Painting a picture of success

When it comes to business, it’s always good to think outside of the box – especially when it’s based on the experiences of one who has been successful with a particular strategy. That’s why we’re featuring a successful painting company as a case study, because looking at an example from outside your industry can help you think outside the box. 

This year, Auckland-based Paint & Plasterboard Finishing Ltd was named Master Painter of the Year, Overall Residential Master Painter of the Year Award 2016 and won the Residential Exterior Character Large Award.

Arjen Bloem

I asked owner Arjen Bloem what he had learned in creating such a successful  painting business. Here’s what he said: To win awards you need to have a healthy business You need to be the familiar with the financial details of your business and you need to work with them. If you aren’t good with the numbers, it’s unlikely you will build a financially strong business. It’s no good hiding behind the excuse that your accountant is taking care of it  all. You need to become selective Carefully choose what areas you want to specialise in and for whom you will work, then stick to it. In other words, find your niche. The most successful companies know who they are and what they do best.

Many small business owners think that they have to be everything to everyone in order to get ahead.

It’s better to choose the jobs you are good at, identify the type of clients you want to work with and specialise from there. It took a while for me to identify the niche I wanted to occupy: large character repaints in Remuera, St Heliers and Herne Bay.

People call us all the time with different work and in other areas. However, we know that these jobs will be more difficult (for us) with less predictable results and therefore reduced client satisfaction and profit.

Being selective means you are paid to do the job really well, and it also helps create a strong reputation. 

Create an effective sales process

Having a working, consistent sales process means that you can keep adding new clients to your business without wasting time preparing quotes for jobs you will never get.

Our entire marketing and sales process is designed for our particular market – and only that market. We have learned (by trial and error) how to reach them with our message. Also, we have fine-tuned our system so that we make around 20 appointments every week.

Each appointment is in the exact geographic area and with a prospective client that has been well qualified. We already know that they are likely to need our particular service.

Our process also qualifies out those potential clients who may not value the product mix we offer, so we don’t end up wasting time (ours and theirs) by pricing their work. When you control the nature of your workflow, you get consistent results.

Create systems

To ensure that your team doesn’t repeat the same mistakes you made while learning the best way to do things, you need to create systems for your people to follow. It can be as simple as bullet point instructions on how you want things done.

Start simple and ask your staff to follow these systems. With reliable systems, you can guarantee that what you promise will actually be delivered.

Develop personal resilience

Building a company is a long game and you have to make tough decisions. Some will turn out to be wrong, even though you thought long and hard about them. Often things go wrong for no apparent reason. You need to suck up the pain and learn from it. Use setbacks to develop better thinking, better people and stronger systems.

Employ the right people

To do a good job, you need the right people. Sure they cost money, but if you focus on only selling and doing work that earns you money, then you can afford to pay the higher wages that quality staff command.

Good people want the business to succeed. They will do what it takes, so focus on getting people who fit your company. Don’t be pushed to lower your standards because the labour market might be tight. Persevere!

Get the best coach/mentor you can find!

I did, right from the very start of my business. I wanted the best possible assistance I could get, so I checked around and made sure that I was getting business coaching and not more business information.

I wanted someone who would not only support me, but who would  tell me the stuff I needed to hear: someone who would be committed to helping me become a successful business owner.

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Graeme Owen, based in Auckland, is a builders’ business coach. Since 2006, he has helped builders throughout New Zealand get off the tools, make decent money, and free up time for family, fishing, and enjoying sports. www.thesuccessfulbuilder.com