¶ Business Talk With Artist Tom Neal
Hey everybody . We're back again with another episode of Big Talk about small business , and I'm here with my buddy , eric Howard , and co-host , so Mark , you kind of jump started that intro . I did .
Yeah , I mean did I caught you off guard , not in a well , not just me , but I think the whole the production team , the tech team too .
But we're good , now Everything's fine . Can I do it all over again ?
No , no , that'd be boring for the audience . Then you , yeah , go ahead .
Eric , it's not as wound up today as you normally are . What's the deal ?
I think it's just you know it's . Friday you know , I'm just you know , I'm just glad to get through the week . Mark , and just you know , just get ready for a nice relaxing weekend . Good , I'm just kidding . Like you hate that .
Working for the weekend ? Yeah , exactly , we have a guest with us today who's not in the studio but dialed in via remote , and this is my friend , tom Neal . Tom has a great story to tell . He is a very successful , fine artist . That's not how he and I became acquainted , but we're going to talk about that today .
He's also a big gear head into cars and bikes and that was a big part of his past , and that is how Tom and I became acquainted is we're both into motorcycles . So , Tom , how are you doing today , buddy ?
I'm doing good Friday , eric's happy and you know , that's all it counts Right , have you had like a hundred mile ride yet today , tom , like you normally do .
No , I've . I've been pretty chilled today with I didn't get . I got on nothing , but I did 187 on my scooter the other day so that was wow 187 miles in your scooter , yeah . Yeah , you know , I've got a . I've got a 2023 Vespa 300 GTS . It does like 80 miles an hour . You can cover ground and it's super fun .
They are fun . Do you usually ride ? Is that like riding like just on some back two lanes , two lane , hills and winding turns and all that Are you hitting ? How are you doing ?
Well , this ride that I just did , I went up kind of a highway 321 that we have up onto the Blue Ridge Parkway , which is big out east here , and and then I rode down the Blue Ridge Parkway for a while and then came off the mountain on this twisty turn road that the scooter likes .
In fact , I had this bozo behind me and a brand new Bronco that decided I wasn't going fast enough for him , so I just made him a tiny dot in my mirror in a matter of seconds and I think he was like well , what's this guy doing on this ?
scooter . He said that ain't no moped , that's right .
The biggest problems with scooters is that when people lose their license at least here in North Carolina the go to transportation is to buy 50 CC scooter because you don't need a driver's license Right .
So , anytime people see people on a scooter , they think they're a guy that's lost their license from drunk driving and they can't go over 25 miles an hour , and so I always have to kind of prove them wrong with my scooter .
We have that same deal here , Tom . If you see somebody our age riding a scooter , the automatic assumption is DUI , but not ones that go 80 . But anyway , now you live in North Carolina . Where are you exactly ? What town ?
Put your finger on Charlotte , move north , and there's a big lake there called Lake Norman , which , because of all the NASCAR drivers that live there , it's commonly known as the Redneck Riviera , and I live on the western side of that , in a little town called Denver .
Okay , so so tell us a little bit . Tell us a little bit about yourself Now . Where did you grow up and how in the world did you end up ? In North Carolina , in Denver ?
I was born in Washington DC , raised in Maryland , migrated to Virginia , so I kind of call myself a Beltway mutt , and that's where my family was from , or , as they like to say , where my people were from . And I did a couple of stints in other places .
I moved to California , in Southern California in the late 70s and then again in the mid-80s and one time in Connecticut . But the North Carolina factor was is that my wife and I were looking for something else to do . Or , as she said to me , I want to do something else .
And I knew that I meant I was going to be moving or getting a divorce , and I wasn't getting a divorce . So we looked around , but North Carolina was a place that we had vacationed a lot . So that's how we ended up in North Carolina .
So I could turn it into a longer story than it needs to be , but we moved here in 2019 , about six months before the pandemic happened .
Oh , wow , so you haven't been there all that long ? No , yeah , so tell us a little bit about your career . I know you've had a very interesting career to get to where you are , and it certainly did not start out in art . So tell everybody a little bit about your background .
You know , I listen I was caught up in stuff . If I gave you the earliest fun facts about me , I was a kid with dyslexia , so I wasn't at problems in school anyway before people really knew what dyslexia was . And then my parents went through a divorce when I was getting ready to go into high school . So when I went to high school there was 2,000 kids .
I had the only divorced parents , not like you'd find today right . So it caused a lot of problems and learning things . But the one thing I was never afraid to do was work . So I worked as much as I could and one of those jobs because I love cars and I loved art , but one of those jobs was working with a friend of my brother's on his sea dragster .
So that gave me a taste into racing . And then when I got to 12th grade I probably you know I should say this I got saved at least by one teacher , a teacher named Mrs Heidelberger , because I was just crashing and burning and man , I'll tell you the power of one teacher .
She got a hold of me when I was just dying in English , brought me in and she had a class on journalism and I ended up writing for the school newspaper , had one of the most popular articles and found something of interest in a person that actually cared about me when my parents were yelling at each other and the whole place was self-destructing .
So for me , by the time I graduated from high school which was I would almost classify as barely I was a working guy . I went right to work on . The one thing I thought I could make money with was cars , you know , and so the first 10 years of my working life were all automotive related .
But I kept stumbling into just wonderful things like I started working with a guy on the finest collection of Ferraris there was in the country at the time .
