At John Lee Paint Co. in Montgomery, Alabama, contractors and other professionals make up a core of the business. Learn from manager Clint Carroll how he and his team serve this demographic that relies on the knowledge and services of paint retailers.
The Power of Small Business
When Jay Donnelly attended a local small business seminar, he didn’t think he would be embarking on an entire business improvement project. Learn where he started and what he gained.
Securing Pro Sales in Caulk
In order to capture contractor sales in the caulking category, be sure you have the products they need but also have something on hand to recommend when they need extra staying power.
Industry Profile: Armstrong-Clark
Quality products and quality service go hand in hand for this company whose roots go back generations. Read the origin story and discover how Armstrong-Clark goes all in on independents.
In the past, our research has shown that the average consumer will shop, on average, at three and a half different retailers for their home improvement needs. So, if you had any illusions of shopper loyalty still existing, you might just have to revise those notions.
We all know that consumers can be fickle. But today, more than ever, you combine their changing demands with the fact that they have so many choices for shopping, and it isn’t quite so surprising that they are patronizing an ever-increasing number of retailers.
But that’s consumers, right? Contractors take their sources of supply seriously and they know loyalty can translate to efficiency. Right?
You have to ask yourself a simple question: ‘How do I make my operation more appealing on more shopping occasions for my pro customers?’
Well, if you think contractors’ habits aren’t being influenced by the same factors coloring how consumers shop, you’re being a bit short-sighted. Like consumers, contractors want convenience, price and service, just in different measures. Oftentimes, fulfilling these needs can require multiple sources of supply.
So, as a retailer looking to serve the contractor market, you have to ask yourself a simple question: “How do I make my operation more appealing on more shopping occasions for my pro customers?” For some tips on how to do this, check out our feature on serving contractors starting on Page 20.
One thing you will likely discover is that serving contractors may force you to think outside the neat prescription of what a paint and decorating retailer is. This can be uncomfortable, but it’s also quite necessary if you are going to continue meeting your pro customers’ needs.
For instance, you may want to examine the products you typically carry and consider whether a contractor coming to your store can get everything they need for their job. Sure you carry dropcloths, paint, tape and tools but do you have worklights, cleaning supplies and safety gear? If not, you are forcing your customers to make two stops (at least). Plus, you are losing potential sales.
There’s no doubt consumer demands have changed over the last decade and continue to change at an incredible pace. But if you are serving contractors, it is important to realize that they are consumers too, and the way they do business is changing—you just have to realize it and act on it.
Dan Tratensek DanT@nrha.org
Publisher, Executive Vice President, Sales
Dan Simon dan@pdra.org
Phone: 800-737-0107, Fax: 636-229-4750
Editor-in-Chief
Dan Tratensek dant@nrha.org
Issue Contributors
Diane Franklin Graeme Haase
Heather Kauffman-Peters
Jerry Rabushka
EDITORIAL, DESIGN & PRODUCTION
Managing Editor
Melanie Moul editor@pdra.org
Hans Cummings Autumn Ricketts
Todd Taber
Nancy Vondersaar
Association Coordinator Tina Sullivan tina@pdra.org
Graphic Artist & Web Coordinator
Kim Groseclose kim@pdra.org
ADVERTISING
Advertising Manager
Clarissa Thomas clarissa@pdra.org Phone: 636-680-2749
Jay Donnelly Flanagan Paint & Supply St. Louis, Missouri
Lesley Davies-Baptista Paint Fair Ltd. Freeport, Grand Bahama, Bahamas
PDRA ADVISORY COMMITTEE
Dori Marks, PPG Industries
Thomas Hill, The Coatings Alliance
Eugene Andreassi, Benjamin Moore
Joe Jankoski, Hunter Douglas
Bob Clemence, Hyde Tools
John Shingledecker, Allpro Corp.
Richard Russo, Reed Exhibitions
Mike Dube, Lancaster
The BEST brand not on your shelves
Long Lasting, Easy to Apply & a Breeze to Maintain
“As a relatively new Armstrong-Clark dealer, we have been very pleasantly surprised at the amount of product that we are selling. There is a strong demand for a super premium oil based exterior stain line. We are benefiting from customers who are doing online research for the best quality exterior wood stains. We are also getting great contractor feedback. My staff is confidently recommending Armstrong-Clark over more widely known national brands. If we are unsure of product or application issues, Armstrong-Clark's customer service is extremely knowledgeable and helpful."
Harry,
Owner - Adler Brothers, Inc.
”We are in a county with a lot of wood homes and decks. We've only had Armstrong for 2 years but its become one of our top sellers! Painters like the ease of application and the free sample can program. Armstrong's service has been outstanding!”
Rob, Owner - Tamalpais Paint & Color
The Big Picture
TFeel the Love
he Love Graham Festival in Graham, North Carolina, started as a sidewalk festival to celebrate and promote love, growth, progress and art in the community.
Molly Feudale, one of the event organizers, became involved with the festival when she had the idea to facilitate and paint a community mural.
Feudale approached festival organizer and founder of The Independent Artist Movement, Audrey Garton, with the idea, and she was excited to help make it happen. The Love Graham mural became the highlight of the first festival in 2019.
“We invited everyone who attended the first Love Graham Festival to paint a heart in the background,” Feudale says. “We used high-quality, UV-protected, exterior house paint on the mural.”
The event drew around 2,000 people with a beer garden, interactive art projects, live music, breakdancers, food trucks and shopping from 20 local art vendors.
“The Love Graham Festival was created in an effort to promote positive connections in our community, and it was a success,” Feudale says. “Our city has benefited as new entrepreneurs are coming together to help facilitate growth and progress.”
The 2020 Graham Arts Festival, scheduled for March 21, will feature a second interactive mural, the reveal of a Love Graham sculpture and the release of a signature Love Graham beer from a local brewery.
“We welcome anyone to help us celebrate our beautiful city,” says Feudale.
HANDy Paint Products Rebrands
New Branding Reflects Renewed Company Focus
HANDy Paint Products, developed by Minnesota-based Bercom International, has rebranded to Handy Products. The rebranding includes a new logo and website, handyproducts.co These changes reflect the company’s mission to create durable, functional products to make home projects easier.
Handy Products is committed to improving its sustainability and generosity model and builds its products in the U.S. using biodegradable additives to enable the breakdown of discarded products where possible. It continues to work on sustainable solutions to further reduce environmental impact. All liners are made with 100 percent recycled materials and all products are guaranteed for life.
The new branding also strengthens the company’s goal to make an impact through its customer service efforts and brings a stronger focus on its core values and iconic red and black colors. Handy Products believes in doing good and giving back to its community and other organizations. Past initiatives have included the Handy Paint Products Film Festival & Fundraiser for the Leukemia & Lymphoma Society of Minnesota and the Parent Project Muscular Dystrophy, the Good Leadership Breakfast’s “Bucket of Goodwill,” the annual Handy Paint Washer Tournament for local causes and supporting Habitat for Humanity MN and the Metro Paint-A-Thon.
