Being proactive about selling licenses

Laura Worthington

Hello, everyone! Over the last 5+ years of being a type designer, I've been very passive about selling larger licenses - all of them to date have come my way via distributors or the random email requesting pricing and information, et cetera. How many of you actively pursue larger license deals and how do you go about it? Thanks in advance for your responses

James Puckett

Has anyone negotiated a deal that caps the resellers at a small number of licenses? 

Elizabeth Carey-Smith

To whom are you attempting to sell larger licenses? Do you mean approaching corporations and institutions, or getting distributors to work on your behalf to approach users? 

Ray Larabie

For about a decade, I've I worked with an agent for the high-end agreements. I'm okay dealing with art directors and software engineers directly, but the higher end deals tend to be manufacturers and I simply don't know how to play ball with those people. My agent covers the legal costs of dealing with the details of the agreement and more importantly, knows when it's worth having someone look an agreement over.

There are parts of a deal that can be done on a handshake and others that can't. That distinction can often make or break a deal. It's critical to have someone who can negotiate on the phone. Not only am I reluctant to talk on the phone, I live in a very inconvenient time zone that often requires me to negotiate at 5 AM.

As for the active pursuit, there are various sites that the agent runs and through which the initial contact is made. And also keeping in touch with old contacts, ringing doorbells etc.

Laura Worthington

@Elizabeth Carey-Smith I'm thinking about approaching corporations/institutions as you've mentioned. Not sure what the best way is to go about it…

Laura Worthington

@Ray Larabie  - WOW! How did you find an agent to do that? I've thought of that before, but finding the right person seems like a needle in a haystack. Thanks so much for sharing that, I'll have to do some research on that approach!

Ray Larabie

My agent found me. I you want to go with an agent, I think you should try to find someone who's connected with your client base. Most of my clients are in the television business.

Thierry Blancpain

I doubt that calling random corps will do you any good. Think about it: Large redesigns are done by (large) corporate design studios and agencies. Get to know them instead.

Elizabeth Carey-Smith

@Laura Worthington 
In my experience, the best way is to foster relationships with Design Directors, who present typefaces to clients. On the client side, this is where printed specimens come in. Send them to the in-house teams. For those who don't (or don't have time to) look at a lot of type, they remember the type that's been sent to them.