Car Wash - Summer 2018 - 120

your customer's own mindset, needs and
buying process.

2. EMBRACE THE VISUAL.

Effective salespeople are generally great
at the verbal aspect of selling -persuading
with words. However, virtually all customers today also rely upon and expect the
visual aspects. For example, who would
have thought 20 years ago that we could
manage a significant part of buying a new
home by taking virtual home tours from
anywhere? Yet this is the world we now
live in, thanks to technology. The lesson
is that people are now accustomed to buying only what they can see. It's a studied
fact that people generally remember only
20 percent of what they hear, but up to 50
percent of what they both hear and see.
Therefore, the more you can help them
visualize what they are buying (even if what
you sell is a service), the greater your odds of
success. How does this play into your sales
process? How could you improve upon
the visual beauty of what you sell? What
objects, models, graphs, photos, maps, videos, tables or illustrations could you use to
better persuade? What is both practical and

effective? If you cannot yet answer these
questions, start by asking your customers
what they would want to see more of.

3. INTEGRATE
YOUR PROCESS.

Have you identified and broken down
your sales process? What is the first thing
you do? Second, third and so on? How does
your process both move the sale forward
and serve the needs of the customer? These
are wider questions beyond, "How do I
get more chances in front the customer?"
Yet, by asking such questions, you have
the opportunity to integrate a wider range
of tactics into your sales process that work
toward a common goal. For example, rather
than focusing on getting a sales call first,
what about an approach that begins with
having a wider conversation with wouldbe customers about their needs and challenges? How would you ask such questions?
Would you engage with them around a
common issue through social media?
Would you mail them an old-school letter? Would you offer a free lunch-and-learn
session? Or would you make a gratis overture to solve a relevant problem in order to

build even more goodwill and trust? This
opening up of the sale to a larger process
engages a marketing mindset. It integrates
your everyday sales tools with a broader
set of options that work together for better
outcomes.
Sales and marketing shouldn't be
thought of as mutually exclusive. After all,
they serve a common goal. Even if you are
deep in a sales-centric organization, you
can still integrate strategic marketing thinking and tactics into your own approach to
improve your chances for success, while
delighting more of your customers in the
process.
Andy Slipher is founder of Slipher Marketing,
a consultancy where strategy comes first, followed by tangible marketing results. He is
an accomplished strategist, interim CMO,
speaker and writer on marketing strategy. He
is marketing lecturer for SMU's accredited
Bank Operations Institute for professional
bankers, and for the Independent Bankers
Association of Texas (IBAT). Andy is the
author of The Big How: Where Strategy
Meets Success. For more information, visit
TheBigHow.com.

It Takes More Than Software to Run
a Successful Membership Program
EverWash is a membership sales & marketing
company with a unique recurring revenue
solution for all car washes.
*	 App-based membership program that is free to join and
easy to use
*	 More than just software - Dedicated member support services, sales
staff, email & outreach marketing, social media & web design, and more

*	 Strictly commission based - EverWash doesn't take a dime until
your wash gets paid

*	 Works with or without a POS system, and most any automated
pay station

EverWash won't slow down your line - it will
bring you more results and revenue, rain or shine.

Real Growth. Real Revenue.
More Than Membership.
Visit www.MoreWashProfits.com or call (215) 208-9200

120
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SUMMER 2018

19/03/18 11:58 AM


http://www.TheBigHow.com http://www.everwash.com http://www.MoreWashProfits.com http://WWW.CARWASH.ORG

