Southwest Car Wash Association -Advantage- 4th Quarter 2016 by Southwest Car Wash Association ADVANTAGE

ADVANTAGE

Publication of the Southwest Car Wash Association

Fourth Quarter 2016

SCWA Convention & EXPO February 26â&#x20AC;&#x201C;28, 2017 Arlington Convention Center

John Stossel Our Keynote Speaker

Preliminary Program Inside!

to register:

www.swcarwash.org

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PRESIDENT’S MESSAGE WELCOME to the 2017 SCWA Convention & Car Wash EXPO edition of ADVANTAGE. The SCWA event continues to grow and attract attendees from across the U.S. – in fact last year we had car washers from 27 states plus Canada, Mexico and the United Emirates States. 2017 should be even bigger and Dave Swenson better! Many from other states SCWA President tell us one reason they attend the Convention & EXPO is because of the easy access - being centrally located between either coast. EXPANSION is the key word - the 2017 SCWA Convention & Car Wash EXPO promises to give you many more reasons to attend. This year we have taken the popular traditional parts of the event and expanded to provide more opportunities for exhibitors; for education and new ideas. For example the EXPO will be expanded this year to add an additional 15,000 square feet. This expansion will offer up to 50 additional exhibit areas offering more car wash equipment, supplies and services. The EXPO will also feature a new area where short workshops will be held adding an important education value to the Show. The Tuesday Car Wash Academy is being expanded to include a broader range of topics including a workshop specifically designed for car wash managers. The car wash managers panel will discuss important ideas on how to be a more successful manager. Nationally recognized Davy Tyburski will be the Sunday CEO Forum speaker highlighting his “21 Unique Ways to Increase Your Profits. As an added value – Davy will stay with us for the full convention offering a Tuesday Car Wash Academy workshop on case studies and proven techniques to improve your profitability. Of course we are excited to have John Stossel as the keynote speaker this year. Stossel is a 19 time Emmy winner and highly respected journalist who is passionate about free markets creating better prosperity, innovation, choice and freedom. Everyone will enjoy his perspective on how less government will improve everyone’s business. As small business owners we are all busy, so the thought of taking a couple of days away to participate in a convention or attend the EXPO can seem like a stretch – but if we come away with only one good idea to improve our business and our profitability – then it is certainly worth the investment! I promise you if you attend and participate – you will uncover new ideas and ways to grow your business. Here are five reasons to EXPERIENCE SCWA 2017. • Premier Education. No matter how experienced you are at your business, everyone can learn.

Working in a small business can often be isolating, and without exposure to a variety of points of view, we can miss new ideas and trends that can impact future results. The educational aspect of EXPERIENCE SCWA 2017 can expose you to new ways of conducting your business and help you discover how to be more productive. • Connecting with Peers. EXPERIENCE SCWA 2017 provides a great opportunity to network. Often competitors from other regions of the country can become valuable resources for referrals and best-practices. Avoiding peers for fear of others discovering your competitive advantage can actually limit your own success. Collaboration is the way to approach networking. Together people can help each other uncover ideas and discover inspiration when they get to know each other on a personal level. • See New Equipment, Products and Services. Industry suppliers are some of the best people for you to get to know if you want to learn more about the current business climate. Discovering innovative products and services for your business is necessary to stay competitive in today’s fastpaced world. Plus, these vendors who sell to the car wash industry fully grasp what is happening inside your competition. Invest time with the suppliers and turn them into your friends and allies. • Share with Others. Each of us have ideas or experiences that can be valuable in helping others be more successful. EXPERIENCE SCWA 2017 gives us the chance to make the car wash industry a better place. What better legacy can you leave? If your strategy is to be the best-kept secret in the car wash community, you will be missing a valuable opportunity. • Have fun. Being in business should be rewarding and fun. All work and no play can get old fast. EXPERIENCE SCWA 2017 will add a layer of enjoyment to managing your business growth by mixing a social aspect into your learning and industry branding efforts. The Monday evening event will be relaxing and fun. We know that time and money to attend the SCWA Convention & EXPO is a commitment on your part – so we work hard to make sure our program and speakers bring the most relevant information and solutions. EXPERIENCE SCWA 2017 is February 26–28, 2017 in Arlington. The program is included in this edition and you can visit www.swcarwash.org to register online. Kick off 2017 at the First Big Car Wash Show of the Year! I encourage you to come experience the power of the car wash community – EXPERIENCE SCWA 2017. Wishing everyone Happy Holidays and a Successful 2017 from SCWA. 3

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LaserWash

• Aircraft grade anodized aluminum bridge and main rails - Now Standard • New redesigned LaserWash 360Plus Navigation System for improved bridge movement, accuracy, and speed • Non-corrosive materials used – stainless and aluminum • Fluid valves eliminated from the bridge • Air valves now enclosed for increased reliability • New stainless steel pump station design focused on improved functionality and low maintenance costs • Welded manifolds replacing assemblies of fittings – reduces leak points • Larger low pressure pump that feeds spot free to the bridge, eliminating the need to pressure feed spot free through the main pump, reducing energy/saving costs • Ultimate cover package – Now Standard

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INDUSTRY BRIEFS Baton Rouge, Louisiana - Benny’s Car Wash created the Fallen Officers Fund following the tragic shooting in Baton Rouge in July that left three law-enforcement officers murdered and one critically wounded. Proceeds from the fund, totaling $44,904.16, were presented to the families of Montrell Jackson, Brad Garafola, Matthew Gerald, and Nicolas Tullier on Friday, September 2, 2016 at Benny’s corporate office. Benny’s Car Wash, B-Quik, and Oil Change felt connected to each fallen officer through their frequent patronage or partnership in protecting Benny’s seven locations. Being the site of the tragic shootings, Benny’s set out to raise funds for the families of the fallen officers. The Fallen Officers Fund aimed to quickly give support for the families’ immediate needs. Benny’s gave a free wash code for each donation of $10 or more. “We are proud to have raised such a generous amount for the families of the fallen officers. We appreciate each contribution and ask that you continue to keep these families in your thoughts and prayers,” commented Justin Alford, owner. Zips Car Wash founder and chairman, Brett Overman, on August 31, 2016 announced that Zips has acquired Boomerang Car Wash in a transaction that will create North America’s third largest tunnel car wash company with 57 locations across the southeast and south central United States. The deal represents the largest single-company acquisition in the history of the car wash industry. Zips contributes 23 and Boomerang 31 locations to the combined operation, with three more sites under construction. “With the other deals we have in our acquisition pipeline we fully expect to be the second largest car wash company in the United States by the end of 2016.” Eagan, Minnesota - Inc. recently ranked Hydra-Flex number 2191 on its 35th annual Inc. 5000, which is a ranking of the nation’s fastest-growing private companies according to a press release. With three-year growth of 168 percent being one of only 165 manufacturers on the 2016 Inc. 5000 list, Hydra-Flex CEO Jaime Harris attributes the success and growth of the company to their innovative products and dedicated employees. “We provide measurable results to our customers and continue to innovate fluid handling tools to save

money, reduce waste, reduce waste, last longer, work faster, etc. It is an honor to be on the list for a third time because of our consistent growth. This growth is a testimony not only of our quality products, but also of the exceptional personnel standing behind them. Hydra-Flex employees work hard, play hard, and remain extremely passionate about what they do,” said Harris. ”The Inc. 5000 list stands out where it really counts,” says Inc. President and Editor-In--Chief Eric Schurenberg. ”It honors real achievement by a founder or a team of them. No one makes the Inc. 5000 without building something great—usually from scratch. That’s one of the hardest things to do in business, as every company founder knows. But without it, free enterprise fails.” Tucson, Arizona - Mister Car Wash has completed the acquisition of the two Metro Car Wash locations in Tucson, Arizona, according to a company press release. For Mister Car Wash, this brings the total number of carwash locations in its home city to 10 sites. “It’s been amazing to watch Mister grow over the past 16 years that I’ve been with the company, especially when it comes to the growth in our home market,” said Bruce Schumacher, vice president of strategic initiatives for Mister Car Wash. “We have a strong customer base here in Tucson and we’re pleased to offer [customers] greater convenience with more locations and our signature Mister Car Wash service.” Also, recently, the company expanded its presence in the Tampa, Florida, area with the acquisition of the Bay Breeze Car Wash, located on Adamo Dr. in Brandon, a Tampa suburb.