They were owned by the man that owns Silvercraft Furniture Company in High Point , and I can remember things like if you all remember the original Thomas Crown affair with Faye Dunaway and Steve McQueen , she was driving a very rare 275 GT4 Roadster and I can remember driving that car to North Carolina , and so this collection today would be $100 million worth of cars
, and the guy that I worked for really taught me some work ethic about things . We'd end the day early and you guys remember Varsal , which you can't find anymore , but I would clean all the hoses in the shop and put them in a spiral on the floor and clean tools and stuff . So I learned to work ethic that I'd never really had before .
And at the same time there was a guy there with a funny car . So I started working on funny cars as a mechanic for those and , by and by , just different things that I did in the automotive industry . One day , unless I was going to tell the story a lot longer , I ended up in Southern California .
Number three or four guy at a family owned $35 million automotive suspension company and some people will know it as Rancho Suspension . It's a mere piece of what it is today . But there , all of a sudden , I was really .
Any business that I had learned along the way had sharpened itself right to that point and I'm in 150,000 square foot warehouse with train cars pulling up to the back and it was my job to sell lots of parts and that all worked great .
Was that your Tom ? Was that a springboard to your current career ? No pun intended .
No , it really was , because I found . But I found that what it was a springboard to me was frustration . I just I ended up hating my job and the one gift my father and I my father and I just argued and had a horrible relationship . But he died at 52 and the greatest gift that he gave me was showing me how short life can be .
And so from that point on I said if I'm unhappy , I'm going after something I'm passionate about . I'm not going to die in a ball of stress over something I don't care about . And I decided right there . And then I was going to be a fine artist because I had wanted to be .
I wasn't going to worry about money because I had learned business and I just figured I'd apply myself more into the creative side of things . And there I went . I walked away from that job that paid great money . My boss couldn't believe I was doing it , but I moved back to Maryland and and painted day and night . And here I am today .
So how long ago was that time that you started to full time as an artist ?
Um , well , I I left there in 1986 and from California , and by the time I came back , nothing happens overnight . So I had a friend of mine .
It was in a commercial real estate and I started working with him , Um , and through that met a couple other friends , uh , but one guy ended up being a guy named Douglas Jamal , who is still a real estate developer , uh , well known in New York , and he used to have a business called nobody beats the whiz , which was a huge .
I remember that $600 million electronics company .
¶ Lessons in Life and Art Success
And you know , the one thing I have to say to everybody is that lessons come along in life and sometimes it can be one person telling you one thing that it can change your life . Like Doug told me .
He said , um , always talk to the horse's head , because if you're not , you're talking to the horse's ass and I said wow , that's a great line , but it was really true . So I made sure that , as I moved through life , that I was talking to people that could make decisions and not people that had to talk to people that had to make decisions .
Right , yep , that's so such a good lesson to learn .
Yeah , but he knew , uh , even as I was being paid and things , that art was my passion and that was the direction I was going to go in . And the other thing about it was is that , um , as you two both know , because you're successful , you can't get anywhere if you don't intend to .
So as soon as you start intending to do something , it's funny how doors just open up and you're like on a walking along the airport , you're dragging the bags in them , bam , you hit this people mover and you're just moving along and the only thing that really really happened is that you intended to get some place , and so many people I talked to they're going
well , I can't make this happen . I go . Do you really intend for that to happen with this plan ? And they go well , and I go as soon as you're going well , you're not really sure you got to intend for it to happen .
No question about it . You got to be able to visualize where you're trying to go , and then you'll make it happen .
So when you were , I guess , was art really important to you . When you're growing up , you know younger , I didn't really catch that how much you were painting and doing things like that before you took on the job in California .
I mean I would say , eric , it was , you know , in the book I wrote I call it my salvation , because my parents were arguing and things were tough and rough and everybody needs something to ground them when things are crazy . Sometimes it's religion , sometimes it's a best friend . For me it was art . I could go and express myself .
I didn't get any back talk out of it , it was just a good vibe . So when I got to that place in life where life was stressful and for whatever reason , that job just was driving me crazy , it wasn't about people anymore , it was all about just numbers .
I turned back to art and from art that brought me and my wife Linda who has her own very interesting story , but she had built an art gallery ended up being the first person to sell my art From there . You guys will remember 1989 was an incredible year in business . 1990 was most certainly not . It was a little like we have today .
We had the Gulf War , we had the country run out of money and in our particular case , where the gallery was in a town called Leesburg , virginia , they started to build a parking garage as we went into recession and killed all the parking spaces .
But you know , that intention thing stayed with me and the largest fine art publishing company , of which we sold their prints and some originals for them out of the blue , asked us to come work for us , for them .
And so all of a sudden I moved to Connecticut I'm working for this huge publishing company and kind of found myself as an artist liaison where I was going to meet some of the best artists in the country helping them with business , while they were helping me with art .
I mean , again I hit that people mover in the airport and I'm just fired off again like a . I was shot out of a cannon . And so around 1994 , may of 1994 . And actually a bunch of those artists and my wife said you know , it's time for you to come a full time painter .
So that's even though I was painting and selling my paintings through that whole time never lost sight of that . That's when I started painting full time . I went , moved out and back to Virginia .
We had owned a second home there and I I basically told myself at that time you have $15,000 , I gave myself a mental $15,000 alone and I said after one year , if you don't have any of it left , you're going to go get a job and you move on , and that was , you know , a bunch of years ago . So you know , here we are .
Congratulations . That's awesome story . It really is .
Yeah . So , tom , you've been able to be make a successful living out of your art . Why do so many artists struggle with this idea ?
I mean , it's sort of conventional wisdom , you know , I think you and I I told you once on one of our calls that my ex-wife and all her family were painters , and you know , the conventional wisdom amongst that group is , oh , you can't make any money as an artist .
