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Increasing Carwash Revenue

Mike Perry will now be a regular blogger for 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
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Blog: Identify and overcome these chronic challenges in 2014

January 3, 2014
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Make this year count.

Nothing is more important this year than operators washing more cars at their sites.

Seems simple enough, doesn’t it?

Yet operators each year seem bedeviled to reach and exceed this elusive goal.

There are six common causes for an underperforming carwash:

  1. You experience an inordinate amount of down-time;
  2. You possess old, or poorly performing equipment;
  3. You encounter intense local competition from other retail businesses;
  4. No one at your wash truly “takes ownership” of your revenues;
  5. You are not capturing enough new customers;
  6. You are not gaining enough repeat business from current customers.

This year, for you to achieve better results, you and your team must get better too.

I include, incidentally, an experienced and reputable supplier as a valuable resource and a much-needed team member of your business.

To begin this important and profitable journey, I encourage you to take three positive steps now to make 2014 your best year yet.

First, determine who on your team will “take ownership” for your carwash revenues.  If you haven’t trained one person to take over this overlooked but vital role, then find and retain some one locally who has a relevant marketing background.

Second, create a comprehensive and written twelve month marketing plan.

Operators frequently ask me, when or how often should I market my wash? 

It seems to me, unless your wash is operating at 80% capacity or higher regularly, you should be developing, implementing and evaluating many different marketing tools.   

Finally, commit to actively and creatively marketing your carwash each month.

“One of the most crucial reasons people ultimately fail is that they give up too soon,” says entrepreneur and business writer Siimon Reynolds. 

As you get headed in the right direction, and gain more momentum moving into your busier months, you also will discover that your newly-found and best customers, and your banker, will be visibly pleased with your impressive progress!

With a stronger resolve and new energy going into this fresh new year, you and your team surely can make 2014 a very prosperous year for all!!