“It’s been amazing to watch Mister grow over the past 16 years that I’ve been with the company, especially when it comes to the growth in our home market” “It’s exciting to see our company’s continued growth in the Souteast and Southwest,” said Joe Matheny, Director of Field Operations for Mister Car Wash. “The addition of this full service location will enhance our operations in the Tampa metro area and provide greater convenience to our current customers and Unlimited Wash Club members.” Mister Car Wash also recently expanded its Texas footprint with the acquisition of The Car Wash Barn, based in Killeen, Temple, Fort Hood, Copperas Cove and Pflugerville, Texas. “The Car Wash Barn team developed a great operation and their dedication to the communities they serve 5

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ADVANTAGE is unmatched. We’re proud to continue the great legacy they’ve started and build on their people-first culture,” said Casey Lindsay, director of acquisitions. With this latest acquisition, Mister now operates 191 carwashes in 20 states. Shreveport, Louisiana - According to an article posted on fox4kc.com, a man recently used high-pressure water to fight off would-be robbers at a carwash in Shreveport, Louisiana. Michael Davis was washing his car, at 2 a.m. last month when a man confronted him at gunpoint and demanded Davis’ keys and money. “He said ‘give me your keys and your money,’ and I said ‘what’d you say?’ and I took the sprayer and just sprayed it right in his face,” Davis told KSLA. According to the article, the dash cam in Davis’ car recorded this brave carwash customer as he hosed down the assailant. Then, Davis turned and blasted another man who was trying to come up behind him. “I heard his friend try to run and get my backside so I turned around and sprayed him and hit him and they took off running,” recalled Davis. “The whole situation to me was almost surreal.” Reno, Nevada - According to an article posted on cspdailynews.com, c-store merchant 7-Eleven Inc recently marked the retailer’s 89th anniversary with the first fully autonomous drone delivery to a customer’s residence. The chain, added the article, hopes to eventually offer its entire assortment of merchandise via an unmanned aerial vehicle (UAV). “At this time, we do not have specific timing on national rollout. In the future, we look forward to making drone deliveries from our stores,” a 7-Eleven spokesperson told CSP Daily News. According to the article, products that will be available for this method of delivery include Slurpees, chicken sandwiches, doughnuts, hot coffee, 7-Select candies as well as “everyday essentials,” such as batteries. “It’s amazing that a flying robot just delivered us food and drinks in a matter of minutes,” said Reno resident Michael, who received a test delivery. “My wife and I both work and have three small children ages 7, 6 and 1. The convenience of having access to instant, 24/7 drone delivery is priceless.” Palo Alto, California - According to an article on Forbes, vehicle innovator Tesla is currently considering a program that will offer carwashes, particularly while customers wait for their free Supercharger service. The news, originally reported by energy blog Electrek. co, is considering the program among concerns of

possible risk from automated washes and during one of the worst droughts in California’s history. Tesla is reportedly teaming up with Eco Green Auto Clean, an auto detailing company that uses “waterless” cleaning products. According to the article and Electrek. co, the pilot program’s details and structure are still being finalized, but reporters believe the service will likely be subscription-based, costing approximately $90 per month. Abilene, Texas - According to an article posted by ktxs.com, a local carwash here is trading carwash services for school supplies in order to benefit underprivileged students going back to school. Rilow’s Auto Detail on Pine Street is currently exchanging carwashes with its customers for a donation of a backpack with school supplies. According to the article, this is the first time that the carwash and detail business is participating in this school supply drive, and it is hoping for a good turnout to help Abilene ISD students. “I have been the child who walked into school with no supplies on the first day,” organizer Byron Thompson said. “That does something to a person.” Thompson is asking people who are interested in helping out to bring school-related supplies, such as pencils, notebooks, folders, glue sticks, markers and other items that are commonly needed in the classroom.

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SCWA Colorado Car Washers Meet

More than 40 SCWA Colorado car wash owners and suppliers recently gathered at the Chinook Tavern in Denver for lunch.

SCWA President David Swenson welcomed everyone and highlighted the 2017 SCWA Convention & Car Wash EXPO activities and program. Swenson announced that FOX Business Network host John Stossel will be the convention keynote speaker. Swenson said that the EXPO continues to grow and

the 2017 edition will be expanded to include an additional 15,000 square feet of exhibit space bringing the total to more than 70,000 square feet. Colorado Senator Chris Holbert was the lunch speaker. Senator Holbert discussed what impact the recent election would have on small business owners and emphasized how important it is for everyone to be involved in the legislative/ regulatory process. The Senator announced he had just been elected as the Senate Majority Whip. A question/answer session followed the presentation by Senator Holbert where he answered questions from the attendees on a broad range of topics including environmental concerns to health care.

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SCWA “On the Road” In Austin More than 200 car wash owners recently converged on Austin, Texas for the October edition of the popular Southwest Car Wash Association On the Road Again. Following lively round table discussions and Idea Exchange sessions covering a variety of car wash topics – attendees hoped on buses and enjoyed a tour of several outstanding car wash locations. The car washes on the tour included: Bubble Clean Express Wash; Soapbox Express Car Wash, founded and operated proudly by veterans of the U.S. Marines; Mr. Sharky’s Car Wash, including 6 self serve bays and a converted rollover automatic to a mini tunnel; Big Red Express, a 150 foot arch covered wash tunnel and Arbor Car Wash & Lube. Arbor features a wide range of services from the oil change to full serve conveyor to detail and also an express exterior lane.

Mark your calendars for the next big SCWA event – the 2017 SCWA Convention & Car Wash EXPO – February 26–28, 2017. For more information visit swcarwash.org

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Special Thanks to our Austin Sponsors: DRB Systems | Diamond Sponsor Innovative Control Systems | Bus Sponsor Exacta One, Stinger Chemicals | Lunch Sponsor Big Man Washes | Reception Sponsor AP Formulators, CSI Lustra, Hydra-Flex, Midlothian Insurance, Motor City Wash Works, Mr. Foamer, SWYPIT, and Zep Vehicle Care | Event Sponsors

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MANAGEMENT Irate Customers - Lessons In Communications Learned

Manager Deborah is sitting in her office reviewing monthly reports as she listens to the routine bustling of her staff. Suddenly, she hears a single voice amidst the regular noise. It is Mary, her cashier, attempting to get a word in as she deals with a rather stubborn and authoritative customer. The call is placed on hold and is transferred into Deborah’s office. Mary announces, “Mr. Money is on the phone; he is angry and is demanding your help.” As Deborah reaches for her phone, she recognizes that how she handles the next few seconds will determine whether Mr. Money will be pacified and remain a customer or hang on to his anger and avoid her car wash in future.