What is it that you did that made you successful , you think , aside from being talented , I mean , let's just say that not everybody who's as talented as you are is as successful in the art business as you are . Let's just start with that assumption .
Well , listen , mark , I'll put the talent part aside . Let's not even you know , because arts all over the place and somebody might look at my paintings and go I don't think they're that great . And they might look at some other guy that can't make a nickel and say it's the greatest art in the world . So that's the first thing . Just put that aside .
¶ Business Skills for Artists
I think artists get a bad rap mostly because they themselves are not acting professional . They artist . Many of them by nature , want to hide under a rock and they want to lift the rock up and stick their hand out and grab this , check that somebody's dropped by the rock and pull it back under the rock .
And you know they're wallflowers and things like that and you know they have to understand that if your intention is to be an artist that's going to make a living , once you take $1 , you're in business . All of the rest of us that are in business or have been in business or help people with business realize as soon as that dollar comes in , that's revenue .
And now what are you going to do with it ? I mean , you know lots of businesses work for a long time before really revenue even happens . So if you're getting some money for your art .
You're in business whether you like it or not , and you better accept it , and I've often told artists especially you're naturally going to gravitate towards classes and education that teach you about art . Just please , for God's sake , take one business class , anything that will help you survive as an artist .
Just understand , and even if you're not good at business , even if you don't want to , then you need to acknowledge that you're going to have to have someone who is , because if not , you're not going to make it or you're going to be taken advantage of right .
So I used to talk to artists and they would be around talking at an art show or something , and I'd walk up and they would go we don't understand how you're successful , so successful . And I would say because I don't hang around you guys , I hang around people that buy art and they would .
They would all look at each other and and go , well , but that's what it was . So what when I turned and you know this wasn't something that happened overnight , but when I , my business was doing as good as it possibly could I invested in nice clothes , in a member of a country club , and the number one thing I created was not art , it was opportunity .
I looked for situations where I would be an environment where , hey , lots of business is done at a country club or find dining , restaurants and places like that have nothing to do with art , but you think of all the deals that go on .
This is where this is where business is done , and so , for me , I could either have a gallery , go and do it while I've owned a couple of galleries and I've directed a very large one To me if I was going to do this myself , I need to put myself out there . I needed to look like somebody that was living in a gutter and and I needed to be responsible .
And so that's the biggest thing , if and I it's I want everybody to know , let's just say anybody out there is a creative type . You can be an animator for Pixar and make a good living . You can be a fine artist , painter , you can be a photographer , you can be a website developer . It's still all going to come down to you .
Better understand how the business that you're in works , and you know or you will . You will fit it's . It's not a mean thing .
That's the entire talk to the head of the horse instead of the rear of the horse Right .
It's , it's , it's absolutely the case . You know , and I , even even on that level mark , I've told many people that just have jobs .
If you work for a company any company , any job your number one job when you get inside that company is to understand how revenue comes into that company , because the closer you are to that , the more you are protected and the less chance you're going to get laid off . When things are bad , they go lay off the mail room guy or whatever .
They're not laying off people that are bringing in revenue . At least at least understand how revenue comes into the company and if you're a small business , just a business of one person , never take your site off . How your revenue is coming in Right , it's not just dropping out of the sky .
So so I'm curious now I know you do commissioned art and then you also do art that you just want to do and you sell right , right . What's the breakdown there between commissions and stuff that you just want ?
to do ? What does commission art mean ?
Meaning somebody pays you specifically to create a piece of art for a location or a building or to meet whatever their goal is .
What are your thoughts on that . There are wishes . So to me , I did gallery paintings that would hang in a gallery and I did commission art and really more towards , let's say , the last third of the time that I've been a painter . I focused well , I'm not going to say 100% , but pretty close to 100% .
My brain was on commissions and at times I would have a dozen commissions lined up and my average painting was $6,000 to $10,000 and I was mindful of customer service . That was all important to me .
¶ Artists' Business Education and Discipline
I remember an artist one time saying to me . She said I've got this commission to do and it's making me a nervous wreck . I said why ? She says I don't know . I took it and I have to wrap my brain around it and everything . I said when did you take this commission ? She said well , it's been almost a year ago . I said you don't have a commission .
That horse is gone , you've already lost it and you've made it harder for people like me that really do follow through . If I did a commission for somebody , I told them when they were going to have it yeah , I made it them important and to understand If they needed something quicker . Then I would turn to my other customers and say this has occurred .
Can I hold you off a little bit to try to finish this project for them ? I did commissions for Lockheed Martin , lots of hospitals and things like that , but those people want follow through . For the most part , 80% of the artists out there couldn't do what I was doing because they really had to focus 80% on business and 20% on art .
Well , they're too undisciplined . Let's be honest about it . You're disciplined , and it applies to everything , including how you communicate with your clients . Why do you think these artists are just so disorganized and unwilling to basically do what they need to do ? Because so many of them do fit that mold .
Well , you know , art's one of those types of things . There are people that are trained artists , that go to art school and college and all the rest of that type of thing , but schools , generally speaking , are not teaching business of art to people making art . So that's part of the problem and I don't know .
I'm amazed we and I don't want to get into a political thing , but I'm amazed we live in a world where somebody that cuts hair , which is an artistic thing , needs to be licensed , but the president of the United States doesn't have to take a class on how to be the president .
It's a little bit ironic , isn't it ?
Right , right , you know I mean you'd think you'd have to take a year class just to understand how the government works , and generally speaking , but no , the person that cuts hair . My father used to tell me the difference between a good haircut and bad haircut , back in his day , was four days , because all it has to do is grow out .
