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Increasing Carwash Revenue

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Mike Perry will now be a regular blogger for carwash.com. 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 mpccws5@aol.com.
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Blog: Slay this monster at once

April 16, 2013
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Kill the dreadful beast.

Kill it before it has the time and opportunity to destroy you and your business first.

It may have already caused you pain and irreparable damage.

This faceless monster wreaks havoc in our industry each day.

I too often see, here in Atlanta, the inevitable, wretched damage it leaves in its path.

I see carwash operators in Atlanta, for instance, who wrongly believe they cannot increase their wash counts. So these operators do not really try.

Their equipment is underperforming, their marketing muscle has atrophied and their lagging wash counts are in need of immediate repair.

Has there ever been a more opportune time for operators and suppliers to combine forces, to work together, and begin immediately to build a larger customer base?

Does either side appear to be moving, however, in this necessary direction?

Is it possible that the industry’s slow recovery could be closely linked to a mind-boggling inability to plan and implement a robust on-site marketing program?  

The worst enemy of our industry, and the main reason why carwashing has struggled mightily for much of the past decade, is a negative and fearful mindset. This destructive mindset is manifested by inaction arising from a debilitating fear of failure.

Since 1979, I have kept in my wallet a very cherished “reminder card,” given to me by a superb coach and sales manager at Scott Paper Limited. I wish all car wash operators and suppliers would embrace and act upon its clear message:

“Obstacles Are What You See When You Take Your Eyes Off The Goal.”

In closing, carwash revenue in the field is the vital and sustaining life-blood of the industry. The urgent industry imperative, then, is this: Increase wash counts and maximize revenues at every car wash site. Achieving success in this one activity will kill the dreaded beast more quickly and surely than any other single action.

Thus, work with your key suppliers. Do your part completely to increase your wash counts and revenues. And ask them to help you reach your common goal.