You must have the focus and knowledge necessary to take control and lead the caller back into your corner. This is a scenario many a car wash operator has faced. In the time it takes to reach for the phone and say “hello,” you must have the focus and knowledge necessary to take control and lead the caller back into your corner.

BE PREPARED

Preparedness comes by having the structure in mind that will allow your persuasive and reassuring abilities to control the situation. Maybe the problem originated with an employee at the vacuum station, someone on your management team, or the ticket writer, but the buck stops with you. As you listen to the complaint, pay attention to how the caller became disgruntled, and match their words to the organizational structure and discipline that you have in place. Many times the caller has reached your desk because someone in the chain of command failed to listen and address their concerns. Let’s begin with the approach. How you manage the window between the “ring” and the “answer” will define the experience as educational, confrontational, or successful.

How you manage the window between the “ring” and the “answer” will define the experience as educational, confrontational, or successful. In the seconds before answering the call or meeting, keep in mind that the best way to initiate control is to take the high ground. Not just the high road of virtue and doing the right thing, but the high ground as a vantage point to observe the situation as a whole. Prepare to remove yourself from the fray and look at the big picture. The best means of accomplishing this is to remember four rules:

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ADVANTAGE 1. Do Not Speak Until You Have Truly Listened The opposite of speaking is not listening — it is waiting to speak. Listening is a separate task and is, in fact, an art. If you’re waiting to speak, you are preparing to address the other person with words. The easiest of all customers to deal with in the world of irate customers is the one that just wants to be heard. Everyone has dealt with someone who expressed every detail of their complaint to every person in their organization. They have begun to tell their story to the finisher as they walked out to pick up their car and each person they encountered en route to the manager’s office. Their repeated rehearsal of the story should be your first indication that all they need is understanding and reassurance. They want someone to listen. Step up and make that person you. 2. Do Not Defend Until You Have Heard the Attack Step back, and allow the speaker to talk. As you listen, do not formulate your responses, but follow the speaker with an eye towards understanding the nature of their accusations and allegations. The ability to effectively challenge someone’s argument hinges upon your understanding of their argument, not on the merits of your own. Taking control of a situation requires you to pay attention to what is being said so that you may take all you’ve heard and use it collectively as you map out your proposed solution. Adopting the other person’s arguments in your solution will make it much more difficult for a person to logically rebuff your offer of resolution. 3. Identify the True Nature of the Complaint and the Complainant There are many reasons why a person will complain. Dissatisfaction with a product or service is obvious, but some complaints are born and nurtured in environments outside of your control. Taking control of these types of complaints require you to listen and explore with questions the circumstances leading the customer to your door. Some people are simply disappointed with the entire car-care industry. Mechanics will identify with this. It is necessary to set yourself apart from the herd and let the speaker know that you care. Some complaints are born from a lack of clear expectations. Explore their concerns and guide them back to a more realistic path. The most difficult of all complaints is the person who, due to their own shortcomings, has an inability to understand that the reason your products or service is a disappointment to them is their inability to follow instructions or guidance. It is essential that you speak to these people as you would to a friend. There is no need to use industry jargon or million-dollar words.

Make sure that your vocabulary and speech is simple enough that they can follow your directions to the letter. But do not allow yourself to come across as condescending. This can be avoided by remaining social and human as you address your customer. 4. Focus on Areas in Which You and Your Company Can Improve Learn. Even the most irrational or self-absorbed customers can teach you valuable tools to improve service. As you listen, pigeonhole some of their thoughts and complaints into the recesses of your mind. By looking for areas of improvement in each and every conversation, you will not only actively listen, but you will enjoy the opportunity to grow and become better. Consider the following checklist as a starting point and add to it as your specific car wash location dictates. Allow these thoughts to operate as a springboard dive into your next irate customer moment. • • • • • • • • • • • •

With whom have they spoken? What remedies have failed? Is the problem real or imagined? Is it related to a personality conflict with the representative with whom they have been working? What are their expectations? Are the expectations something you can address? Are their expectations reasonable? How many people have they spoken with at your business? Has everyone given them sound advice or bad advice? Is the disappointment with your business and you? Have they been given sound advice but the problem rests with their inability to understand and listen? What can I learn from the situation to improve my bottom line?

Joe Curcillo, The Mindshark, is a speaker, entertainer, lawyer and communications expert. As an adjunct professor at Widener University School of Law, he developed a hands-on course, based on the use of storytelling as a persuasive weapon. www.TheMindShark.com.

8 Tips For New Carwash Pros

For many, cleaning cars is not just a job, it’s also a passion. That’s why carwash owners and employees work so hard to get the best possible results and the cleanest finish. However, not everyone, especially new carwash owners, knows all the tricks of the trade, and sometimes professionals ask themselves if there is a better way, or one that produces even cleaner results. We learn something new every day, and the car cleaning industry is not exempt from that rule. So, whether operators 17

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ADVANTAGE are experienced professionals or just starting out, they may just find a little trick they didn’t know before. Here are some tips and tricks for professional car cleaning and getting a superb finish at the end for new carwash owners or those looking to enter the market. For new carwash owners that follow these tips, customer satisfaction may just go off the charts.

KEEP IT CLEAN

One simple tip, but it is easily forgotten by the most seasoned of workers, is keeping cleaning products clean. Don’t let gunk build up on the lids of the chemical products or equipment. After all, that gunk attracts dirt and dust that is only going to get spread across the car that workers are so meticulously cleaning.

TOOLS OF THE TRADE

This one is more for the beginners. When cleaning a car make sure to use and invest in professional tools and cleaning liquids as opposed to those made for household use. An example being that dishwashing liquid is not suitable for professionally cleaning a car. Leave this product to driveway washes who will suffer the consequences. Professional, proven products might seem costly, especially when someone is just starting out, but it is worth the

cost in the long run. After all, a good result leads to more clients which then lead to more income.

THE LITTLE THINGS NEW CARWASH OWNERS SHOULD KNOW

Details are so important, especially when cleaning cars. Workers need to make sure they get every inch, every gap and in all of the corners. The client is paying for an excellent and high-quality job. This includes the hard-toreach part of the wheels, which should always be spotless after cleaning. After all, it looks odd at the end if the car is shining but the wheels are still dull and spotted with mud. If the details seem overwhelming to workers, plan it out before starting, but never skimp on those extra details. A business may not get caught the first time, but someone notice down the line. The reputation of a business and new carwash owners is not worth it. Some carwashers will roll the car backwards and forwards when cleaning to ensure every inch of the wheel is spotless.

GO THE EXTRA MILE

People appreciate receiving a little favor, and it might lead to free word-of-mouth referrals. Go the extra mile

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ADVANTAGE for loyal customers and customers who infrequently complain. As examples, offer a free wax or tire cleaning as a complimentary treatment. Wax can protect customers’ cars from the elements and also from scratches, so this valueadded service is something customers are sure to appreciate.

TREAT EVERY CAR AS YOUR OWN

The state and appearance of a car is a reflection of the person driving it, and that is why many people ask professionals to clean their cars. They want something that not only looks great, but provides a positive image of them as well. When cleaning someone’s car, new carwash owners should treat it as if it were their own. That way, it receives the love and attention that it needs to look amazing.

PRACTICE PROPER VACUUM SERVICES

When vacuuming the interior of a car, many workers will just go straight to it. However, there is a great tip for getting the best results and keeping interior areas clean. If you use a thick and strong bristled brush to rub the carpet, it is easy to get all of the old mud and dirt clumps loose and ready for vacuuming. This is especially important if a worker plans on shampooing the carpet as the cleaning will otherwise end up pushing the dirt in farther. An new carwash owner can save a lot of time by investing in a quality commercial vacuum that is proven in the professional carwashing industry. Remember, when cleaning carpet, brush, vacuum, shampoo/wash and then vacuum again.

