National Clothesline

There are not too many things we can change to alter our profit. There’s rent and overhead which can be hard to reduce. You could raise prices but that may reduce volume. Plus, we may not get the competition to cooperate, so it takes a little courage to take a bold stand and go it alone.

Are we that secure and confident that our quality, service, appearance are the very best?

We went through a rough period in the early 1970s when polyesters and wash-n-wear suggested that no one needed drycleaning because you could do it all at home. It was faster and seemingly cost-free compared to professional cleaning. But the survivors not only weathered the storm, they also increased their business.

How did they do it? I love the old saying, “The best place to find a helping hand is at the end of your arm!”

The wise operators saw their marginal competitors go under and made sure not to join them. They took careful inventory of all their services and an even more careful review of their quality. When that important and vital part of his business was secured, they then systematically reviewed volume.

The first thing to work on was route volume, since it was virtually limitless. They went into new areas looking for new customers, knocking on doors, smiling and simply saying, “I’d like you to try us!”

It’s not so strange that it’s that simple to do. Just be sure to make at least six calls each time you stop your vehicle so that you never leave empty-handed.

Next, was the business offering a multitude of services? How many? Was it enough so that no customers, new or old, had to consider dealing elsewhere because the cleaner didn’t offer alterations, tailoring, minor repairs at no charge, professional steam carpet cleaning, drapery cleaning with remove and re-hang service? Was there free box storage and insured fur storage?

Now consider half-day Sunday hours with no plant production. Remember, it’s the two-income couples who are your best customers and they have limited time schedules. They’ll appreciate extended hours with convenient half-day Sundays for pick-up and drop- off.

This creates a great opportunity to accomplish other needed chores at the store — bookkeeping, counter clean-up, filter changes, new signs, and other thing that need attention such as being able to concentrate undisturbed on repairs.

You can kick off the Sunday program with an offer of a limited 10 percent discount for special customers.

This program is also designed to sharpen your greatest asset — your special counter personnel.

Of all the most successful plants I have ever had the pleasure of visiting, I have never found a more proven way of attaining business and keeping customers coming back than a smiling, cheerful person behind the counter. They are always “people persons,” extroverts who genuinely like people and make it a point to remember names, trade some bit of local news or share information about some relevant service.

Some time ago I learned that the main reason customers leave a drycleaner was not quality, price or service, but counter help indifference. Imagine a loss as large as 33 percent. We see it everyday in other stores. Who would want to come back to a clerk who was too busy to smile and answer a simple question?

The trial Sunday hours should only be from 10 a.m. to 2 p.m. which gives an opportunity to start a counter training programming by witnessing first-hand how the counter person conducts himself or herself.

Remember you never get a second chance to make a first impression.