Table of Contents for the Digital Edition of Car Wash - Summer 2018

Letter from the ICA
Meet the Board
By the Numbers
Overheard Online
What Makes a Good Leader
Harnessing the Power of Diversity
Be the Best Servant Leader You Can Be
Coaching Them Up
Passing the Torch
Celebrating ICA’s Emerging Leaders
VNTYPL8
Marking a Milestone
The Car Wash Show 2018
Car Wash Show Australia Prepares for Fall Show
Kati Wright, Lone Star Car Wash Systems
Take a Tour: Snap Clean Car Wash
Automotive Technology
Regional Update: Western Carwash Association
"The How of Carwashing"
Blast from the Past
Download It!
Marketing Minute
Top Tweets
Ask Champ
Advertiser Index
5 Things
Car Wash - Summer 2018 - Intro
Car Wash - Summer 2018 - bellyband1
Car Wash - Summer 2018 - bellyband2
Car Wash - Summer 2018 - cover1
Car Wash - Summer 2018 - cover2
Car Wash - Summer 2018 - 3
Car Wash - Summer 2018 - 4
Car Wash - Summer 2018 - 5
Car Wash - Summer 2018 - 6
Car Wash - Summer 2018 - 7
Car Wash - Summer 2018 - 8
Car Wash - Summer 2018 - 9
Car Wash - Summer 2018 - 10
Car Wash - Summer 2018 - Letter from the ICA
Car Wash - Summer 2018 - 12
Car Wash - Summer 2018 - Meet the Board
Car Wash - Summer 2018 - By the Numbers
Car Wash - Summer 2018 - 15
Car Wash - Summer 2018 - 16
Car Wash - Summer 2018 - Overheard Online
Car Wash - Summer 2018 - 18
Car Wash - Summer 2018 - 19
Car Wash - Summer 2018 - 20
Car Wash - Summer 2018 - 21
Car Wash - Summer 2018 - What Makes a Good Leader
Car Wash - Summer 2018 - 23
Car Wash - Summer 2018 - 24
Car Wash - Summer 2018 - 25
Car Wash - Summer 2018 - 26
Car Wash - Summer 2018 - 27
Car Wash - Summer 2018 - 28
Car Wash - Summer 2018 - 29
Car Wash - Summer 2018 - 30
Car Wash - Summer 2018 - 31
Car Wash - Summer 2018 - Harnessing the Power of Diversity
Car Wash - Summer 2018 - 33
Car Wash - Summer 2018 - 34
Car Wash - Summer 2018 - 35
Car Wash - Summer 2018 - 36
Car Wash - Summer 2018 - 37
Car Wash - Summer 2018 - 38
Car Wash - Summer 2018 - 39
Car Wash - Summer 2018 - 40
Car Wash - Summer 2018 - 41
Car Wash - Summer 2018 - Be the Best Servant Leader You Can Be
Car Wash - Summer 2018 - 43
Car Wash - Summer 2018 - 44
Car Wash - Summer 2018 - 45
Car Wash - Summer 2018 - 46
Car Wash - Summer 2018 - 47
Car Wash - Summer 2018 - Coaching Them Up
Car Wash - Summer 2018 - 49
Car Wash - Summer 2018 - 50
Car Wash - Summer 2018 - 51
Car Wash - Summer 2018 - 52
Car Wash - Summer 2018 - 53
Car Wash - Summer 2018 - 54
Car Wash - Summer 2018 - 55
Car Wash - Summer 2018 - 56
Car Wash - Summer 2018 - 57
Car Wash - Summer 2018 - Passing the Torch
Car Wash - Summer 2018 - 59
Car Wash - Summer 2018 - 60
Car Wash - Summer 2018 - 61
Car Wash - Summer 2018 - 62
Car Wash - Summer 2018 - 63
Car Wash - Summer 2018 - 64
Car Wash - Summer 2018 - 65
Car Wash - Summer 2018 - Celebrating ICA’s Emerging Leaders
Car Wash - Summer 2018 - 67
Car Wash - Summer 2018 - 68
Car Wash - Summer 2018 - 69
Car Wash - Summer 2018 - 70
Car Wash - Summer 2018 - 71
Car Wash - Summer 2018 - 72
Car Wash - Summer 2018 - 73
Car Wash - Summer 2018 - 74
Car Wash - Summer 2018 - VNTYPL8
Car Wash - Summer 2018 - 76
Car Wash - Summer 2018 - 77
Car Wash - Summer 2018 - 78
Car Wash - Summer 2018 - 79
Car Wash - Summer 2018 - 80
Car Wash - Summer 2018 - 81
Car Wash - Summer 2018 - 82
Car Wash - Summer 2018 - Marking a Milestone
Car Wash - Summer 2018 - 84
Car Wash - Summer 2018 - 85
Car Wash - Summer 2018 - The Car Wash Show 2018
Car Wash - Summer 2018 - 87
Car Wash - Summer 2018 - 88
Car Wash - Summer 2018 - 89
Car Wash - Summer 2018 - 90
Car Wash - Summer 2018 - 91
Car Wash - Summer 2018 - 92
Car Wash - Summer 2018 - 93
Car Wash - Summer 2018 - 94
Car Wash - Summer 2018 - 95
Car Wash - Summer 2018 - Car Wash Show Australia Prepares for Fall Show
Car Wash - Summer 2018 - 97
Car Wash - Summer 2018 - 98
Car Wash - Summer 2018 - Kati Wright, Lone Star Car Wash Systems
Car Wash - Summer 2018 - 100
Car Wash - Summer 2018 - 101
Car Wash - Summer 2018 - Take a Tour: Snap Clean Car Wash
Car Wash - Summer 2018 - 103
Car Wash - Summer 2018 - 104
Car Wash - Summer 2018 - 105
Car Wash - Summer 2018 - Automotive Technology
Car Wash - Summer 2018 - 107
Car Wash - Summer 2018 - 108
Car Wash - Summer 2018 - 109
Car Wash - Summer 2018 - 110
Car Wash - Summer 2018 - Regional Update: Western Carwash Association
Car Wash - Summer 2018 - 112
Car Wash - Summer 2018 - "The How of Carwashing"
Car Wash - Summer 2018 - 114
Car Wash - Summer 2018 - 115
Car Wash - Summer 2018 - Blast from the Past
Car Wash - Summer 2018 - 117
Car Wash - Summer 2018 - Download It!
Car Wash - Summer 2018 - Marketing Minute
Car Wash - Summer 2018 - 120
Car Wash - Summer 2018 - Top Tweets
Car Wash - Summer 2018 - Ask Champ
Car Wash - Summer 2018 - 123
Car Wash - Summer 2018 - Advertiser Index
Car Wash - Summer 2018 - 125
Car Wash - Summer 2018 - 126
Car Wash - Summer 2018 - 127
Car Wash - Summer 2018 - 128
Car Wash - Summer 2018 - 129
Car Wash - Summer 2018 - 5 Things
Car Wash - Summer 2018 - cover3
Car Wash - Summer 2018 - cover4
Car Wash - Summer 2018 - outsert1
Car Wash - Summer 2018 - outsert2
Car Wash - Summer 2018 - outsert3
Car Wash - Summer 2018 - outsert4
Car Wash - Summer 2018 - outsert5
Car Wash - Summer 2018 - outsert6
Car Wash - Summer 2018 - outsert7
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Car Wash - Summer 2018 - outsert10
Car Wash - Summer 2018 - outsert11
Car Wash - Summer 2018 - outsert12
Car Wash - Summer 2018 - outsert13
Car Wash - Summer 2018 - outsert14
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Car Wash - Summer 2018 - outsert16
Car Wash - Summer 2018 - outsert17
Car Wash - Summer 2018 - outsert18
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