DRYING THE CAR

the customers can teach you how to make your business better. Learning the tricks of the trade never happens overnight, and every washer has his or her own secrets for the perfect finish. Hopefully these little tips and reminders have given insight into some of the things workers and owners can do for a better clean. After all, the better the finish the more likely a business is to grow through good reviews and word-of-mouth. Just remember to never skimp on the details, treat the car like your own and always go the extra mile to make a customer happy. Will Tottle is a freelance writer and regular blogger at willtottlewriter.wordpress.com.

SELF SERVE PERSPECTIVE Inflating Self-Service Profits HOW EXPANDED SERVICES CAN PROPEL YOUR BUSINESS FORWARD

Convenience should be a primary goal of any business, and self-service carwashes are no exception. Convenience refers not only to the location, but to services offered at the facility as well. Self-service carwash owners should strive to provide one-stop, inclusive services that reach beyond the typical demographic to increase market share as well as maximize income.

Just as when purchasing a vacuum that is suitable and effective in a carwashing environment, selecting a proven carwash dryer for your wash’s format is a must. And, while most new investors will focus on drying equipment, it is important to pay just as much attention to supplies, including towels as well. Large microfiber cloths are recommended for the finishing stages of your wash. Make sure they are thick and good quality, too. Use one towel for the main drying and then a second, dry towel for finishing and getting any last drips of water from the body of the car.

NEVER DO THIS

Never wash the interior of a car with tons of water. The best way to scrub the seats and upholstery is with a damp sponge or cloth. This way the padding won’t soak, and it can also dry faster. Never use a sponge on plastic surfaces, instead use a slightly damp microfiber cloth. The electronics will not react well to a lot of soapy water, and an operator doesn’t want to end up with the repair bill. And, never forget the customers’ needs as a new carwash owner. Customers are a great resource to use when looking to advance and build your new business. You learn something new in this business every day and 21

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ADVANTAGE Successful self-service carwashes are located close to population centers and offer features catered to the area’s clientele. Selecting an ideal site may prove easier than determining the ideal services to offer. Traffic surveys or simple observations help determine the optimum location. However, prioritizing features desired by perspective customers is less readily measured. Since most self-service carwash business owners do not fit into the demographic of their typical customer, many owners settle on the concept of offering the basic selections. However, sites reaching larger target audiences add services and draw customers from a larger portion of the population and from greater distances. While some of these services represent a significant investment, others cost little to implement and provide benefits to both the customer and the business’ bottom line.

EXPANDED OFFERINGS

Considerations for expanding services should be site specific and fill the needs of the target customer. There is no template to use when choosing services. Locations differ as much as the neighborhoods in which the carwashes are constructed. Centrally located bill changers reduce customer efficiency at some locations (these sites benefit from in-bay bill acceptance), while these same centrally located bill changers provide social opportunities at other sites. Moreover, hand-held air dryers are obvious choices in some locations yet are infrequently used in others.

Equipment offering customers increased selections allow the owner to adapt more readily as neighborhoods evolve and requirements change. Bay selections should be easily added or removed depending on the relative popularity of use. Seasonal flexibility permits the offering of bug-off options in spring and summer months then changing to rust inhibitor in fall and winter months.

IF IT FITS IN THE BAY, CUSTOMERS WASH IT

Self-service carwashes provide more flexibility than any other professional carwashing format. A significant percentage of cycles are used for washing items other than cars. The self-service wash bay accommodates a wide variety of items including recreational vehicles, motorcycles, all-terrain vehicles, lawn and garden equipment, patio furniture, outdoor grills and other items. Observation and customer surveys help determine opportunities to better serve customers. Nearby businesses may benefit from the carwash accepting business credit or fleet cards. Other areas populated with off-road vehicles that generate muddier bays may benefit from a highvolume “mud-blaster” bay to concentrate mud deposits in a specific bay with an increased vending price and improved impact washing. Areas with more boats may benefit from an outboard marine flush. Vending items offered may also be adjusted to better fill the needs of customers or seasonal variations. Continued on pg. 31

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www.swcarwash.org

EXPERIENCE SCWA 2017 Sunday Highlights CEO Forum 12:30 - 21 Unique Ways to Increase Profits

The focus of the 2017 SCWA Convention & EXPO is simple. Providing you with proven, time tested strategies and techniques to improve your profit. Beginning with the CEO Forum through the Tuesday Car Wash Academy sessions, you will learn many new ideas that will maximize your profits & exceed your customers’ expectations.

Davy, America’s Chief Profit Officer, will present ideas and strategies based on more than 20 years in the business world working with companies large and small. Because of his Davy Tyburski diverse background he easily connects by delivering the ideal combination of case studies and proven techniques. Not only will Davy provide the opening session but he will also continue with us throughout the convention and host a Car Wash Academy Session and Round Table. Attendees will be able to learn from Davy on a one-to-one basis.

Sunday EXPO Floor Hours

2:00 – 6:30

Monday Highlights Keynote Speaker 10:30 - John Stossel Nineteen-time Emmywinner John Stossel is a highly respected journalist who has earned a reputation for asking hard-hitting questions — and offering the tough truth. Hailed John Stossel by The Dallas Morning News as “the most consistently thought-provoking TV reporter of our time,” he is the host of Stossel on Fox where he highlights ‘current consumer issues with a Libertarian point of view.’ He is best known for being the former co-anchor of 20/20. Stossel began his career as a business-bashing consumer reporter calling for government regulation. But when he saw regulation fail, he began reporting on the wonderful things that free markets create: prosperity, innovation, choice, and freedom.

Tuesday Highlights Car Wash Academy - 8:00 –11:30 Concurrent Sessions offering no nonsense business solutions; management strategies and innovative car wash business ideas. The Academy will offer topics for all car wash models including: Leveraging Today’s Technology; Hiring, Training & Retaining Great Managers; Keep Your Self Serve Competitive; Delivering Amazing Customer Experiences; The Car Wash of the Future & a session presented by CEO Forum Speaker Davy Tyburski on increasing your cash flow and profit.

Plus –

• Professional Detailing Educational Sessions presented by the International Detailing Association • Closing Luncheon, Door Prizes & Introduction of 2017–2018 SCWA Officers & Directors

Also – • Car Wash Investing Basics Workshop • Idea Exchange Sessions • Round Table Discussions • Celebrate SCWA Monday Evening

Monday EXPO Floor Hours

“From start to finish the SCWA Convention & EXPO is the best. I will not miss this one!” Ryan Darby, Regional Manager Mister Car Wash

1:00 – 5:30

1st Big Car Wash Show of the Year! •

The 2017 SCWA EXPO will showcase companies from across the nation with over 65,000 square feet of the latest in car wash and lube equipment, services and supplies.

•

Network with successful car wash owners from across the nation. Attend premier education and interactive “hands on” training workshops.

Sheraton Hotel Our Headquarters Hotel is the Sheraton Arlington Hotel, next to the Arlington Convention Center (SCWA EXPO location) & across the street from the Texas Ranger Ballpark & Cowboys Stadium at 1500 Convention Center Drive. Reservations must be made before Friday, February 3, 2017 to guarantee the reduced rate. The SCWA Group Convention room rate is $154 per night, single or double occupancy. Indicate your affiliation with SCWA when making your reservation.

