There are lots of ways to make money.  Working hard is only one of them.  Working smart is another.  Marketing a car wash is working smart.  I will try to examine how accepting Credit Cards will increase your volume, have an edge over your competition and most importantly, improve your bottom line.

 

Selections at your wash:

What we need to discuss is your selections at your wash.  Three-4 selections in the automatics is normal.  Most washes have the Pre-Soak, Foam Brush, Tire Cleaner, Soap, Rinse, Wax and Spot Free.  Add Triple Foam, Bug Remover, a Hand Held Dryer or Total Body Protectant and you have more modern functions for your customers to spend money. 

Now, lets examine how many functions your customers have to pay for these wonderful upgrades.  Is it the long boring walk to the changer that may or may not work?  That car is in your bay not being used.  The customer is fumbling with a bunch of ones all worn up. 

Trying to straighten them up in anticipation that your validator is going to take that bill.  They then eagerly await the quarters to come out.  Counting those same quarters as they walk back to the bay.  How many customers in line just left because of bad paper bills or bent quarters jamming up coin mechs? 

Inserting 1 card is faster than $ Bills in the automatics or numerous quarters in the hand bays.  I’m selecting the fast, convenient and customer accepted method.  Credit and Debit Cards.     

Paper or Plastic:

I first heard that in the grocery business over 20 years ago working for my parents.  What do you get at Walmart or your local grocer now?   Are you ever asked anymore?  Of course not, it is Plastic.  Why, it put a better bottom line in the retailers pocket or they never would have changed.

How does this reflect in the car wash business?  Convenience.  Three ways to pay for car washes using Plastic.  Credit Cards, Debit Cards, your system should have Gift Cards.  We all know what gift cards are.  Remember gift certificates?  Those paper things?  They are out of date, like a wash not accepting plastic.    Debit and gift cards are overlooked when asking the question about taking Credit Cards.  I honestly don’t know what ratio of Credit vrs. Debit is.  I do know that many consumers don’t carry cash.

Cash or credit volume:
   
“Does it increase my volume”?  I could retire if I had a nickel every time I have been asked that.  Yes, more top washes in the automatic are used with Credit Cards and average time in bay is more with Credit Cards.  Common sense tells you a customer is not going to pluck in 40 quarters without thinking about what they are doing.  I will tell you this, I hate to think about the idea of what kind of volume I would have without Credit/Debit Cards.

I can tell you of my experience.  I installed my CC system when hearing of a new 6/2 going in 5 miles from me.  A new 7/2 going in 1.5 miles from me.  An express tunnel going in next door.  A car dealership is between us.  Worst car washing weather in my area in 2 years and feel like I have held my own.  The top 2 washes, $9 and $7 are my top 2 Credit Card sales in the automatics.  Average time in bay is approaching 12 minutes “average”.  I ask customers what they like about the system.  Convenience is the #1 answer. 

I think I will continue to make washing at my wash convenient.  It is hard enough to get them in at times.  Why would anyone want to make it hard for them to pay.

Fees:

That dreaded word.  How much are my fees?  How much will it cost?
Operators need to realize that “FEES” are a cost of doing business.  My Lawn and Landscaping fees run  more than my CC  fees.  Chemical fees run more than my CC fees.  Should I do away with those necessary business expenses?  I don’t think so.  Owners see that fee coming out every month and some don’t see the big picture.  I would rather see a fee coming out then lower sales.  I currently pay 10cents a transaction + 1.99%.  No charge back fees. 

When is your customer done washing:

A cash customer is done washing when that beeper or timer sounds off.  Leaving them with that last coin alert going off.  A credit card customer is done when they want to be done.  Making sure that their car is as clean as they want it to be leaving your facility.  Isn’t that what we are in business for, to clean cars?  

Making sure your customers are happy when they leave?  When was the last time an excited customer “Thanked You” for taking quarters?  I’m constantly being thanked by customers for taking Credit Cards.