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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: Why 31 flavors?

January 2, 2013
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This is just overkill, don’t you agree?

I love ice cream as much as anyone.

But who needs so many flavors to be a happy and satisfied customer?

With a double scoop of mint chocolate chip, I am a pretty happy camper.

But this simple sentiment only reflects Mike Perry, a typical consumer.

The co-founders of Baskin-Robbins, however, had a different perspective; they had a broader vision. Obviously they were savvy marketers.

They were exceptional businessmen, too.

Burt Baskin and Irv Robbins knew 65 years ago, that consumers wanted many choices. Moreover, they believed they could build a profitable business, despite a very modest average ticket price, if the experience of every customer visit was a memorable one, and that most transactions could be easily repeated at other locations.

It is noteworthy that Baskin-Robbins’ stores aspire to become “America’s Favorite Neighborhood Ice Cream Shop.” Hmmm. Is this sounding a lot like your carwash?

I wonder, how can we make marketing and selling car washes as easy and fun as scooping ice cream?

Some might say, the notable success of Baskin-Robbins is because undecided customers can always use a tiny pink spoon to sample a new flavor, before making a purchase decision.

What would happen if you offered a complimentary birthday wash to consumers on that special day? Could this one small act help create a shopping pattern?

Also, wouldn’t many of these “sampling” customers return at a later date to buy your best wash?

This new year, think like Baskin and Robbins. Become innovative. Like these two great entrepreneurs, you too may discover many new ways to build a bigger customer base.