VISIT SWCARWASH.ORG FOR HOTEL RESERVATION LINK OR CALL SHERATON ARLINGTON HOTEL AT (800) 442-7275

GET SOCIAL:

SOUTHWEST CAR WASH ASSOCIATION 4600 Spicewood Springs Road, Ste. 103

#SCWA2017 @sw_carwash

Austin, Texas 78759

Southwest Car Wash Association

(800) 440-0644, (512) 343-9023

Opt in for text message updates

Fax (512) 343-1530

2017 Exhibitors (To Date) A Plus Design Group AAdvantage Laundry Systems Aerodry Systems Air Logic Low Pressure Systems All Paws Pet Wash American Changer American Lube Supply AP Formulators Arimitsu Pumps Astromatic Auto Clean/Gulf Coast Auto Laundry News Auto Wash Services/Wash Sales AV Car Wash Solutions-Autec Aycock Mediaworks-Big Top Productions Baker Equipment & Supply Belanger Big Man Washes Blendco Systems Brink Results C.A.R. Products Car Wash Insurance Program by McNeil & Co. Car Wash USA Carolina Pride CarWash Superstore-National Pride CarWashKing.com CarWashWorld CAT Pumps Cen-Tex Detail Supply ChemQuest CK Enterprises Clean World Distribution Coast Commercial Credit Coleman Hanna Carwash Systems Complete Signs Con-Serv Water Recovery Systems Cork Industries-Wheel-eez Crypto Pay CSI/Lustra Car Care Culligan Cummins-Allison D&S Car Wash Systems Dealer Industries Diamond H20 Diamond Shine Diskin Systems Dixmor Doyle Vacuum Systems DRB Systems Dultmeier Sales eGenuity Entech Signs Erie Brush & Manufacturing Etowah Valley Equipment Eurovac EXACTA Extrutech Plastics Fragramatics Manufacturing G&G LED Lighting Gallop Brush Company General Pump Giant Industries GinSan-Industrial Vacuum Systems Hamilton Manufacturing Heartland Park and Recreation Hi-Performance Wash Systems H-Pac Plastics, LLC Hydra-Flex, Inc. IDX Innovative Control Systems International Carwash Association Istobal USA J.E. Adams JBS Industries

Kim Supply-Service Champ Kleen-Rite KLOPP: Money Handling Equipment KO Manufacturing Kwik Industries Laguna Industries Lone Star Car Wash Systems MacNeil Wash Systems Main Street Hub Mark VII Equipment Members Choice Credit Union SBA Micrologic Associates Midlothian Insurance Agency Mile High LED Systems Modern Building Systems Monitor Canopies Motor City Wash Works Mr. Foamer Car Wash Equipment & SIGNS New Horizons Car Wash Oasis Car Wash Systems Octaform Systems Parker Engineering & Manufacturing ParkUSA PDQ Manufacturing PECO Car Wash Systems Premier Dryers & Vacs Professional Carwash & Detailing Magazine Pro-Tech Service Company PurClean PurWater Qual Chem Ra-Lock Security Solutions RDM Industrial Electronics Rhino Shield of Texas Rowe Bill Changers Rug Beater by Dralco Ryko Solutions S. Thomas & Associates Sam’s Co. LLC Scotch Plaid Chemical Self-Serve Carwash News Sellers Publishing/RSVP Greeting Cards Simoniz Solutions by Text Sonny’s The Car Wash Factory Southwest Car Wash Association Stinger Chemicals Suntech Building Systems Superior Auto Extras Superior Control Systems SurveyLocal SWYPIT Tara Energy Texas Microfiber The Insurancenter Tidal Wave Chemicals Trans-Mate TSS Car Wash Services Turtle Wax Pro Twin Distributing Unitec Vacutech Vaughan Industries Velocity Water Works Warsaw Chemical Wash Solutions WashCard Systems Washify Services Washlink Systems Washworld WET - Washing Equipment of Texas Willow Creek Signs Windtrax-The Carwash Store Xtreme Wash Gear Zep Vehicle Care

SCWA 2017 Convention & Car Wash EXPO Sponsors Keynote Address

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Lonestar Car Wash Systems Forum Dessert Reception Auto Wash Services Innovative Control Systems Sunday EXPO Reception DRB Systems Celebrate SCWA Reception AP Formulators Stinger Chemicals Celebrate SCWA Event Auto Clean CSI – Lustra Kleen Rite Kwik Industries EXPO Closing Grand Prize Blendco Lunch with the Exhibitors Motor City Wash Works Monday Breakfast Scotch Plaid Refreshment Break (Monday) Midlothian Insurance Break Sponsors Chem Quest Con Serv Baker Equipment Prize Drawings Kleen Rite

ADVANTAGE

ADVANTAGE Continued from pg. 23

WHERE TO BEGIN

Bay meter boxes are the self-service carwash’s point of sale. This is a critical area for consideration since this is the point of contact between carwash customer and the self-service business. Clear and simple instructions and straightforward operation improve interaction and customer satisfaction. By numbering selections, the owner clearly communicates wash options and pricing. Accepting most any form of payment in the bay (e.g., coins, bills or credit cards) and providing easy-to-read display timers also serves to enrich the customer’s experience. Tire cleaner, presoak, soap, foam brush, wax, rinse and spot-free rinse bay selections tend to serve most needs of the typical customer. Vacuum cleaners and carwash product vendors outside the bay are other typical services provided. Additional in-bay selections worth consideration include: • • • • • • • •

Tire brush Tire shine Rubber protect Tire inflation Undercarriage wash Rust inhibitor Bug-off Wheel & chrome cleaner

• • • • • •

Tri-color foam gun conditioner Low-pressure waxes Hand-held air dry Marine flush In-bay vacuum Mud blaster

EXPANDING THE DEMOGRAPHIC

The typical self-service customer is 18 to 35 years of age with a lower median income. Adding an in-bay automatic wash or a flex-serve tunnel to a facility will widen the demographic served (the typical customers are slightly older with a higher income). Combination wash sites, sites with automatic and self-service offerings, will have increased activity over either a self-service or automatic stand-alone facility. The increased activity of vehicles using the facility attracts more customers to both wash options. Additionally, these combination sites generate changeover customers; typical self-service customers periodically use the automatic equipment or typical automatic customers use the self-service bays.

THINKING OUTSIDE THE BAY

Services provided at the carwash are not limited to the wash bay. Sites with ample real estate may provide various income centers. Vending opportunities vary greatly,

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ADVANTAGE but the goal should remain to improve services for customers while generating additional income. Vending and service choices include: • • • • • •

Pet washes Drink and snack vending Water vending Ice vending Rug beater/carpet cleaner Air blower/dryer

Alternately, a self-service carwash may be the added service to a number of business models. A range of businesses may benefit from the addition of selfservice carwashes to their facility to improve their community convenience. The most common are the convenience and fuel stores that supplement services by adding self-service carwash bays. Other businesses that benefit from providing self-service carwashes to their sites may include coin laundries, storage facilities, automotive detail shops, oil change centers, tire shops, boat docks or grocery stores. Attention to various facets of the carwash business improves the customer’s experience and generates increased income. Self-service carwashes provide a vital link in carwash service offerings.

Although fewer self-service carwashes are built now than in the recent past, the format is far from obsolete. Opportunities are abundant from new sites, adding sites at existing businesses and purchasing existing self-service locations to updating the equipment and adapting to the present market. Gary Wirges is the President of CustomKraft Industries Inc. CustomKraft is a self-service carwash manufacturer located in North Little Rock, Arkansas.

