"I Do" to the Faux Market
marrying your faux finishing business with your professional
contractor base, you could live happily ever after.
Quality is Key
Another key to serving the professional contractor in the faux
finishing market is to carry quality products. As Greg Frohnapfel
of ProFaux Workshops and Tool Co. explained, quality leads to
expediency. "Time is money," he said, "and you
can always work more efficiently with good materials. The cheaper
stuff always winds up costing more in the long run."
to cater to the professional is to provide them the decorative
painting supplies in the sizes that are most appropriate for their
work. For instance, Frohnapfel's partner at ProFaux, John Catalanotto,
noted that while glazes in quarts are just fine for homeowners,
professional decorative painters and contractors will need to
have these products in larger sizes. "Be sure to carry these
glazes in gallons," he recommended.
important that retailers back up their quality products and
the proper product selection with the exceptional service that
contractors have come to expect. "Customer service is very
important," Frohnapfel said. "The retailer who provides
service along with quality products will be a step ahead of