Why Pre-Qualifying Your Painting Leads Is an Expensive Rookie Mistake

Why Pre-Qualifying Your Painting Leads Is an Expensive Rookie Mistake

Hey, it’s Brandon Lewis here with Painter’s Weekly, and I want to talk about pre-qualifying leads and how it is so unbelievably stupid and that those who are teaching it to you are costing you tons of income and equity.

Let me explain in three points.

Point number one: how many times have you been absolutely, positively sure that a project would close? You had no doubt in your mind, you spent months following up with people, everything was set to happen, you had a great relationship with the client, but then they decided not to buy.

How many times have you tried to not run a lead, done a very poor job of selling, and before you even got out of the driveway, the person was trying to schedule and hand you your money?

Now, if we don’t know what’s going to happen in the sales cycle, after we’ve spent hours and sometimes weeks or months with a client, how in the world can we possibly know what’s going to happen after we’ve had a two-minute phone conversation?

It’s idiotic.

Number two: we sell something that is remarkably expensive, and really risky in a reputation-poor industry. The average transaction size is 3,000 dollars. Sometimes we’re quoting things that are 4,000, 5,000 dollars, 10,000, 15,000 dollars, and we’re going to try to sell that over the phone like a pizza delivery boy and hope to magically close something? It’s crazy.

People do not know if our painters are background checked, or screened, what our warranties, our guarantees are, what our reputation is, we’ve shown them no social proof, and now we’re going to close on this big transaction with somebody we’ve never met and maybe don’t know in a couple of minutes on the phone…we’re going to figure all this magic stuff out? Crazy.

And here’s the big kicker, finally…number three: when you pre-qualify Mrs. Johnson to death and you run her off from your business on the phone asking a bunch of fool questions trying to divine if she’s going to buy or not, and you miss her little powder room. Well the next time she paints the outside of her house, which is 15,000 dollars, you miss it. You see, every client represents, on average, 1,000 dollars in organic spending every year for their entire lifetime as long as you have good customer reactivation and retention in place.

That means that if you lose 70, 80, 100 clients by trying to do this goofy phone selling pre-qualification stuff, that not only do you lose that sale, but you lose 100,000 dollars for the rest of your entire career.

I’m Brandon Lewis with Painters Weekly saying, please stop trying to prequalify your clients. You know you can’t do it. Don’t be lazy. Be professional. Let the numbers speak to you. Run the job, pay the expense, invest the time, and I promise you, long term, and even in the short term, the numbers will come out in your favor if you just do your best sales job every single time.

Take care, guys.

2 Responses

  1. Joel M Brown says:

    So true. I’m not perfect. However every estimate is done the same way regardless of my perception of the owner or his preconceived perception of me. On time
    and in person

  2. Brandon Lewis says:

    You are accurate Joel! If we can determine the outcome after hours, weeks or months, trying to do so in moments is illogical. Keep up the good work marketing and selling your painting services with best practices!

Leave a Reply

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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
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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