Raising the Point of Entry for Competitors!

I recently had a conversation with the owner of a car wash who expressed a concern that many owners have expressed in the past: new car wash competition. It seems that there are new washes opening everyday and owners are concerned about shrinking market shares. The fact is that owning a car wash is a pretty good thing. On the whole they make money and that is why most if not all owners are in the industry. So it is unrealistic to expect this to be a well kept secret from the outside world. After the recent debacles on Wall Street, it makes sense that investors may continue to look for new venues for their dollars and that some of these investors may stumble into the car wash industry.

This influx of new blood means that established owners have to seriously consider every aspect of their operation and how to not only deal with competition but also how to discourage it. Now let's talk about the birds and the bees! In nature the male of the species goes to great lengths to win their mates. Birds puff themselves up and shake, dance, and sing. Mammals show great ferocity to show not only the potential mate they are the best selection but also their competition. Many male of the human species purchase large diamond rings that put would be suitors of their women squarely in their financial places or raise the point of entry into the competition.

Now we have reached the point of this article, raising the point of entry into your market. It is only natural for us to flex our muscle, growl, scratch and paw the ground, and throw dirt into the air when our territory is threatened. The problem with this example is that these antics usually occur when a competitor shows up. In the car wash industry just as in nature the would be suitors of your customers are lurking around the corner and when they show up it is often too late. Sometimes the first warning you have is a project sign or the lot clearing. This is wholly bad timing to throw dirt in the air. Instead of coming off as a intimidating foe, throwing dirt now just looks like sour grapes.

No! the time to get rid of a competitor is the Barney Fife way. "Nip it the bud!" As an owner if you raise the point of entry financially you limit the pool of persons who can open a wash and compete at your level. The grand reputation you build for your wash just as in nature will scare most would be interlopers away. Mission accomplished!

Now how can a sign help do that? The answer is simple. By properly branding your site and by a properly designed and well executed sign program you may just scare away the competition. Every sign program should be revisited every 7.5 to 10 years by a qualified sign professional. Images should be updated and refreshed. Signs should be bright and beautiful and well maintained. Electronic messaging and time and temperature units raise the bar. They also train everyone including potential wash owners to look at your site everyday.

Make these new people to find new earth, less crowded, wide open spaces where they can roam free and will not find a fierce guy like you defending his habitat. This is no time for owners to retreat. Put you game face on and I mean on your business!

Don't make the mistake thinking that your business is not susceptible to such attacks. Get busy today. Brand your wash. Build reputation. Flex your muscle. Raise that car count. Enjoy new profits while scaring away that rookie. Start at the street with sign. Studies show that you may enjoy, as much as, a 15% increase if you install a new properly designed pole sign! Making money while competing strongly is a fundamentally sound business strategy. Seize the opportunity to raise the point of entry for all would be competitors!

Perry Powell is an independent sign consultant to the Car Wash Industry. He can be reached by:Telephone: 817-307-6484
Email Perry