Getting an evening route started
There is no faster or better means of increasing volume and profit and at such
minimal expense and skill than by starting an evening route service.
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Before entering any program to increase business and profit, it is essential to
go back to basics. Review your production capacity, labor pool, lease and the
fixed overhead you now have to consider. Since this operation would function in
the off-hours, does your plant offer security, entrance, space for storage,
assembly, marking in, etc.?
Now and only now can you plan this new volume and the means, expense and method
of attacking the problems of low volume and low profits.
I see the program as a sequence of events.
1. A contract with the prospective driver is a must before any agreement is
reached. The main points are:
• He or she cannot enter the drycleaning or laundry industry within a 100-mile
radius for a two-year period.
These clauses can be elaborate, calling for no association with or interest in
another party by communication, solicitation, production, advertising, etc.,
for the term specified. All names, accounts and records are the property of XYZ
Drycleaners.
• This agreement should be made by your lawyer and the driver should be bonded and
insured as any worker or independent contractor, then that should be duly
stated and recorded with release forms.
• Remember you can develop a very profitable and marketable value to your present
business, but if it
’s not legally documented it can never be sold as an asset and can even be a
valueless and cumbersome detriment to a potential sale.
2. Commission or salary. That would have to be worked out by the individual who
has potential to your business.
A commission plan would be ideal and should be based on collections. A more
practical arrangement would be a draw against commission, so there is a
paycheck at the end of the first few weeks.
Most applicants are concerned at this being a secondary position and not a
career move. How much could a driver earn? I see no less than 50 families, or
50 orders, at the rate of 25 orders per night. Figuring a conservative $10
ticket per order, that would tally up to a $500
–a-week volume within the first six weeks.
3. I know most working couples would see no problem in paying a 20 percent
increase over cash and carry for this convenience.
The additional cost goes to your delivery person plus an incentive bonus for
increased volume. Here you want to make the plateaus that are to be reached
reasonable and attainable.
For example: $25 additional dollars per week starting at $600, with another $25
for each additional increment of $100. The goal of a $1,000-a-week-route volume
would bring the driver approximately $325 salary for about 15 hours a week.
4. The secret again is to make as many as six calls each time the van or vehicle
is stopped. Most calls would be made between 6 p.m. and 9 p.m. and, if priority
is given to keeping minimal driving time and confining service to one area, 50
calls a night is very attainable in a two-hour period.
High-rise or two-family condos are ideal, of course, since you make the maximum
amount of calls in the shortest amount of time.
5. Credit and charge accounts should be encouraged with a simple credit
application. This helps the driver avoid time-consuming cash transactions.
6. The big question comes up: “How do I train someone to solicit or sell a drycleaning service?”
There has never been, to my knowledge, a “school” on salesmanship.
Yes, there are hints, sales tips and Dale Carnegie, but nowhere can you graduate
with a diploma or degree in salesmanship. Door-to-door soliciting is not that
difficult when you understand the concept of a
“robot doing a numbers game.”
Here are some basic techniques for a route salesperson.
• Check appearance — Look like a route sales person.
• Speak clearly.
• Offer the first garment free.
• Remember, you’re selling service, which happens to be drycleaning.
• Suggest, but don’t push, that anything going out now will be back Thursday.
• In closing, ask: “May I stop next week? I’d like you to try us.” Or: “I’ll be delivering to your neighbor next week. May I stop next Monday? I’d like you to try us.”
What else? Here your imagination can take over. Referrals, introductory letters,
discount coupons, flyers under each door, button tags on each order now in your
plant, window signs, advertising in local papers, set-up a Saturday shopping
mall stand, introducing yourself outside the local supermarket, putting a flyer
on each car. Sponsor a Little League or bowling team. Be present at the condo
meeting.
It’s out there, but like all opportunity, you have to hear it knocking on the door.