You know , it's not a big deal , but we , we go ahead . Well , we artists never get to a place where they are required to think that they need to know anything about business .
Well , I think , to a certain extent they they shun it . It's not just that they think that they don't need to know it , it's that they're actually against it , that somehow , if I learn about business , I've sold out to you know whatever it is , and you know when I'm no longer an artist .
I mean Well , they , yeah , they are creative thinkers , right I ?
mean it's .
But what I'm really enjoying about this conversation is is that we're talking about something that , like it kind of brings us back to the fundamentals and the and the basics in a lot of ways , because , like when you said the country club thing , like it just struck me and I think , like I've always just kind of not understood , like how , like , true , like
artists painting business works , I never really even considered it . Like you know , I'm just you just kind of think of the ones that are famous and whatever that , the galleries , and you know it's just like , oh , there's only one in millions that could ever make a living in art , just like what we were talking about earlier .
Yeah , but I love what you said , though , tom . I mean that's so cool , like because it's it's true , because it's kind of I can kind of identify with that a little bit , because I did have a you were a photographer . A photographer and a creative studio . At one time I was behind a camera and behind the computer all day , design and trying to be creative .
And then one day I sold all that and it's like and I showed up at the country clubs or whatever . It started writing marketing plans and doing and making sales presentations . Yep , but you know , but I mean .
and then you brought up like you said that in a podcast recently . Yeah , it's really funny . It does tie into that , it does .
Yeah , but what I love was your . You talked about the commission stuff and you focus on where the there's money to be made and you could fund your , what you'd love to do . It's all tied to your passion , but then you really owned up to the customer service and the and the service of the client Like
¶ Creativity and Business in Art
. So a quick question on that , though do you get some joy out of providing that service to the clients ? I mean , is that some way to like ? Does it express your creativity a little bit Like , do you ?
Oh my God .
Yeah , I have to tell you , just as an example , I imagine there's a couple and this has happened to me and they've been married for 50 years you think about all the trials and tribulations , up and down , things , that they've had children , this and that and the other thing and they come to you and for their 50th anniversary they want you to paint a painting
to celebrate their marriage . Are you kidding me ? I mean , I'm like I can't believe it that these people went through 50 years of marriage and then they're asking me to paint for them and I've done this , as you know retirement gifts for people that started a company when I was born .
And I'm thinking well , this person started company in 1955 because I'm an old guy . And , and , and , yeah , and here they are years later asking me to paint to celebrate the occasion of their retirement or something like that . So yeah , I get a lot of that .
I never want anybody to think that I ever banged out a painting because of money , because I never did I worked on one at a time and put all my attention and love into it . I never want to think anybody that anybody would think that I never cared about art or didn't have a passion for it .
But I was a one man company and I had a product and the product is you know , you're either got a service or a product , and sometimes my me as a person was a service because people asked me to speak and do all those types of things . I did everything that I could do as a one man company . And now listen , my wife , linda .
She was part of the company too , but she had her own things going on . But it was really me making a product and I've had people . I'll tell you a great art story . We had a gallery and I'm not going to say the artist name in case there's any way I could get back , because I haven't .
I haven't talked to this artist in years , but he was a potter and he did this beautiful pottery with leaves all over and stuff like that . He came to the gallery with 20 new pieces that he was going to be dropping off to us and he put down this platter and then he he would go .
How much is this platter going to be this a long time ago , back in the late 80s . And he goes that'll be $35 . Nobody pulls this other platter out that look guys , I'm talking about pretty identical for a handmade piece of pottery . And I go okay , so two times 35 . And he goes what ? And I said what ? And he goes I can't believe .
He goes don't you see how this glaze move this way and that way ? And this happened and this happened . And I said I said yeah , but nobody that walks through the door is going to think that's 35 . And what do you want for this one ? He goes I want 65 for this one .
I picked up that piece of pottery and I handed it to him and I said I want you to do this . I want you to take this home and love it to death and when you're done loving it to death , bring it back to me and I'll sell it for $35 , like that one right there . And he looked at me dumbfounded but I told him .
I said you have to understand that this is not going to be seen . You're not going to get 100% more for this one over that one . So you know , all of these things are what I would like to tell artists if you really want to have fun with your art , learn about the business of your art . You'll find that it's almost recreational .
You love to paint and everything else , but don't despise business . Just understand that you can't . They're not these pieces you paint . If they're your children , hang them on the wall and enjoy them . You're not going to be a working artist .
But if you want to be a working artist , then all you really need to do is understand that you make in a product and learn everything you can about selling a product or a service Period . There's books , there's classes , there's all kinds of things .
But if you're going to fear it or you're going to be a wallflower to it , you're going to struggle way , way , way more than you need to do . That's all it is .
You know Makes sense . What advice do you give to these creative people that you run into ? Because I know you know a lot of people . You run into a lot of other people who are trying to make or do something that's creative and make a living off of it .
Aside from learning about business , which I completely agree with , I might have told you this before , but I used to teach a class here at the Fay Jones School of Architecture . The title of it was Everything they Don't Teach you in Architectural School . It was a lot of business stuff , because the architects are just exactly .
Yeah , it's true , they're being trained .
You built a whole business on that . Yeah , I mean yeah , our business provided .
Business advice for architects and engineers .
Business advice to architects and engineers , but a lot of them have these completely dysfunctional attitudes . They don't know anything at all about selling or billing or pricing or cash flow , dealing with banks , whatever . But aside from learning about business , what advice do you give these people , in particularly like about marketing themselves ?
