Marketing a painting business effectively is much more than “dumb luck.”
Recently, I gladly heard from an owner who reported some great news. “I just closed a $25,000.00 job that landed in my lap by ‘dumb luck,’” he told me.
While I am certainly happy for this owner and he is a really hard worker and marketer, let me make one thing clear: There’s no such thing as “dumb luck” in lead generation and sales.
When good things happen to you in painting, it’s because of one thing that happened in advance of it: COMMUNICATION!
When you look at a new painting project, communication preceded that estimate. Maybe you emailed, mailed, or called the prospect or customer. Maybe they saw an ad in a publication or on social media.
Maybe they remembered your communications from years ago. Maybe they were referred by communication from a past customer. Maybe they found you online through communication while searching for painting service providers.
All “dumb luck” for the most part is caused by communication in ADVANCE of the “lucky” event.
Here’s the deal: If we know that good communication results in “dumb luck” why don’t we communicate more often?
In truth, there’s no good answer for why we should not be communicating and marketing with past painting customers, unconverted leads, and referral sources with regular, calendared, and unrelenting consistency.
That’s why we recommend, among other things, newsletter marketing for all painting contractors.
You never know when Mrs. Smith has some “dumb luck” waiting for you in the way of an exterior repaint project she’s been considering for the last few months, but hasn’t found the time to call for an estimate yet.
You never know when a new facility manager may have arrived in the place of an old contact and he’s just itching to repaint an entire warehouse in the next few weeks.
Waiting for “dumb luck” is frankly, well, very dumb indeed. Communication and marketing creates “dumb luck.” Communication notifies you, in advance and before it’s too late, of “dumb luck” opportunities.
Rest assured, the more you communicate the luckier you will get in the painting business.
Want better luck in business? Communicate and market more often and more effectively.