There is a direct correlation between the attention given to sales promotion (sales advisor plus menu offering) and the resulting profitability of the operation. Capable sales advisors could potentially double overall revenues for a full-service carwash by selling extra services.

The concept is called menu-merchandising, and its influence has become an integral part of the carwash industry. The sale of extra services is a profitability benchmark for assessing operational revenues and overall valuation of carwash potential.

Essential to the sales process is the sales advisor, also referred to as the customer service advisor. Their job is marketing the operation. Sales advisors ultimately set the customer's expectations.

Short term objectives focus on offering each customer a choice of services. Longer-term goals include customer retention and overall growth.

Because of their direct contact with each customer, sales advisors are the eyes and ears of carwash management, a valuable tool in gathering feedback and assessing overall satisfaction.

The role of a sales advisor is an extremely important position in contemporary carwashing. Far too important to entrust to a clerk that takes customer requests while vacuuming and loading the conveyor. When hiring sales advisors, seek only exceptionally nice people who enjoy serving others.

Following are easy-to-use tips for sales advisors in a carwash operation. Provide them to your sales advisors and enjoy the benefits.

Body language speaks volumes

Even before the expression on your face can be seen, many people have judged you on your actions. Called "non-verbal communication," body language speaks volumes about how you feel. It is interpreted by how you stand, walk, bend and gesture, and it sends a strong message about who you are and what you're like.

Are you sad, upset, sluggish, goofy and lazy, or energetic, responsible and happy? Customers respond better to positive body language. Smart sales advisors understand this, and use body language to their advantage.

Looks matter

How you look does make a difference. In every other part of life, you recognize that first impressions are important. The same thing is true with selling.

You've got an important date - with each customer. If you look good, you've got an influential edge. Be neat, smell good, dress professionally and carry yourself with pride.

Say it with a smile

Can you say "Hello. I'm likable and friendly" without uttering a word? Absolutely. A genuine smile will set the tone of how you are welcomed by each customer.

Smiles are non-verbalized "ice-breakers." They are a way of saying, "I'm glad you're here" and extending a warm welcome.

Be careful to avoid the "fake smile" that appears to be an insincere sneer. Phony is fatal. Some of the best sales advisors practice non-communication with positive facial expressions in the privacy of their own home.

Stay positive

Ever notice how some people are refreshing to be around, while others really bring you down? Most people avoid whiners and constant complainers because they bring nothing of benefit to any relationship.

People tend to be attracted to the powerful energy of those who are happy to be alive and confident that the world isn't coming to an end. Just like you, customers enjoy being energized by positive thinkers because it's refreshing.

Project confidence

You know people who seem to have it all together - not cocky, but confident. They emit a positive sense of comfort in their ability to get the job done right, without upsetting anyone in the process. Customers like to see that reassurance.

Be friendly and courteous

Greet and welcome each guest. If customers like you, they will probably like what you're selling or at least give you a good chance.

On the other hand, if a customer is uncomfortable with you, your sales results will suffer. It's simple common sense to realize that if the presentation is well-liked, customers are more likely to buy. A big part of the process is "selling yourself".

Appeal to their emotions

People are ruled by their emotions, both positive and negative. Most sales are based on emotion.

Emotions are highly contagious. Generally, people buy what they want, from whom they want. If a sales advisor provides the appropriate sensibility and excitement, most customers will make the purchase.

Treat every customer individually

Everyone likes to feel significant enough to be something more than just a number. Show that respect by paying specific attention to each customer, one at a time. It is up to the front-line sales advisor to establish that individualized attention.

Get down to eye-level

The customer is sitting, and the sales advisor is standing. Most sales advisors do better when they extend themselves by squatting to establish a level face-to-face comfort zone.

Avoid bending over or stooping - they inhibit eye-to-eye contact. Extend the necessary effort to position yourself for enhanced communication.

Utilize printed tools

Sales advisors perform best when sales aids like menus and other printed information are available for the customer to take along as tangible reference material. Studies have indicated that people trust what's in writing more than the spoken word. Signs help, but nothing replaces printed information.

Keep it short, simple and sincere

Its important to engage each customer by introducing yourself, offering a brief explanation followed by any recommendations, and then seeking feedback. Involve the customer in the value assessment process and close the sale.

Keep it short, sweet, and personal. Avoid canned dialog that smacks of insincerity or indifference.

You're always on stage

Ever see someone give an enthusiastic presentation, and upon completion, switch like Dr. Jeckel to Mr. Hyde? The shift seems totally out of character and suggests insincerity.

People deserve to be treated honestly and with respect. If the actions separate from your sales presentation don't match the same level of commitment, you risk losing credibility. Sales people without credibility are ineffective and soon replaced.

Take ownership of your customers

Serve your customer responsibly and be accountable. Good sales advisors embrace the axiom "a promise is a promise" and go the extra mile to make sure their customers are happily satisfied.

Although you may be unable to check with each and every customer, be sure to invite them back to you when disappointments occur. Be prepared to take charge and be accountable. Nobody likes excuses. Demonstrate your concern and show that you care.

Adjust your pace

Although many carwash operators seek to wash as many vehicles as possible, take care not to rush or overpower customers who move at a slower pace. Keep the buying experience pleasant and comfortable for each customer. Their feelings are primary.

People like to be appreciated

Every customer deserves to be sincerely thanked and warmly invited back. Take time to leave a lasting impression on everyone you serve, and make your "Thank You" conspicuously genuine and personally warm. You want them to speak well of you after leaving, and remember they are especially welcome back.

Steve Okun has been in the automotive appearance-care business for over three decades, owning and operating carwashes, truck washes and detail centers. Okun provides strategic planning, operational training, marketing assistance and executive coaching for the industry through his company, SMOKUN & ASSOCIATES, located in Florida.