Are your past clients dead to you? This is a question I often ask owners of painting businesses? Behind me you will see a graveyard, a cemetery of confederate soldiers, over 150 of them that fought valiantly for their cause but died and no one knows their name. It is situated in a very odd place in between a Harley-Davidson dealership and a brand new hotel adjacent to the interstate.
I’m on my way to a bookstore today, on Sunday, to pick up one book in a series, and looking at this, it reminded me of how many owners, how many contractors think that once their customers have stained a deck, have painted the exterior of their home, have done anything like that, that they are dead to them.
By that I mean not that you don’t value them but do you communicate with them? Are you sending out a monthly newsletter by email and mail? Do you reactivate them? Do you pick up the phone? Do you use Facebook custom audiences? I’m here to tell you that if you’re not consistently communicating with your past clients, if you are not reaching out to them after about year three in your painting business, you get the wonderful awesome opportunity to start over, again and again and when you decide to sell your painting business because your customer list has been abandoned and neglected, you’ve got zero equity.
Do not treat your past clients as if they were dead. Do not bury them never to be seen again. Do not neglect them. Do not leave them nameless. It’s in the middle of the winter right now. My advice to you is to reach out to your past clients over the next two months leading up to the full repaint rush. If you do this, when the spring repaint rush comes, who will be top of mind? Who will they have received newsletters from month after month? Who will have called them? Who will have checked in with them? Who will be in their social media feed? You. And people buy from folks they know, like, and trust.
I promise you, they have not stopped buying pressure washing, painting, wallpaper removal, popcorn removal, deck staining and other coatings-related services. They’re just spending their money with someone else. Your customers,your clients, are not dead to you. They’re continuing to buy exactly what you sell so do not treat them as if they were.
I’m Brandon Lewis with “Painters Weekly” saying that your clients are alive and well, and you should be communicating with them consistently. How did we do?