Professional Carwashing & Detailing - Feb 2012
Continued from page 52 Why carwash revenues count 54 THE Busines CENTER An Industry perspective EVERYTHING BOLLARDS COVERS 1 800 BOLLARDS One Call Right Price FAST WWW 1800BOLLARDS COM 1 800 265 5273 Professional Carwashing Detailing February 2012 spired effort and the washes in each community will also gain much local notoriety As Yogi would say Nobody ever goes to that carwash any more It is always too crowded o In this exclusive Professional Carwashing Detailing series covering the in bay market Perry next month summarizes the five traits of world class in bay operators 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 deal Nor is a closer relationship inevitable in spite of the fact that both parties certainly would benefit immensely from this favorable development It is quite possible perhaps that the two groups could prove to be as fractious and intractable as our current do nothing Congress or as petulant and unpredictable as the Kardashian sisters But in this uncertain economic climate smart operators and value added suppliers would be especially well served to pay close attention to the scientist Charles Darwin who is famously known for his proven study of evolving organisms It is not the strongest or the most intelligent who will survive Darwin stated but those who can best manage change The most important change in the in bay market in 2012 will be the concerted effort by operators and suppliers to build larger customer bases at each site By creating more revenues in the field by deliberately and decisively broadening the pond this almost intolerable period of scarcity will come to a thankful end In a remarkable display of industry cooperation and mutual self preservation in bay operators and innovative suppliers I predict will work well together this year planning and implementing marketing programs and promotions to increase wash counts and revenues making their own individual businesses stronger Both operators and suppliers will benefit enormously from this dedicated and in Circle 239 In bay operators with the same equipment whether touch free friction or combination units can experience a significant difference in the financial performance of their washes depending upon the quality and effectiveness of the marketing they perform either on their own or with the support they would receive from an innovative supplier Consider for example this educational scenario at two different retail petroleum sites each with a monthly gasoline volume of 110000 gallons The stark contrast in the financial performance of these two washes is both remarkable and encouraging This hypothetical comparison most of all illustrates a valuable point When best in class operators seek out and work closely with proven value added suppliers to plan and implement local marketing support programs these fortunate operators can expect to achieve higher wash counts and to capture more revenues Carwash Revenues Financial Performance over 84 Months Site A Site B 800000 831600 700000 700000 600000 600000 500000 500000 415800 400000 300000 300000 200000 200000 100000 100000 ABC Supplier XYZ Supplier Traditional business model New emerging business model Monthly Service and chemical support Monthly service and chemical support NO MARKETING SUPPORT DEDICATED MARKETING SUPPORT 6 per car 6 percent capture ratio 6 per car 12 percent capture ratio
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Professional Carwashing & Detailing - Feb 2012
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