Car Wash - Fall 2016 - 56


DOs and
DON'Ts DO
when
making
a major DO
purchase

understand what your needs and
objectives really are, and establish
these at the beginning of your
decision-making process.

explore different options,
and be objective in how the
solutions meet your needs.

DON'T
DON'T

let price be the only factor in
the decision-making process.
Consider usability, short- and
long-term maintenance cost,
customer service and warranties.
let emotion take over. Assess
and vet against the needs
and objectives you set at
the beginning of your
decision-making process.

FROM NICK K ANE, MANAGING PARTNER, JANEK PERFORMANCE GROUP
intangibles rather than hard facts and data.
"The key factor in the whole buying decision is the emotion," said Pam Danziger,
market researcher and author of "Shops
that POP!" "In this day and age, the culture
is shifting to more what you feel than the
rational, quantifiable factors when buying
a product."
According to Danziger, there are four
factors that turn shoppers into buyers:
Need, product features, affordability and
emotion. Need brings the consumer into
the store, and product features and affordability draw the consumer's attention,
but emotion seals the deal. "When it
all comes down to it, you are in the best
position as a retailer if you can enhance
the emotional perception of a product,"
Danziger said. "Be it the color, be it the
feature, be it the bling. Make them feel
excited that it's going to enhance their
lifestyle," she said. "This is especially
true for the affluent top 20 percent of
consumers."
Too many retailers have the philosophy
of, "Stack it high and watch it fly. Price
it low and watch it go," Danziger said.
While this may lead to sales initially, it
is short-sighted in terms of relating to
customers and increasing the status of
your brand. "That's less and less attractive to consumers today, particularly the
affluent," she said. "The challenge is to
increase the perceived value so that you
can command the price that you need to
be profitable. For small businesses today,
profit is key to survival, and you can't
make a profit by cutting prices."

56

What makes these big-ticket purchases
even more challenging for consumers is
that it is nearly impossible to determine
the return on investment (ROI). "We never
really know how well-spent our money
is," King said. "With big-ticket items, it's
hard to say. You have no way of comparing yourself at 28 different schools. What's
the opportunity cost of taking School C
over School A and School B?"

BIG-TICKET ITEMS

Consumer buying decisions are even more
complicated when it comes to big-ticket
items such as a car or housing, where consumer purchases can fall into the realm of
"expressive buying." "The big-ticket items
have even less rationality to them because
we think we already understand what's
important," King said. In reality, we are
ignoring logic and making a purchase that
we feel reflects our aspirational self. "We're
buying our future, we're buying opportunity, we're buying status," King said. "That
is especially true for cars, because the car
is 'you' on the road. People associate you
very closely with your car. You have spent
a lot of hours in your car and it is an extension of your social status and self-image to
the world." Purchasing a home is also an
expression of that aspirational self. King
said that more than the style of the house,
size or even cost, the location of the house
helps to define the self, answering, "Where
do I belong within the social geography of
my world?"

CAR WASH MAGAZINE | WWW.CARWASH.ORG |

FALL 2016

BUSINESS-TO-BUSINESS
SALES

Emotion-driven purchases and anxiety
over big ticket items, themes so common in business-to-consumer sales, are at
play in business-to-business sales as well.
Businesses-to-business sales can be challenging; the customers are often more
sophisticated than the average consumer
and are averse to high-risk purchases.
Jim Drennen, marketing manager at Cat
Pumps, understands that while a business
owner may be savvier and more focused on
the bottom line than the general consumer,
emotion still comes into play.
"Experience is the product. The product is the souvenir. We think customers
buy products based on functionality and


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Table of Contents for the Digital Edition of Car Wash - Fall 2016