FINANCE The Revenue At The End of The Tunnel WHAT YOU SHOULD CONSIDER WHEN BUILDING A NEW TUNNEL CARWASH

Greetings everyone. I hope you are all enjoying spring and getting ready for summer. Out here on the West Coast, we have had a great time. And, with all that lies ahead, we are sure to see wonderful new milestones in this industry. Now, if some of you have read my article, “Carwash construction 101,” featured in the March issue of Professional

ADVANTAGE

ADVANTAGE Carwashing & Detailing, you may have wondered why I didn’t address carwash equipment and the different pros and cons of each type. Well, if you are interested in tunnel carwashes, you are in luck. While I usually do not give a public endorsement of any kind to any particular equipment manufacturer, I do know several, if not all, manufacturing outfits have their particular strong points and all are good in their own ways. For the purpose of this article, we will take a closer look at the different ways to set up a tunnel carwash, and what type(s) of equipment might suit this wash type best. In other words: the layout.

CONVEYORS

One of the main categories for tunnel washes is conveyors. In the old days (believe it or not), they would hook a chain up to the front of the vehicle and pull it along inside the tunnel. Yes, that’s right: an old hook and chain. In the last 50 years, we have obviously made some real advances in conveyors and can now choose from several different options. My suggestion is to evaluate the conveyor choices from an operational standpoint and not from a budgetary standpoint. Whether you are running an express tunnel or a fullserve model, strength, reliability and quick maintenance are key; quick maintenance refers to how fast you can work on the chain — for example, if it breaks or snaps a roller.

New conveyors now offer what’s known as a “quick release” setup, which allows the operator to either change a roller or a link in just a few minutes. Gone are the days when you need two come-along sets and the best part of an hour to send a car through the tunnel. I recommend considering the quick release option when choosing a conveyor. Additionally, installing a crash sensor is highly advisable. This shuts off the conveyor in the event of a collision emergency in your tunnel.

WRAPS AND CURTAIN SETUPS

Next, let’s move on to wraps and curtain setups. In my experience, I have found that the more surface you can reach on a vehicle the better. Depending on where you are located, there are also particular climate considerations. For instance, if you can reach the bottom of the car around the rocker panels, the happier your customer will be (express), and the less you will spend on labor out front (full-serve). A really good curtain setup will also achieve the same effect — just move the previous notion topside. Likewise, consider the durability and lifespan of the cloth or fabric as well as the color. Remember, the darker the color, the less the dirt will show, which may appeal more to customers. Moreover, talk to your local representatives about the different types of materials now available. Everything

Training On-Site Training Training Seminars

Site Evaluation Demographic Reports Carwash Market Evaluations Design & Development Modular Building Systems Construction Assistance Site-Plan Design Complete Equipment Installation Financing Preferred Lending Sources Equipment Leasing Programs Marketing Signage Programs Promotional Ideas Advertising Assistance

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ADVANTAGE

ADVANTAGE from traditional felt-like applications to the more modern and super soft synthetic fiber materials can be a huge plus, or minus, in any tunnel configuration. Make sure to weigh the pros and cons for each option to ensure the right choice for your tunnel wash.

WAX APPLICATIONS

Finding the right wax application is really a matter of a particular need or sales motive. What are you going to sell, and what is your customer likely to buy? Several different options and models are available as far as wax applicators, triple foam arches, wax curtains and all the bells and whistles that go along with them. With so many choices, and considering nearly all manufacturers offer their own special touch, choosing the right wax application, as mentioned, really depends on who you are trying to appeal to. In the colder regions affected by snow and salted roads, for instance, consider adding a rust inhibitor, which is also known as a bottom blaster.

RINSE ARCHES

Rinse arches can be a bit tricky, because if you are running reverse osmosis you are going to need an additional system to go along with what ever you use as your final rinse. Usually, unless you are in a warm, dry climate, you will not need this type of rinse. Although, adding a rinse arch definitely will not hurt business.

BLOWERS AND DRYERS

Lastly, let’s discuss blowers and dryers. The equipment you choose is also a matter of preference; but, it is wise to consider the drip space, as well as the actual space in general, when selecting which blower/dryer to add to your tunnel. Although certain blowers may provide the same horsepower and/or air output, they could also be quite different in the amount of floor space they require. If working with an architect (as discussed in “Carwash construction 101,” which you can find by visiting (www.carwash.com/new-carwash-construction-guidelines/) or tunnel expert, make sure to take into account these factors as well as other variables, including chemicals, that can contribute to the dryness of a vehicle. By carefully weighing all the considerations discussed in this article, as well as other components unique to your carwash, you are well on your way to operating a successful tunnel that is not only effective, but also looks cool, too. This about wraps up (no pun intended) the topic of tunnel washes. If you have any questions, please do not hesitate to call or email me directly. Christopher C. McKenna of McKenna Assets LLC, based in Redondo Beach, California.

ADVANTAGE

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ADVANTAGE

MARKETING 10 Essential ‘Personal Marketing’ Processes TIPS THAT WILL STRENGTHEN YOUR BRAND AND OVERALL SUCCESS POTENTIAL

Everyone with an entrepreneurial business must be mindful of one critical truth: Your brand goes wherever you go because your “brand” is you. Thus, it is imperative to conduct yourself accordingly to successfully navigate today’s cut-throat competitive, ever-evolving marketplace. Long gone are the days where simply showing up and working hard would ensure you had a successful endeavor. Now there are many factors involved in achieving this ongoing feat. One key way is through personal marketing by carwash owners — and all other staffers for that matter. Personal branding, which you may already be familiar with, and personal marketing are two separate but interrelated concepts. With personal branding, your name is your brand and you want to assure its visibility with a favorable image. Personal marketing is the strategic development and marketing of that brand — a means of achieving your personal branding goals and objectives.

The following 10 personal marketing methodologies will guide you, step-by-step, through key personal marketing processes that will not only strengthen your personal brand, but will also help develop and improve your overall stature and image in the community and marketplace.

POSITIVE COMPLICITY

This is the concept of treating everyone the same, with equal respect, regardless of position, from the frontline crew to your most important business partner or vendor. Positive complicity goes beyond simply being nice to everyone and extends to connecting with someone as a person, not their position. For instance, it is easy to get intimidated by a prospect and try to impress them because of where they are in the proverbial marketplace “food chain.” However, a seasoned business person — and everyone else, for that matter — will see right through this. Conversely, being rude to the frontline crew because you think they are beneath you speaks volumes about you as a carwash owner or operator and as a person, and none of it good. In this way, positive complicity is an indicator of social and emotional intelligence, which are just as important as any other managerial skill.

CREATING YOUR HALO OF SUCCESS

Have you ever noticed an aspiring entrepreneur who carries with him or her an air of desperation and failure? This

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Washworld’s Profile, is a soft touch system with standard features such as Washview® HMI On-Site , VS2® Vehicle Sizing System and Flex Pass® Dual Application System The wall mounted system eliminates the gantry for an open bay while Washworld’s exclusive Digital Surface Profile (DSP) utilizes 3D imaging to insure optimal cleaning. Washworld’s best selling Razor® has earned the reputation of a proven system for its quality, dependability and longevity. Stainless steel throughout, Razor is built to last. Razor combines all of the great features for which Washworld is known. Profile and Razor were both designed with emphasis on durability, simplicity of use and reduced maintenance.