“Handy Products has evolved and grown so much in the nearly two decades since the Handy Paint Pail was born. It’s been an exciting journey to watch so many people discover and become fans of what we’ve created,” says company founder Mark Bergman. “Our customers are always telling us that they head straight for our iconic red and black products on the shelf. This rebranding not only gave us the opportunity to update our look and feel, but also to strengthen that connection customers have.”
Founded in 2001, Handy Products is now a global business, offering a diverse line of 15 different products, including the Handy Paint Pail, Handy Paint Tray, the Handy Craft Series and more.
Perfect Design
Food-Grade Wax
Sponsored Product
Howard Wax-It-All is a food-grade paste wax that revives and protects surfaces. Made from beeswax, carnauba wax and food-grade mineral oil, it is safe for indoor and outdoor countertops and surfaces, including butcher block, concrete, stainless steel, granite, marble, soapstone, slate, laminate and anywhere food contact occurs. Wax-It-All enhances luster with a natural-looking satin finish, helps prevent tarnishing of metal furniture and is made in the U.S. with strict quality controls. Howard Products 805-227-1000 or howardproducts.com
Multiposition Ladder
The Werner Multiposition Ladder is available in three lengths and includes up to 32 adjustable positions. It serves as five ladders in one: extension ladder, double-sided twin stepladder, stairway ladder, 90-degree wall ladder, and two self-supported scaffolding bases. It features shatterproof aluminum J-locks, oversized impact-resistant push knobs and the POWERLITE™ rail system. Werner Co. 888-523-3370 or wernerco.com
Paint Roller Pole
Mr. LongArm’s Smart Painter System® II features a removable, translucent rotating spatter shield. Eleven pivot positions allow the shield full 360-degree rotation, and the shield can be used to stand the roller up.
Mr. LongArm 816-537-6777 or mrlongarm.com
Plastic Primer Kit
Dap’s RapidFuse Plastic Primer Kit sets in 30 seconds and cures in 30 minutes. Unlike traditional super glues, the bond won’t become brittle. It is 40 percent stronger than polyurethane glues and is suitable for indoor and outdoor use. The bond is clear and RapidFuse cleans up with soap and water.
Dap Inc.
800-543-3840 or dap.com
Caulk Repair
Hyde Tools’ Better Finish™ Caulk Repair products include a built-in applicator with three bead options and a Fresh Seal plug. The siliconized acrylic caulk forms a weatherproof seal and adheres to most building materials. It is paintable and cleans up with soap and water.
Hyde Tools
800-872-4933 or hydetools.com
Porcelain Tile Floating Floor System
Daltile’s RevoTile is a patented porcelain tile floating floor system. It is offered in 26 marble, wood, stone and concrete designs. RevoTile is waterproof, stainproof, scratch-resistant, dentproof, fire-resistant, slip-resistant and easy to clean.
Daltile
800-449-3591 or daltile.com
Click to Support Your Town
Voting Open for America’s Main Streets Contest
Whether your local Main Street is making a comeback or never lost its vitality, Independent We Stand invites you to draw attention to the vital role America’s Main Streets play in the long-term success of communities by nominating and voting for your favorite Main Street in the 2020 America’s Main Streets Contest.
The organization recently launched the fifth annual contest, a three-month long web-driven contest that helps consumers, small business owners and Main Street organizations reward a deserving Main Street with $25,000 in cash and prizes.
“Independent We Stand wants to help locally owned businesses thrive in their communities,” says Independent We Stand co-founder Bill Brunelle. “We recognize the pride business owners take in their Main Streets, and we want to help share those stories through our contest.”
Visit mainstreetcontest.com to nominate your Main Street and vote through April 19. A round of voting for semifinalists will take place April 27 through May 4, and the “Main Streets Make Us Better Event” will take place July 4. At the event, the winning Main Street will announce its plans for the $25,000 grand prize.
Additional prizes include a STIHL Equipment Certificate for $1,000 worth of STIHL equipment; a $500 shopping spree with PPG Paints; public relations and social media recognition; a plaque for the winning Main Street; and other valuable prizes.
Independent We Stand is sponsored by STIHL, Do it Best Corp., Nationwide Marketing Group and PPG. Learn more about what it means to support local, independent businesses at independentwestand.org
The main street in Wellington, Ohio, won the 2019 Main Streets contest, a program run by shop-small organization Independent We Stand. Wellington’s Main Street organization won $25,000 and a cache of other prizes to help promote its resources and opportunities.
Benjamin Moore Launches Color Portfolio App With Integrated ColorReader Device
Benjamin Moore recently launched the Benjamin Moore Color Portfolio™ app and integrated Benjamin Moore ColorReader device. The Color Portfolio app in conjunction with the Benjamin Moore branded ColorReader device by Datacolor, makes expert-grade tools available for professionals on mobile devices.
“Benjamin Moore is committed to providing its customers with innovative tools and resources like the Color Portfolio app and ColorReader device that enable them to work more efficiently,” says Andrea Magno, Benjamin Moore director of color marketing and development. “From providing professional users with immediate visuals for clients to helping homeowners feel confident in their color choices, this innovative technology provides instant results and removes some of the guess work from the color selection process.”
The Color Portfolio app supplements physical color tools using augmented reality to enable users to access
Benjamin Moore colors from anywhere. Color Portfolio features virtual fan decks, accurate photo and video visualizers and renderings to apply Benjamin Moore color to surfaces in real-time, allowing users to “try on” colors, save selections and share images instantly.
Datacolor produces the Benjamin Moore ColorReader device. When the ColorReader is connected to the Color Portfolio app, users can color-match interior and exterior flat surfaces and materials to more than 3,500 Benjamin Moore colors. Simply place the ColorReader device on the desired flat surface to take a color measurement and the app will display the three closest paint color matches.
The Color Portfolio app is available in the app stores on iOS and Android devices. The Benjamin Moore ColorReader device is available in two models; Benjamin Moore ColorReader and Benjamin Moore ColorReader Pro for purchase at select Benjamin Moore retailers and online at benjaminmoore.com/colorreader
Benjamin Moore and Datacolor recently launched the new Benjamin Moore Color Portfolio™ app and integrated Benjamin Moore ColorReader device, which allows users to match Benjamin Moore paint colors on the go.
PPG Supports Workforce Through JA Biztown
PPG announced its participation in the grand opening of Junior Achievement® of Western Pennsylvania’s JA BizTown®—a hands-on community simulation in Bridgeville, Pennsylvania, that teaches local students how to manage a business and contribute to the local economy. PPG was one of more than two dozen regional businesses that worked with JA of Western PA to create the miniature interactive business community.
