Common courtesy is part of a business-building communication strategy 

Your bid offered a low price using reputable products and your workmanship is highly regarded, yet your competitor won the job.

What’s up with that?

If you’ve ever encountered such a scenario in the painting business, the answer could be simple: The customer simply liked your competitor more.

The fact is people often hire people they like, a direct result of emotions and biases they’ve formed on the basis of personal interactions. Business is often as much about the relationships you build as the services you perform. And if you’re failing to build connections with your customer on a human level, you may be building obstacles that your pricing, product selection and workmanship are unable to overcome.

The following are some ideas we’ve gathered from a variety of sources to develop communication skills that will improve your likeability and your sales landing rate. They cover spoken communications, written communications, and visual cues that can flavor your face-to-face interactions with customers.

Set the tone when you answer the phone. Start with your greeting. Does your tone of voice welcome a conversation, or give the impression that the caller has interrupted you in doing something that you’d rather still be doing? You’re happy to hear from your customer or prospect — make sure your tone of voice doesn’t suggest otherwise.

The same applies to your recorded message. Make it polite and sincere. Apologize for being unable to take your customer or prospect’s call, and whenever possible, include specifics on when you’ll be able to return their call. Return the call as soon as possible, and once on the phone, give your caller all the time they need to speak and finish their thoughts.

Got an incoming call that you feel you must take while your customer is on the line? Ask permission before putting your caller on hold and be sure to get it before doing so. All of the above demonstrates a respect for your customer that will build trust — and likeability.

Tone can be read, too. One of the challenges in the communication evolution that has made common practices of texting and emailing is that, by necessity, it’s made writers of people who might not have had a lot of practice writing. Text messaging and email put the power of the written word in the hands of just about everyone, and the written word does indeed have power. As a result, painting contractors must be careful with the tone of their messaging and the language they use. One effective tone-check is to read aloud any text or email before you hit send. If it sounds tone-appropriate to your ear, it should communicate sincerity to your reader.

Open with a salutation by name — it can be casual and friendly, such as “Hello, Mr. Smith!” The key is it demonstrates a focus on and respect for the prospect. Strive for clear, concise written communications that use complete sentences and good grammar. Excessive wordage is clutter that can cloud your messaging. Be on point as much as possible.

One particular written communication is often most effective when delivered in truly old-school style: the hand-written thank-you note. Thank your prospects not just for their finished business, but for the opportunity to bid on their project, and speak in complimentary terms of their home. Such a note can demonstrate how valued a prospect is to you and make a lasting impression that will lift your perception in their eyes.

Face-to-face. Everything about the first few moments of your face-to-face interaction with your prospect has a chance to grow the chances that he or she will like you. Your clothes and appearance should demonstrate respect. Your handshake shouldn’t intimidate anybody — keep in mind that as a painter, you’ve likely developed a pretty firm grip. Smile. Laugh. Create eye contact. Be kind. They are “Miss, Mister, or Mrs.” until you’re advised otherwise. Above all, listen.

Likeability is difficult to measure, but it can be the difference maker in getting you the job. Treat your customers with courtesy and respect in your communications, and you’ll grow the likeability that will help you land more sales.