Yeah , buy nice clothes , go to a country club , but what else ?
Well , I mean well , there is , but you just have to understand that sometimes you're the product . And it's amazing when people are buying art , a lot of times they want to be directly connected to the artist .
I mean , I've gone to parties , guys , where people are walking around the room and this guy's a dentist and this guy's an artist , and they find out I'm an artist and they're glued to it and very often the thing that they say to me this is an indirect way to your question , mark , but people in general can be this way .
I've had many people smart people , wealthy people say to me I can't draw a straight line with a ruler , and I'll be at a party with them and I'll say all right , so we got to find a ruler . And they go what are you talking about ? I go well , we're going to get you over that tonight , right now . And they go well , you know what I mean .
And I go no , I actually don't know what you mean . I go nobody comes out of the womb . An artist , nobody comes out of the womb . You know a CEO , you learn these things . But if you just say to yourself , I'm not creative and I'm not that good , and you compare yourself , you're not going to apply to yourself what you need to to become good anyway .
So that's , I'd say that's the first thing you got to believe in yourself . Then you stand for something you know .
If you at the very least stand for yourself , I've seen artists at shows where their paintings on the wall and the gallery director wants them to be out , mingling and they're like stuck against the wall and sliding down and you know , not applying themselves . But the customers out there don't want to bite you , they want to love and hug you .
They think you're cool , they think that you , you know . I will remember one time I was at a show and there was a guy that had bought one of my paintings , or two of my paintings . It was up in Vermont and he said to me he goes , god , you know , I , your creativity is just so amazing to me , I , I just wish I had some of that .
And I go , what do you do ? And he said I'm an orthopedic surgeon . And I said whoa , whoa , whoa , whoa . I said so you're the guy like that .
When my mom broke her hip , made a nine inch cut down the side of her leg , cut off something that God or science created , put a new bone in there , realigned it and got her to walk straight again without a broken bone . I go how are you not creative ?
And he looked at me and he said he goes my God , I wish you were in med school with me , because all they teach us is protocol and no one has ever said I was creative . And I said , well , let that be done . Tonight I'm calling you creative and it was like I released this guy from prison . It was amazing .
Well , I mean there's two points like what you were making . First one is it's like how some folks need to understand their creative . Creatives need to understand that they actually do have business sense and they can learn that right , like you're talking about the ruler .
Like being an artist , you have to work and apply and study it and practice it and go for it .
Right , it's , there's a discipline of business . It's the yeah as well .
I do that as an artist .
You , they like I think that's revel .
That's kind of revealing to me in the sense that because I do know , know some of the artists right and creatives , that they don't think that way , naturally , like a business person would , but then they block themselves from even getting into skipping over that fence to be successful on their own because they don't think that they had the capacity or capability that
they actually do .
Because the programming , the self affirmation that I can't do this , I don't want to do this . I'm not good at this .
Right and you have to be natural at it . You have to be good at numbers to be in business , and you don't .
I mean , dude ? I just had this conversation with my 17 year old uh-huh Wednesday about her inability to pass the driver's test . Yeah , I can't drive , I'm not going to be good .
I'm not .
I'm never going to be a good driver . I'm like you cannot keep playing that record over and over in your mind or you will be a self fulfilling prophecy . But I think what Tom said makes a lot of sense . That , um , you know , you got to . You got to stop doing that .
Yeah , and and and everything , and a lot of things can be learned , especially in business . Right , and like it's not that hard , you can learn to sell . Yeah .
No , it starts that hard . You can learn to market .
You can learn to write contracts . You can learn to provide customer service . You can learn to do billing and cash flow statements .
Yeah , no , it's true , you have to be an expert in everything . It's not brain surgery or orthopedic surgery yeah .
I mean , but you can still learn to do that if you want to . The other thing , tom , I really liked what you talked about was and I'm glad you said it is that in all actuality , as an artist , you do have a an advantage of selling that it is hard for other salespeople to do like that are professional salespeople because artists are cool .
Yeah , no that's true .
People are very interested .
I have an interest in , like if I was going to commission you know Tom to to do some paintings for me . I am , like intrigued in wanting to see what you come up with .
Right .
Like I'm excited and about this genuine , this authenticity , this creativity .
But you know what that's ? That it ties right into an article I read . It might have been this morning , I can't remember because I get up early and I stay up late .
So , everything is a worm , as you know .
Yeah , no , it was Tom . You'll appreciate this
¶ Personal Connection in Sales and Art
too . It was saying you know , content marketing is the big buzzword today .
Okay , If you were selling truck parts , you'd be putting articles out about how you know performance stats and you know reliability and functionality and and the race , victor , whatever , whatever was related to these parts , and that would be considered content marketing and we use social media for that .
But what this author was saying is really , content marketing is dead . What really matters is the person . People want to get to know you , the person behind the content marketing , which is exactly what you're saying . Okay , and it doesn't matter what the hell you're selling .
If you're selling art or anything , if you're a salesperson and you're selling something , the first thing that you have to make people like is you way before the product , way before the product ? Otherwise , you might as well just send the product to their door and see if they like it and don't use the salesperson .
So you said something under two , tom . I think is goes along with that , because you are selling , you , and you're also selling like your reputation . And if you , you know it's like when you said you put all your love into that piece of work , right , and you did that because it's your product . But I can guarantee you that you didn't even say this .
But I can maybe predict that if I commissioned you to do a piece of artwork , you went out and you put your love in it and you brought it back to me and I was like man , I'm just not , I just don't , I just don't like it . You know I was wanting , expecting or wanting something else . I can bet you that you're .
