- Buyer's Guide
- Got A Question?
If you are a new multi-profit center owner, it’s imperative that you cross-promote your offerings to each and every customer. Once a customer is already on your property, it’s easier for them to one-stop shop their way around there, and it’s easier for you to attract them into various services. Patrick Donadio, MBA. is a Certified Speaking Professional (CSP) and Master Certified Coach (MCC). Since 1986, he has been training/coaching leaders and their organizations to help them increase profits, improve presentation/verbal communications, enhance their credibility, deepen relationships and boost performance/sales — in less time. To help business owners enhance their marketing initiatives and cross-promote other profit centers, Donadio offers up the following tips.
When it comes to multi-profit centers, you don’t just want to ask a customer, “Do you want an oil change?” after they get a carwash. Whenever possible, you, and your employees, should instead make it more personal. “I see your last oil change was over four months ago, would you like to get one here? We offer a 10 precent discount to carwash customers.” Also, be sure to ASK your customers, not tell them, if they need another service you offer.
Design a card that states something such as, “Buy 7 carwashes, get the 8th one free.” Then, punch out the first two holes. This way the customer will think they are already ahead of the game, and it won’t cost you anything. Then hand these out at places like the gas station to get people to come over and use them at the carwash.
If there is something unique about your carwash (you have the only pet wash in town, or you offer hot wax, etc.) be sure to put that in your signage. Also offer a coupon that says, “Come in for a $1 off special on the only carwash in town that offers (fill in the blank). Try offering a coupon for one of your other profit centers. It could say something like, “Get a free coffee, courtesy of (fill in the blank). Then have your employees personally sign them and put on an expiration date to create a sense of urgency. Employees can hand out the coffee cards at the carwash.
For more insight or to book Patrick for your next conference, seminar or retreat, or hire him as your business communication coach, call Speakers Unlimited at 614-864-3703.