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Wise investments, most owners realize, are needed to grow their businesses.
Experienced operators know each month, for instance, they will have service and maintenance expenses for their washes.
No problem, a smart investment.
And to produce clean, shiny and dry cars, they will buy a half-dozen or more fast-acting chemicals — presoaks, detergents, waxes, protectants, drying agents and tires shines — to get the best results, and to please their customers.
Yet many of these same operators seem reluctant to make a similar investment in marketing their businesses each month.
Their hesitation is understandable.
No one plans to spend money foolishly.
But many busy operators may not have a solid grasp of marketing tactics and tools, or an abundance of time and the inquisitive mindset necessary to do the follow-up.
To correct this common problem, I strongly encourage operators to outsource the marketing of their businesses, just as they have routinely relied upon technical service providers and chemical suppliers to keep their washes operational.
Yes, there will be an additional expense in funding this new service.
But successful cost-effective marketing programs can also be self-funding.
Thus, moving into the second half of this turnaround year, make it a top priority to find a new and highly skilled marketing supplier who can turn a $500-$600 marketing expense one month, into $800-$1,000 of additional business the next month.
Surely, nothing is more important now than operators building a larger customer base, which will propel the industry forward, finally, into a higher level of performance.