By Carl


Too many painters have what I call a personality-based sales system. They show up and rely on their personality to make sales. This can work up to the point. But what we see across the country is your personality will only get you so far in sales.

You can’t say what everyone says and be seen as special or different. Everyone says the same thing. Real quality, best service, good people honest company.  This is the typical me-too type of messaging that is typical and average. Even if you are the one painter who means it, the prospect doesn’t see enough differentiation, so they keep shopping for a better price.

Would you let your painters and applicators work based on your personality? Or do you have a systematic way to perform the work you do?  I hope the answer is later.

Book a Call -With Carl Click Here

Signs that your sales approach needs fixing

Symptom

Cause

Poor closing rates. Under 45%

No real sales system

Losing job to inferior competitors

Not creating enough value

Losing sales because to cheaper competitors

Very little price conditioning

Inconsistent results.

Lack of sales SOP’s

Price Objections

Not asking the right questions

Let’s take a closer look at what your sales system should look like. I’ll break this down step by step.

  • Your 1st Objective -Trust Building 

The first face-to-face interaction between a prospect and the salesperson/ estimator is designed to enable the salesperson to display his or her sincere interest in the prospect. The goal is to gain acceptance and develop a sense of mutual respect and rapport. This is the first stage of face-to-face trust building and sets the selling process in motion.

The better you are at this skill, the better you will be at getting your customers to trust you. When you have that level of trust, your customer will feel safe and open to you. Everyone thinks they are great at this step.

Most estimators are overconfident about their rapport-building skills. Often this is a blind spot, and estimators don’t even realize it.  Just because you have good people skills doesn’t mean you can create buying trust. I’ve met people with below-average people skills with way above-average sales results. I’ve also met people with above-average people skills and below-average sales results.

Remember the objective of this step is to gain acceptance and develop a sense of mutual respect and

rapport. It is the first stage of face-to-face trust building and sets the selling process in motion. The better you are at this skill, the better you will be at getting your customers to trust you.



  • Stage 2 -Objective 2 - Qualifying. This is the difference that makes the difference 

This is the questioning and needs analysis stage of the face-to-face sale. It enables the salesperson to discover what the prospect will buy, when they will buy, and under what

conditions they will buy it.

It also allows the prospect to identify and verbalize their level of interest and detailed needs in the services. Just because a prospect is interested in getting a quote from you, doesn’t mean they are interested in hiring you.

This is all about asking good, systematic sales questions which leads a prospect to discover, what is most important to them happens to be what you do best as a contractor.

Ask don’t tell, Ask 

This is the secret sauce to my clients’ doubling sales at much higher price points. This takes skill and discipline. Trust me you’ll be tempted to TELL the customer why they should spend more to hire you. But telling is not selling. If you ask questions in such a way that they discover this on their own

  • Stage 3. Objective 3 - This is The Irresistible Offer

This stage involves the ability of the estimator/salesperson to present his or her services in such a way that it fulfills the stated or implied needs or intentions of the prospect as identified and verbalized. This usually entails problems and concerns about your service the customer wants to avoid. Or the aspirations and desires they are seeking by using your services.

The mistake most painters make in this step is to talk about quality and service. But’s more than that. It’s building an offer that sets you apart from your competitors, so that, choosing you becomes a no-brainer, regardless of price. Below are some super examples we teach our trainees.

The Technique below uses a concept I created last year called values stacking.


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Think of the I.O. (irresistible offer) in these terms. You are making the ordinary, extraordinary in how you present your deliverables.

  • Stage 4 Objective 4 Value Building and Handling Objections - The missing link.

 Or schedule a strategy call to see where your system is breaking down. Book your call with me right her

This stage is designed to enable the salesperson to build value and overcome any doubts the prospect may have about your price vs. your services. It is this stage of the sale that solidifies the prospect's belief in you, your company, and the offer. For there to be a sale, the customer must trust you. Believe in the company and see the wisdom and the value that is embedded in your offer. This is the missing link. Painters just haven’t developed a compelling enough offer to overcome typical price objections.

This is where you take what is ordinary and make it extraordinary. You won’t ever achieve this going to market with a me-too sales message.

You can’t say what everyone says and be seen as special or different. Everyone says the same thing. Real quality, best service, good people honest company.  This is the typical me-too type of messaging that is typical and average. Even if you are the one painter who means it, the prospect doesn’t see enough differentiation, so they keep shopping for a better price.

  • Stage 5 Objective 5 Closing

This final stage of any sales process is asking the prospect to buy, dealing with objections, handling any necessary negotiation, and completing the transaction to mutual satisfaction.

This should be done by making a buying recommendation vs. using aggressive sales tactics. If you did everything else right, this should be the easiest step. It’s only natural if you’ve done everything right.

Does your sales system need a tweak

  • You lose more than 50% of your quotes.
  • You find customers choosing other painters over you.
  • You lose jobs due to the price
  •  Struggle with price objection.
  • Have a difficult time establishing value
  • If you’re frustrated with your results and know you could be doing better
  • You can’t articulate in a way that makes your customer want to buy on the spot.

Thane you need to develop, improve or tweak your sales system

Book a Call -With Carl Click Here

Carl Utter

About the author

Carl’s sales career spans almost 30 years in all phases of sales management, sales training, sales coaching, and consulting. He founded The Training Group Inc. in 2000 where he trained and developed some of the largest Painting Contractors in the Country.

In 2017 he made a major decision to narrow his focus on Painting and Remodeling contractors who struggle to get customer to pay more for premium services. Today he is the founder of Contractor Growth Strategy, and his mission is to transform the sales and estimating industry by teaching his world re-known client- Centric Selling System. Carl Believes that premium contractors deserve to charge a premium price. The Client Centric selling system was designed for premium contractors, so they had a systematic way to sell and close projects when the price they charge is higher than the majority of competitors.

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