Marketing and sales in a painting business so often boil down to two things: Trust & Timing.
First, people buy from painting contractors that they know, like, and TRUST. If you wanted to look at trust as an equation, it’s equal to the number of interactions you have with someone times the quality of those interactions.
The more often you interact with painting cleints in professional way that provides value, the more likely they are to trust you. When you communicate in a personal fashion about your painting business, staff, customers, and personal values, the more likely clients are to also know and like you.
Second, timing is critically important in sales and marketing for a painting business. There’s nothing worse than having a past customer or potential client tell you, “Oh, we just repainted the entire exterior a month or so ago. I guess I just misplaced your contact information. I’m sorry…”
While good timing seems impossible to produce with regularity, it isn’t really.
If you’re the only painting contractor who is marketing to your past clients with monthly, calendared regularity, then timing will always be in your favor. This means when your client is ready to do business with a painter, the only one they’ll consider is the one they know, like, and trust.
If you want to be assured that trust and timing are on your side instead of relying upon blind luck or your clients having photographic memories, then there isn’t a better marketing tool than using a regularly mailed and emailed newsletter.
While this isn’t the only tool for marketing a painting business I recommend, it is a cornerstone of our Core 5 Systems and a critical component for creating predictability, high profitability, and high prices for any painter. It also greatly reduces marketing costs because a past customer costs so much less to reach than a cold, unqualified painting leads.
While the APPC’s At Home Monthly Newsletter™ is quick, easy, and a done-for-you service provided to all APPC members each and every month, contractors who do not use a professional service for this marketing strategy should be creating and delivering their own newsletter to all past clients.
If you aren’t regularly marketing your painting business to past customers and clients to build trust and to take advantage of timing, then you’ll always have a large degree of uncertainty in your painting business for one simple reason: Strangers do not trust you and the cost of reaching your entire market each and every month is cost prohibitive – which means your timing will always be off.
However, you can be the painting contractor of choice with a small, high-quality, profitable, ever-growing list of your past clients and rest easy knowing you’ll never miss a job because your monthly newsletter and E-newsletter keeps you top-of-mind.
How do you keep in touch will ALL of your past painting customers regularly? Post your comment below…
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