PPG’s sponsored storefront at JA BizTown was designed to look like a PPG PAINTS™ store and includes a paint color display, color-matching tools and a variety of PPG Paints products and painting supplies. In addition, the company provided approximately 400 gallons of PPG Paints products to paint the JA BizTown community.
“PPG is dedicated to investing in the next generation of industry leaders, which is why we have supported Junior Achievement for over 70 years,” says John Jankowski, PPG vice president and treasurer and JA of Western PA board member. “JA BizTown opens the door to career exploration, allowing students to see what PPG employees do every day. Students will execute tasks performed in various PPG roles, such as a chemist, sales representative, safety manager, chief executive officer and chief financial officer. This type of career simulation provides them with a deeper understanding of how classroom lessons apply to the real world.”
In the first semester of operations, the 10,000-square-foot (929-square-meter) miniature city is expected to host 3,000 students in grades 4 through 6 from 22 schools in western Pennsylvania.
PPG supports a program for elementary school students in Pennsylvania that gives them hands-on experience in a model PPG PAINTS™ retail store.
National Association of REALTORS®: Gen Z, Millennials to Ramp Up Homebuying
According to recent data published by the National Association of REALTORS®,
Generation Z (born after 1996) and millennials (born between 1980 and 1995), are competing for entry-level homes, which could boost the entry-level construction market in the near future.
“Gen Z is entering the housing market under the radar, but at a projected 65 million strong, they are going to begin making some major waves,” says George Ratiu, realtor.com ®’s senior economist.
“However, as the young generation launches into homeownership, it is facing strong headwinds, including competition from millennials, many of whom are entering homeownership later in life, and a marketplace largely devoid of entry-level options.”
According to an NAR survey in 2018, 40 percent of Generation Z reported wanting to own a home by age 25, which is next year for the oldest members of the age group.
According to the survey, Gen Z buyers are most active in the Midwest and Southeastern U.S., where home prices are most likely to be within their target range.
“Gen Z is entering the housing market under the radar, but at a projected 65 million strong, they are going to begin making some major waves.”
—George Ratiu, realtor.com®
By Diane Franklin
Taking the Professional Approach
Staff Expertise Makes the Difference When Serving the Professional Painters’ Market
The secret to serving the professional painters’ market is really no secret at all. It comes down to offering a full selection of products to meet the broad-based needs of maintenance, industrial and painting contractor accounts and also having a knowledgeable, dedicated staff who will go the extra mile to ensure ultimate customer satisfaction.
Building a successful paint business that caters to the professional trade is not accomplished overnight. John Lee Paint Co. Inc. has honed its ability to meet professional painters’ needs for 46 years. In that time, ownership of the company has passed from the namesake of the business to Charles “Bubba” Turner. Turner began working for the one-store operation in Montgomery, Alabama, in 1974, the year it first opened.
Since taking ownership of the business in 1986, Turner has worked hard with the rest of his staff to make John Lee Paint Co. the go-to location for a full range of customers, most of whom come from the professional sector. About 25 percent of sales come from industrial customers, while 50 percent are maintenance accounts. The remaining 25 percent are residential customers.
Strong merchandising makes it easy for professionals to find just what they need
“The maintenance and industrial segments are our two heavy hitters and where we spend the most of our time,” says Clint Carroll, company manager and Turner’s son-in-law. “We’re big on customer service. I think that quality is what differentiates independent paint retailers from big boxes or national chains these days, and that always starts with our people.”
John Lee Paint Co. has the appearance of a contractor-focused store. There is a decorator area, overseen by Carroll’s aunt-in-law, which was set aside for residential customers to come in with their fabric swatches, pillows or other home decor items to pick out coordinating paint colors.
“Otherwise, it’s very much a commercial and industrial kind of atmosphere,” Carroll says. “We’ve been in this location since 1990, and we have a lot of practical space we use for various types of paint, coatings and equipment.”
The showroom space encompasses approximately 2,000 square feet, but Carroll says the company has made a significant investment in its warehouse space. The warehouse covers 7,000 square feet, providing sufficient room for storing products and colorants and also for working on the professional equipment the store services and sells.
at John Lee Paint Co.
John Lee Paint Co. is set up to serve professional paint contractors, which is the majority of the company’s business. About 10,000 square feet of the building serves as warehouse space so contractors’ needs—time and volume— can be met.
Counting on Experience
Experience matters at John Lee Paint Co. The store has seven employees, with experience in the paint industry ranging from seven to 50 years. Several of the employees worked in the paint business— either with other retailers, suppliers or painting contractors—prior to coming to the store.
“Some of them even had their own paint crews, so they definitely understand the labor side of the business and also know the products, and to me, that’s huge,” Carroll says. “You’ve got to know what you’re talking about.”
The ultimate painting expertise comes from Turner’s five decades of experience. Prior to joining the staff of John Lee Paint Co., he had experience as a painting professional himself.
“He had his own paint crew in the 1970s, and then of course he’s been on the materials supply side for about 50 years,” Carroll says. “I myself have a general contractor’s background, so I brought that kind of experience to the table. Overall, we have a great staff, and I think when somebody’s looking for any expertise or knowledge, at least in our area, they think about John Lee Paint Co.”
Product Selection
Another major draw for professional customers is the breadth and depth of products that John Lee Paint Co. carries. Products include well-respected paint brands, but the store also uses a private label to set itself apart from the competition.
“We have one private-label product, Solaproof, that is our top-end exterior coating, so that really helps differentiate us,” Carroll says. “Nobody else has that product, and we’ve done very well with it over the years.”
The product is a 100 percent acrylic latex exterior house and trim paint with a proprietary formula that originated in Australia.
“We try to associate ourselves with top-quality products,” Carroll says. “That’s another thing that is great about being an independent. When you partner with different manufacturers, you can pick and choose the best lines and the best products. You basically get to build your own custom line of products across the board.”
Through a combination of industry experience, staff knowledge and a strong product mix, the team at John Lee Paint Co. strives to provide their customers with quality service with every interaction.
In building its extensive and diverse line of products, John Lee Paint Co. has ensured the company’s product offering has the breadth and depth to cater to the full spectrum of needs for its customer base .
In building its extensive and diverse line of products, John Lee Paint Co. has ensured the company’s product selection has the breadth and depth to cater to the full spectrum of needs for its customer base—everything from architectural coatings to industrial coatings, from roof coatings to floor coatings, from lacquers to stains, and of course, all the paint-related accessories that go along with them.
“We’re in numerous venues of the paint and coatings world,” Carroll says. “And then we do equipment sales as well. We have a very knowledgeable, trained staff member who services the equipment.”
John Lee Paint Co. is a full-line sales and service dealer for the major brand names in spray equipment and also provides warranty repairs. Spray equipment options include airless, gas, fine-finish, textured and electric paint sprayers. The company also sells quality brands of pressure washers.
