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How to Respond to a Client When You Lose a Painting Job to a Lower Price

How to Respond to a Client When You Lose a Painting Job to a Lower Price

How frustrating is it when you lose a project to price? Now, I have people constantly come to me saying, Brandon, we have illegal, we have unlicensed painters in our area. I’m constantly losing the price and I cannot compete. I just got an email from someone that said, “You were $2,000 higher. You were 20% higher, 40% higher, 100% higher.” Why are you losing the price?

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Now as you know, some people are unlicensed, some folks are illegal, but I just did a ton of onboarding calls from new APPC members from the Painting Profit Summit and I found that a lot of them had depressed hourly charge rates or didn’t really understand production rates or weren’t job tracking and their prices were depressed and they didn’t even know it. They are professional. They do a good job. They are licensed, but because their sales process was so fundamentally broken for so long, they kept pushing down their prices because they hated to lose to price. So however you got there, the question becomes what do you do when you get the email from the client that says you lost a price because you are 20%, 30%, $2,000, 100% higher.

I’m going to give you a tip that will help you get the next one. Okay? That will actually help you get the next one, but before I do that, if your sales process is a pet the dog, build some rapport with your sparkling personality, email a PDF estimate and maybe do a little followup, maybe hand a business card and a copy of your insurance, you’re going to lose a lot to the price. The main reason people lose to price at high percentages is because your sales process isn’t persuasive. It doesn’t have pre-positioning, presenting, post positioning and followup tools. You’re not doing things in a scripted, templated way. We would never paint a house a different way every time, but for some reason sales can be done in any flippant way that you want and you expect to get the same results, it won’t happen.

What I’m about to tell you to do is not going to put lipstick on the pig and make it look like a princess. You’re probably losing your projects because you do not have a sales process like the power paint presentation process or whatever may work for you and your business. The first thing that you need to do if you’re losing the price a lot is focus on the persuasiveness of your sales process before you arrive, while you’re on site and after in your followup. Now let’s say that all of that has been done. This is the best thing you can do when you have lost to price because it’s unlikely you are going to redeem that estimate.

Here you go. You need to reply, if it’s in an email or even if it’s over the phone, with something similar to this. Mr. Lewis, I appreciate your honesty about the pricing. It is my job as the owner of ABC Painting to really do a good job communicating how are painters and our processes and our product knowledge is far superior and safer than any of our competitors and apparently have done a poor job of that when I was presenting our services with you. And because our painters depend on me to bring the projects in, would you be honest with me about something else? And just ask them. Usually they’ll say yes, if it’s in a conversation, obviously in an email, it’s a little different. Would you tell me two things that you liked about the other painting company better or two things that they told you that made you select them that had nothing to do with price?

Now that is a very powerful question. Can you tell me two things that the other painting company told you, showed you, something that you liked about them other than price, that made you select them other than us? This is where you get into interesting territory you can actually do something with. They may say they had a more professional presentation. They gave us lots of reviews and references, hundreds of pages of them. They had a great warranty, a fantastic guarantee. They background check their painters. They had more reviews online. I felt better about the company, they gave us a lot of collateral. They stuck with us and followed up and we heard from them pretty routinely. We only heard from me once or twice, so we assumed you didn’t want the job. It took us three months to decide. Whatever the feedback is, you need to then go back to your sales process and ask yourself, how can I use processes, tools, and third-party proof to emphasize the things that our clients are telling us that it’s missing in our sales process?

The truth is, if you can’t compete on price and you can’t, because once you decide you’re going to have a 45 to 50% gross profit business on the production side per project, your price is going to be your price more or less therefore, the only thing you can do is make your sales process more persuasive. You have to invest in building a sales process that will allow you to be the Lexus, the Mercedes, the Cadillac of painting. If you present yourself as the Kia of painting, but you charge the Lexus price and they can’t tell the difference, you’re always going to lose the price. However, you will meet those people where your values do not align with theirs. And what they think is important will not align with what you communicate. And that’s okay.

But when you ask that question, what are two things that the other painting company educated you about, demonstrated, showed you, communicated, that made you choose them that did not have to do with price, that will give you feedback you can actually use.

I’m Brandon Lewis with Painters Academy, Painters Weekly and the Painter’s Purchasing Group saying, you shouldn’t lose the price if you have a persuasive sales process. But when you do, solicit feedback that will help you win the next job. Take care.

One Response

  1. John J Gallagher says:

    Hi Brandon, This was a great idea and I have got away, or lazy
    in my presentation. I sold Yachts before this and I would always have a reason why they should buy a Viking Yacht.
    I have to tune up my act and thanks for the help.
    God Bless and stay clear of virus hot spots.
    John Gallagher

