Tips for artists on approaching an art gallery to represent their work.
From Marion Boddy-Evans,
Your Guide to Painting.
about.com

You’ve reached the stage in your development as an artist that you’ve a body of work, have started thinking seriously about selling your paintings, and see the next step as getting your paintings into an art gallery. So, how do you go about being represented in an art gallery? The tips and advice here have been gathered from a number of discussions on the Painting Forum about approaching an art gallery.

Is being represented by a gallery a good thing as far as exposure and recognition go, and is it worth the restrictions? I’m selling pretty well on my own already.
“Putting your work in a gallery is definitely a way to get recognized and build relationships with people, however, there are restrictions and other ways to get recognized.
You could show your work in a gallery for a short while and then show in another gallery. Some galleries do that for a fee and there are no contracts to sign.” -- LaLuna131

“My cousin is a painter and is contracted with a big gallery, plus he has his own gallery in his hometown. From what I am told, he cannot sell any of his artwork on his own from his own gallery while he is contracted through this other one. All sales go through the gallery he is contracted with. Smaller galleries may not have as restricting contracts, but they do want to make money off of your work. If you plan to contract through a large, well known gallery, plan on playing by their rules.” -- LaLuna131

How Do I Approach a Gallery?
There are two opinions on this: either go in cold, in person, with some photos of your paintings on your, or phone beforehand to set up an appointment. Another option would be to send an email asking to set up an appointment with some small photos of your work attached or a link to your website (though doing this relies on your email being enticing enough for the person to click onto your website).

“The best approach is the ‘old-fashioned way’, that's to say: door to door selling. You must be aggressive like the old insurance guys used to be, in other words, make a nuisance of yourself. First photograph the best works that you have done, then print them out on good paper on a good computer (go to Walmart if you don’t have a good computer, and use their ‘Do-it-yourself’ enlarging machine, you can insert the memory stick directly into the machine to get great quality prints).That's assuming you have a digital camera (who doesn't these days?) Put them into a nice looking (leather if possible) binder. 8 x 10 inch photos would be best. Then make a list of local galleries, and find out who the head honcho is in each one, and make an appointment with them to review your portfolio. Don't deal with the underlings, they love to make you sweat, as they try to make themselves look important. Dress the part also, they love their artists to ‘look the part’, so dress flamboyant Above all, be confident, and talk up a good sales pitch, because you are the ‘product’ that you have to sell!” -- Painter

“Don't be afraid to approach a gallery, we are always looking for new work. And oh, be original please; classroom work, Bob Ross work, etc. is good to learn from, but not for a gallery. Besides, how is your work going to stand out unless it is original?” – Joan

“I was talking to a gallery staff and I asked her ‘What is the proper way to approach a gallery owner?’ She advised me to never just walk in with my work and said that I should call and ask if the owner would be interested in seeing my work. Then it would be proper to set up a time at both parties convenience. She said approaching a gallery by just walking in is very unprofessional. You would be assuming that the gallery owner has nothing better to do. The gallery owner may be in the middle of a sale.” – Brian

“It is very intimidating to go into a big deal gallery and ask for representation. If you are turned down, you are not likely to go back and try again. If you can participate in some local shows for a few years or less, you can build up credibility, you can be selling directly, and you'll get exposure -- not to mention valuable feedback. You are more likely to be approached by a gallery during a show. And you can work that show by placing a tasteful sign ‘looking for representation’ in your booth. Do an arts festival search in your area and fill out applications, it's easy. Once you are in enough shows, or in any gallery, you can then approach the galleries of your choice with that history in your favor.” – Jennifer
Tips on contracts with galleries and pricing your work.

What do I have to watch for when getting into any contracts with an art gallery?
“My cousin who’s contracted with a big gallery has to create so many works and in a certain style. To me that is too restricting." -- LaLuna131

”I have some of my work in a small gallery, with no restrictions other than they want 40 per cent commission on whatever they sell of my work, and I price my work." -- Dajh

“I had one brief experience with a local gallery. The owner liked my works in watercolor and told me to bring anything I had to sell. But soon she was demanding pieces be turned out practically overnight! She had another gallery in Chicago and split her time between them and she wanted me to specialize in botanicals. But she would say she needed a set of three for a specific customer, so ‘Do one more by the weekend’ as if I could grind them out on demand! She also took a third of the selling price.

I threw in the towel after one summer of slave labour and was glad I had signed no papers that bound me to her gallery.” – La Luna131

How do I price my work? Does the art gallery take your asking retail and then add their percentage on top to get the selling price?
“Usually, the gallery owner/manager has a set percentage they get from your work. They will probably take your retail price and add to that price their percentage. It just depends on the gallery.” -- LaLuna131

“Gallery owners will sometimes help you if you are not established yet. Remember the 30 per cent gallery commission covers rent, utilities, charges by credit card companies to me when your painting sells and don't forget about the IRS. The gallery does not just put 30 per cent in their pocket.” – Joan

“I own a gallery-gift shop on a tourist road. I have had artists leave their work for a year because some of my collectors only show up once a year and also this give vacationers from all over the world a yearly chance to drop in. My gallery is not fancy on purpose so clients don't feel intimidated to walk in the store.” -- Joan

Anything else I should remember when I approach a gallery?
“Galleries command high percentage for their work, so you ought to check what they are doing for you. Are they going to advertise and promote your show? Get columnists to write about your show? Introduce you to their clients during their previews? etc...These are little things that need to be on contract, in black and white. Also check the sales record of the gallery. My last show didn't sell anything ... not because nobody came, but the gallery had really bad sales record, and worse, no buyer clientele! So while it's impossible to go up to them and ask, ‘Hi, how's business?’, do drop in gallery openings when new shows come up, and look at how their sales are. Most likely you're able to figure out in due time which galleries are worth your while.” – Marcus.

“Please don't send friends, relatives, etc. into the gallery (incognito) to see what I say about your painting. The time spent with them is time I could have been on the phone etc talking with a potential client, or talking to a customer in the store.” – Joan Painter (mtwoman2)

Can I Approach a Gallery By Mail?
“I would send a web page first, before I go went to all this trouble, but it would not hurt to have all this in stuff in order: 1. Professional color slides, transpariences or high quality color prints. (A minimum of 10 images.) Images should have the title, size, medium and price clearly written on the slides or photos. 2. A list if the above visuals with availability noted. 3. A current resume or biography, copies of articles and an artist’s statement. Also note your email address and web-site, if applicable. 4. A self addresses stamped envelope for the return of visuals and respond.” –Yvonne

What’s a State Seller’s Certificate and Do I Need One?
A State Seller’s Certificate is a USA thing and varies from state to state. Depending on the requirements of the state you live in, you may need one if a gallery buys a piece outright from you. The State Seller’s Certificate allows you to sell to the buyer as a buyer for retail use and they then don’t have to pay tax. Ask your local Chamber of Commerce for help.