In this ROADMAP 2025 preview episode of Conversations with ICA, we speak with Colleen Francis, a renowned sales strategist and founder of Engage Selling Solutions. As the event’s workshop speaker for the Sales track on Day 1: PEOPLE, Colleen offers a sneak peek at what car washers can expect — and why it’s more important than ever to rethink how we build customer relationships.
In a time when customer confidence is shifting, Colleen emphasizes that trust has become the top competitive edge. But trust isn’t built with flashy tech or deep discounts — it comes from making life easier, showing up consistently, and creating experiences that feel personal.
She breaks down the hallmarks of truly memorable washes: being greeted by name, feeling confident the service will be accurate and fast, and walking away with a sense of genuine connection. Operators who localize their marketing and communicate authentically on social media have a better shot at building lasting loyalty.
📺 Watch the full conversation below.
🎟️ Attend ROADMAP 2025 this November in Dallas to hear more from Colleen Francis and other industry leaders. Register today.
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Conversations with ICA | 2025 season, episode 8