Letter from the ICA
By the Numbers
Overheard Online
Shifting gears: Predictions in a growing industry
7 business trends to leverage in 2017
First ever full-service fueling
Coming clean on property taxes
3 global talentmanagement trends every manager should understand
The psychology behind purchasing
Are on-vehicle cameras a concern for car washes?
Working overtime
Randy Shick finds perfect fit in the car wash industry
Creating and cultivating loyalty
Inspiring people to shine
Women in Car Washing
Take a Tour
Wash Ideas
Focus on a Member
Blast from the Past
Download It!
Marketing Minute
Ask Champ
Top Tweets
Index of Advertisers
5 Things
Car Wash - Fall 2016 - bellyband1
Car Wash - Fall 2016 - bellyband2
Car Wash - Fall 2016 - cover1
Car Wash - Fall 2016 - cover2
Car Wash - Fall 2016 - 3
Car Wash - Fall 2016 - 4
Car Wash - Fall 2016 - 5
Car Wash - Fall 2016 - 6
Car Wash - Fall 2016 - 7
Car Wash - Fall 2016 - 8
Car Wash - Fall 2016 - 9
Car Wash - Fall 2016 - 10
Car Wash - Fall 2016 - Letter from the ICA
Car Wash - Fall 2016 - 12
Car Wash - Fall 2016 - 13
Car Wash - Fall 2016 - By the Numbers
Car Wash - Fall 2016 - 15
Car Wash - Fall 2016 - 16
Car Wash - Fall 2016 - Overheard Online
Car Wash - Fall 2016 - Shifting gears: Predictions in a growing industry
Car Wash - Fall 2016 - 19
Car Wash - Fall 2016 - 20
Car Wash - Fall 2016 - 21
Car Wash - Fall 2016 - 22
Car Wash - Fall 2016 - 23
Car Wash - Fall 2016 - 24
Car Wash - Fall 2016 - 25
Car Wash - Fall 2016 - 26
Car Wash - Fall 2016 - 27
Car Wash - Fall 2016 - 7 business trends to leverage in 2017
Car Wash - Fall 2016 - 29
Car Wash - Fall 2016 - 30
Car Wash - Fall 2016 - 31
Car Wash - Fall 2016 - 32
Car Wash - Fall 2016 - 33
Car Wash - Fall 2016 - 34
Car Wash - Fall 2016 - First ever full-service fueling
Car Wash - Fall 2016 - 36
Car Wash - Fall 2016 - 37
Car Wash - Fall 2016 - 38
Car Wash - Fall 2016 - 39
Car Wash - Fall 2016 - 40
Car Wash - Fall 2016 - 41
Car Wash - Fall 2016 - 42
Car Wash - Fall 2016 - Coming clean on property taxes
Car Wash - Fall 2016 - 44
Car Wash - Fall 2016 - 45
Car Wash - Fall 2016 - 3 global talentmanagement trends every manager should understand
Car Wash - Fall 2016 - 47
Car Wash - Fall 2016 - 48
Car Wash - Fall 2016 - 49
Car Wash - Fall 2016 - 50
Car Wash - Fall 2016 - 51
Car Wash - Fall 2016 - 52
Car Wash - Fall 2016 - 53
Car Wash - Fall 2016 - The psychology behind purchasing
Car Wash - Fall 2016 - 55
Car Wash - Fall 2016 - 56
Car Wash - Fall 2016 - 57
Car Wash - Fall 2016 - 58
Car Wash - Fall 2016 - 59
Car Wash - Fall 2016 - 60
Car Wash - Fall 2016 - 61
Car Wash - Fall 2016 - 62
Car Wash - Fall 2016 - Are on-vehicle cameras a concern for car washes?
Car Wash - Fall 2016 - 64
Car Wash - Fall 2016 - 65
Car Wash - Fall 2016 - Working overtime
Car Wash - Fall 2016 - 67
Car Wash - Fall 2016 - 68
Car Wash - Fall 2016 - 69
Car Wash - Fall 2016 - 70
Car Wash - Fall 2016 - 71
Car Wash - Fall 2016 - 72
Car Wash - Fall 2016 - Randy Shick finds perfect fit in the car wash industry
Car Wash - Fall 2016 - 74
Car Wash - Fall 2016 - 75
Car Wash - Fall 2016 - Creating and cultivating loyalty
Car Wash - Fall 2016 - 77
Car Wash - Fall 2016 - 78
Car Wash - Fall 2016 - 79
Car Wash - Fall 2016 - 80
Car Wash - Fall 2016 - 81
Car Wash - Fall 2016 - 82
Car Wash - Fall 2016 - Inspiring people to shine
Car Wash - Fall 2016 - 84
Car Wash - Fall 2016 - Women in Car Washing
Car Wash - Fall 2016 - Take a Tour
Car Wash - Fall 2016 - 87
Car Wash - Fall 2016 - 88
Car Wash - Fall 2016 - 89
Car Wash - Fall 2016 - Wash Ideas
Car Wash - Fall 2016 - Focus on a Member
Car Wash - Fall 2016 - Blast from the Past
Car Wash - Fall 2016 - 93
Car Wash - Fall 2016 - Download It!
Car Wash - Fall 2016 - Marketing Minute
Car Wash - Fall 2016 - 96
Car Wash - Fall 2016 - Ask Champ
Car Wash - Fall 2016 - Top Tweets
Car Wash - Fall 2016 - Index of Advertisers
Car Wash - Fall 2016 - 100
Car Wash - Fall 2016 - 101
Car Wash - Fall 2016 - 5 Things
Car Wash - Fall 2016 - cover3
Car Wash - Fall 2016 - cover4
Car Wash - Fall 2016 - outsert1
Car Wash - Fall 2016 - outsert2
Car Wash - Fall 2016 - outsert3
Car Wash - Fall 2016 - outsert4
Car Wash - Fall 2016 - outsert5
Car Wash - Fall 2016 - outsert6
Car Wash - Fall 2016 - outsert7
Car Wash - Fall 2016 - outsert8
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