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Increasing Carwash Revenue

Mike Perry will now be a regular blogger for Perry has more than 30 years' experience in retail marketing and in business-to-business sales. He can be reached at 770-330-2490, or at
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Do You Fail Enough?

October 8, 2012
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We all like to be winners.

All business owners strive to be successful. 

At the end of the day, every owner knows if their businesses have progressed, and moved forward that day, or if their businesses have somehow slipped.

Incidentally, your top employees and closest suppliers know too!

But a large part of winning, of developing more useful skills, I have learned, is gaining from your unsettling setbacks more experience and wisdom to help you better navigate during this very challenging time.

Many best-in-class operators, given the current business environment, might wish to try new things, and attempt different solutions to seemingly age-old problems.

In our industry, the most worrisome challenge today is largely a marketing one: To identify, cultivate, capture (and then delight) at our washes more drive-in customers.

To get the best results, ambitious operators must be totally fearless in the relentless and passionate pursuit of this vital, game-changing goal: How can I build a larger customer base? 

In many cases, however, an insidious fear of failure prevents even the most dedicated and experienced operators from getting to the next level. 

We must try, as the popular television commercial said, to “Be like Mike.”

The legendary Michael Jordan candidly noted that failure was a large and invaluable part of his learning curve, and ultimately, helped him capture six NBA titles. 

“I am a success because I have failed more times than anyone in history.”

Try one new activity this week, and then honestly evaluate your results.  

Quite possibly this venture could lead you to an important breakthrough in your business, or could help you better understand how you can improve your customers’ perception or experience at your wash.

Going into the last few weeks of the year, astute operators must make aggressive plans to finish 2012 on a very positive note!