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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: What is the downside?

February 18, 2013
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“You absolutely do not need to be in a great industry to produce sustained great results,” states business writer Jim Collins. 

Carwash operators and suppliers who have been severely challenged to grow their businesses in recent years, should be greatly encouraged by this keen, optimistic insight. 

“No matter how bad the industry,” Collins continues, “every good-to-great company figured out how to produce truly superior economic returns.”

Increasing car wash revenues is the surest way to produce these better results.

It remains to be seen how many alert carwash companies can indeed “make the leap,” to borrow from the title of Collins’ enlightening study of financially successful companies:  Good to Great. Why Some Companies Make The Leap…And Others Don’t.

It would be foolish to expect, of course, a complete endorsement of an emerging marketing initiative from every reputable supplier and well-established operator.

Moreover, I understand why there might be some skeptical pushback from knowledgeable industry veterans of a new, revolutionary idea. 

In the past, most “industry breakthroughs” have come from specific product enhancements, and they originated from well-trained engineers at the factories.

Yet it is at operators’ sites where the most needed and most important improvements must take place.  

If you too believe that revenue in the field is the vital and sustaining life-blood of the entire industry, then I invite you to jump on the “revenue bandwagon.”

When I first entered the industry many years ago, both operators and suppliers were making great strides in a growing market. 

But today is a significantly different time and place.  At a critical time, therefore, when our industry needs a decisive new action plan, I ask leading operators, distributors and car wash executives, “what is the downside risk in a mature industry to commit to an industry-wide campaign to increase car wash revenues by 30-50 percent at every carwash site?”

Can anything good happen, if we decide to do nothing, and are successful?

Doing nothing to elevate carwash revenues only perpetuates a downward spiral.