You would probably try to find a way to make good and make that client happy because you're , because that's what you do . Am I right on that ?
Yeah , yeah , it's true and I will tell you in the literally hundreds of commissions that I've done , I will admit because I think this is a good thing in business to do . In the 35 years of doing paintings and during that time paying for other people , I have had two or three people that were a problem for me , two or three .
That's pretty damn good , Charlie . Yeah , it is Right .
Yeah , one of these people I made a mistake on . This is a business mistake . I should have never taken this commission . This person bought a couple of paintings for me , then wanted me to paint this painting , and every time I was talking to her she was talking to me about problems that she had in her life . Now I've had to listen to a lot of problems .
Go on when people are saying , right , so I'm listening to all this kind of stuff . But I said , yeah , I need to get some answers about this , this and this . And she was always like , oh well , I got to go , I'll call you back . And she wouldn't call me back .
So when the painting finally got done , her husband loved the painting , but she didn't love the painting . And so here I was , I invested all this time , and the husband's like honey , I love this painting . And she's like this is not what I wanted .
And I will tell you , gentlemen , I said you know what you're going to have to figure that out , because every time I tried to talk to you about these things , you went in a different direction . You didn't want to talk to me . So that thing with the customer is always right . Your customer , my customer right now is your husband .
He seems to like the painting . I'm going to have to walk away from this one , right , but those cases were were so incredibly rare that I you know , I just chalked it off that this is the kind of thing that's going to happen . So you know , but for the most part I've been over backwards for people .
I'd like to take this a little bit different direction too .
Okay , my guess is , knowing you and how meticulous you are with every single thing you have and how serious you are about your commitments to deliver things on time , my guess is that your work area is pretty clean , you're organized and that you have certain times that you work instead of just any time . Am I right about that ?
You would actually be partially right . My work area is generally pretty clean , but I can have this disarray that goes on because of dyslexia . I take a lot of things and I have them out of my head on the table , as it were .
I know so many successful people with dyslexia . I mean it's , it's insane the number of CEOs and entrepreneurs I know have dyslexia , but you go on .
And you know , because I'm a writer and if you treat that like painting , writing is one of those things where it's not just spelling words wrong , they come out all kind of different ways .
So writing for me as a battlefield and my brain can be three sentences ahead of where I am trying to fix a word that something comes out S , m , e , t , h and then I'll spell it and then the next time I spell it a completely different way . So for painting , yeah , I kept pretty clean .
I wasn't one of those people that always had paint all over my pants and stuff like that . Part of that also is a health issue . I don't think it's good to have pain around your to the polls and things . So you know , I'm a little like that .
I know somebody got poisoned Really . Yeah , Remember Dalva Duarte . I mentioned to you who is the painter . Yeah , she got poisoned by her own paint , you know , like moistening or brushing her mouth or whatever she did .
Well , it's , it's . You've got things like heavy metals , like cadmium and things like that that are in pain paint . So it's not , it's not good . So to a degree you're right , mark , but I don't want to come in like a flying angel and say everything was spotless and clean , because I'm not 100% that way , what about your work hours ?
Do you have that scheduled , tom ?
Yeah , and I always called to people that asked . I always said I was a hit and run painter so the easel would be there . I might wake up at five o'clock in the morning going and paint . I never painted eight hours . I always wanted to walk away from artwork and come back and look at it .
So I might paint for 45 minutes , go look at an email , come back , paint for an hour and a half , go away , look at it . I might be painting at 10 o'clock at night . I might be painting at four o'clock in the morning .
You know I lived on a big piece of property and had to mow a lot of grass and so if I needed to mow the grass on Tuesday , I'm gonna mow the grass on Tuesday and paint . You know I'll do it another time .
That's what . That's my future business idea .
Hey , I'm in on this mowing grass . I got a good zero turn man .
What's that ? Oh good , zero turn . Yeah , I want to start something called the old man's lawn club when you can be in we'll let you in where we all just talk about how mowing puts us in a Zen , like meditative state , and what types of tools and equipment and techniques we like to use , because it's a great story for you .
You guys are going to like this story . I'm on a plane flying to Albany , new York , and there is a guy beside me who , just for your audience , I want I'm only saying that he was gay , because he was openly gay and funny as hell .
So we're flying along and he's talking and doing all this kind of stuff and , and after a while he tells me this story about his father . He says my dad's got a pretty high pressure job and he goes when he can't take it anymore .
He has a helicopter flying to our farm in the end of Rondax and he gets on a bush hog and he bush hogs until he can't push hog anymore . I said , wow , that's amazing . And so I said he got , sounds like he's a mover and a shaker . And I go by the way , we haven't introduced ourselves which your name ? And he goes .
My name is Ed , ed Merrill , and my father is Merrill of Merrill Lynch . My mother is Lynch of Merrill Lynch and I went what ? And I never knew that . The reason the Lynch family , like if you work for Safeway , she is the heir to Safeway and that's why , when you work for Safeway , your retirement is in Merrill Lynch , because of the connection there .
So and he was actually the guy I caught him on the way to was in charge of what they were going to do with Stapleton Airport in Denver when they closed it down to open the new Denver Airport . So we he was just on a business flight , but I was there you go , merrill . I mean Merrill's out there when he can't handle it , he's bush hogging .
I tell you , I , I wish they never closed down Stapleton .
It was so nice you flew in , you were so close to Tom DIA was out in the middle of nowhere . I did a review of that airport when it opened up because it was horrible , but but anyway , yeah , you know that's funny , you know I was just there two weeks ago at Denver , and it was a madhouse .
