Are these guys all wet?

Milford -- They’ve spent hundreds on pills, potions, creams and even toupees. But last week, bald people got a discount on wax.

Friendly Car Wash offered the discounted $10 washes last week as part of its new promotion series aimed at making laughs and waves around the area. The offer was advertised all last week on the business’ sign on Green Street, near Milford Regional Medical Center.

"I had one guy come up and I asked him what kind of wash he wanted," said owner Bob Sheehan. "He didn’t say a word, he was just hysterically laughing. He just lifted up his cap and held out a $10 bill."

Now the car wash is offering $12 deluxe washes to anyone with a great smile. Green cars got free washes on St. Patrick’s Day, veteran’s got freebies on Veteran’s Day.

Next week, redheads can get the $10 wash special.

Sheehan, who purchased the car wash last summer with his brother Mike, and business partner Ed Gately, said they are just starting to understand the nuances of the car wash business. But generally, they think their business should be fun and focused on the community.

"We want to be known as a fun car wash," Mike Sheehan said. "That sign certainly is a huge tool."

Milford resident Patti Gardella didn’t see the sign, but flashed a big grin to get the $2 discount on the deluxe wash. She said the idea was a good one.

"Maybe it will encourage people to smile more," Gardella said. "You know how serious people are today."

The Sheehan brothers, both from Medway, started Alpine Computers in 1989, and later became venture capitalists. Mike Sheehan is also the chairman of Service BanCorp, the holding company for Strata Bank, and recently, they have been working with Gately on real estate deals.

While looking to open a car wash in Bellingham in a real estate deal, they were approached by their current landlord, who was looking for a new tenant.

"It was almost like a too-good-to-be-true situation," Mike Sheehan said. "It was like a business opportunity we couldn’t turn down."

They spent $250,000 to upgrade the car wash machinery and spruce up the place. Now, working in shorts, sandals and "friendly car wash" T-shirts, they run their other businesses from an office above the detailing area, occasionally heading downstairs to help wash cars.

Using their business sense and their marketing skills, they hope it will become a fixture in the area.

"For us, if we get an extra 10 cars a day, that’s an extra $150 bucks a day," Mike Sheehan said. "Multiply that by 365, that’s a lot of money."

"I think most mom and pop (businesses) don’t market enough," he said. "I think we’re bringing an entrepreneurial spirit."