Putting Forth The Effort

An insightful look at one couple's efforts in the car wash industry. Read about their insightful approaches to customer service, achieving success, and looking forward.

"Don't fall into the trap of blaming the economy, the weather, other people, or cruel fate" says Ralph Marston about the efforts we put forth to conquer goals. Instead, I suggest taking the ideology of those who are succeeding and implementing a positive strategy. Almost anyone can attract a new customer, but to retain him or her and to provide unsurpassed quality service is the real challenge.

In this article, we'll take a look at one couple's efforts in the car wash industry. Through one woman's viewpoint, we'll examine the couple's personal experiences in entering the car wash industry, what steps they took to make it their own, and the level of success the car wash has claimed.

Entering the Car Wash Industry

After 25 years of being married, Marcia and her husband Ken had come to one conclusion: People like to take care of their cars. With a background in business banking, Marcia was unsure of what she could offer to the business venture and her husband, Ken, knew enough to spark an interest in her. Instilled perseverance told her to go through with the purchase of Beach Buffers Car Wash in 2006.

From that point on, Marcia devoted herself to learn as much about the car wash industry as possible. Her hard work has paid off, as she shares that the car wash vendors and representatives have been good to her and have accepted her as a partner in the business. The couple, although working in the same place, distinguish themselves by contributing their strongest traits. Ken cares for the equipment, building operations, and daily maintenance, while Marcia handles the entire accounting process, payroll, scheduling of employees, merchandise ordering, and customer service. "I work hard at this, but I'm working on a venture that's ours," she says "I feel fortunate that my husband and I have the opportunity to work together at our own business."

Making It Their Own

Marcia has put her hands on almost every avenue imaginable to personalize Beach Buffers Car Wash. Immediately after purchasing the location, she saw potential in the large customer waiting area. Realizing that a lobby filled with simply auto accessories would not appeal to all of their clientele, Marcia decided to use the space as a gift shop. Bringing in key rings, wallets, handbags, greeting cards, stuffed toys, as well as the more traditional floor mats and air fresheners, she tapped into the needs of her customers. "There's no doubt that our customers, both men and women, enjoy the lobby environment," says Marcia, "where they can sit and do anything from working on their laptops, to paperwork, eating their lunch, or just shopping while they wait."

In addition, Marcia has established the car wash as a pet-friendly business. This is exemplified by her daily accompaniment, the couple's two-year-old Yorkshire Terrier, Lily, whom customers often refer to as "the owner." Customers are able to bring their own pets to the car wash and Ken and Marcia have even been known to sponsor pet adoptions at the facility.

Furthermore, Beach Buffers developed a system to retain loyal customers. Marcia explains that their program consists of a punch card in which customers receive a 10th wash free. "What makes our program a little different is that the free wash is an average of what the customer purchases most...other car washes only give a full service or a less expensive wash. At Beach Buffers, if you always buy a $25 wash package, you will get a free $25 wash package when your punch card is full."

When asked about other marketing efforts and tools the business has used, Marcia commented on the local venues such as radio, yellow pages, real estate shows, and television. Various coupons can be found in the newspaper and on their website (www.beachbufferscarwash.com) as well. Considering all forms of advertisement, the most beneficial by far has been "word of mouth," she says.

Measuring Success

Although success can be measured on various levels, there are specific points that are reached in the life of a business that depict the amount of hard work and dedication put forth. In this case, Beach Buffers works its philosophical motto to "treat your car as if it were our own" into every aspect of the business. "Ken and I both believe that if you do things right and take care of the customer, you will build a strong clientele."

As business partners, Ken and Marcia take the time to focus on three of the most important features at their car wash: care, quality, and customer service. The relationship that has developed between owners and employees proves that no customer is taken for granted. Customers are thanked for stopping in and for their business.

Two years ago, the couple decided to register their trademark name and logo. "Besides adding value to the business, we felt that this would enable us to branch out with franchises in the future," says Marcia. And recently Beach Buffers Car Wash was nominated by HOWCO and awarded the Southeastern Car Wash Association's 2008 Top Car Wash Award for Going Green. The full service car wash, located in Myrtle Beach, South Carolina, successfully broadcasted their Green efforts through local media news coverage.

At the end of the day, Marcia feels fortunate to have her husband as her business partner. "Operating a car wash takes time and hard work, and you end up putting in long hours," she confesses. When asked about her advice to other female car wash owners, she states not to be an absentee owner. "Customers appreciate seeing the owner(s) at a business. The car wash industry is no longer a ‘man's world' ... females are equally respected in the business." With the help of her husband, Marcia has been able to implement insightful business tactics, which have proven to be a strategy for success.

The inspiring success of Beach Buffers Car Wash entails all aspects of what it takes to break through barriers. Man and wife enter an entirely new business venture. They develop a philosophical backbone to the structure of their business. By dedicating themselves to the overall cause, they attract and retain loyal customers. Jointly, they established a business that sustains the test of time. And in the end, Marcia has proven to be an insightful and savvy female car wash operator, while Ken has refined his knowledge of the automotive industry.

Their admirable efforts have been very well thought out and should be viewed as an inspiration for the car wash industry. During stressful periods, take the time to reevaluate the focus of your business. Investigate your clientele's wants and needs and develop a professional, long lasting relationship. If you're unsure where to begin, refer to the very industry that is filled with knowledgeable car wash distributors, operators, and mentors. The wisdom that is acquired over the test of time is a priceless tool.