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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: Kudos to Goodyear!

July 23, 2013
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This was an unexpected phone call. It was almost six o’clock, time to call it a day for many retail and service businesses.

My caller ID promptly identified the source of the call:  Goodyear.

Though I don’t really drive that much anymore, I have been a loyal customer of Wood Fullerton Goodyear for more than 25 years.

You will see why they have earned my business for so many years.

To begin, Alan, the current store manager, has taken exceptional care of my family’s aftermarket automotive needs for about four years. Some might consider his “courtesy call” a nuisance, or even worse, a waste of time. I didn’t. And since I am the customer, still in good standing, my vote counts most. 

Marketers will always tell you, it takes six or more “touches” with any customer to gain his or her favorable attention. 

As I have emphasized many times, it also takes a lot of planning and intentional, focused work to identify and then contact new and repeat customers. 

Moreover, for a consumer to take action on any of these planned yet not intrusive “touches,” the timing of the contact has to be impeccable, and the offer an attractive one. 

Motorists, of course, are seriously interested in mid-July to get a notice of an air conditioning tune-up special for their cars. Had I been only an occasional Goodyear customer, and not one on their top 20 percent list, I would have been contacted, perhaps, via email or maybe a text message. 

But the three minute personal phone call served its purpose perfectly. As a result of Alan’s pro-active interest and willingness to cultivate his customer base, his “best-in-class” service prompted me to take decisive action.

It is, of course, exactly this type of professional and exceptional service, which separates the players from the pretenders in every service and retail business. 

 Who at your wash “takes ownership” for initiating, building and sustaining just these types of profitable relationships with your customers?