Staying focused - Professional Carwashing & Detailing

Staying focused

Remember the battle for business is fought in the minds of prospective customers. You’ve got to make your detail business stand head and shoulders above the competition.

One marketing step sounds simple, but it is not: Focus, focus, focus, and focus some more.

Focus on finding more people in your key segments; focus on the best ways to let them know about your detail services; focus on giving them what they want; focus on being something special to them, on winning and keeping the number one slot in their minds when they think of a detail business.

This is easier said than done. Since you are not operating in a vacuum, you have to position yourself better than your competitors (some who don’t play fair) and you have to use that position to your advantage. You know what your key customer segments are, where they are located.

Now, you have to determine whom the competitors are that are competing for them, too. Where are they located? How good are they? It’s not about what you think, but what the customers think. Objectively try to determine their strengths and weaknesses.  And, by the way, you need to know yours as well.

Remember the battle for business is fought in the minds of prospective customers. You’ve got to make your detail business stand head and shoulders above the competition.

You must find ways to give customers what they want and do it better than the other detail businesses competing for their business.

How can you present your detail business to customers in a way that capitalizes on your strengths and takes advantage of your competitors’ weaknesses?

When you have discovered what you think your best approach is, test it. Ask yourself these questions:

  • Does it deliver what my key customers want most?
  • Does it make my detail business out from the competitors?
  • Is it built upon my business’ unique strengths?

If it passes this test, you have defined yourcustomer positioning statement. Write it down. Keep it simple. Carve it on your desk, tape it on your bathroom wall; or whatever it takes to get and keep it up front and visible.

You May Also Like

The tale of retail

Non-members account for a large majority of unique vehicles visiting a carwash each year.

During this age of innovation, information is power. Whether managing a professional sports team or a carwash business, analytics drive powerful decisions today through meaningful insights. Tracking the right numbers changes the game. 

For carwashers and detailers, those right numbers have changed over recent years. While cars per hour is still a viable metric to measure, membership has changed the way many carwash operators look at other variables, like revenue per ticket. 

Featured Profile: Fred’s Car Wash

This Connecticut carwash chain offers a multitude of wash options across the state.

One step to synergy

Synergy: the interaction or cooperation of two or more organizations, substances or other agents to produce a combined effect greater than the sum of their separate effects.

Comparing soft touch and touchless carwashing

Many customers prefer friction, but some say you can’t touch this.

Carwash doors keep the cold out

How carwash doors can help prevent a sales freeze.

Other Posts
Super Star Car Wash opens 100th carwash

CHANDLER, Ariz. — The 100th Super Star Car Wash offers express services and is celebrating with free washes and special deals.

100th-super-star-car-wash
WhiteWater Express partners with Make-A-Wish

HOUSTON — WhiteWater Express partners with Make-A-Wish for ‘Washes for Wishes’ campaign.

Soapy Joe’s Car Wash launches Build a Ballpark promotion

SAN DIEGO — Through Sept. 30, Wash Club members can visit, collect and win, all to celebrate Magic Graphene.

soapy-joes-build-a-ballpark
ZIPS Car Wash Louisville re-grand opening celebration

LOUISVILLE, Ky. — The celebration featured Folds of Honor Scholarship recipients, part of ZIPS partnership with the organization.

zips-grand-re-opening