National Clothesline

It seems no drycleaner can determine just why he is successful.

Oh, there may be many likely reasons, but there is no exact way of being certain, what with all the variables of promotions, location, poor competitors, and local economic conditions that affect the direct results of a cleaner’s quality and service.

Without a doubt, there is a consensus of opinion that if your call office runs smoothly and with competent and managerial control, your entire volume and profit will reflect that degree of success, month after month, quarter after quarter.

Since counter sales personnel are the direct extension of your policies and the image you wish to project, it stands to reasons that the staff should be the highest priority you can muster if you want to secure and protect your investment.

Every business and industry struggles with the continuous problems of delivery, service and quality.

The drycleaning industry, with its multitude of fabrics and stains subject to heat and distortion, is no exception. That’s where the human element comes in — to make each customer feel special in his or her experience with your firm.

It’s quite a task, when you think about it.

How much counter sales experience do you require before you hire?

How much training do you offer at the start of employment?

Do you provide an ongoing training program to keep up with the dynamic changes in fabrics and label comprehension for your very important counter personnel?

Dealing with the public is no easy task, but it can be fun for the trained individual who is a “people person.” The genuine concern comes through the moment a customer enters your establishment.

Visualize, if you will, how a face will light up when it meets a warm smile and friendly greeting. The start and beginning of that meeting rings out, “How are you?” and “Thanks for your business!”

Then the efficiency takes over and a professional impression assures that a high quality standard has been set and the order will be ready when promised. In general, it is a pleasant experience.

Is your operation the opposite of the above? I will never forget the unkempt and shabby call office and the seemingly busy attendant who, without a greeting or a smile, handles the order in a gruff manner, and the only words spoken were, “When do you want ’em?”

It all revolves around teamwork — from greeting the customer, to writing the ticket, to spotting, finishing and the all-important final inspection. That final inspector is, of course, the customer, and your counter personnel are the link that ties your business, your profit and your livelihood together.

Armed with this knowledge, we can start a personality control program using the Mystery Shopper.

This system, with a “shopper” hired at random, can test the quality from a vast number of service businesses. Mystery shoppers deal only in confidence with management and report privately. Their customers range from chain operations to independently owned shops — pharmacies, supermarkets and drycleaners.

Here’s how it works.

1. You carefully instruct your counter sales peoples in what you expect in the are areas of courtesy, attitude and performance according to your policy and standard of excellence.

2. All counter sales people will wear a jacket or smock with a name tag. The name tag can be a simple, blank one. The staff me members write in their name with a colorful marker. This prevent the excuse of ”I lost mine.”

3. In the coming weeks, the staff is told, we will expect everyone to remember steady customers’ names.

It’s easy. It just takes practice and association of the face with the name. You could focus on something about the customer’s clothes or car, then connect the two.

Remembering names is the difference between a professional sales person and a dull order-taker. It may be only five names a day, but it takes practice.

Think about it. You must ask the name — that’s one.

Next, write it on the ticket — that’s twice.

A good counter person will then ask, “When would you like it ready, Mrs. Jones?” — that’s three times.

If you’re doing your job, you could compliment the garment or confirm when it will be ready and announce your new service: ”Are you familiar with our storage system, Mrs. Jones?” See you on Thursday, Mrs. Jones.

Now when the order is completed, it would take just a minute to check and make sure the stain was removed or the special instructions were followed.

And then, “Hi, Mrs, Jones. I have your order ready.”

4. Smile. It’s important. Some say it proves there’s a light on in your heart. To everyone it says ”Welcome. I’m pleased to see you!”

A smile is universal wherever your go. It disarms us and immediately sets a mood of cooperation. It silently says, “I’m a total stranger. How can I be helpful?”

Now for the mystery shopper

In the coming weeks, you tell the staff, someone will enter the store and will be dealing with you, perhaps for the first time.

This person might be making an inquiry to your hours of service or your processes. The person, who could be male or female, will be reporting to management the time and hour of their visit and who they are dealing with based on the name tag.

Reports will be sent to the owner’s home or a private post office box. It will tell whether the customer was informed about your new water repellency or box storage or drapery remove and rehang service — or anything that might be promoted at that time.

Since these individual are trained in customer relationships (airlines, car rentals and all heavily competitive businesses use them all the time), they are masters in observing the subtle body language that tells them much more than most would like to reveal concerning enthusiasm, boredom and impatience.

A record is kept, cleanliness is noted, housekeeping is observed, etc. The report is, of course, confidential. But a prize will be awarded to the top individual, perhaps with a picture and recognition in the local papers as “Counter Sales Person of the Month.” Be assured the evaluations will be noted.

The Mystery Shopper program works. It continually provides a watchful eye on our business. It eliminates the problems of “once in a while” when your standard of excellence may deteriorate. It also provides you with a current appraisal of your service and quality and you can immediately make corrections should you fall off in service.

It’s “up front where it counts.” And you never get a second chance for a first impression.