Perception is Reality - Professional Carwashing & Detailing

Perception is Reality

I recently visited several express washes and noticed there was a consistent message from some great operator.

Blendco_600x160.gif

I recently visited several express washes and noticed there was a consistent message from some great operators: “Our customers come back because (insert their reality here).” For each operator, it was a different element of the wash. For example: if the operator had greeters and attendants, it was the greeting and the professional personal message. If it was a complete express wash with pay tellers, it was all about the quick, seamless, no-hassle auto tellers. If it was an in-bay automatic, it was the location and how well it cleans. The consistent thing I noticed at every successful site was less about these items individually and more about the customers’ perceptions. The quality of the wash, the location, the cleanliness of the site, the professionalism of the staff and how well the wash performs are all key ingredients. Just as important as what is there is what is not there. Poor site layout, traffic confusion, difficult blind spots, unnecessary obstacles and confusing signs and menus all negatively affect the perception of the customer.

A customer has many options these days, and they tend to return to what they know and like. I recommend a book called “The Purple Cow” by Seth Godin. This book describes how to help separate your business from the herd. I also have several suggestions to stay in tune with your customer base:

  1. Ride through a wash with a child. Children are honest and see things through an unbiased perspective.
  2. Ask a close friend to have his friends visit the wash and fill out a site-specific questionnaire. This both grows your customer base and provides constructive criticism.
  3. Walk through your wash (including equipment room) backward or sitting on a wheeled office chair. This seems nutty and unorthodox; however, your perception will change, and you may find new issues or experience your wash in a whole new way.
  4. Reward programs have been very successful in aiding in the perceived value and the growth of our wash volumes. This is not news to anyone, but it is a good reminder to stay in tune with the end user.

Jerry Vickers, Sales Manager, Tunnel Carwashing, Blendco Systems
Blendco manufactures a full line of detergents and waxes for the professional carwash industry. You can contact Blendco at: www.blendco.com.

You May Also Like

Bright lighting insights

How using solar and LEDs can save your bottom line.

For many years, operators have employed LEDs in their tunnels and bays, resulting in safer, brighter and more cost-effective lighting. Operators report that the typical return on investment is 50%-plus after switching from metal halides or fluorescent fixtures to LEDs. In addition to savings through LEDs, some operators are also using the power of sunlight to pad their wallets.

Preventative maintenance plans ensure equipment optimization

The importance of catching equipment problems before it becomes an emergency.

Reclaimed carwash water 2.0

Seeing and smelling the difference with today’s advanced equipment and filtration processes.

3 ways poly fittings and tubing can save time and money

The ultimate guide to poly push-fit solutions.

What’s new in carwash dryers

Recent market advancements are culminating in better overall performance.

dryers, blowers

Other Posts

RealSource Group completes over $100 million in single-tenant express wash sales in 2022

NEWPORT BEACH, Calif. — The sales represented a mix of sale-leasebacks, build-to-suits/pre-sales and ground leases with four different express wash brands.

El Car Wash opens 24th, 25th locations

MIAMI — El Car Wash continues its expansion with the opening of its 24th and 25th locations in South Florida.

Deltic Wash Force announces opening of ‘one-of-a-kind’ wash

BARRIE, Ontario, Canada — Klassic Car Wash offers both soft-touch and touch-free wash experiences.

Garnett Station Partners recapitalizes Flagstop Car Wash

NEW YORK — The partnership is providing growth capital for continued regional expansion.