Sell the outcome, not the paint

The move: name the customer's progress before you list your materials. Customer Job Start with the outcome the customer is trying to create. A landlord may want a vacant unit rentable by Friday. A homeowner may want to stop peeling trim before rain. A property manager may want fewer tenant complaints. The same paint system can serve very different jobs. Pains And Gains Pains are the worries that make the customer hesitate: dust, schedule slips, color regret, access, smell, pets, and touch-up disputes. Gains are what would make the job feel like a win: clear dates, protected floors, matched texture,…

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