¶ Creativity and Business Savvy's Importance
I grew up next door to Roger Reini , who's the one who started Scott trade , and my dad gave him books to read , like you know , sloan's book and Deming's book and stuff like that , Because Roger would talk with him when he was young . Of course , now he's a billionaire .
You know he's in poor health right now , but anyway , it is funny how those those people his dad was a lawn cutter , roger senior was always out there on his gravely tractor with the pipe hanging out- of his mouth , and he lived to be 100 years old cutting grass . But anyway , tom . So so where do you go from here ?
I mean , how long are you going to continue doing what you do ? What are your plans at this point ?
Well , I call myself semi retired . I'm , you know , I'm still a writer , I'm paying .
Tom has a has a book . I'm sorry , tom , but I did want to mention your book , living an Artful Life , but he also writes a lot of articles .
I ended up here . You guys can buy it on Amazon , but it's it's a digital form only now . But Living Artful Life was the name of my company that I have with my wife and this book , I think , is a good book .
I don't want to over plug this book , but I think this book is just a good book for people that have gone through life and they're missing creativity and they want to put creativity back in their life . It's kind of a guide to that . So Live an Artful Life . You can find on Amazon under my name .
Also , it's very easy read and it's it's really good writing . But anyway , Tom writes a lot of articles and blog posts to this day on a variety of subjects , including motorcycles .
Yeah , so I always look forward to two weeks from now , I'll be down in Atlanta writing an article for the Porsche Club of America . I'm driving a couple of cars like that , so I've done a lot of . I've done I don't know over a hundred Porsche articles , because I was a Porsche file .
I'm telling you like I think that people need to get grass , like living the artist's tough life , the creative life . I mean you can get yourself plugged into some pretty cool stuff and get paid for it . Yeah , that's true , you know .
I mean what ?
a life . I mean , I'm serious Like you took charge and were intentional , like you said earlier , about having a life . You know , doing what you love to do , and then you just applied those skills and just you weren't afraid really to jump , to jump over and learn new things and go for it .
You know , and I bet you , there's so many folks that just tell themselves no right out of the gate .
They do . It's unfortunate . I mean it is for everybody who Peter principles there are many more who are Paul principles . I mean they don't realize their potential . It's true , you know , it's true .
You know , you guys , I was talking to a friend of mine who's very successful and we were talking about the music business and something you know , something about , mark . but I mean , I've been around a lot of people in the music business and you see people that they're the package , they look great , they play great , they got a great sound .
And I said to him I go boy , this is unfair , isn't it ? Sometimes ? And he goes , hey , listen , it's that everybody can't be successful . And I said , well , if they wanted to , maybe they could , but that's just not how it works . So anybody listening to me right now that happens to listen , you could be a successful person .
I have met people like this who paint . But they are . They are very important and successful people and they even go I don't know how to convert it from my retirement into being a painter and like all the stuff that you did to get you to this point . You're going to have to do to get to that point . But don't think you can't .
You just have to intend to do it and care about it . Now , out of that , it might be one in 100 , it might be two in a thousand . Whatever it is , some people will do it and other people , I'm just convinced , are not going to do it . They're going to be actors and actresses that wait tables and it's that's what makes the world go around .
But if your intent were doing it , if you really , really want to make it happen , you can't sit there and put your hands over your face and go . I hate business . You're not going to make it . You're just not going to make it . You're going to have to care about it .
Yeah , business takes everything you got . It takes every skill you have .
It does . But if you want to be an artist or you're creative and you just want to enjoy life , like Tom has yeah , with lots of motorcycles- and Porsches yeah . You know , like you talked about earlier , you know your one man show , you know almost all the time other than your wife helping out right and doing some times , but I mean number one thing is sales .
Yeah , like you , can you ?
can not do anything else .
Just be just be , you know , be confident behind your your art , and talk to people and understand that they like you , yeah , and they want , they're interested in you and your product , or they wouldn't talk to you .
Yeah , sales and selling yourself . Show up Right and doing , doing the , the , whatever it is , and then the other thing is not giving it away .
Yeah , Because you know Good point , Very good point .
I see this constantly in my students with their new venture plans . That's like we're going to be the cheapest of whatever it is . I'm like , no , you're not . That's not where you want to be as a small business . You want to be at the top of the pricing tier and do a better job than anybody else , Not be the cheapest .
A lot of people are just afraid to price things . You know , pricing is so critical . I was talking to a guy that's in the music business .
And to your point , tom , about like in the , there is a systemic issue with like artists , musicians , live performances . They play for free all the time and people and what they don't realize is like any , anybody that's going to bring you into a venue or an event is in business mode , thinking right , and you reach out to this artist , I mean I would .
I'm going to say , hey , you want to play at the show ? And if you don't ever bring up to me that you charge , I'm never going to say anything to you ever .
You got to be willing to ask .
You have to say well , I charged 200 for that .
And so , Eric , in the music business , listen , you find a guy with a guitar , a girl with a guitar .
They go and they play at some venue , whatever it is coffee shop , whatever you want to bring up winery , whatever what I'm talking about with understanding revenue , if I'm that person , I'm going to do everything in my power to understand how many people have to come in there for that for me to get paid .
I'm going to understand what makes a good night a bad night for them . I'm going to be part of the solution , not part of the problem , and I'm going to say listen , if I can , if I can bring more people in , will you pay me more money ?
I'm going to ask for it and if the person says , well , you know , $200 is all I can pay you , I go well , listen , I would go out on social media and I would blow this place up if I can do it . But if you don't care about me , I need to find somebody else . It's a give and take , but you have to understand their business . If they're paying you .
