National Clothesline

I have been pleased and elated with the compliments I received from the advice offered in my article and pamphlet “Route to Success.” But equally important, even more-so today than any time in the history of drycleaning, is having the best and most personable person be the one who greets, smiles and takes care of your counter.

I witnessed changes in the early 1960s with coin-op drycleaning and the early 1970s with the onslaught of wash and wear, which brought the loss of many customers. The survivors of all those losses were the firms that showed care and concern for their valued customers — and that started at the counter.

How did they do it?

It took more than a pleasant smile. It was the act of showing genuine concern about customers ’ garments. It meant the business would give support to local events or a sympathy for a personal loss or situation.

It all comes down to having someone at the counter who is a born extrovert, who genuinely likes people, as opposed to someone who is efficient but all “cold business” and may dismiss even a minor inquiry with a curt, impatient answer to a customer ’s need.

An introverted person dismisses a customer inquiry of condition as too cumbersome to deal with. Introverts foster an attitude of “it’s not my job to be pleasant or polite.” They just write the ticket, answer the phone with a yes or no and, on occasion, remember to say thank you.

Would you enjoy dealing with someone like that? I hate to admit this, but that’s the attitude found in many drycleaners.

Unfortunately, who would want to come back to that location regardless of price or quality? It ’s no wonder the main reason for customer erosion is not price or quality but counter help indifference.

Imagine as much as a 33 percent loss of business attributed to poor or inadequate counter personnel who do the job but present an attitude of ”I’m not paid to smile or simply be nice!”

It’s no wonder these cleaners lose business when a coupon or other offer to change drycleaners comes along, or a smiling route driver knocks on the door and says “I‘d like you to try us.”

To some individuals, this is a natural attitude. To others, it’s as difficult as learning a foreign language. By their nature they just prefer not to be concerned with how people feel. This is simply not a “people person.” They may be successful in other areas such as lab technicians, computer specialists or chefs, but they are poor examples of how to deal with individuals and the problems involved in dealing with the public.

You must determine if the person working for you or about to be hired would make a good counter person by being an extrovert who simply likes people and takes joy in dealing with individuals and concerns about solving problems.

We know it’s wise to promote our business and to spend that money wisely in the right direction by hiring counter personnel who project a good image and introduce customers to all of your services. As I have often said, “You never get a second chance to make a first impression.