selecting the Right Fee Structure 79 Quoting Your Fees 81 Handling Expenses 82 Subcontracting--Hiring Others 83 Trade Discounts 84 Sales Tax 85 Terms and Billing 85 Invoices 86 Presenting Your Proposal 97 Proposals for All Occasions 99 Budget Worksheet 99 Form Contract--Sample Proposal 100 Letter of Agreement Long Form 102 Letter of Agreement-- Short Form 106 Sales Proposal Cover Letter 109 Tips for Writing Winning Proposals 114 Closing on the Proposal 115 Notes for Galleries 115 Letter of Agreement 116 Letter of Agreement for More Elaborate Program 117 Chapter 10. The Survey 119 How to Conduct a Survey 120 PART THREE: PROVIDING YOUR SERVICES Chapter 11. Assessing the Client's VAT 125 Chapter 14. Art Sources and Support Services 147 What Areas to Explore 125 The VAT Test 126 Is There Such a Thing as Corporate Art? 130 Chapter 12. Presenting the Art 131 When to Present 131 What to Present 132 Where to Present 132 Setting up a Presentation 133 Visual Overload Exemplar 134 Presentation as Performance 135 A Presentation Outline 136 Presentation Hurdles 137 Giving Your Client a Visual Hook 139 Notes for Galleries 140 Conceptual Handles for Your Clients 140 Galleries 147 Art Dealers 150 Artists' Representatives and Agents 150 Artists 150 Other Sources of Art 150 Framers 151 Installers 151 Architects and Interior Designers 152 Lighting Advisors 152 Shippers, Packers, and Art Handlers 153 Fabricators and Foundries 153 Appraisers 153 Insurance Agents 153 Leasing and Financing Sources 153 Photographers 154 Ateliers (Print Shops) and Publishers 154 Exhibition Design Firms 154 Traveling Exhibition Companies 154 Chapter 15. Art Program Management 155 Chapter 13. Commissioned Art 141 The Consultant's Role 142 Selecting the Artist 143 Preparing the Contract 145 Production and Installation 145 Public Relations 146 Documenting the Art 156 Documentation Sheet 157 Conservation and Preservation 158 Installing the Art 159 Labeling 160 Label Installation 161 Employee Art Selection 161 Deaccessioning 165 Managing a Serious Collection 165 Art Program Management Plan 166 Chapter 16: Professional Ethics 167 Ethics and Your Sources 169 Ethics and Your Clients 171 Working with Other Consultants 172 PART FOUR: TOOLS OF THE TRADE Chapter 17. Starting Out 175 Decide on the Legal Structure of Your Business 175 Develop a Business Plan 175 Start-up Budget Form 177 Breakdown of Start-up Costs 177 Obtain the Necessary Permits and Licenses 178 Select and Register Your Fictitious Name 179 Obtain Business Insurance 179 Open a Business Bank Account 180 Get a Business Telephone and Address 181 Create Your Marketing and Presentation Materials 181 Notes for Galleries 182 Chapter 18. Marketing Materials 185 Newspaper 202 News Items, Both Taken from the San Francisco Chronicle 203 Stretching Tight Budgets 203 Chapter Notes 205 Appendix 207 Contracts and Forms 209 Resource Directory 219 Handling Art during Installation 231 Master Toolbox--a Checklist 235 Bibliography 237 Index 244 Visual Aids 187 Printed Business Materials 192 Notes for Galleries 196 Chapter 19. Publicity and Advertising 197 Publicity 197 Advertising 199 Notes for Galleries 199 Chapter 20. Strategies for Tough Times 201 Keeping an Eye on Economic Indicators 201 What You Can Learn from the Daily