National Clothesline

When you think about our business whereby our customers gather their clothes, travel sometimes for miles, to bring them to us for processing, then come back to pick them up and pay us, too, on occasion even thanking us for the service we render and they always the keep coming back — that’s loyalty!

But what happens when we lose that business?

The customer may inquire, “Can you help with pick up and delivery? We live too far away now, but we love your work so much and we don’t want to change from the wonderful service you give us!”

Of course, we answer “We can have our route man serve you.”

Now everyone is happy.

Old-timers always preach the secret to success in the drycleaning business always has been location, location and location! That was always true until routes came along.

Except that routes add costs — the driver, the truck, the insurance. Even with an increase in price, there was still the great convenience and profit with “cash and carry.” But all good things can come to an end. at the same time, what if the route would grow and grow and the new volume comes in truckloads?

Here’s how, and it’s easy.

To service one customer can be not only expensive but also time consuming, and the cost of driving from stop to stop can be non-productive and show little profit.

The secret is simple: Each time the delivery vehicle stops, be certain to make at least six more calls.

Of course, in an apartment house or multiple dwelling condo, it’s no problem. But how many homes can you solicit on a residential private street of single-family homes? It’s still easy and it’s important that you stay within those six to 10 calls without moving the vehicle.

I said it’s easy because here’s what you have going for you. To start, you have one loyal customer who has neighbors and, chances are, they are appreciative of the new pick-up and delivery service.

Without any super sales effort, you simply insert your new, colorful brochure each time you stop to pick up or deliver. On the next call, you knock on each neighbor’s door.

“Hi, I have the pleasure of serving your neighbor. We call every Monday and Thursday about this time, and I’d like to offer you our opening discounted trial offer. If you have any kind of a difficult cleaning job or a stain that was not properly removed, we would love to show what an expert drycleaner we are.

“We also do small tailoring tasks free of charge. Just tell us before drycleaning, since it’s usually more work to find an open seam than to mend it.

“Would there be anything going out now? I could have it back on Thursday or sooner if you would like. Can I stop next Monday? I know you’ll be pleased with our service. And thank you!”

The secret here is that you keep calling and use the phrase, “I’d like you to try us.”

If you solicit ten neighbors without moving the vehicle, you will be certain to acquire at least six new accounts and, with that number, you will never leave that street or building empty handed.

Try to be encouraged that each neighbor is a prospect. List your many services — storage, moth proofing, wedding gowns, water repellency, etc. Your vehicle is clearly marked, the driver is in uniform and smiling and making a no-cost offer asking, “I’d like you to try us.”

It’s conceivable to make 100 calls before noon when most parties are home, lending to increased drop-off and delivering when they are not home at all once a dependable schedule is maintained.

It has also been shown that clothes left in a pick-up bag and returned on a hanging door hook are as safe as ever and not stolen.

With today’s computer billing, the driver won’t be slowed down by the need for collecting money. Use of a credit card eliminates this and allows for more production and continued route building. I know this for a fact because of the success of the 24-hour drop-off system whereby clothes are dropped off any time and delivered and left conveniently on the back door, or even the front door, and customers are pleased with the service, again, thanks to computers.

Routes are unlimited and the most affluent and best real estate locations are all fair game. Be sure you have a contract with your driver. If you need more information about an iron-clad driver’s contract, write for for my guide, “The Route to Success.”