| The biggest critics of a franchise brand name come | | | | car of a construction site foreman and land a |
| from two groups of people and neither of them are | | | | well-paying post construction clean up (we did). They |
| you customers. If our brand is lousy your customers | | | | can't make money, servicing offices and open up the |
| will most likely simply not say anything, after all every | | | | doors to whole other kinds of business, which can all |
| day average brand names are a dime a dozen in the | | | | be done with the same equipment off the same |
| market place. No you biggest critics are of course | | | | truck that just cleaned out a cell tower site. We can |
| your competition, who will never miss a swipe if you | | | | and this is clear in our presentation and materials. We |
| make the smallest mistake; you can bet they will | | | | are here to stay and to dominate our marketplace." |
| mention it in high-volume conversations, jabs and | | | | "But it would not be fair to mention the strengths of |
| snickers. But that is to be expected of course and | | | | CWGs without mentioning your strength, Lance. Your |
| who cares what they think, especially if you a light | | | | charisma, excitement, vision and energy pours out of |
| years ahead of their mediocre best efforts. | | | | the materials. 'This guy is excited about what he is |
| Your very biggest critics and the one's you better | | | | doing', comes across LOUD AND CLEAR and is (I |
| play careful attention to is you own team. So each | | | | think) a large part of what attracts people to the |
| quarter I ask the team to hold nothing back and let | | | | franchise. And when people meet you, they don't |
| me have it, the whole truth and I listen, sometimes it | | | | find a fake. You live and breathe CWGs. It's a |
| is not pleasant sometimes it is, but in franchising truth | | | | mission, a lifestyle and a business all in one." |
| about all else is essential for honest evaluations. Here | | | | Incidentally (CWG) stands for Car Wash Guys, our |
| is what one team member asked when I asked | | | | brand name; . The reason for this example is that |
| about our brand. | | | | when we talk about Brand Names, we must take |
| ". . . and that is the point. We are different, we are | | | | about "buy-in" and hear the truth straight from the |
| the best, we accomplish what others in this industry | | | | gut of the biggest critics, the one's who know the |
| can't. Sparkle Wash can low-ball prices and hit up a | | | | inside scoop and lay it on the line everyday for the |
| handful of fleet accounts, but they can't detail the | | | | team. Think on this in 2006. |