Professional Carwashing & Detailing - Feb 2012
THE Busines CENTER An Industry perspective Why carwash revenues count and why value added best in class suppliers will partner with c stores to generate higher wash counts By Mike Perry Contributing Writer 50 Professional Carwashing Detailing February 2012 Operators Begin with a positive vision Nothing is more imperative and urgent for the in bay market in 2012 than operators building a larger customer base washing more cars and making more money This is a clear and unmistakable task which operators and their suppliers too must fully acknowledge and act upon now Not surprisingly everyone knows what needs to be done increase carwash revenues It is only when the discussion turns unavoidably to the two most important but overlooked questions How do we increase carwash revenues and Who does the necessary work that the chronic and potentially fatal problem of declining wash counts and revenues at in bay washes becomes incredibly more complex To begin operators must have a clear appreciation of the three basic reasons why they are not washing more cars See Why are in bay washes at retail petroleum sites not washing more cars Too often in the past operators have not truly grasped the origins of this seri Think again In a report published this past November by McKinsey Quarterly the author noted US consumers optimism about their economic situation is at its lowest point since the beginning of the recession Yikes This report also indicated that current shopping patterns and habits negatively impacted by the 2008 collapse of the economy are not likely to change any time soon The author reported Eighty two percent of consumers said they were likely to stick to their frugal habits even if the economy begins to boom again This daunting challenge confronts every carwash operator in 2012 If your wash is to get better if you hope to achieve better financial results your business and especially how you communicate with your customers must get better too Never has there been a more important time for operators to adjust their mindsets create fine tune and implement their marketing plans and begin again with renewed energy creativity and determination to build a bigger customer base A s an American icon who doesnt have a favorite Yogi Berra quote Since I am sometimes directionally challenged I enjoy this relevant Yogiism I knew exactly where it was I just couldnt find it This quote of course is related to another precious Yogi statement If you dont know where you are going you will wind up somewhere else But I didnt know Yogi also had a keen insight into the carwash business The future aint what it used to be Yogi once said Wow Who knew this beloved Hall of Fame baseball player could correctly see the considerable challenges which confront carwash operators and their suppliers Are better days ahead Astute operators as successful retail business owners must always pay very close attention to the prevailing shopping patterns and habits of their customers Moving into the new year after five years of very disappointing carwash sales many operators might optimistically expect 2012 to be a much more bountiful year Continued on page 52
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Professional Carwashing & Detailing - Feb 2012
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