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ADVANTAGE image. You might not be able to change the way you look, but you can change the way you present yourself. Be mindful of your body language and especially your facial expressions. These are powerful communication tools, conveying your overall attitude. Think about what you are communicating and what message you are sending to those around you.

person might be great at coming up with promising business ideas and may even be considered “nice,” but there’s something in his or her demeanor that keeps people away. On the other hand, you have probably met business owners who seem to draw people to themselves, like honeybees to a flower, because they radiate positivity and success. What is the difference between these two people? Take a moment to listen to each. One person often makes negative statements such as, “I never catch a break,” or responds to compliments with, “I didn’t really do anything special,” while the other is generally upbeat and says, “Thank you” to compliments. Which person would you want to do business with? People will believe what you say about yourself so it is important to avoid negative statements in that regard.

NOTHING SELLS BETTER THAN ENTHUSIASM

By positively managing our energy, we transmit energy to others. This is another major aspect of charisma, infecting others with our enthusiasm. By being pleasant, positive, charismatic and down-to-earth, we achieve the ideal attitude of success. And if we feel successful, we will be treated accordingly.

By being pleasant, positive, charismatic and down-to-earth, we achieve the ideal attitude of success. And if we feel successful, we will be treated accordingly.

WHAT DOES CREATING A HALO OF SUCCESS MEAN?

Creating a halo of success is all about reciprocity. Success draws from success. By creating a halo of success, we are leaving a positive mark in other people’s lives and showing the enthusiasm and the passion we put into everything we do. Remember, people like us for the way we make them feel. However, this has to come from a place of sincerity. People can see through manipulation, and manipulation is never a good idea. Instead, focus on providing honest and genuine acceptance and approval of those around you. A positive attitude generates positive things and inspires others.

Showing your successful side does not involve bragging, arrogance or acting superior to others. On the contrary, it simply means understanding that our attitude has to be positive and directed at giving others the attention and recognition they expect and need. And what sells more than offering excellent professional carwashing services that transmit enthusiasm? SWS FSB Ad - JP.PDF

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Focus on providing honest and genuine acceptance and approval of those around you. A positive attitude generates positive things and inspires others PERSONAL MARKETING IS BASED ON SELF IMAGE

Ask yourself this question: “Do I feel successful?” The answer is important because it is the basis for how others see you. It is necessary to develop a clear idea of the image we hold of ourselves because that image is the reflection of what we believe we are, and we are the image of what we hope to become. There is an enormous difference between doing business with a person who is just “in it for a quick buck” and doing business with someone who loves what he or she does and wishes to grow, learn and contribute. This difference is a major component of charisma. Charisma is about being you — and being yourself is powerful.

YOU OWN YOUR ATTITUDE

We own our attitudes — the attitude we decide to have towards our business, the attitude we decide to have towards life, the attitude that truly defines our personal

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ADVANTAGE

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ADVANTAGE

TRUST AND SUCCESS NETWORKS

Our reputation may begin with us, but it is anchored in our contacts and the connections we have with others. Knowing how to manage your contacts and connections is a must. Our networks of contacts, which we can call our networks of trust, must be developed and constantly updated. We cannot just develop a network of contacts when we need it. This is something that we need to manage proactively throughout our lifetime and at every turn. Obviously, if we constantly look after our network of trust, our contacts will speak well of us, not only because we become successful, but also because we have developed a good relationship with all concerned. Sometimes, when people are successful, they stop working on their networks of contacts. They tend to feel that this is no longer necessary — this is a mistake. If we wait until we are not doing well, we are less likely to tap into our network because we are feeling uncomfortable with our status. So it is essential to build and maintain your networks at all times.

CONTACTS, RELATIONSHIPS & CONNECTIONS

Contacts and relationships are the first step in building a network of trust. Building that network is important because when an opportunity appears, companies first look to friends and current contacts to fulfill their needs. In fact, many potential clients and B2B opportunities for

entrepreneurs and small business owners are in what we call the market of hidden opportunities. Building a network of trust requires establishing longterm relationships with people who appreciate us and whom we appreciate in return. These are people we know or with whom we have done business and maintain a relationship of trust, appreciation and mutual respect. The larger the network of trust that you have, the likelier it is that you will hear about business opportunities and potential clients because your contacts are your best sales people and the best people to spread your good reputation. Developing networks of trust requires having a clear idea of who our acquaintances are and- what they know about us.

BUILDING NETWORKS OF TRUST

To build your own network of trust, begin by making an organized list of all the people you know and who know you. This includes everyone who has formed an impression of you and manages your reputation. Next, keep the relationships you have current by continually updating them. Building networks of trust means reestablishing and rewriting those relationships in new terms and keeping them alive. This also entails enthusiastically reestablishing our identity, image and reputation with our contacts. In this way, we are renewing our ties, even if we have not seen some of these people for a long time.

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ADVANTAGE

THINK LONG-TERM AND BUILD TIES BEFORE YOU NEED THEM

Don’t wait to build your network of trust until you are ready to start a new business or until your current business is in dire need of help; by then it is too late. Your network of contacts should not be used only “in case of emergency.” It is a network of trust, and as such, it needs to be built over time. If you are not sure where to start, that is easy — start everywhere. Social gatherings, industry events, committees, seminars, courses, meetings, trips, the gym, weddings, parents’ associations, professional association events, sports events and so on are all great places to start. Human beings are highly social. You do not need to be present at every event, but keep in mind social or professional events and day-to-day activities provide the perfect opportunity to tell others about what you are doing and find out what is going on in their lives. It is important to mingle and connect because it is a way of showing genuine interest in others. Because there are no guarantees in any business endeavor, our attitude is absolutely vital to our success. Our enthusiasm, drive to put in the work and meet our objectives, and attitude towards our commitments determine just how successful we can be. We no longer have the choice to forego personal marketing. In today’s world, it must be done — and done well. Those who understand the reality of the new business world will be successful. Those who know what they want, have goals and are prepared to achieve them; those who are ethical; those who have contacts; those who preserve and develop their personal brand and reputation; those who generate results; and those who develop charisma. Although we cannot live solely to please others, we should try to put ourselves in other peoples’ shoes to discover how they see us, what we transmit and how we present ourselves. This helps us keep up-to-date and makes us a more desirable business partner. It is our responsibility to maintain our personal brand, market our personal brand and make sure that others are perceiving our personal brand the way we intended. The above strategies will help ensure those personal brand and marketing efforts are both positive and effective. Internationally-regarded, award-winning career success pundit, consultant and speaker Ines Temple is president of LHH – DBM Peru and LHH Chile, companies that are leading career transition and executive coaching organizations in their respective countries.

Setting The Bar Higher MARKETING TECHNIQUES TO HELP YOU ATTRACT A HIGHER-END CUSTOMER BASE

The fall season is upon us and with it comes another busy wash season. A few important things to educate yourself on are the best ways to maximize your customer growth potential and how to indentify those high-dollar groomers. You also need to know how to market and appeal to those particular vehicle owners. This is a speciific type of customer I am referring to: the more high-end detail and wax customers.

LEAVE IT TO THE PROFESSIONALS

One of the best marketing tools is to market directly to your customer by hiring a professional company, such as Val-Pak, Money Mailer or other types of at-home mail delivery services. Try and work with a sales team and managers to design your coupons and prices. Make sure your coupons and specials match up with your daily chalkboard specials. You can, however, strategically arrange them to slightly off-set one another, thereby giving the appearance of a time-sensitive, now-only type offer. You can even mark your chalkboard specials up a few dollars and then allow your sales team to offer on-the-spot additional discounts.

Try and work with a sales team and managers to design your coupons and prices. Make sure your coupons and specials match up with your daily chalkboard specials. There are many more marketing techniques that are extremely effective and target specific customers. Some even narrow down the field and appeal to a specific type of customer with as much as a 20 percent return rate.

