“Do your customers use spot free rinse as a self serve option? Wondering how much yours gets used?”
“…..nearly every time. Especially after I've explained to them how it's made and the difference between it and the city tap water.”
Jeff hits the nail on the head.
You have to explain to customers the “why” for something. Arguably, this is biggest
marketing gaffe for some self-service operators.
For example, if you review
marketing tactics employed by most self-service operators, we find signs posted for;
How to use brush wash
Not allowed things
Caution wet floor
Detailed washing instructions for each bay function
These are all “how to” rather than why should I.
Unlike a conveyor or in-bay, a wand operator doesn’t sell service but rather collects rent from customers and sells them water and chemical. Product is the only thing you have.
What is not found at most wand operations is one single sign containing product information or any product sales tactics.
For example, if it cost me $0.50 a minute to use a wand-bay, why should I spend money and time to apply spray wax on my car?
What does the wax do? What does it contain? How long does it last? Is it any better than the other guy’s down the street?
What about foam brush? Is it just the color and bubble gum smell or does the product impart an actual benefit like cleaning better, making paint shine or providing protection (bead up water)?