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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: Make the pie bigger

November 26, 2012
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“Anything that looks this easy, ain’t.”

I have never forgotten this rebuke, a statement made by Muhammad Ali to Howard Cosell, a cantankerous and bothersome sports reporter.  

Always able to provoke a sharp response during a contentious interview, Cosell was questioning the champ’s choice of what seemed to be too many unworthy opponents with too few boxing skills.

Cosell achieved his objective. 

When building a larger customer base, carwash operators and detailers would be wise, I think, to embrace Ali’s gritty, determined mindset.

Keep in mind that doing the actual work itself, creating a clean, shiny and dry vehicle, is not the most difficult part of the business.

Building the larger customer base is.

It may seem easy, but as Ali said, it sure ain’t!

Here, operators and detailers can learn from other successful retailers. 

One market-tested strategy is to create and implement an easy-to-execute plan which will build more repeat business from your current customers.

At Starbucks, for instance, regular customers often receive with their receipt a promotional offer, valid that same day, for a second visit for another serving.

Great idea. Do any of your customers have a second dirty car in their driveway?

What promotional offer or incentive could you get into the hands of your current customers, especially on your typically slow days (Tuesday or Thursday, for example), which would encourage them to make a second trip to your wash or detail shop that day? 

“Profit is the applause you get for taking care of your customers.” — Ken Blanchard