Business Tips for Applicators

Venetian Plaster application can be very profitable - Page 4 of 5

- Drive around pricier or gentrifying neighborhoods and look for new construction. All builders/architects have their sign out in front of new buildings or major remodels. Take note and call them. You may even want to walk around inside and ask the workers who is doing what on the site. People often walk around job sites, but do dress professionally. If someone asks what you're doing there, hand out a card and tell them what you do.

- Talk to developers building speculation homes. The developers may ask why they should spend extra on a spec home. Tell them that their house value and curb appeal will both increase. Suggest developers offer Venetian Plaster as an extra option to their homebuyers. For instance, a custom plastered powder room or bedroom. The client can then meet with you to pick a color. If this costs the developer $5,000, then he can increase the price of the house by $10,000. Building and selling a house is like selling a car; you can offer leather or vinyl. With your help, developers can give their buyers a greater choice.

- Do presentations at local home and garden décor shows. If you get even one job, it will be worth your time.

- After a successful large job, call your local newspaper (Lifestyles or Décor section) and design magazines. Find out the name and contact information of the assignment editor and appropriate journalists. Pitch them the story of Venetian Plaster, offering quotes from yourself and happy customers, and a list of attractive jobs to be photographed. Customers love to have their homes featured. Media folks are always looking for good stories, and this has the added attraction of not being time sensitive; perfect for an otherwise slow news day. Business sections may also be interested in covering Venetian Plaster as a growing business; papers always want to get the 'scoop' on hot trends. Even if you are turned down initially, it's worth regularly checking in with your media contacts to offer new angles or interesting jobs just completed.

- Visit other miscellaneous high-end vendors, such as jewelry stores, hair salons, clothing boutiques, wine stores and cigar shops. Imagine where your likely clients shop. You can offer these businesses a deal on referrals, do a wall for them, or both. You want potential clients to see your work and want it for themselves.

- Contact contractors who specialize in alternative building methods, such as rastra block, ICF or e-crete. Pitch them the idea of an alternative/traditional finish plaster.

- Send brochures or emails to prosperous lawyers, medical offices, and big companies with nice conference rooms. You should include testimonials from happy customers.

- Most importantly when contacting people; be persistent but polite. If the decorator does not get back to you, call again in two weeks until they have a meeting with you. Your enthusiasm for the product can be contagious.

- Set up a booth at your local farmers market and or arts fair.

- When displaying your wares, make sure both your presentation and you look professional. Dress sharp, groom well. No one wants to buy $2,500 worth of luxurious wall finishes from someone who can't be bothered to iron their own clothes.

- Advertising is important but needs to be tailored to what works in your region. You can advertise on you car, advertise in local décor magazines, and make sure you are easy to find in the yellow pages. Experiment with newspaper ads; but a story done on your work will go farther than an ad. While the best advertising may be word of mouth: it works in the long run, but won't feed you when you're starting. Doing free walls for high-end businesses can get you great recognition (as long as your name is next to it). Otherwise, don't be overly generous since it will be your materials and time. You should do well if you follow the selling guidelines above.

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