The Sales System That Separates $1M vs $10M Contractors // Dave Scaturro

Jon Bryant: Hey everybody, welcome back to Price Sell Paint. I'm Jon Bryant, here with Michael Murray as always. Today we're joined by Dave Scaturro from Alpine Painting. Welcome, Dave.

Dave Scaturro: Always great to spend time with you guys. Doesn’t get much better on a Friday afternoon.

Jon Bryant: We’re excited to have you on because what you do isn’t exactly the same as most people we talk to. I want people to understand your business—what Alpine Painting looks like today and how you got there.

Dave Scaturro: Sure. I’m a painting contractor like many of your listeners, just further along in the journey. We’ve been in business for 51 years. Over the last 30 years, we’ve focused on scaling strategically. We started as a residential painting company and grew by aligning with strategic partners and targeting niche markets. Today, we have five divisions: commercial painting, industrial painting, flooring/coatings, welding, and an in-house blasting and painting facility. We’ll likely add another division in the next year or two.

Jon Bryant: And your dad started the business, right?

Dave Scaturro: Yes, my father and uncle started it in 1975.

Jon Bryant: Now it’s you and your brothers running it?

Dave Scaturro: Two brothers, yes. But it’s not just us—we have an amazing team. That’s the biggest reason we’re successful.

Jon Bryant: When I visited your shop, what stood out was the team. People everywhere, all working together—it was impressive.

Dave Scaturro: Thanks. One of our core values is culture. We focus on how people feel about their work. We want them to say they enjoy what they do and who they work with. That’s something we work hard to build.

Jon Bryant: On this podcast, we talk about pricing and selling painting projects. I want to dig into your role—are you leading the commercial sales team?

Dave Scaturro: Yes. My primary role is making sure our commercial division is successful—hitting goals and keeping alignment across the team. Like most businesses, I still wear multiple hats, including marketing, HR, and sales. The goal is to gradually pass those responsibilities off so the company can grow without bottlenecks.

Michael Murray: What does your team look like right now?

Dave Scaturro: Our goal for the commercial division is $9 million this year. We currently have three salespeople, including myself, and we’re hiring a fourth. I do monthly one-on-ones with each rep—reviewing performance, coaching, and setting clear expectations. If they’re performing, I support and elevate them. If not, I apply more structure and accountability.

Michael Murray: What do you look for in a sales hire?

Dave Scaturro: You need a people person—someone outgoing, competitive, and not afraid to ask hard questions. They need a strong work ethic and a great attitude. If you find that, you can build the right system around them.

Michael Murray: Do they need industry experience?

Dave Scaturro: Not necessarily. Our top salesperson had zero painting experience. What made him successful was his service mindset—he focuses on creating a great experience, building relationships, and consistently delivering value.

Michael Murray: Can you give an example of that?

Dave Scaturro: He looks for small ways to stand out. For example, he recently bought a thoughtful gift for a client based on something she mentioned in conversation. It’s about paying attention and creating memorable experiences. We also encourage handwritten notes—something simple that people remember.

Dave Scaturro: Painting is the easy part. What people remember is the experience and the relationship. That’s what drives repeat business.

Michael Murray: That’s a great reminder—people remember how you made them feel.

Jon Bryant: When hiring, how do you measure success early on?

Dave Scaturro: You look for early signs. You need clear expectations—proposals, close rates, job sizes. You also evaluate behavior: organization, time management, work ethic, and resilience. Sales has ups and downs, and they need to handle both.

Jon Bryant: What happens if someone isn’t performing?

Dave Scaturro: You give them structure and time to improve, but ultimately it’s a numbers game. If they consistently miss targets, you have to make a decision.

Michael Murray: What separates residential and commercial sales?

Dave Scaturro: The foundation is the same—relationships. But in commercial, those relationships can generate multiple opportunities. Property managers are busy, so if you solve their problems and make their life easier, you become their go-to.

Dave Scaturro: My goal is to eliminate headaches for clients. I communicate clearly, handle issues proactively, and make the process seamless. That builds trust and long-term relationships.

Michael Murray: What happens after the sale?

Dave Scaturro: As companies grow, roles should specialize. Sales focuses on selling, and project managers handle execution. There’s a structured handoff process, and sales stays lightly involved to maintain the relationship and generate future work.

Michael Murray: How do you handle prospecting?

Dave Scaturro: We’re very structured. Salespeople define their ideal customer profile, build target lists, and execute consistent outreach. We aim for 12 touches per prospect over 90 days using calls, texts, emails, and in-person visits.

Dave Scaturro: Most people don’t want to do this work, but it’s what drives growth. The best contractors are proactive—they don’t wait for the phone to ring.

Michael Murray: How do you manage time and priorities?

Dave Scaturro: If someone is performing, I don’t micromanage. If not, we go back to the system. I emphasize time blocking, focusing on high-impact activities, and prioritizing what moves the business forward.

Dave Scaturro: I expect professionalism—show up prepared, take notes, and take the role seriously. This is how people build successful careers.

Michael Murray: You’ve also been very involved in the industry. Why?

Dave Scaturro: I believe in giving back. The painting industry has helped me succeed, and I want to contribute. Organizations like PCA provide valuable learning and connections.

Dave Scaturro: My advice is to always be learning—find the best people in the room, ask questions, and apply what you learn. That mindset has helped us grow faster.

Jon Bryant: It really comes down to the people you meet and the relationships you build.

Dave Scaturro: Exactly. Surround yourself with people who want to grow and improve. That’s how you elevate your business.

Jon Bryant: Dave, thanks for joining us today.

Dave Scaturro: My pleasure. Thanks for having me—I really enjoyed it.

Jon Bryant: Thanks everyone for listening. We’ll see you next time on Price Sell Paint.