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