The Paint Dealer Magazine: Vol. 12, No. 7 July, 2003

Partners In Business
Reimann's Paint & Window Covering Relies On Quality Products, Customer Service To Build Business

When Lindsay Reimann opened Painters' Supply in 1993 in fast-growing Boise, Idaho, he knew he wanted to target the professional market. So he stocked products that covered the range of price points.

Then one day, he took a call from a contractor asking if he carried the Sikkens line of wood preservatives and stains. The contractor knew of Sikkens because a local log-home builder had been using the products.

"I didn't have any Sikkens product at the time," Reimann said. "The guy told me if I got it, he would buy it and, with that, I began to discover the value of quality."

That was back in 1994, and Reimann's business immediately changed for the better. "Sikkens really influenced me to upgrade my product offerings and go after higher-end business. I discovered that it's not just price. "Reimann's experience with Sikkens wood care products also influenced him to upgrade to better-grade and top-grade paints.

"The good contractors want quality. I gave up on the painters who simply want the cheapest stuff," he said. "Not coincidentally, they're the ones who don't pay, so my receivables improved, too."

Although the contractor's call led to his stocking Sikkens products, Reimann's relationship with Sikkens had begun a few years earlier. Sikkens' Technical Sales Representative Mike Heimann had called on Reimann when he was a manager of a now-defunct paint store.

"I'm very grateful sikkens came along. They helped save my business," Reimann said.

Sikkens rep Heimann recognized Reimann's potential and credits him for his decision to abandon low-end products. "Lindsay saw the advantages of upgrading his offerings, and his reward is a more profitable business," Reimann said.

In 1995, Reimann made the move to a new, 2,600 square-foot location. He's now doing about $450,000 in annual sales.

When he moved, he held a contest to rename the business, offering dinner for two at a nice restaurant. "I didn't like any of the names, so I named it after myself. My wife and I went to dinner."

With his name on the door of Reimann's Paint & Window Covering, Lindsay Reimann understands the value of building and maintaining an excellent reputation.

"Treat people with respect, and they'll keep coming back. It's all about service," Reimann said. "I've got a core group of contractors who've been with me for 10 years."

Service and higher-end products for the professional market are Reimann's competitive edge against big box and company-owned stores, which have entered the market in recent years.

"Home Depot, Lowe's and Wal-Mart tend to cater to the low-end," he said. "some of the company-owned stores target contractors, but I don't really worry about the competition. What I do to serve my customers is what really matters. And there's always a market for the higher-end goods," Lindsay emphasized.

"The Sikkens Line gives me good margins, so I can devote attention to my customers, and b profitable," he added. "I'm able to manage the business for steady growth and make a decent living."

With his focus on customer service, Reimann is very selective in recruiting employees. "I hire people who like people and enjoy helping them. I can train them in the technical aspects," he declared.

Because of his emphasis on service and personal relationships with his core customers, Reimann relies primarily on word-of-mouth to promote the business.

"We will occasionally mail flyers offering specials on sundries as a way to drive traffic, give us the chance to talk about our products and let new customers experience our service," says Reimann.

Comitment to customer service also characterizes Sikkens' relationship with Reimann's Paint & Window Coverings. "They're just really good to deal with," Reimann said. "I get good technical help. Their reps are professional - they call often. Their customer service group - ordering, delivery, etc. - is good as well.

"Sikkens is everywhere in the store," he continued. "We've got wood samples coated with the product. We also have a life-size corner of a log home with the Sikkens Cetol® 1 and Cetol® 23 Plus System that really shows off teh product. We use their signage, as well as their new point-of-purchase display."

And as for the Sikkens products themselves, Reimann waxes enthusiastically. "Nothing else looks like Sikkens," he said. "We have lots of log homes around here and the owners who use Sikkens brag about the beautiful apperarance of their homes."