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New Customer Growth for TWP Distributor, Coastal Car Wash Services

For Michael Barbrow, owner of Coastal Car Wash Services, the car wash industry is in his DNA. He’s been involved in it since before he was born—his mother was pregnant with him while working at the family car wash. With over five decades of experience, he’s seen countless brands, products, and business models come and go.

But when it came to finding a chemistry partner that could truly help him stand out and grow his business, one brand rose above the rest—Turtle Wax Pro.

This is the story of how Coastal Car Wash Services transformed its business by leveraging Turtle Wax Pro’s unmatched product quality, brand recognition, and distributor support to compete against industry giants, build long-term customer relationships, and drive consistent growth in the Florida market.

Competing in a Crowded Market

The Florida car wash industry is one of the most competitive in the country. With major players like Sonny’s and NCS dominating the region, independent distributors often find themselves struggling to differentiate and win new business.

Before partnering with Turtle Wax Pro, Michael faced several key challenges:

  • Brand Recognition Gaps: Without a strong, well-known brand backing him, potential customers were hesitant to switch.
  • Inconsistent Product Quality: Other brands often had separation issues, residue buildup, and frequent clogging in self-serve and automatic systems.
  • Competitive Pricing Pressures: Competing against large national brands made it difficult to justify premium pricing for superior performance.

He needed a differentiator—something that would not only give him a competitive edge but also provide real value to his customers.

Partnering with Turtle Wax Pro

When Michael discovered Turtle Wax Pro, he knew it was the missing piece in his business strategy.

Why Turtle Wax Pro?

Brand Equity That Instantly Builds Trust – Customers already recognize and trust the Turtle Wax name.
Unmatched Product Performance – No separation issues, reduced maintenance, and superior results.
Competitive Differentiation – Helps independent distributors stand out against larger competitors.
Robust Distributor Support – Training, flexible ordering, and a strong partnership for long-term growth.

How Coastal Car Wash Services Benefited

  • Co-Branding Strategy: By leveraging the Turtle Wax Pro name on his marketing materials, magnets, and wash packages, Michael immediately gained credibility with new customers.
  • Turtle Wax Pro Learning Center: A 20-hour online training program that helped educate customers and convert skeptical operators into believers.
  • A New Approach to Selling: Instead of selling equipment first, Michael flipped the model—selling chemicals first and letting chemistry performance drive equipment upgrades.

A Strategic Approach to Sales & Marketing

Michael didn’t just sell a new product—he transformed his sales approach by combining Turtle Wax Pro’s brand power with a smarter, more strategic marketing and customer acquisition strategy.

1. Shifting from Equipment-First to Chemical-First Sales

Traditionally, distributors lead with equipment sales, then try to sell chemicals as an add-on. Michael realized that flipping this model created more long-term value.

  • Selling chemicals first allowed him to prove product effectiveness before discussing equipment.
  • By positioning premium finishing products like ICE and Super Hard Shell, he helped operators justify increasing their wash package prices.
  • Higher margins came from upselling premium wash tiers, leading to greater profitability for both Michael and his customers.

2. Winning with Co-Branding & Smart Marketing

A key part of Michael’s success was leveraging Turtle Wax Pro branding in simple but highly effective ways.

  • He introduced branded magnets with QR codes at self-serve washes.
  • Operators and customers saw the Turtle Wax Pro logo, leading to 7 inbound calls specifically because of the brand’s recognition.
  • Out of those 7 leads, he converted 6 into long-term customers.

This small but strategic branding move directly translated into new business growth.

Real-World Results: How This Strategy is Paying Off

Since partnering with Turtle Wax Pro and implementing this new sales strategy, Coastal Car Wash Services has seen impressive growth and customer wins.

1. Consistent Business Growth

  • One new customer per week is now the norm.
  • Increasing upsell opportunities by repositioning wash packages with premium branding.

2. Customer Success Story: Touch-Free Automatic Upsell

One of Michael’s touch-free automatic wash customers in Florida saw immediate success after switching to Turtle Wax Pro:

  • Upgraded their pricing structure by introducing Super Hard Hard Shell & ICE.
  • Started selling $30 single washes, a premium price point previously unheard of for that location.

3. Operational Benefits: Performance That Reduces Maintenance

  • No residue buildup in self-serve systems.
  • Eliminated clogging and maintenance issues, saving operators significant time and money.

The Power of Relationships: More Than Just Sales

For Michael, success in the car wash industry is not just about selling chemicals—it’s about building relationships that last a lifetime.

  • He gets to know his customers personally—asking about their families, hobbies, and business goals.
  • He actively supports their communities, including donating to a high school baseball team to help them buy a pitching machine.
  • His approach creates loyalty—once a customer works with him, they stay for life.

In an industry where many distributors are purely transactional, Michael’s relationship-first approach has solidified long-term partnerships and a thriving business.

Key Takeaways for Car Wash Distributors

For distributors looking to replicate Michael’s success, here are the key lessons:

  • Leverage a strong brand – Turtle Wax Pro provides instant credibility and helps close sales faster.
  • Use creative marketing tactics – Small changes, like magnets with branding, can drive significant lead generation.
  • Focus on high-margin products – Positioning premium chemistry solutions helps customers justify higher wash prices.
  • Shift your sales modelLead with chemicals, let performance drive equipment sales.
  • Prioritize relationships over transactions – Customers stick with distributors who care about their long-term success

Looking Ahead with Turtle Wax Pro

With a trusted brand, a strategic approach to sales, and a commitment to customer relationships, Coastal Car Wash Services is poised for continued success.

Turtle Wax Pro has been the foundation of this growth—offering the right mix of quality, support, and competitive advantage to help independent distributors stand out and win.

If you are a distributor looking to elevate your business, increase customer loyalty, and drive higher margins, now is the time to partner with Turtle Wax Pro.

Contact us today to learn how we can help you achieve the same level of success.

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