Focus on Service
While offering products and the associated knowledge is important, Carroll stresses the need to go above and beyond in servicing professional accounts. With the full range of services they offer, the employees of John Lee Paint Co. have become a dependable resource their professional customers can count on.
“We basically become a team member for our contractors,” Carroll says. “If they have an issue on-site, such as they don’t know what type of coating to put on a particular surface, or if they
John Lee Paint Co. serves primarily paint contractors across three counties in central Alabama.
Handcrafted Brushes
need a spec written, we actually go out to the site, help write specs for jobs and deal with architects and engineers. We become part of the paint team for the contractor, the maintenance company or whoever the customer may be.”
Carroll says the store’s technical expertise comes into play on projects involving floor coatings. They work closely with the end user and contractor to ensure the proper prep solutions, cleaners and floor coatings are used for a given surface.
“There are certain performance requirements and down times that are particular to each
“We actually go out to the site, help write specs for jobs and deal with architects and engineers. We become part of the paint team for the contractor, the maintenance company or whoever the customer may be.”
—Clint Carroll, John Lee Paint Co.
customer and each environment. We are able to use our experience and technical knowledge to advise our contractors and end users on best practices for floor coating projects.”
Another key service that attracts professional customers is John Lee Paint Co.’s expertise in custom color-matching. While they have computers to help begin the color-matching process, their staff’s expertise with matching by eye enhances the delivery of a perfect match.
Continued on Page 32
The team at John Lee Paint Co. includes a mix of staffers who are newer to the industry and some with deep roots. While the primary customer base of the business is contractors, they also have design staff on the team to help DIYers with their needs.
NHS IS MORE THAN JUST HARDWARE
Come and celebrate the 75th year of the National Hardware Show where we successfully connect the hardware & home improvement industry—be prepared to meet industry professionals from over 78 countries along with manufacturers from over 31 countries! This is an anniversary event you need to experience.
NEW for 2020! NHS is becoming a SMART event—powered by Konduko—making it easier than ever to do business at the Show! By simply “tapping” your SMART badge on each exhibitors’ SMART booth or Featured Product Area reader, you will receive customized informational content, contact information and details in a consolidated email at the end of each Show Day.
6 Keys to Serving the Professional Painters’ Market
Many independent retailers pride themselves on the combination of strong customer service and a broad product mix to serve any customer who comes in the door. When it comes to earning the reputation in your area for checking all the boxes with the pros, take some cues from the team at John Lee Paint Co.
Here are the six keys you need to open the door to new opportunities in your area.
1. Go deep and broad in products.
Having a wide range of architectural coatings, industrial coatings, lacquers, stains and other specialty coatings will bring in professionals from a variety of industries and job sites. Be sure you’re connected to your supplier in the event a contractor requests a special item or a large order.
2. Deliver on services.
Getting products to the job site is one service that can earn you kudos with contractors, but be sure the service starts in your store. Offering custom color-matching on paints and stains, providing equipment and color or formula consulting will put you above the rest.
3. Train your staff.
If you can’t find people in your area with knowledge or experience, be willing to invest in a positive attitude and a willingness to learn. Sharing your knowledge and continuing to educate yourself with product knowledge seminars and educational events will be a differentiator in saturated markets. Head to pdra.org/education to learn what opportunities are available through your association.
4. Stay aware of new developments. Whether it’s in new products or legislation, stay connected and prepared to inform your professional customers about the newest breakthroughs and updates coming out on the market.
5. Go the extra mile.
Delivering products or lunches to job sites and being willing to problem solve with your professional customers will go a long way in creating repeat business and earning word-of-mouth recommendations.
6. Celebrate your contractors.
Include your best customers in your business and celebrate their successes. Send notes of congratulations when they earn key contracts or complete large jobs. Host networking and appreciation events, like pancake breakfasts, and ask vendors to donate products or provide in-store training.
Continued from Page 28
Seeking New Business
John Lee Paint Co. serves a tricounty area that includes Montgomery, the capital city of Alabama where nearly 400,000 people in the metro area call home.
Obtaining new business throughout the three counties requires making outside sales calls. This crucial task doesn’t fall to one specific person in the company, but rather the whole staff takes on the responsibility to grow the business.
“There are various employees who have relationships with different people and different companies, so everybody pitches in and keeps an eye and an ear out for new business,” Carroll says. “My father-in-law and I are primarily the people who go out and about to meet people, developing business as we get a lead or see an opportunity, but everyone really plays a part. That is what’s so good about our company. It’s not just one or two people; it’s the whole team that is vital and beneficial to our customer base.”
There isn’t a dedicated outside sales staff at John Lee Paint Co. Every staff member stays tuned in to opportunities in the area that could become a lead.
By Jerry Rabushka
Sealing the Deals
The Caulking Products Pros Love, and New Products to Share
Often, when pro painters find a product they love, they’re loyal to a fault. This is good and bad; if you have an employee using a brush designed for oil, lead and linseed, it’s probably time to turn them on to some new applicators.
One way to meet your painters’ needs in the caulking department is to make sure you have the products they love, but also be sure to stock the products they need , from unique fixes to stronger formulas that will make their lives and yours much easier.
The Weight Is Over
Just as important as the caulk itself is finding the right tool to apply it. Tyler Hippen, national sales and marketing manager at Newborn Bros., says the Hybrid Tech series model 212-HTD has earned the loyalty of pros by merging the best uses of plastic and metal into a single tool.
“Some users prefer metal due to the durability and frame strength, while others prefer plastic because of the lightweight maneuverability and ergonomics,” he says.
The 212 is strong where it counts, as the metal portion holds the tube and is designed to keep its form when a painter applies pressure. The handle, which accounts for most of the tool’s weight, is a lighter plastic.
Hippen says it almost sells itself once your painters pick it up and marvel at its light weight and ease of use. He says the best way to sell these caulking guns is to put them where people can see them.
“Make the gun easily accessible to try out, and keep it near your caulk display,” he says.
For heavier applications, Hippen recommends professionals use Newborn’s Model 250. Not every painter will need this tool, Hippen says, but if they are extruding some heavier materials, they’ll need a stronger gun for the job.
“Its 18:1 thrust ratio is the key selling point, as it utilizes an optimal pivot point to reduce the strength needed to squeeze the trigger,” he says.
Taking care of the customers that need these heavy-duty tools will earn you their loyalty when the next job comes up. Don’t let them buy a gun that’s not up for the task or go somewhere else to get one that is.
Hippen says putting these high-impact products near your caulking displays will remind painters it’s a recommended pairing.
The Yellow Gun
Dripless company director Tom Allen says its ETS2000 Contractor Grade Caulk Gun is a favorite pro product. Allen says he received unsolicited feedback from a professional who loves the tool.
“A painter in Arizona says he recently picked up this tool, and he was impressed with the thrust ratio and the tip cutter,” Allen says.
