A blending of camaraderie and competitive spirit was a source of chuckles, albeit with slight undertones of seriousness, during the standing-room-only “Incentivizing Employees in Subscription Sales” Peer Power Hour on Monday. The ideas and questions that were presented to the panel sparked even more idea-sharing and thought-provoking questions. And it continued that way for the full hour-long session.
But the comment that seemed to reverberate and echo throughout the room for the whole session was one shared by Mike Black, owner/operator of Valet Car Wash: 5,200 memberships signed in three months. Yes, you read that right: 5,200. “We put it on the manager’s shoulders,” said Mike, who said competition between the sites was motivating and tthat they only reward the top three. They now consider themselves “a membership company that happens to wash cars. “ He said they track everything now – even if a member goes to a competitor. As soon as they drive out of the car wash, they send them an email offering them an unlimited plan.
Brad Mann, owner of The Wash Factory Car Wash, who was also on the panel, said, “For years I resisted the membership.” But, having a membership enables you to forecast your revenue much further out. “That is what drove me to memberships.” In order to ensure the membership model works for you, you have to have the right people. Most people who work in car washes are introverts, he said. You have to find the extroverts who ae comfortable with this responsibility. “It is the people, not the pitch.”
Marcus Kittrell of Mammoth Holdings, LLC, said their “main goal is membership.” They have contests and other sources of motivation. “You will be amazed how your team can catch fire,” if, say, a 50-inch TV is at stake as a reward. He said, basically, they have two companies under one roof. “We have our membership business and our retail business.”
Feedback:
“I like this format: panel of ideas, real experience.,” said Larry Nelson of Blue Cow Carwash in Washington.
“It was helpful, the differentiation between sales people… and the responsibilities of the job,” said Julie Petty of H2Wow Car Wash in Colorado.
“It was very good. They are knowledgeable. The time frame was too short, though!” said Chris Perez of Top Shelf Car Wash on Florida, who had hoped for more time to interact.
“It was awesome to hear their experiences specific to success,” said Erin Dreeszen of Autowash Showroom in Colorado.
“I loved the personal component, solving problems for the customer. How can we solve their problems? It is not about sales, it is about the individual’s community,” said Lisa Kassel of Clearwater Communities in California.