I think you are framing the question wrong. The real question should be, "How do I convince my customer that I am worth the extra money?". In theory, assmuming your time=money, based on fast recoat times and great hide, using Aura will actually save you money, especially on more transparent colors. So why even spend time trying to explain that you are paying $50-$100 more for paint on a job that you are charging $1,000 to complete. If you go that route, most consumers would think you are out of line to even bring it up.

Instead, your focus should be on the quality of your work along with the quality of the coatings used. Call out the extras you provide along with the performance they will receive from the coating long after you have left to justify your price, not that you paid $X extra and so you have to charge them $X extra. Even though you may achive 1 coat coverage with Aura, always sell a two coat system on repaints. I think most consumers instinctively know (thanks to boards like this) that a good paint job requires two coats. Selling one coat, even at $50/gallon, sounds like a con job. Do your best and use the best and you'll never need to sell anything - your work will sell for you.

Good luck!

I sell them on the durability of the paint, not the number of coats. I'm always going to do 2 coats unless the color is very close and the previous paintjob was eggshell and in very good condition which is almost never. Anything you have used in the past is less durable, washable, scrubbable than Aura so if people truly want washability, it's an easy sell for the extra 15 bucks per gallon.

Thus far light or dark we've had to have a minimum of two coats of Aura paint. Our v. kind painter hasn't charged me more, although I've told him (including today!) that he should because Aura is more expensive. (he had figured his cost based on one coat of Aura)

For me, the H-U-G-E selling point of Aura is the lack of odor. It smells just a little bit as it goes on but it's amazing, I mean almost unbelievable how quickly it dissipates: that typical paint odor absolutely does not linger. I have two small children (3.5 years and 1.5 years) but even if I didn't have little-bitties I would still spend the extra for Aura for my husband's and my health benefit.

As a consumer, that's what sells me on the increased cost of Aura. I will gladly pay more if it means greatly reduced fumes.

Thanks rmkitchen. You just sold me on the Aura Paint for the very low voc and greatly reduced fumes if I paint again. I also like that is has more washability than the other paints so to me it is worth more. I would give your painter a little more money if he had to use two cans rather than the one he wanted to use as a tip to him. He seems to be very honest an reputable. Please post pics.

What Paintguy said. Every word of it.

Michael