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$ELLING $ELF $ERVE (Continued from Previous Page) THOROUGH - Another great advantage found in a SS wand bay (versus other professional carwashes) is the total control it provides. Not only can the customer precisely focus on especially dirty (or delicate) areas, he can make the decision to “luxuriate” with (or minimize) his use of functions such as PreSoak, Foam Brush, and Triple Foam Wax/Protectants. ECO FRIENDLY - Hands on SS wand washing is also the hands down winner when it comes to the environment. ICA studies have verified that other commercial washes can use 4 times as much water to clean a car. And home washing can use several times more than a tunnel! And, of course, home washing and parking charity events not only waste a lot of water, that effluent also makes it way to our lakes and rivers through the storm sewer and imperils aquatic life. TIME - Another thing about home washing worth mentioning — it not “only” wastes water and harms the environment, washing in the driveway wastes time too. It only requires about 10 minutes or so to wash in a SS bay. But when you add it all up (hauling hoses, buckets, soaps, etcetera and then putting it all away), it can easily take 4 times as long to wash in a driveway. Before home washers assume they’re saving money washing in the driveway, they need to ask, “how much is 30-40 more minutes of my time worth?!!” ECONOMICAL - I must acknowledge the reality of competitive carwash pricing within the context of the Exterior Express phenomenon which took off like a rocket about a dozen years ago. Those EE’s offer a fast, convenient basic wash for about $5 or even less. And that low level of price certainly used to be the exclusive domain of the SS wand bays. The thing is, that “below market” price is tantamount to a Exterior Express’ $5 (or less) “come on” street sign prices and Free Vacs have lured a swath of the price prioritized public away from self serve wand washing. But, as we shall see, there are ways for SS to “skin that (cost) cat”, as well as tactics to offset the “convenience” factor of EE. The author’s 12 year old Caddy has aged as well as his lovely wife, Colleen. JJ insists that is in no small part because of his devoted use of self serve/coinop washes — for his ol’ CTS, not his wife. “teaser”, because the majority of EE customers feel they need to choose a level of wash that costs on average $2 more than that touted street sign price. Note: the following comments are an update. Originally, this “Letters” column referred to keeping my 12 year old Chrysler Concorde mint via SS washing. But that car was totalled in a bad accident in 2010 — “forcing” me to buy the CTS. But apart from the two testimonials being separated in time, they are exactly same-o same-o! Personally, I see the bottom line every time I proudly walk towards my own car. I drive a 2008 CTS that looks virtually showroom new. In fact, this Fall my son-in-laws’ parents came from out of state to visit us for the first time. When they walked into our home (thru the garage) they had a double-take reaction and said “WOW, you have a brand new Cadillac!” When I said, “Uh, no. It’s actually almost 12 years old.” They did another “WOW!” Admittedly, that awed reaction is due in part to the CTS body style not having changed all that much since it was revamped way back in 2008. Regardless, dark cars in general and red paint in particular (as is mine) are markedly more susceptible to surface disturbances. So I know my exclusive and regular use of SS wand bays definitely has played a big part in its ageless-ness. I only wax it once a year. But judging by how well it has held up (even with Michigan’s salty roads in winter), I bet I could get another 10 good looking years outta this vehicle! Around And Around And so we go-around/come-around to why and how this article began — expressing our shock that any knowledgeable car lovcr would be shocked to see very expensive cars being washed at coin-op carwashes. It seems that the SS may be remiss in driving home — MARKETING! — the special, totally legit selling points of its own segment of the professional carwash industry. Yes, carwashing’s competitive climate has changed. (Don’t get me started on alleged man-made Climate-Climate Change. Hmmm, well, unless you’re marketing SS to environmentalists ... and we will definitely get into that in Part 2 of this article.) But I hope that owner/operators would strive to educate the public — enabling everyone to really appreciate all the values and value to be found at a professional self serve carwash. Speaking of “what goes-around/comes around”. Nowadays, one might get a sense that SS is once again the “lowly step-sister” to tunnel/exterior washes. But prior to the turn of the century and for several decades, Self Serve was verified by ICA surveys to be “America’s Most Popular CarWash” — exactly as the <strong>SSCWN</strong>’s original masthead slogan so proclaimed! In that light, consider this analogy: In the 80’s CD’s were first sold to the public and audiophiles as THE technical plateau of recorded music. Then - sonuvva gun - decades later, we realized that “old fashion”, analog vinyl platters were, are and probably will long be the truest, “cleanest” — THE best! Sooo, in a way, SS is to CarWashing what Vinyl LP’s are to CD’s ... IMHO. And, oh yeah, I do get it. The industry is “complicated” in its overlapping diversity of vested interests. However, there are ways for SS to vigorously assert itself and “thread that needle” without pricking fellow professional carwashers too, too badly. And so, in the sequel to this article, I would like to produce what Bart Bouchein had requested some years ago ... and more: • Templates for a mini-brochure that could be used as a hand out, direct mail, on a <strong>web</strong>site, or whatever. • A variety of marketing tips. • And a slew of graphics that can be personalized for ads and POS signage. BTW and in closing — did you notice the slogan on my baseball cap? Some of ya’ll (for more reasons than one) will take issue with that. Is it tongue in cheek? Sure. But its puckish point of wanting to “Make SS Great Again” ain’t all for laughs. Stay tuned. 10-4. 12 • WINTER 2020
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