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Following the post-COVID boom, are you seeing a cooldown in painting sales? Don’t be discouraged! This is a golden opportunity to refine your strategy, setting and crushing goals in a smart way.

That’s why we’re particularly excited to pass along this summarized version of a presentation that was delivered by painting industry experts, Jon Bryant & Michael Murray, at the PCA EXPO 2024. They talked through sales tips for residential painters, interviewing Connor, Colton, Mike, and Dave—all standout sales professionals who shared their secrets for breaking through the cloud barrier and selling $2M+ on an annual basis.

Follow the link below to see the full presentation, and keep reading for the top takeaways.

3 Painting Sales Strategies You Should Start Today

Does a $2M annual sales mark sound lofty?

The fact is, with the right mindset and tools, it’s completely attainable. Check out these quick statistics, powered by PaintScout:

• 32 sales reps sold at the $2M+ level last year
• 4 of these reps sold commercial jobs, but 28 sold residential and still hit those numbers
• 10 are business owners and 22 are sales reps
• 29 other reps were within $200k of the $2M mark!

It may feel like a unicorn, but it’s really not. Whatever your goal might be, let’s dig into three practical strategies you need to start today.

1. Increase the Value of the Paint Jobs You Sell

Especially in our current market, it can be tempting to cling to every lead you get, but that’s not necessarily the right play.

Start with Lead Vetting

“As a sales rep, it’s just as important to say ‘no’ as it is to say ‘yes,’” says Jon Bryant, PaintScout Co-Founder & CEO. Create a chart that outlines what you look for in a job, then hold every lead up against the list and see if it’s still a good fit. Be selective and strategic, tailoring what you sell to what your company has to offer.

Qualify Based On Price

“Why do the whole song and dance if they’re not the right fit from the beginning?” If Connor feels that a prospect is a solid fit, he’ll initiate the pricing discussion toward the end of his pitch, allowing time to bond and build rapport. If he feels that they are not necessarily a good fit based on pricing, he’ll share the numbers up front with full transparency.

Charge More for Your Painting Services

“In our industry, we have this hesitation to charge appropriately for our time, and we constantly downplay what we’re worth and what we’re delivering to our customers,” Jon says. The fear can be that if you charge more, you’ll get less work. But remember, people are willing to pay if they’re the right people that match the values and criteria you’re looking for in a prospect.

For a larger perspective, the nationwide average for residential painting companies with sales rep that sell over $2M annually is $98.35/hour. How does that line up with your rates? Top performing sales reps know what they’re worth, and also know what their company is worth.

Building on this, you can also charge more confidently if you have a better sense of industry averages and how to price jobs both accurately and consistently. A tool like PaintScout can help with all of the above, giving you confidence that you’re charging the right price, every time.

Do Bigger Painting Projects

The average residential painting project value for these top-level paint reps is $7,432. The takeaway here is that your goal should never be to fill your schedule with lots of projects that take time and offer little value. Hold out for the bigger repaints that are the right fit, watch your job size, and keep an eye on how your average is trending over time.

2. Do More Painting Estimates

These top-performing painting sales reps are averaging 12 estimates per week, or 553 per year. How do they do it?

Cold Calling & Self-Generated Leads

First, they take ownership of the number of quotes they offer. Gone are the days of sitting back and waiting for leads to be handed to you… Since demand has slowed, especially post-COVID, estimators need to take an active, hands-on role in their lead generation. Here’s another key stat shared by Michael Murray, Owner & CEO of Textbook Painting: “Sales reps that do, on average, more than 15 estimates per week, are almost guaranteed to sell more than $2M. This is a key, key stat… If you give yourself enough at bats, you’re going to be successful at a high level.”

Market to Repeat Clients

Closing rates for existing customers are significantly higher than for new prospects: 82%, according to Connor. He says that if you’re not marketing to them, you’re leaving something on the table. This is largely because painting is a trust-based service. If a past client knows you, likes you, and had a good experience during their last paint job, the likelihood is extremely high that they’ll use your company again.

Build a Referral Network

Tapping into repeat customers is critical, but so is using that trust-based network to win new business through referrals. This can be done one homeowner/contact at a time, but it can also be done through “multiplication rather than addition.” Think through strategic partners, like realtors, flooring installers, and other trades professionals whose clients may need your services, and build relationships with those businesses.

Goal Setting

A constant improvement mentality is key, focusing on goal setting and the KPIs that matter to you. On the business development side, set activity markers for yourself as well. New contacts, new prospects, meetings set, etc. This is where it’s critical to have a tool that lets you review your numbers at any point in time, making educated decisions rather than educated guesses. PaintScout’s dashboard, for example, allows you to review customer activity and interactions, live stats, and keep a finger on your business’ pulse.

3. Increase Your Win Rate

Yes, your win rate can be based on hard data and numbers. But your “win rate” is also a mindset and how you position yourself to improve every day.

Constant Improvement

“It’s all about the relationship for me. A sale does not equate to success,” Connor says. “I have had clients who don’t hire me for one project, but call me back because they felt trust. Maybe they went with someone cheaper the first time, and they got burned, and they realize the value of what we do. You’re establishing your brand long-term, not just on micro transactions.”

Ask for the Sale

If the job is a good “value fit,” ask for the sale regardless of its size. Yes, we discussed how going for bigger projects is important, but if the customer fits every other criteria and there’s an opportunity for more work downstream, ask for the sale. Build your brand, deliver an amazing experience, and you’ll be the company they call for the next project.

Get an Answer

The top reps we spoke with always get answers for their jobs. Remember: there’s a difference between your “win rate” (the percentage of jobs you’ve actually won) and your close rate (percentage of jobs that are closed vs. remain open). Aim for a 100% “close rate,” meaning that no job is left in limbo, and nothing is left on the table.

What’s Your Takeaway?

Top painting sales reps are competitive, consistent, and data-driven. They also don’t hope or wait for success, but know how to get after the numbers (and growth) they need, specifically when it comes to cultivating relationships with ideal customers.

Also, tune into what other industry leaders are doing and compare notes! It can stoke a healthy sense of competition, plus provide ideas and insights that make us all stronger.

Watch the Full Presentation

Want more secrets revealed? Watch Jon Bryan & Michael Murray’s full presentation, originally given at the PCA EXPO 2024