Allen says the gun’s popularity is due to its lightweight composite construction that allows the tools to fit the hand for comfort and efficiency. It should—ETS stands for Ergo Tech Series.
“The construction if this tool contrasts with the metal construction of other guns that are hard on the fingers, hands and wrists,” says Allen.
Top: Newborn’s Hybrid Tech series caulk gun merges metal and plastic into a single lightweight tool.
Bottom: Newborn’s Model 250 caulk gun features an 18:1 thrust ratio for heavy applications.
“Referring to the nozzle cutter, that seems to be one feature that other guns just don’t get right. If you engineer the tools correctly, the features work properly. If you just throw stuff out there that has been designed by an engineer who has never lifted a caulking gun in their life, then you get inefficient, heavy and poor performing guns.”
When it comes to selling these tools, Dripless makes it simple because the recognizable yellow will do most of the selling for you, Allen says.
“Pro customers generally come into the store and ask for the ETS2000, or they say, ‘I’m looking for the yellow gun,’” Allen says. “Yellow is a trademark of Dripless Inc. and it is a mark of quality. You just have to make sure you don’t run out of stock.”
For customers who need more thrust, Allen suggests the 18:1 ratio of the ETS3000.
“If your customer is applying construction adhesives and other thicker materials, then they are well served with a higher thrust ratio tool,” he says. It’s also loaded with handy features: cutter, poker, rotating barrel, drip and dripless switch, ergonomic trigger and padded handle.”
‘Real-World Exposure’
Now that you’ve got some guns in stock, you need some caulk to put in them. Ray Heck, vice president of marketing for M-D Building Products, which manages Tower Sealants, says the company has spent significant time and research in the development of acrylic urethane technology.
He says both Tower Tech2 Urethane Acrylic Sealant and AU-1 Commercial Construction Sealants are popular products pros should be using more often.
“Both products are water-based sealants that are considered hybrid alternative urethanes,” he says. “These formulas have been subjected to countless tests and real-world exposure to the elements. Third-party product testing confirms these products pass the rigorous standards of ASTM C-920 and can be considered legitimate professional waterproofing sealant products.”
Heck says there are several selling points you can share with painters.
• They are single component and require less prep time. No mixing or priming is needed.
• Since they’re paintable, professionals can paint over them instead of needing to mix in color packs.
• They can be applied at any point during the construction process, so they don’t hold up other trades.
• The water-based products are more compliant than chemically cured sealants. Soap and water cleanup lowers total job site VOCs and is safer for the applicators.
• They are available in 20 fluid ounce sausage
packs, two- and five-gallon pails and 50-gallon drums. The larger sizes enable the pro to maximize savings by applying more product quicker and getting more work done.
If you’re stocking for the pro, you’ll need to have more material available and a larger quantity of larger containers than for DIY clientele. Heck says to really consider the specifications of the project to determine when and how sealants should be used.
“Many times, people just look to bid on a paint or coating portion of a specification,” he says. “Looking deeper into the specification can open opportunities to supply products for the waterproofing segments of s project. These add-on sales can yield significant benefits to a retailers’ growth.”
Christopher Cook, a contractor in Gilbert, Arizona, using the Dripless ETS2000.
More Than It’s Cracked Up to Be
Ask a pro about Sashco and he’ll probably mention Big Stretch®, says Charles Hunter, the company’s national accounts manager.
“This interior and exterior water-based acrylic caulking outperforms other caulk products that tend to dry brittle and crack, hence the tagline, ‘Won’t crack—it just stretches,’” he says.
Hunter says pros like that the product lives up to its name. It can stretch up to 500 percent, so as a home moves, the caulk moves with it instead of tearing or cracking.
“EXact color eliminates the extra step of painting after caulking by allowing the painter to mix in the paint they are using. It has the same elastic features as Big Stretch, with the convenience of matching any colors for interior and exterior applications.”
—Charles Hunter, Sashco
“Big Stretch is paintable and is ideal for interior and exterior applications. Windows, doors and siding may be the perfect usage, but it also works wonders on baseboards and crown molding,” he says. Better yet, no need to worry about callbacks because the caulk pulled away or yellowed. They’ve even stretched the tube—it has 10.5 ounces in each cartridge, while most others have 10.1, Hunter says, which adds up to one extra cartridge per two cases.
Plus, a name like Big Stretch can serve as the marketing arm for the product, but you don’t need to rely on that alone.
“Sashco also provides free touch-and-feel demo blocks, literature and signage to help you sell the product,” Hunter says.
When it comes to expanding your product line to meet a broad spectrum of needs, Sashco’s eXact color® is a great time saver, but Hunter says painters don’t take as much advantage of it as they could.
“EXact color eliminates the extra step of painting after caulking by allowing the painter to mix in the paint they are using. This removes the guesswork from color-matching the caulking,” he says. “It has the same elastic features as Big Stretch, with the convenience of matching any colors for interior and exterior applications.”
One way to capture paint contractor sales is to give them hands-on access to the products. For caulking products, such as Sashco’s Big Stretch ® , demonstrating the product’s elasticity can be an effective selling opportunity.
The professional’s choice for paint and drywall tools
Innovation developed from real world needs
Committed to providing outstanding products, value and service
Setting the quality standards for the industry
When it comes to merchandising these products, Hunter recommends giving customers access to the final product.
“Sashco offers countertop displays and POP blocks, showing how eXact color can match any color, even metallics,” he says. “Visual representation of what it can do goes a long way in convincing someone to try it.”
Improved Productivity
Jennifer Johnson, group product director at DAP, says the company’s family of caulks and sealants remains very popular with pros.
“ALEX PLUS All Purpose Acrylic Latex Caulk Plus Silicone is America’s No. 1 selling brand of caulk,” she says.
Johnson says it’s important to share the specific benefits of the product to be sure it matches your customers’ needs.
“The caulks are formulated to provide outstanding paint finish results. They offer excellent compatibility with all types of paint; they won’t crack or discolor paint over time; and they are paint-ready in less than 30 minutes. In addition, they provide stronger
When it comes to selling caulking products to pros, be sure your staff is educated on the specific uses for each type.
adhesion to a wider variety of surfaces, easier and smoother application and great durability for a long-lasting seal.”
Also, caulking faces more challenges outside.
“Pros rely on exterior sealants to seal around windows, doors, siding and trim to prevent damage from the elements, eliminate water and air leaks and save energy,” says Johnson. “DAP DYNAFLEX ULTRA® Advanced Exterior Sealant offers the best all-weather protection that won’t fade, crack or break down over time.”
Johnson says WeatherMax Technology helps the product resist UV fading, cracking and dirt buildup.
“It’s also rain-ready in just one hour, providing more time to finish the job with worrying about rain damage,” she says.
Johnson says it’s important to note that not all caulks and sealants are created the same when it comes to performance.
