How to gain customers with new "Life Events."

Happy New Years!

Here’s how you can use the timing of events (such as New Years) to your advantage.

I’m going to jump right in. As usual I will try my darndest to explain some fairly deep material briefly, just know that this practice comes at a cost, and there is “more to it” than what I’m conveying here.

Leveraging Temporal Landmarks can increase your customer loyalty and gather more “Unlimited Sales”.

Temporal Landmark: “Transition points of a social timetable (e.g. the start of a new week, month, year, or semester), momentous life events (e.g. a birthday, a wedding), or significant public events (e.g. a national election).” -sciencedirect.com

As you hear me say in just about every post, targeting our base programming (the subconscious) is much more effective in business and relationships than working specifically toward “logical” dialog with people.

On a basic programming level, we are more likely to get into a “habit” during “Temporal Landmarks” of our lives. When we come in on the 1st of the month, or week, or year, we are more vulnerable or open to try something new and making it a habit.

Regarding car washing, while the above is still true, even more true is when someone purchases a new vehicle, which is a significant life event for most people.

There are a myriad of events that can trigger a Temporal Landmark in one's life. New baby, new gym membership, new job, a raise, significant other, a break up, and the list goes on and on.

Our goal for those of us focused on “Unlimited Monthly Plans” is to invite people to make washing their car a habit. All of the above events can help us with that invitation. A car wash can mean different things to different people. Some find it soothing like a spa, the only time of day they are away from the kids or work and can accomplish something tangible in a crazy hectic world. To some it may be a status to always have a clean car. To others it may be a social dopamine hit to interact with new people at the vacuums and their trusted friends at the pay-stations.

All of the above is to provide context. Humans are more likely to start new habits during new life events (Temporal Landmarks). Consider keeping awareness of this and not letting those events slip by. How?

Teach your employees to be aware of these events and “celebrate” with the customer, this is a good time to put more emphasis on “the pitch.” “Congratulations!...Well you should reward yourself with an Unlimited Plan!”

Making deals with local dealerships, people spend HUGE money on their vehicles as a percentage of their income, they absolutely want to keep that new investment clean.

Some demographics who keep a keen eye on their finances want as many bills as possible to come out a certain day of the month, the 1st of the month is one of those, as well as the 15th. It’s good to put some extra spin on social media post leading up to these days and during, same with “the pitch.”

Also consider how to work in birthdays or other “life events.”

Get creative, there are many ways to take advantage of “Temporal Landmarks.”  The goal for this brief writing is not to flush out every scenario, but to bring awareness and converse with your crew of how you can use this information in your specific wash.

Cliff Note Conclusion: People are more likely to make your business a habit when a “Life Event” or “Temporal Landmark” is correlated. Life event = greatest opportunity to get a long term customer.

Have a great day!