Customer-Focused Interior Upgrade Solutions

Improve project efficiency and homeowner satisfaction with premium upgrades

Successful painting contractors agree that a customer-focused sales approach typically results not only in improved customer satisfaction but the opportunity to upgrade to products that can improve project profitability.

“We start with the customer in mind, not us,” says Dale Busic, owner of CertaPro Painters of Cypress, Texas. “And we always offer premium products when the opportunity allows. Rarely do we find any trepidation on price when we explain why.”

The “why” is the key, according to those who regularly guide their customers to premium product solutions that are mutually beneficial. And in order to provide a compelling “why”, contractors must be active listeners in conversations with their customers about concerns, needs and usage expectations in order to match them with a room-specific product upgrade. Sherwin-Williams has several premium products that provide features that offer solutions to homeowner concerns.

Tailored Solutions

For example, let’s say your homeowner customer has a particularly discerning eye when it comes to color. An upgrade to Emerald® Designer Edition Interior Latex Paint makes sense here. While featuring all the washability, durability and application benefits of Emerald Interior Acrylic Latex, this product is available in a collection of 200 colors, including brighter, purer whites, nuanced into five designer color collections, delivering flawless results with outstanding hide. Pair Emerald® Designer Edition with the Purdy® Clearcut™ Elite™ Glide for the ultimate premium experience.

If conversations with the homeowner have revealed that the living room is a busy, high-traffic space where the homeowner wants to ensure that trim can be easily cleaned of any stains and will avoid long-term yellowing, an upgrade to Emerald® Urethane Trim Enamel might make the most sense. In addition to its hard, durable finish built to withstand the wear and tear of frequent cleaning, this water-based enamel paint can go on in fewer coats and features up to four times faster dry-to-recoat time* than comparable competitors. Emerald® Urethane Trim Enamel can also be ordered in any of the Emerald Designer Edition colors, allowing customers to choose those exclusive colors in an ultra-premium trim paint. For even greater efficiency, pair with the extra-soft Purdy® Syntox™ brushes, designed to provide a mirror-like finish on interior surfaces like cabinets, doors, and trim.

Or let’s say a bedroom presents an upscale, high-end aesthetic. You’ve seen how spectacular artwork adorns the walls and have learned in conversations with the homeowner that family members are frequent overnight guests, and the homeowner wants to provide them a comfortable yet vibrant setting that is equally stylish and luxurious. Consider a finish of Cashmere® Interior Acrylic Latex, which leaves walls looking silky rich, elegant and buttery smooth. The precise cut-in ability of the Purdy® Clearcut™ Glide will pair nicely here.

Perhaps you’ve engaged the homeowner in conversation about the kitchen. It’s the busiest room in the home, and for anyone concerned about the health and safety of their household, it starts there. For cleaner indoor air quality, recommend an upgrade to SuperPaint® Interior Acrylic with Air Purifying Technology**, which actively fights not only mold, mildew, and volatile organic compounds (VOCs) in the home, but also unwanted household odors, such as those from cooking, smoke and pets. Plus, SuperPaint’s great hide and durable finish make it fit to withstand frequent cleanings. For best results, pair with the long-lasting Purdy® Nylox™ Glide.

How about the bathroom? The homeowner has explained that they fight a constant battle against high humidity there, and mold and mildew are near-constant concerns. Solution? An upgrade to Duration Home® Interior Acrylic Latex, which features a stain- and moisture-resistant technology and will stand up to frequent cleanings. It also contains agents that will inhibit the growth of mold and mildew on the paint film.

Finally, if your customer’s looking to brighten up a room or make a small room look larger, recommend Premium Ceiling Paint. It’s the brightest, whitest ceiling paint yet from Sherwin-Williams, ensuring maximal light reflection. Your painting crew will love it too, as its self-priming properties, one-coat coverage, non-lapping formula, and reduced splatter will make application effortless and quick. Both Premium Ceiling Paint and Duration Home® are best paired with the versatile and durable Purdy® XL™ Glide.


For contractors like Busic, the results of premium product upgrades can be measured in heightened customer satisfaction as well as higher markups and improved profitability.

“A premium product always pays for itself,” he says.

It’s also a valuable tool in showing your customers that you’ve listened to their individual concerns and are offering a product solution to satisfy them.

Contractor Steven Foglia of the Illini Paint Company in Decatur, Ill., says such premium tools provide a key in building a lasting customer relationship that results in both referrals and repeat business.

“Understanding the customer’s needs and matching them to the Sherwin-Williams product line enables us to satisfy the individual needs each project requires,” he says.

* Product dry to recoat time of 4 hours based upon testing conducted by or on behalf of Sherwin-Williams. Select competitor times based on information publicly available in product Data Sheets for similar product technologies with stated, average dry to recoat times between 4-16 hours.

** Reduces VOC levels from potential sources like carpet, cabinets and fabrics and works to reduce unwanted household odors.