“It’s best to use the sealant formulated for the application,” she says. “Typically, a more premium sealant will provide a better user experience and better long-term performance. These sealants can be more expensive, but they are worth it in the long run.”
There are such an array of caulking products available on the market because it’s crucial to select the caulk for the specific task.
Emerging Leader
Access Opportunities in Your Market With Local Business Programs
Many independent paint retailers have a small staff, which means owners and managers need to balance dozens of responsibilities. Whether it’s human resources, marketing or a host of other operations needs, sometimes it’s difficult to determine where to devote the most time and to commit to it.
When one person takes on the responsibility of what three or more people would manage in a larger company, there isn’t much time to focus on the future of the operation.
Being able to dedicate time to a strategic plan is what prompted Jay Donnelly, vice president of Flanagan’s Paint in St. Louis, to move quickly after attending a seminar for his local small business group meeting.
“About a year ago, I went to one of the city’s small business meetings,” Donnelly says. “They often host government representatives to introduce members to people and organizations that can help our businesses. At this particular
meeting, they were talking about the SBA’s Emerging Leaders Program.”
The program is designed for upper-level managers who need help creating a strategic plan. The six-month program brings together small business representatives across industries to develop initiatives in areas like human resources, marketing and financial management. After the seminar, Donnelly approached the presenter about applying to participate in the next session. The deadline was the next day.
“I talked to my dad about the program because it was going to require a big time commitment from me,” he says. “They really want you to be able to spend one day a week working on the program, and you really do need it.”
Donnelly moved forward with the enrollment process, which included a representative from the program coming to his business for an interview to be sure he could invest the necessary time.
Jay Donnelly, vice president of Flanagan’s Paint & Supply in St. Louis, recently completed the U.S. Small Business Administration’s Emerging Leaders Program.
“What made me want to pursue this program is that it makes you work on those segments that, honestly, as a business owner, I should be investing more time in every year,” Donnelly says. “The result of the program is a three-year growth plan that touches all on those crucial components.”
Mission: Execution
Over the course of 16 weeks, Donnelly met with other local business owners who were also enrolled in the program. He appreciated the diversity of businesses represented in the course because it opened up many different perspectives on business management. Some of the other businesses included a driver’s education program; a marketing and branding firm; an IT staffing company; and an instrument rental business.
“There were 15 people selected in the St. Louis area, and we were separated into small groups who met every other week,” Donnelly says. “They were always productive meetings, bouncing ideas off each other and talking about different problems.”
Throughout these meetings, and with guidance from the course facilitator, Donnelly and his classmates developed their three-year business plans and learned strategies to apply to other areas of the business.
Fay Fleming facilitated this year’s Emerging Leaders Program on behalf of the St. Louis district of the SBA.
“One great thing about this comprehensive program is that it helps business owners create infrastructure and the discipline needed to work on the business and in the business simultaneously,” Fleming says.
While the program was challenging, Donnelly says he now has the building blocks to continue this approach into the future.
“One thing I learned was to make time every week to work on my business,” he says. “There’s a difference between working on your business and in your business, and I think that’s something operators in our industry need to think about. Lots of people manage the business and work behind the counter; they are doing it all, and that’s not how future-focused strategies come to fruition. This program allowed me to see the business from 30,000 feet and drill into every segment.”
One of the first steps Donnelly took was to hire a fractional CFO and a fractional sales manager to analyze sales data.
“I identified early on that we have a great business, and our numbers are great, but we don’t necessarily have the ability to evaluate what those numbers mean and turn them into even better sales,” he says.
With those roles fulfilled, Donnelly says he’s now making time to apply the lessons he took away from the course to continue planning three years out. He says one of the most challenging components for him is managing marketing.
“I have a lot of data, but I’m working on determining the most cost-effective way to go to market with it,” he says.
Donnelly is now part of the Emerging Leaders alumni group, which brings together the business owners from his class on a quarterly basis. He says part of his role in the alumni group is to spread the word about all of the free resources the SBA offers to business owners.
“I never realized how many mentors are out there at no cost,” he says. “The SBA doesn’t have a marketing department, so programs like this are dependent on people like me to recommend them.”
For more information and to find an SBA Emerging Leaders Program near you, visit sba.gov and search for Emerging Leaders.
By Jerry Rabushka
When Armstrong Met Clark
Unconventional Stain Company Boosts the Independent Channel
While some people talk about “trial by fire,” that’s exactly what led to the startup and growth of Armstrong-Clark. The company first opened its doors in 1988 in a 2,400-square-foot building in the Sierra Nevada mountains and now operates out of a 10,000-square-foot manufacturing plant in Sonora, California, and has warehousing in Michigan. In the years since, the team has developed a product mix and a marketing plan that are focused on serving the independent paint channel.
Company president Brian Carter says the story starts well before that, though. The company’s roots actually date back to before the American Civil War, but more recently, the origins are the result of a common mission and a chance encounter while reading the news.
In the 1980s, Jake Clark started Shake Savers, a shake roof restoration business, and he heard about a great flameretardant product in California. The formula was Flame X, and it had recently been bought by Jim Armstrong.
“Jake saw a photo in the newspaper of guys hosing down shake roofs because a fire was coming,” Carter says. “He felt like this was fate, so started using Flame X in his business.”
Clark then moved out West to take advantage of the growing shake roof market, and he discovered a significant challenge in the current products being used to treat the roofs. He noticed the roof products were drying coats, when the wood needed nondrying conditioning oil.
“Clark moved back into manufacturing; he joined forces with Armstrong, and they developed Shake Shield to condition and protect shake roofs,” Carter says.
Armstrong-Clark was asked to make a clear coating for decks. Kelly-Moore Paints then asked about adding color to use as a decorative finish on decks, siding and other residential applications.
“The original two colors, Redwood Tone and Cedar Tone, were the start of what is now a 17-color palette of transparent, semitransparent, semisolid and hardwood colors,” Carter says.
Brian Carter Jake Clark
The Independent Focus
While Armstrong-Clark has grown in size and popularity, leaders haven’t lost sight of the hard work and dedication it took to develop. The company’s goal is to be large enough to meet the needs of independent paint retailers and their customers, without forgetting its roots.
“Our philosophy is to make the best possible product and back it with the best possible service,” says CEO Jake Clark. “Our focus is on our customers and not on shareholders.”
Clark has reached retirement age, but Carter says he still comes in every day to talk with customers on the phone about the company’s suite of products.
“Having this direct relationship with our customers is how we are able to react in a timely and appropriate manner to what the market is asking for,” Clark says.
Other than a handful of legacy merchandisers primarily in California, Armstrong-Clark products are only available through independent retailers.
“Armstrong-Clark does not do business with big-box stores or discount stores, and we will not allow our product to be sold on Amazon. Brian turned down quite a few retailers last year because they were not independents,” Clark says. “Our goal is to team up with stores that are looking for quality products to provide solutions to our customers’ needs. We recognize that whoever walks into a store to purchase Armstrong-Clark is as much our customer as they are the store’s.”
