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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

Blog: Do you curse the darkness...

October 23, 2013
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Or light a candle?

Are you a victim, or a victor?

Carwash owners and operators, I have found, have reason to be both.

Unfriendly weather in all parts of the country can be uncooperative at times.

And the economy, we know, has struggled mightily the last eight years.

There may be fewer direct car wash competitors now in your market.

But most consumers have fewer discretionary dollars to spend too.

Our “new economy” has created many significant challenges for new and proven operators alike.

Yet it is during these terribly uncertain times that innovative and opportunistic operators and bold, value-added suppliers can fashion their greatest advances.

Based on your mindset and revenue trajectory, are you currently a victim or a victor?

For sure, new opportunities are available. 

But can you uncover and exploit them?

Business consultants Ram Charan and Noel Tichy work with and write for executives of major corporations, yet their findings can be applied to smaller businesses as well.

“Change brings opportunity to those who can grasp it,” they say in a brilliantly written book, “Every Business Is A Growth Business. How Your Company Can Prosper Year After Year.”

I especially liked three major themes in their in-depth study and analysis.

  1. There is no such thing as a mature business.  “Get the ideas about mature businesses out of your mind forever,” they advise.
  2. Growth is a mentality created by a company’s leadership. “It starts with the spark of a new point of view,” they say.
  3. Growing is less risky than not growing. “A sustainable growth strategy, based on tightly defined customer needs, is far less risky than rearranging the furniture while a competitor grows at your expense.”

Moving into the fourth quarter of this year, I urge you to embrace these three growth-oriented principles.   

In a word, become pro-active.

Be decisive.

Act today. Plan and implement this month a comprehensive marketing strategy to build a larger customer base.

More than anything else you might do for the balance of this year, this one step will bring you that much closer to making your wash a bigger financial success in 2014.