What to Say (and What NOT to Say) During a Car Wash Price Increase

The right way to communicate a car wash price increase is to be clear, confident, and value-driven - while using CRM segmentation to ensure the message fits the customer.

Avoid apology-heavy language, inflation excuses, or vague statements. Instead, explain what’s improving, when it takes effect, and reassure members that no immediate action is required.

Why Messaging Matters More Than the Price

Most operators focus on how much they’re increasing prices.

Customers focus on why - and whether they still feel respected.

In practice, churn after a price increase is driven less by the dollar amount and more by:

• Surprise

• Poor timing

• Tone that signals instability or desperation

This is where messaging - not math - determines the outcome.

What NOT to Say During a Car Wash Price Increase

These phrases increase anxiety and cancellation risk:

❌ “Due to inflation…”

Signals a lack of control and temporary thinking.

❌ “We’re sorry to announce…”

Frames the change as a mistake instead of a decision.

❌ “Unfortunately, prices must increase…”

Triggers loss aversion without offering reassurance.

❌ “Effective immediately.”

The fastest way to break trust.

Rule: If the message sounds defensive, reactive, or rushed - expect churn.

What TO Say Instead

High-performing operators anchor price increases to stability and improvement, not cost recovery.

Use This 4-Part Structure

1. Clarity

   • What’s changing

   • When it takes effect

2. Value

   • What customers are getting more of

   • Reliability, speed, equipment, experience

3. Reassurance

   • No action needed

   • Membership benefits remain intact

4. Confidence

   • Calm, direct language

   • No over-explaining

Recommended Timeline for Communicating a Price Increase

A successful price increase is rarely a single message. The safest approach is a short, predictable communication sequence that removes surprise.

30 days before increase
Email announcement explaining the change and reinforcing value.

21 days before increase
SMS reminder focused on reassurance and "no action needed."

7 days before increase
Final short reminder via SMS and email.

After increase takes effect
Optional confirmation message reinforcing appreciation and service commitment. Nobody does this, but I think it is a fantastic nod to your business-customer respect.

Messaging Examples

Email 1: Initial Announcement (30 Days Before)

Subject: An Update to Your Music City Car Wash Membership

At Music City Car Wash, we’re committed to delivering a fast, consistent, and high-quality wash every time you visit.

To continue investing in our equipment, locations, and overall experience, the monthly price of your membership will adjust from $29 to $32 monthly starting March 1.

Your membership will continue uninterrupted, and no action is required on your end.

Thank you for being a valued Music City member. We appreciate the trust you place in us every time you visit.

SMS 1: Reassurance Reminder (21 Days Before)

Music City Car Wash

Starting March 1, your membership price will adjust slightly ($29 to $32 monthly) as we continue improving the wash experience. No action needed - your plan stays active.

Thanks for being a member!

STOP2EndMsgs

Email 2: Final Reminder (7 Days Before)

Subject: Reminder: Membership Update Starting Soon

Just a quick reminder that your Music City Car Wash membership price will update ($29 to $32 monthly) on March 1.

We’re continuing to invest in the speed, reliability, and quality you expect every visit.

No action is required. Your membership will continue as usual.

SMS 2: Short Final Touch (3-5 Days Before)

Music City Car Wash

One more friendly reminder for your awareness:

Your membership update begins March 1.

Thanks for trusting us with your vehicle!

STOP2EndMsgs

Optional Post-Increase Confirmation

Subject: Thank You for Being a Music City Member

We appreciate you being part of Music City Car Wash.

Your continued membership allows us to keep investing in the experience you rely on - clean cars, fast lanes, and dependable service.

We look forward to seeing you at the wash.

Compliance Considerations for States With Subscription Price Change Laws

Some states require advance notice for subscription price changes, often 30 days or more, and may mandate specific delivery methods or wording. Your team should review any pricing changes and legal risk with your own counsel; this is simply a quick consideration list when doing so.

This communication structure is compatible with stricter states because it:

• Provides written notice at least 30 days in advance

• Clearly states the effective date of the price change

• Avoids ambiguous language

• Confirms that no immediate action is required

Best practice for regulated states:

• Send the 30-day notice via email

• Retain delivery and timestamp records in your CRM (automatic with Rinsed)

• Avoid shortening the timeline below the legal minimum

Operators should always confirm state-specific requirements, but a clear 30-day email-first approach satisfies most subscription notice laws.

On-Site Signage Example

Although you may think you have every member's contact information, nobody has 100%. On-site signage provides notice to those customers who you can't reach digitally. Most members will visit at least once per month, so I recommend installing this signage 30 days in advance, somewhere between the kiosk and tunnel entrance, to ensure every car drives by it.

We’re investing in a better wash experience.

Membership pricing updated March 1.

Ultimate Wash $29 to $32 monthly.

Thank you for being a Music City Car Wash member.

Why Segmentation Makes Price Increases Safer

Not every customer should receive the same message - or the same treatment.

Segment by Behavior, Not Guesswork

• Long-tenured, high-frequency members

  • Consider delayed increases or softer language

• Low-usage or newer members

  • Lead with value reinforcement and clarity

• At-risk members

  • Trigger reassurance messaging before and after the change

This is where CRM-driven automation reduces churn - not the price itself.

Common Price Increase Mistakes Operators Make

• Sending one message to everyone

• Over-justifying the increase

• Hiding behind “costs” instead of owning improvements

• Announcing the change instead of guiding customers through it

FAQs

Should you apologize for a price increase?

No. Apologies imply error. Confidence builds trust.

How far in advance should customers be notified?

At least 30 days for memberships. Retail price changes have fewer requirements; usually, signage a week out is most common.

Tip: Use retail price increases as an added tool to convert more retail to memberships.

Should you raise prices for existing members?

Yes - but use segmentation and timing to reduce risk.

Do price increases hurt retention?

Poorly communicated ones do. Clear, value-based messaging typically does not.

Bottom Line

Customers don’t cancel because prices change.
They cancel because the relationship feels unstable.

Clear messaging, calm tone, and CRM-powered segmentation turn price increases into a non-event, not a churn spike.