The Five Sales Truths
Proven techniques to bring in revenue
By Brandon Pierpont
“Sales solves all.” While this is certainly an inflated euphemism, the idea that a top notch sales process is paramount to a company’s success is not at all overstated.
With a killer sales process, painting companies can afford to pay more per lead, endure during periods of reduced lead flow, pay their team higher wages, and significantly improve the company’s bottom line.
Although a great sales process does not solve all, it significantly helps with most aspects of running a painting company.
So how do we go about creating a sales system that consistently turns leads into profitable projects? To answer that, it’s important to understand some fundamental truths about sales psychology.
Sales Truth 1: Speed Wins
There is a critical concept known as “speed to lead.” When a prospective client raises her hand, whether that be through submitting a web form, responding to one of your ads, or by any other means, you need to reach out as soon as possible. Think 60 seconds or less!
The only way to reach out to leads this quickly at scale is through automations. There are plenty of CRM (Customer Relationship Management) softwares available to help you with this. Some of my favorites include DripJobs, Estimate Rocket, PaintScout, and our Painter Marketing Pros CRM that we employ for all our partners (reach out if you’re curious!).
Regardless of which software you use, ensure that your leads are being called, texted, and emailed from your company – all within five minutes.
Sales Truth 2: Obstacles to Sale Must be Removed
You need to make the sales process easy. Your first objective after acquiring a lead is to get them scheduled on your estimates calendar. Don’t worry about qualifying the lead at this point.
The best way to maximize your set rate is to provide as many different avenues to booking as possible. This is why we advocate reaching out via text, email, and phone – some people may want to text, others want to speak with someone, and still others prefer to use email.
Some potential clients won’t want to interact with you at all at this stage, which is why you will also need to send your leads a self-booking link. This is a custom link your prospective clients can click on and self-schedule their estimates.
“But wait, Brandon! What if they’re a bad lead?!”
This leads us to our next sales truth…
Sales Truth 3: Building Value is Critical
You can start building value via a direct relationship with your new lead as soon as they have raised their hand (contacted you).
One of the most impactful things you can do to build value is to get on a discovery call with them prior to the estimate to talk through the project. Ask what they are looking to achieve, what their timeline is, why they are wanting to do this project now, and any other pertinent questions. You will then use all this information during your sales visit (estimate) to build more value.
It is during this initial discovery call that you will qualify them! “Oh, you’re just looking to repaint the ceiling in your bathroom? While that is unfortunately not something our company can assist with, we can refer you to another great company that will get you squared away!” (Be sure to then actually provide that referral).
This way, even if you disqualify someone during the discovery call, you are still providing value by introducing them to another company that will take good care of them. Delivering free value like this improves your company’s local reputation.
Sales Truth 4: Consultative Selling is Good Business
I’m a firm believer that consultative selling is the most ethical and effective form of sales. Through taking a true interest in your potential client’s needs, you can not only present your company in the most attractive light possible, but you can also ensure that you better serve them.
This consultative selling and fulfillment will improve your close rate, allow you to charge higher prices, and even make it easier to get 5-star reviews.
You sell consultatively by focusing on the client’s needs and then strategically positioning your company as the most valuable and logical choice to meet those needs (so long as it’s true).
To do this effectively, you must deliver the proposal in the home. By walking through your proposal in person, you can address any concerns your prospective client may have.
In contrast, if you only take measurements and then email over your proposal later, your company’s value has been reduced to a mere number.
This is exactly how good ole’ Chuck in a Truck continues stealing projects from more deserving companies!
Sales Truth 5: The Fortune is in the Follow-Up
Most sales are not closed in the home, even after delivering the proposal on site. For whatever reason – the prospective client needs to think about it, he wants a few more quotes, she needs to speak with her partner, or they are waiting for the sky to turn orange – they are not ready to move forward. This means you’ll need to do the dreaded F.U. (follow up).
Using automated follow up (per a CRM) along with manual phone calls is your best approach here. While following up, do your best to add value. Here’s where well-structured newsletters and other ongoing communications with your leads can improve your close rate.
Beyond adding value, the most important concept here is to follow up much longer than you think you should. Our recommended timeline is one year. It’s easy to do this when much of the follow-up is automated, and you’d be surprised how many people turned ghosts end up circling back 6+ months later, thanking you for following up.
Final Sale
Improving your sales process is one of the most beneficial things you can do for your painting company. In down times it protects you, and in good times it magnifies your success.
Now get selling!
Brandon Pierpont is the founder of Painter Marketing Pros, and has helped over 350 painting companies scale. He can be reached at brandon@paintermarketingpros.com.
