Communications and Selling Painting Jobs

There are many options when it comes to a paint job. Many different levels of prep are possible, from a cleaning and scraping to a complete paint removal. There are many different qualities of paint available, from builder's flat to premium products.

To many consumers a paint job is a paint job, and paint is paint. They see no difference between different levels of prep or different qualities of product. And if the painting contractor does nothing to change this perception his job will look just like the guy who is half his price.

Consumers don't buy painting jobs everyday. Many are unaware of the options available. Many are also unaware of what will make for a good overall experience.

There is much more to a professional painting job than slapping paint on the wall. The entire experience-- from the first phone call to the last touch up--matters. However, if the customer does not understand this or see a difference in the experience, they will likely make their purchasing decision based on price.

Too many painting contractors think that good quality work will carry the day. They believe that if they do good work they will get a steady stream of referrals. This may be true in some cases, but it is an exception rather than the rule. Good work is only a part of the equation. And when the customer doesn't understand the difference between a quality job and a mediocre job, it becomes a very small part of the equation.

Sales is primarily about communication. And communication is a two-way street. It requires obtaining information and imparting information. It requires learning and teaching.

Both marketing and sales play crucial roles in how we communicate with our customers and differentiate our company. Marketing communicates basic information about our company, such as the services we offer and basic company values. Sales is when we communicate specifics relating to the job and the customer.

© BEP Enterprises Incorporated 2008

Marketing a New Painting Business

A frequent question from those starting a new painting business is how to obtain work. With few, if any references, no market presence, and often little money for advertising, the new business owner is in a quandry.

While I would recommend developing a business plan (including a marketing plan) prior to launching a new business, this does little good for someone who has already opened the doors.

Perhaps the easiest and least expensive method is door hangers. When I started my business 22 years ago I distributed thousands of door hangers. When I didn't have a job to do, my job was handing out door hangers. It wasn't fun (particularly in Houston's very hot summers) but it worked.

The following can serve as a crude marketing plan:

Select a small area to target (1,000 to 2,500 homes). Get the door hangers out as quickly as possible. When a job is sold, get a sign in the yard immediately and leave it there as long as possible. At the same time, market to the neighbors with more door hangers or direct mail (check out QuantumMail.com for inexpensive postcards). This provides consistent and regular exposure in a small area and increases the effectiveness of each piece.

As money permits add the following to your marketing plan: vehicle signage, customer retention, and newspaper ads or inserts. Again, keep your marketing focused on a small area to maximize exposures.

No marketing plan is perfect. Nor will the results be immediate. But persistence and consistency will produce results in time.

© BEP Enterprises Incorporated 2008

The Measure Call in the Sales Process

The first step in a two-step sales process—the Measure Call— allows the painting contractor to obtain information vital to preparing appropriate specifications, addressing the customer’s concerns, and identifying the customer’s values. By understanding the customer’s needs, desires, and values, the contractor is better able to meet those requirements.

The Measure Call also allows the contractor to develop trust and confidence. The greater the communication between contractor and customer, the greater the chances that the customer will believe the contractor can meet his needs.

The Measure Call has two key components: measuring the job and measuring the customer. Measuring the job simply means obtaining the specific information pertaining to the project, that is, the scope of work.

Measuring the customer is more involved, and much more important. This part of the process allows us to identify the motivations and values of the customer. To make these identifications, we must ask questions, and then listen to the answers.

Among the issues we want to address are:

• Why the customer called at this time. This can help identify their motivation to buy a job.
• How long the problem has existe. This can indicate their sense of urgency.
• Past experiences with a painting contractor. Bad experiences can expose hot buttons or special concerns. If you learn them, you can avoid them.
• Other work that the customer plans to do. This may impact timing of the project.
• The presence of children in the home. This may impact how the work can be performed or which materials to use.
• What criteria the customer will use in selecting a contractor. This can help develop a sales strategy.

This list is hardly exhaustive, but it shows the types of issues we want to address with the customer. Not only will the answers help us in developing a proposal that meets the customer's specific needs, it will give us an opportunity to develop trust and confidence on the part of the customer.

© BEP Enterprises Incorporated 2008