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Office Admin
Office Admin
13:36 14 Sep 18
Been working with this marketing coach for 3+ years and seen phenomenal results. This Painting business coach has helped me keep painters in Missouri busy through the slow winter season and more than tripled our painting company's size. Don't settle for online painting leads that go nowhere. If you are a painting contractor who wants to leave more for your family than a garage full of used paint and some tools for a garage sale after you are gone, I recommend you contact Brandon ASAP. When it comes to help with marketing for painting companies, this is by far the best investment I have made in my painting business.read more
Stephen Blauert
Stephen Blauert
13:21 13 Sep 18
Brandon definitely does A+ work! We met Brandon at a conference where he held a workshop on marketing for painting companies. We signed up for his coaching program on the spot, and he has helped us steer our company out of low-profit new construction to higher-profit repaint and residential work. We have always struggled to generate commercial painting leads, and Brandon has made that process simple and streamlined for us. We wholeheartedly recommend Brandon and his team. If you are a painting contractor you NEED to check out what he offers.read more
Brent Coffy
Brent Coffy
01:41 07 Sep 18
Amazing organization that is quickly moving to the forefront of the painting industry! Brandon KNOWS his stuff. He is innovative, yet has a keen knack for combining every form of marketing and sales techniques. He truly understands the power of utilizing everything from the latest in social media marketing, to video, to "old school" mail. Speaking of mail.... he will "read yours" if you give him 5 minutes...lol! But, he will also quickly set you on a path that takes you from struggling in your business - toward success!read more
Jonathan Webb
Jonathan Webb
01:15 17 Sep 18
The APPC is a fantastic source of information, tactics, techniques, and procedures that will prove invaluable to any paint company owner who is interested in growing his business and increasing profitability. I highly recommend Brandon's programs, and as someone who has attended his invaluable presentations on marketing and recruiting, as well as his education about the "business end" of paint company ownership, I can give my highest and unconditional recommendation for these business development services. There is no better source of paint-company specific business information out there.read more
Jeff Nestle
Jeff Nestle
23:00 07 Sep 18
The materials for the Academy for professional painters is top notch. I have found this information to be helpful for anyone in the painting industry. If your brand new to the business you will be miles ahead if you follow the program and instructions as given. As a seasoned painting contractor with over 40 years experience I have found that Brandon's information has been helpful and many ways and I would recommend to anyone looking to improve the quality of work and the bottom line to definitely be part of the program. J A Nestle with champion decor and Coatings Phoenix AZread more
Tim Perryman
Tim Perryman
17:50 22 Sep 18
We are a Platinum member with the APP. Brandon Lewis is an outstanding coach! I have ran a painting business for more than 25 years and I wish I had a resource like this when I first got started. He has changed my view and given me the tools to improve two key areas of our business - How to implement a professional sales process and how to recruit quality painters. We attended the professional painting summit last January in Florida. We were surrounded by painting contractors willing to share proven solutions to just about every problem painting contractors will face in their businesses. I'm looking forward to the one In Tennessee this coming January! Whether you are just getting started or have been running a large painting business for years, I would highly recommend you look into how the APP can help you fix those nagging problems we all face.Keep up the good work Brandon!read more
All-Pro Home Services
All-Pro Home Services
22:39 21 Sep 18
Brandon Lewis has great information and techniques for professional painters or contractors such as myself. I started in the paint business as a painter and two years later started working for myself. I knew how to paint but I have learned everything about sales business and marketing along the way. And customer service. Listening to Brandon Lewis really helped me to be a better business owner. Without sales and marketing you have no business. I was a painter and now I feel like I am much more of a business owner and a business professional. Thank you Brandon Lewis for your great work. And the academy for professional painting contractors.read more
Daniel Woodford
Daniel Woodford
02:29 20 Sep 18
Hi Dan here, Have a Painting business in the North East. I have been working with Brandon for 2 1/2 years. Sales were at 200k when I started and up to 1.3M at this point while tripling my bottom line. He's made me a believer. Results do speak. Highly recommend you call him if you have a Painting business that hasn't been paying you what you deserve and are ready to turn things around!read more
runner 96
runner 96
01:01 13 Sep 18
Brandon has lead us to some GREAT processes for getting into the commercial world as well as staying in touch with past clients. Our business has steady grown 25-25% each year since working with him.read more
Toliver Painting
Toliver Painting
18:45 19 Oct 18
Been working with this marketing coach for 3+ years and seen phenomenal results. This Painting business coach has helped me keep painters in Missouri busy through the slow winter season and more than tripled our painting company's size. Don't settle for online painting leads that go nowhere. If you are a painting contractor who wants to leave more for your family than a garage full of used paint and some tools for a garage sale after you are gone, I recommend you contact Brandon ASAP. When it comes to help with marketing for painting companies, this is by far the best investment I have made in my painting business.read more
Matthew Rathgeb
Matthew Rathgeb
01:38 14 Sep 18
I had contacted the APP sometime in April of 2018. After 7 years in business I got tired of always running into the same issues in my painting business so I was looking for a “coach” of sorts to get some systems in place to promote growth for my business . After a lot of research I decided to join the APP and I am glad I did !!!! I can’t even put into words how helpful Brandon has been !! My business has increased 35% in the last 5 months and implementing his systems has made everything go much smoother . Especially the sales process !! I have never been so confident selling paint jobs in my life . Looking forward to continued growth and I would highly recommended the APP to any painting contractor !!read more
Jimmy Canabe
Jimmy Canabe
13:50 21 Sep 18
Due to Brandon and his amazing guidance, we have been able to grow as a business and as individuals. His unique marketing strategies make our business stand out in very competitive market for all the right reasons. We want to sincerely express our gratitude to the entire team at the APPC for helping us exceed all our goals. Thank you!read more
Art Snarzyk
Art Snarzyk
19:17 23 Aug 19
I've had the pleasure of attending APPC conferences and events. The contractors in attendance are high-caliber people and strong business owners willing to hone their skills further. Brandon and his team have effective processes and strategies for their members. His tenacity and directness is only matched by is truly apparent desire to help people succeed in business so they can be happy in life.As someone who attends many contractor events nationwide, I think the most compelling thing about APPC is that I have not met many of these members in various other places I've visited......APPC's credibility speaks for itself when one recognizes that a strategic consulting and marketing company is actually effective at attracting members that other organizations do not / cannot.Keep up the great services you provide our industry!read more
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