My monthly car wash ritual is the same every time. I plan for the entire process to take 20 minutes tops, in and out. After the interior vacuuming is said and done and the wet wipe is quickly applied to the interior, the half way mark is purchasing the “new car” scented tree. The final part is easy; just pull up to the grumpy underpaid worker holding an insane amount of dollar bills, pay and tip him and I’m out. Seems simple right?Not today. A new overly energetic college kid jumped in front of my car and skipped his way to my window to immediately inform me of the four choices they now offer. The ultimate wash (guaranteed for seven days!); the wheel blaster wash; the clear coat application wash; and the rust protector wash (or the basic water and soap wash).
In other words, the ultimate rip off, the clear rip off, the rusty rip off or the basic rip off.
The kid was so convinced that I needed the ultimate wash that he handed me three flyers with coupons on it for future use. He looked my car up and down and said that I definitely needed the ultimate car wash.
He awaited my response with a corky smile while nervously jiggling the portable credit card reader.
I was a bit confused. I must have mistakenly driven into a new car wash. Nope, the kid’s shirt clearly boasted my usual car wash’s logo. I always get the basic wash. It’s not like I’m driving a 1968 Corvette these days.
But his animated, overpromising and pushy disposition made me second guess my normal routine. Should I go for it and get the ultimate wash? I felt I owed him some sort of explanation as to why I would just go for the basic. But I got a bit embarrassed—after all, he would probably come back and debate it. I didn’t need the aggravation.
I could have easily just ignored him and went on and got my usual. But this time I didn’t. Why? I have no clue. Perhaps his personality had something to do with me going with the most expensive. So I chose the ultimate wash and off I went into the car wash dungeon. As soon as I got out of the other end, even though clean and shiny, I felt completely ripped off!
Don’t let this happen to your customers!
Don’t be so overly excited to sell them that you miss hearing what they really need. They will resent you for it. They will feel ripped off and used and, worse of all, will never turn to you for another sale. Instead opt for finding out their needs. Maybe they don’t need the ultimate; maybe they need rust protection or a simple clear coat.
The analogy is quite simple: be transparent when presenting your products and get to know your customer before over-selling them. A great way to do this is via a resource section on your business website that could include blogs, news, white papers and even case studies. Each one of these has the potential to carry a heavy dose of content. How you present the content is the key.
A blog can be more of a laid back way to let others know about subjects that somehow informally tie into your business. The news area should focus on interesting news relating to your industry. White papers, though more involved, can be a very effective way to reel in those that thirst for literature, stats and factual information. Case studies don’t happen overnight, they can’t be rushed at all. It involves diligent research that develops a subject matter over time. All of these great options have one thing in common. They have meaningful, straightforward content. They all add incredible value to your website and will undoubtedly bring more visitors and business to you.
Getting more involved in content marketing and seeing to it that it is being done correctly will give your business years of longevity. Give it a try, and reap the benefits.
As far as my car wash routine goes, I think I’ll speed pass the new guy and stick to the basic one from now on.