According to Carter, this dedication to the independent channel and to superior customer service replaces the need to have a complaint department.
“We have so few challenges that Jake or I handle everything,” Carter says. “Jake says you can count all the retailers we’ve lost to competitors on one finger.”
Put Your Hand in the Bucket
Nothing beats a giveaway to get product into the hands of people willing to use them, and Armstrong-Clark’s free stain program is proof of that.
As part of the program, the company provides free samples to retailers to distribute to their customers. A separate though equally important part of the stain program is offering hands-on application experience to retailers selling the products.
“Store managers and outside sales reps get a free 5-gallon pail of stain, and behind-the-counter employees get two free gallons,” Carter says. “Our only requirement is that they hold the brush and apply it themselves. There is no better way to understand the application of a product than to use it yourself.”
Carter has a few selling points as well. For one, the product is a traditional oil that is legal everywhere. Also, he says alerting customers to the product’s unique traits is a critical step in making a sale.
“The big difference between our product and other compliant oil formulas on the market is that Armstrong-Clark utilizes different oils that separate after application,” Carter says. “The significance of this separation is that the drying oils create a barrier—not a film—that protects the nondrying oils that penetrate into the wood. Where some
stains apply Band-Aids to wood, Armstrong-Clark beautifies, protects, nourishes and heals.”
The Finishing Touches
Carter says now is the perfect time to add Armstrong-Clark to your product mix.
“I think the key to understanding how Armstrong-Clark fits on a shelf is understanding how we complement what stores are currently selling,” he says. “If you have a less expensive oil product, we are the higher-priced, durable oil.”
He says Armstrong-Clark stains are also easier to use than similar products on the market, for example it can be applied in the direct sunlight and in the heat of the day.
“Stores do not need to stock similar products; they need to offer complementary choices that are distinctly different,” Carter says.
The company released its Espresso semisolid last year, which became a quick success. It’s now turning its sights to discovering how to advertise its products and help independents grow their sales.
“In 2020, we are fine-tuning our message and getting aggressive with our advertising in print magazines targeting contractors, digital media targeting homeowners and social media, including both Instagram and Facebook. It’s clear Armstrong-Clark exterior oil-based wood stains bridge the gap between products that are very easy to use and what is traditionally thought of as a high-quality stain,” Carter says. “Customers do not need to choose between quality and ease of use when they choose Armstrong-Clark.”
Members of the Armstrong-Clark team know that the independent retailers and their customers are the key to success.
Fresh Coat
Find Success on Facebook
Facebook hosts more than 2 billion active users every day— more than the population of China, which is probably a key reason why a 2019 survey by Statista showed that 94 percent of marketers worldwide used Facebook over any other social media platform. Ads on the platform can be targeted to specific demographics while giving advertisers control over costs and campaign objectives.
Many small businesses use Facebook to increase exposure, despite respondents to a 2017 Small Business Trends survey reporting that Facebook ads are ineffective. At the same time, large corporations reported the opposite. This disparity suggests that Facebook ads themselves aren’t the problem, but rather small business ad campaigns may not be robust enough. Review the following advice to make Facebook ads work for you.
Focus on Content
If you’re unsure what to include in a Facebook ad, consider existing social media content that has received the most likes or driven the most traffic to your website or store and translate that into short video or slideshow ads. Overall, content should target the widest audience possible and include clear photos or video.
Use Best Practices
New Facebook ad campaigns should run multiple small budget ads with different objectives and audiences. Monitor your campaigns and adjust budgets often, transferring money into the most effective ads. Best practices indicate constant change is a successful strategy. Test new ads against successful ones to see if you are making improvements.
Define Your Goals
Many companies use Facebook ads to drive online sales, but brick-and-mortar retailers are often more concerned with in-store sales. There are many strategies that can drive traffic to in-store events and purchases. For example, run an ad for an in-store event that reaches shoppers within a specific radius of your store.
PDRA Now
Sponsor a Student Today
PDRA Scholarship Submission Deadline Extended to March 16
There is still time to nominate an outstanding student in your community for a $5,000 scholarship. The Paint and Decorating Retailers Association has extended the deadline two more weeks until March 16 for you to submit the necessary materials.
Members of the PDRA in good standing can nominate an excellent student to receive the scholarship, which will be presented to the nominating member at the PDRA Paint & Accessories Show at the National Hardware May 5-7.
“We’re excited about the applicants we’ve already received for the scholarship, but we know there are still many eligible students who can benefit from this award,” says association coordinator Tina Sullivan, who manages the scholarship program.
“The extended deadline may inspire a retailer to nominate another student or give someone a cushion to gather all the required materials.”
Retailers can nominate up to two students, and they don’t need to be family members of the retailer or employees of the operation. Students need to submit an essay explaining how they would use the scholarship award, their transcripts and any letters of recommendation, in addition to the nomination form.
The PDRA encourages retailers to sponsor local students.
“This program is a great opportunity for retailers to show their engagement in their communities,” Sullivan says.
Visit pdra.org/education for more information about the scholarship program and to download marketing materials.
“This program is a great opportunity for retailers to show their engagement in their communities”
—Tina Sullivan, Paint and Decorating Retailers Association
STRONG! STRONG! FINISH
Are Worth the Trip
deep discounts, network with your peers and get time with vendors or even win cash prizes—there plenty of reasons to attend industry shows.
“There are three key reasons retailers gain value from attending buying shows,” says Lancaster marketing coordinator Nick Weiner. “There are opportunities for extensive savings, networking to enhance your industry
Book your trip for your industry’s next show to access these professional opportunities.
Many buying shows feature and networking sessions into the event. the recent Lancaster February Buying Show, sponsored a special event with the PDRA and former Contractors Association executive Steve Skodak. gathered to hear Skodak speak about how they connect to professionals in their areas and talk about strategies that have worked for them.
you’re walking the show floor, an opportunity to stop by vendor booths you may not familiar with or have a new product that may be outside traditional scope. Differentiating your product mix with new may be your key to building transaction size expanding your customer base.
3. Take a chance and win big. The theme of this year’s Lancaster show was “The Magic of Lancaster,” and the prize opportunities fit right in. Attendees won prizes ranging from pressure cookers and grills to a cruise and even $10,000. While the chance to win a prize shouldn’t be the primary reason you attend a buying show, the chance of winning is nothing if you don’t go at all.
“Between the show itself and other Lancaster-sponsored entertainment, each show is located near attractions for the whole family,” Weiner says.
Talk to your sales representative about what’s happening at the next industry show and be sure to connect with the PDRA at your next event.
Jim and Sue Wolcott, owners of Sioux City Paint & Decorating in Sioux City, Iowa, won big at the Lancaster Florida Buying Show in February.