PROPER WHEEL CARE AND PRODUCT SELECTIONS

Another important issue is wheels, and the best way to clean and avoid potential damage to them. With most manufacturers offering spun and polished aluminum wheels with their cars and trucks, it is important to distinguish the two and know what types of chemicals are and are not safe. Acid was commonly used to clean rims, and though acid is most effective on steel rims and spokes, it is detrimental to aluminum. Most chemical representatives can help you choose not only the best and most effective cleaning solutions for your customer’s wheels, but they can also assist in training your staff in how to identify the different types of wheels, properly mix and apply and be able to give you a whole set of marketing tools to go with your new spring sales and marketing push. 45

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ADVANTAGE Some carwash companies are well-known for this type of assistance so do your homework. These companies are also great in helping with detail supplies and on-site marketing. Research and connect with manufacturers at your regional carwash association’s annual event and/or at the ICA show next spring in Las Vegas.

GAIN THE MARKETING EDGE FOR HIGHEND CUSTOMERS

Some companies like to offer a trade-off in return for using your carwash as a testing ground for new products and different applications. In doing this, they not only get to use your carwash to try out new formulas like wheel cleaners, soaps and waxes, but they also test some of their marketing materials simultaneously, which gives you the benefit of free marketing and product placement.

They not only get to use your carwash to try out new formulas like wheel cleaners, soaps and waxes, but they also test some of their marketing materials simultaneously, which gives you the benefit of free marketing and product placement. This is particularly good for express and self-serve formats, where the results can be measured by the increase in revenue alone, thus giving credibility to the signage and marketing materials. Let us look at how advertising and traditional marketing can tie into some of these product line/ company promotions. First, you might want to spend a little time and money on making the public aware of your new product line by placing logos and other recognizable emblems on your direct mailers and coupons. By putting a certain day or days of the week on the coupon or direct mailer, you can directly track your flow of new customers wanting to take advantage of these new products and specials. This will help you and the companies whose chemical/product line you are testing. If your carwash becomes a reliable testing ground for these companies, they will likely want to continue the relationship by giving you continued access to free products and signage. It is important to monitor feedback from customers and be aware of how effective your marketing products actually are. For example, some of the chemicals and materials you thought were working might not be as good as you had originally thought. Other times, some products can actually damage a vehicle’s finish and create a dull and hazy-like sheen on the paint or rims. This can easily be avoided by first using it on a piece of aluminum and in different types of weather.

Let us set the bar higher on extras and realize that in order to reap the benefits of extra sales, we must be willing to go the extra mile ourselves through product innovation and ingenuity. Christopher C. McKenna of McKenna Assets LLC, based in Redondo Beach, California, chris@carwash-consultant.com.

CYBERTHEFT ALERT Hackers Target Bank Accounts Through Your Phone

Cyberthieves might use your smartphone to steal money from your bank account. In this scam, the thieves sneakily get you to download malware onto your phone, possibly by sending you a link to a free app for a card game or risqué content. The malware, known by names such as Acecard and GM Bot, has been around for years but has been adapted to specifically target banking apps on smartphones. Using the malware, thieves record credentials, such as your user name and password, when

WELCOME NEW MEMBERS The SCWA members listed below have joined SCWA since our last issue. We Appreciate your Support! Brad Able West Road Car Wash, LLC Houston TX Steve Berkman BrandExpand Lewisville TX Rachel Calima ParkUSA Houston TX Seth Carpenter Leon Capital Group Dallas TX Cindy Collins Big Lou’s Car Wash Spring Branch TX Zach Davis Aycock Mediaworks-Big Top Productions Lubbock TX Carolina Diaz H-Pac Plastics, LLC Las Vegas NV Keysha Evans Soft Suds, Inc Electr. Midland TX

Par Gandhi SplashPass Austin TX Steve Gaudreau Brink Reults Fort Myers FL Aaron Gutierrez Superior Express Artesia NM Harrison Hemphill Zips Car Wash Jonesboro AR Edward Hughes Yao & Hughes Ent. LLC Frisco TX Larry Jones Car Care of Kansas, LLC Overland Park KS Luke Kittley Mister CarWash Abilene TX Adam Korngold Washify Services Boston MA

David Levine Radio Road Car Wash, LLC Naples FL Glen Lyons Magic Touch Carwash El Paso TX Daniel McCutchen New Braunfels TX David Nord Super Deluxe Properties Centennial CO Sean Packard SurveyLocal Frisco TX Michael Sutton Leon Capital Group Dallas TX Billy Tye Texas Wash Systems Kingsland TX

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ADVANTAGE you log into your bank account. With that information, they can initiate electronic transfers from your account to other accounts they control. You can’t necessarily rely on typical bank security measures, such as the use of a verification code that the banks send you by text, because some forms of the malware can capture that code, too. And most smartphone owners don’t use anti-malware software on their phones. Federal law says you can get all of your money back if you notify your bank within 60 days after the fraudulent transaction appears on your bank statement. However, you also typically are required to show that you weren’t lax about safeguarding your information. Self-defense: Don’t click on a link in a text message if you don’t recognize the sender. Download apps only from reliable sources such as financial apps on your bank’s website or other apps at Play.Google.com or iTunes.Apple.com. Also, install security software, and make sure it automatically updates. Recommended: For smartphones and tablets with Android operating systems, Malwarebytes AntiMalware (Malwarebytes.org)…for iPhones and iPads, Avast SecureLine (Avast.com). Both are free.

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Steven J. Weisman, Esq., an attorney based in Waltham, Massachusetts, founder of the scam-information website Scamicide.com and author of The Truth About Avoiding Scams.

BOARD OF DIRECTORS President: Dave Swenson Austin, TX (512) 346-8050

President-Elect: DeWayne Hall Oklahoma City (405) 414-1489

Vice President: Tyler Furney Harker Heights, TX (254) 245-8657

Treasurer: Don Witt Dallas, TX (214) 358-2575

Past President: Eric Warden Southlake, TX (817) 329-8777

Vendor Vice President: Tyler Greffin Burnsville, MN (952) 808-3640

DIRECTORS John Agnew Ft. Collins, CO (970) 485-0287

Wes Dawson Dallas, TX (972) 986-7239

Evan Lorentzatos Houston, TX (281) 561-0469

Jeff Blansit Dallas, TX (214) 912-1729

Robert Duncan Artesia, NM (575) 308-9248

Clay Wilson Lubbock, TX (806) 687-2024

Ryan Darby Lubbock, TX (806) 535-7275

Ian Heritch San Antonio, TX (210) 421-1295

Andrew Zamora Lubbock, TX (806) 792-9285

ORDER ONLINE TODAY !

www.texasmicrofiber.com

Executive Director:

Chuck Space 4600 Spicewood Springs Rd., Ste. 103 Austin, Texas, 78759 (800) 440-0644

www.swcarwash.org THE ADVANTAGE is the official publication of the Southwest Car Wash Association. It is published four times each calendar year by SCWA, 4600 Spicewood Springs Rd., #103, Austin, Texas 78759. The officers, directors and members of the Southwest Car Wash Association, as well as The Advantage editors, in accepting advertising for this publication, make no independent investigation concerningthe services or products advertised and neither endorse nor recommend or make any claims as to the accuracy and therefore assume no liability thereof. The opinions expressed in the articles are not necessarily the opinions of SCWA and its publisher and therefore makes no warranties and assumes no responsibility for accuracy or completeness of the information herein. (512) 343-9023.

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