General Sales Agent

[OzDave]

I was wondering if any one has tried a General Sales Agent. In other words finding a Craft Store, Art Supplies, etc in another town and having them take framing jobs ( After Training) and then the worked shipped to you and then return frieght the finished Frame. Keeping the range to a small number of frames and designs. I know this might sound strange, but I was approached and I thought it was worth investigating further. We have a number of small towns in our area, and the people have to travel 20, 30 ,50 miles to us.

[EllenAtHowards]

We did this for a while for a needlework store. Now understand this was a number of years ago, so my info is old. We made a deal with a local framing distributor so that we could offer a small choice of mouldings priced either A, B or C. There was a checklist for the store customer. Mat color (all got two mats of limited color choices) glass or no glass (no UVF glass in them days) frame number. Price chart was very simple. Columm 1 was with mat price for categories ABC and Column 2 was without mat price for the same. The idea ran about a year pretty well. Then the owner/manager got the idea that they could do the same thing. I later found out that they went into the 'framing business' due to the blandishments of a sales rep who convinced them of the above and sold them that mat cutter without instructions...Since no one taught them, they kind of made it up. For instance, they didn't ever know that one should use a slipsheet when cutting mats, so (shall we say) their quality was not of the highest. They did this for about 8 or 10 months and then their whole business collapsed. (that was when I found out about the 'no slip sheet' thing) And so they were gone... Maybe this has nothing to do with your question, but it is a warning. Many people think framing can't be that difficult; some wood and some paper and some glass; how hard could it be?

[Cliff Wilson]

I've considered this a number of times and talked to a couple of operators. The problem seems to be defining a price point that yields some margin for the retail outlet and sufficient margin for your profit. If you do as Ellen suggests and significantly limit the selection so you can do volume purchases, it seems possible. Given too wide a selection doesn't seem to yield a sufficient margin for the "two" operations. (could depend on the "deal" you cut.)

On a side note: Ellen says "Many people think framing can't be that difficult" ---

A recent story (within the last two weeks):

A "kinda local" photography lab just started Custom Framing, and another in the area is considering it. When I asked why, they said "PMA is recommending it and "joe" (another photo lab, not is real name) says it is, "like stealing or printing money." "

On further questioning, they seem to think that margin dollars to cover "labor" is "free money."
I am a little curious what they are being told by PMA. I am a little nervous about the price points they will set, but I'm not too scared of their quality! ;)

[Jerry Ervin]

I tried this in the past for two different artist.

Both times the same thing happened to me as Ellen.

One of the artist started doing his own framing because "I was too high". He had ready made frames and pre-cut mats. Terrible cheap looking stuff. He retired from retail about a year later. All the ready mades he bought is in his basement.

I purchased his glass, matboard and equipment for about 10 cents on the dollar.

If you were in North Carolina where there is a frame shop on every corner I would say to beware. On the other hand it could work in the Land of Oz.

[OzDave]

Thanks for the warnings, and the advice so far. I must admit It has been one of my main worries to this date, about people stating their own framing after a while, and is one of the main reasons why I have not done it. But, have come to the conclusion that someone starting in these areas is inevitable, and I have had a rethink and these factors are in place. There are several major hubs in the area. Each about 1 hr drive from here. (60 miles about)Each have thier fair share of framers. Between each of these of to the left or right there are minor towns each with a population of under 6000. ( Close to the population some would say could support a framer.) Maybe enuff to support a framer, maybe not.

People from these places shop in one of the major hubs, depending on their own reasoning which one they choose. My thoughts was if I make it easier for them to get framing, rather than having to think they need to take the artwork each time they go shopping, this could dramitically increase my gross takings. If my Gross takings are good there is a batter chance of a purchaser, for this business. ( although this is not my only motivation) If it goes well I might keep it going. Depending on how much of a symbiotic relationship we could produce.

I have not started anything as yet, but have developed a sheet for the GSAgent which includes my business name, address, logo etc, which must be filled with the owner of the arts name address etc. This way I will have the data base of clients. If the other person decides to go alone.

I am still interested in others opinions

Thanks Dave

[Whynot]

I wonder what type of pricing those outlets are likely to have and what is an attractive commission in their case?
With other words, is such a General Sales Agent going to charge full retail price just like the custom framer down the the street? And for what percentage of that would he bother intermediate and face possible troubles a regular framer is facing every single day (late deliveries, wrong size, poor match of color, late pick ups etc.)?

[JRB]

I've done it a few times, many years ago. Same as Ellen, they started their own framing business's.

Lets face it, no matter how cheap you sell a finished job to them, in their eyes, it isn't cheap. If they do any kind of volume at all, they will figure out a way to eliminate you.

What you are actually providing them with is a business service. You do all the set up work, for how much? If they get enough sales to justify their own equipment, your gone.

As a fledgling business, up to about five or six years old, I was approached many times to provide this service. It was mostly photographers who wanted it. I do not know if they approached me because they figured I would be dumb enough to go for it, as a relatively new business or what.

I do know I have not been approached for this type of service in many years. I also know that there are wholesale houses that specifically cater to the photography industry. They provide this exact service for a price I could come nowhere close to being competitive with.

John