By Greg Katz

One of the key principles of business is to establish both a network and develop your networking skills.  Networking is the creation of connections in the community or at least outside your own home.  It’s networking that many will say is the fishing pond for your expedition when selling your work.  It’s about finding the people who are most receptive and energetically matched to your work.  You always have to remember that money is only energy so selling a piece of art is just an energy exchange.

Networks on the other hand are those people you associate with who are either buying your work or are supporting you in some meaningful way.  My experience is that artists often have a lot of artists in their network.  Why would you do that to yourself? 

I believe artists should have two networks.  The first network is the group who will end up feeding you, on the literal level.  These are the people who are buying your work and attending your shows.  They are the people who can’t wait to see the next piece or series you’re going to create and often the first who will buy the next piece.  They are people you have developed a relationship with and appreciate you for the artist you are and that’s nothing to sneeze at. 

The second network would be your creative network.  Some may go to people in this network for design consults, exchange ideas on products and tools but all too often this group is about commiseration.  When you get a group together who are struggling with the same issues, the group revolves around the struggle.  The news spoke about a social psychology/health study that says if you have fat friends you’re more likely to become fat.  I believe the same is true if your network is “starving artists”.  How do you or anyone else escape the draining energy created in this network?  My strong advice for those networks is keep it creative and stay far away from discussing how to sell your work unless the group is all equally motivated and has plans and aspirations that match your own.  They must also be willing to put sweat equity into the process of developing a successful and sustainable business.

My other concern about hanging around with artists is that artists overwhelmingly do not buy art.  Why would you spend a good chunk of your time with people who won’t buy your work?  Many of the artists I speak with feel comfortable with this group, but I can tell you that comfort doesn’t sell art.  Napoleon Hill author of Think and Grow Rich coined the term mastermind group.  This is a group of people who are all facing forward and have a personal mission.  The group will give each person time to speak about the next phase of their process, set goals and actions to support those goals and then the group holds you accountable.

I hear too many artists tell me that structure impedes their creative process.  I would love to get them in a “real” discussion about that phrase.  I believe that your comfort zone is more structure than you can possibly imagine.  Last I heard and experienced, the comfort zone was not the venue for creating the great masterpiece you have inside.

Let’s break this down to the smallest components.  Time is precious.  In fact many industries believe that time is a perishable commodity.  If that’s the case investing a majority of your time with those who can’t support your business is self-defeating.  Finding a group of people that have an appreciation for your work is how your business network will grow.  When you have someone who likes your work they are more likely to bring your work to the attention of others.  They become your marketing department.  It’s important to remember to tend the relationships with people in this network with gentle kindness.  They should be treated as nuggets of gold.

Your networking skills will grow with time.  They will be refined in the same way your art developed, learning skills, applying them and expanding and making it your own.  Be prepared to speak about your work in a way that is thoughtful and personal.  Carry a small portfolio with you so that people can see your work without having to come to your studio or find you on the internet.  Exchange contact information with these individuals and begin growing your network.