Prepare for the Cost of Doing Business Study
The Cost of Doing Business Study provides independent retailers in the home improvement channel typical and highprofit benchmarks to compare their operations. As part of its alliance with the North American Retail Hardware Association, the PDRA will again join forces to provide the valuable opportunity to participate in the data collection of this vital industry resource. All data collected remains completely confidential.
From metrics like average transaction size to inventory turns, the study gives operators of independent paint stores, hardware stores, building material outlets, and home centers an in-depth overview of their operations.
“We’re excited to give our members the opportunity to access these insights into their operation,” says PDRA CEO LeAnn Day. “We highly encourage retailers to participate in this year’s study to enhance the results.”
Participants receive the final version of the study for free (a $499 value) and a Personalized Financial Analysis, which compares their operational data to both typical and high-profit operations. The analyses are generated anonymously, so no personal data is shared in the process.
The data collection for the 2020 edition of the Cost of Doing Business Study—which NRHA has been administering for more than 100 years— will be available soon. The deadline to submit all necessary data is June 30. For questions about the study or the data collection process, contact NRHA’s vice president of finance Dave Gowan at dgowan@nrha.org
Subscribe to receive emails from the PDRA at pdra.org/newsletter so you can be the first to know when it’s time to participate in this one-of-a-kind industry tool.
The Cost of Doing Business Study provides independent retailers in the home improvement channel a confidential tool to compare their operation to industry benchmarks.
What to Expect at the 2020 National Hardware Show
The 75th annual National Hardware Show kicks off May 5-7 in Las Vegas, and the PDRA Paint & Accessories Show will be in the center of the action, starting with the PDRA in Booth #5209.
Retailers and buyers from across the home improvement industry will canvass the show floor to find new products, connect to new vendors and network with industry peers at the Las Vegas Convention Center.
The PDRA is a long-standing partner of the National Hardware Show.
The Paint & Accessories segment of the show floor brings in vendors that are familiar to many paint retailers, but the PDRA encourages retailers to explore beyond the familiar while at the show.
“The National Hardware Show is an incredible opportunity for retailers to find something new to further diversify their product mix and stand out in their markets,” says PDRA CEO LeAnn Day.
“Whether it’s hand and power tools, storage and organization or emergency preparedness, there is something for retailers to add to their stores that will put them in a unique position.”
New this year, the Lancaster Las Vegas Buying Show will take place on the show floor, which offers attendees even more product research opportunities.
Subscribe to the PDRA newsletter to know when exclusive registration is open for the event.
“The National Hardware Show is an incredible opportunity for retailers to find something new to further diversify their product mix and stand out in their markets.”
—LeAnn Day, Paint and Decorating Retailers Association
Guest Column
Maximizing Value
3 Ways to Define Your Core Customer to Grow Your Business
Your goal as a business owner is to grow your business and maximize the value you can receive when you sell it. Based on the work we’ve done consulting on succession plans of owners of independent paint and decorating outlets, one of the most effective growth strategies is to define the core customer so money spent on salespeople and marketing is more than covered by increased sales.
In fact, there are three key questions that can help you increase your gross and pretax profit margins by 1 to 2 percent, thus helping you to maximize the value of your business. Review these questions with your management team or advisers to determine the best way forward for your operation. Once you have answers, you can create a strategic plan to ensure your business’s survival into the future.
1. Who are your core customers?
This sounds like a simple question, but have you taken a thorough look at which professional customers are buying your products? We suggest business owners keep accurate databases on which professional customers are purchasing which products. Owners can then analyze their database and look at metrics such as price point, inventory turnover and the amount of recurring sales.
In most cases, you will be able to discover purchasing trends that can help direct the efforts of your salespeople and strengthen your marketing campaigns.
2. How do we reach our core customers?
Once you have a better idea of which professional customers are in your selling niche, spend time with your sales team developing questions to ask these core customers. These questions should improve your understanding of how your core customers research solutions and make purchasing decisions. Spending time getting to know your core customer increases the effectiveness of your marketing campaigns and reduces the length of your sales cycle.
3. How do we follow up with our core customers?
Even if your initial sale to a professional customer is successful, what is your process for creating follow on business? Once you have defined your niche, the goal is not just to sell more to these core customers but to develop brand loyalty. If contractors specializing in townhomes feel like your business understands their goals, expectations and concerns, they will trust you to provide the correct solution on an ongoing basis. Recurring revenue from existing clients is less expensive than constantly having to sell new products to new customers.
If your goal is to grow your business and, if upwards of 75 percent of your sales are to professional customers, ask yourself and your staff these questions. Defining your niche within a specific subsegment enhances your ability to target your core customers by identifying the specific inventory your niche wants and training your salespeople to effectively solve core customers’ problems.
Sam Brownell
is the founder of Stratus Wealth Advisors, a consulting company based in Maryland. Stratus helps business owners in the independent retail industries determine, grow and maximize the value of their businesses as part of their long-term personal and professional financial plans.
PDRA EDUCATION INITIATIVE
Mixing Paint & Magic Finish
Retailers from coast to coast landed in Orlando, Florida, for the Lancaster Florida Buying Show, Feb. 7-9.
The theme of this year’s event was “The Magic of Lancaster,” and there was no shortage of magic around every corner at the event.
The weekend got started on Friday in a seminar hosted by the Paint and Decorating Retailers Association and sponsored by PPG. This is the third year in a row the PDRA has hosted an event prior to the show opening. The session provided retailers an opportunity to network and invest in continuing education.
The seminar presenter was Steve Skodak, former executive director of the Painting Contractors Association. Skodak offered retailers guidance on how they can compete for contractors’ business by helping them save time. Retailers who weren’t able to attend the session can watch a two-part video on the PDRA’s Facebook page.
On Saturday, retailers took to the show floor to find the best deals.
“The early-bird specials were a big hit,” says LeAnn Day, CEO of the PDRA. “There was a lot of positive energy on the floor.”
After the show floor closed on Saturday, the magic reached a new level. From fortune tellers and palm readers to caricature artists and a live DJ, there was something for everyone. The main event was illusionist Drew Thomas, a semifinalist on “America’s Got Talent.”
Mark your calendars for the Lancaster Las Vegas Buying Show, which will be co-located at the Las Vegas Convention Center at the National Hardware Show, May 5-7.
Top: Paint retailers visited with vendors and found significant savings on the show floor at the Lancaster Florida Buying Show. Bottom: Following the full day of buying on the first day of the show, magician Drew Thomas provided family-friendly entertainment.
UNMATCHABLE
When you find the perfect color, nothing else will do. Perfection comes from our paint and our proprietary Gennex® colorants, together, creating colors impossible to replicate.
Insist on Benjamin Moore® . Ask your Benjamin Moore representative about Gennex Color Technology, which makes our colors, all 3,500 of them, one-of-a-kind. Unmatchable.
Moore & Co. Aura, Benjamin Moore, Gennex, and the triangle