You're totally . You're totally right . I mean , because it could be okay , 200 , but if I bring in 50 people , you pay me 350 , right , like you up , you up the ante because you got into their business case and needs . I mean honestly , like that's what business is all about .
It's about vendors and contractors and partnerships , employees , what everything he talks about earlier . Tom . It's all everyone has to be aligned to that vision of creating that and driving that revenue .
And if you can find a way to do that , which just sounds like exactly what you've done over your career , is like you've , you've basically have been able to put yourself in the shoes of your client .
Yeah , which you know , I think when we were talking I was talking about that a little bit at your class the other day Yep , there's an innate ability and I think this might be from a creative mind to visualize the pain points that your clients are going through , or like from the hospitals , like can you visualize what they're saying they need , and see the
hallways and see how all this flows together and what they're trying to accomplish ? You know , maybe at hospitals are trying to let let patients kind of feel this comfort or their families feel right peace and you know , and if you can dream that up and you meet that expectations .
But that means you've gotten in line with their business Right , Exactly With their , with their , vision Sometimes .
¶ Opportunities in Business Relationships
Sometimes it's being also in line with the person itself . I mean , I'll tell you a story . This doesn't happen all the time , but it's happened to me multiple times . So one time a guy called me about paintings . I didn't know him from Adam .
I drive to his house , he introduces himself and his significant other and we go in and we're talking about the paintings that he needs . But we're in a big room of a big house and there's a bar sitting there and a little time goes by and then all of a sudden a chink happens in the in the armor and he goes . He goes .
You know , I really want you to do this . He goes . I'm going through this stuff , he goes . I'm going through a bad divorce and my , my son's really mad at me and and all of a sudden he opened up . So by the time it was over , the two of us have been sitting there talking for three hours drinking beer at his bar .
Nobody's plastered , we're just two guys talking . And I said hey , listen , I came from a divorce family before . Most people did . Be honest with your children . They already know something's going on . Just be straight with them . And all of a sudden I wasn't selling art , I was just being a good guy . Right Over the next two months .
This guy did , just over the next two months , $40,000 worth of business with me and that guy , okay , okay . That guy called this summer and said , tom , I'm going to be down here at the low . He's an equestrian too and just sold his companies and and has the big jet and the whole .
Thing .
And he says I'm flying down . And he goes I haven't seen you in a while and I want to see you . And can you , can you come ? And it's an hour and a half away to this place and my wife was an equestrian and everything , so they knew each other . I said , man , I'd love to see it , let's get together . So we go there .
Well , he just sold his company for $1.1 billion . Okay , that guy doesn't need Tom Neil in his life , does he Well ? But you know what , when he was down in the dumps , I was a guy that just cared about him , and I still care about him today , more than I'd write him to check back to stay his friend . You know , he's just a great guy .
So sometimes when you're doing business whether you're an artist because it doesn't matter whether you're an artist or whatever you never know when you walk in the door what the opportunity is going to be . But be open to it . Be open that on the other side of that door I'm going to go and they called me and told me to come here .
On the other side of that door is opportunity and I'm I'm be happy about it . Walk in there with the enthusiasm that this is going to be great . I had a customer one time call me and say I want to come by the gallery and some paintings because I have an interest in the commission or something . I said fine .
He came by and he says , well , I like that , I like that , I like that . He picked out seven paintings on the gallery wall and my gal and he said I said well , I'll bring anything to your house just to let you see what you're looking for . He says you'll bring these seven paintings . I said , yeah , I'll bring the seven paintings .
I came home with one painting what ? By the time it was done , we moved that painting from there and this painting from there and took this down off the fireplace . I had one customer that , after buying thousands of dollars worth of artwork , they built a new home and she said you're the only person I trust to hang artwork in my house . I'm good at that .
I made myself good at that . I hung shows for people . People hang it too high .
They always hang in too high , Don't they ? Tom Drives me mad .
They hang it too high . They don't have any . I could write a book about that One picture in the middle of each wall .
We always have to hang the art for our friends too . Absolutely drives me crazy . But go on , I love it .
When I was done , I hung over 220 pieces of art , memorabilia , all kinds of stuff , in their house .
I provided a service that had nothing to do with being a painter , but the reason they wanted me to do it is just because they liked me and trusted me and believed in me , and I believed in them and all these people just they remain my friends , and so that's how it works . Sometimes I know I don't want everyone to sound easy , but it's all doable .
But you have to apply yourself and intend to be successful .
Amen , brother , amen . Well , unfortunately we're running out of time , because we could sit here and talk to Tom all afternoon . It's awesome , it's awesome Tom .
It's been an awesome combo . I mean . I think people are going to really enjoy this one .
I do too , and also .
I'm back if you ever need another topic .
So where can they see more about you and your art ? What is your website , Tom ?
If they want to look at my website , my last name just remember my last name is Neil and EEL , and so I go by Thomas Neil , so thomasneilcom . And if you put in Thomas Neil into Amazon and look at the book Live and Artful Life , you can read some excerpts and things like that and find out about me and things on the website .
¶ Transitioning From Painting to Writing
Now , as far as doing work going forward , I'm still doing some paintings , but I'm doing less and less of it , more and more writing , and I've had a good life and so I'm not . You know , I don't need a gallery or anything like that . I'm okay Financially . I'm I did okay .
So no wait , it's awesome . I appreciate that . Well , listen , we really appreciate your time today , tom , and for our audience , yeah you guys are great . This has been another episode of Big Talk .
About Small Business .
And we'll see you all again next week .
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