Turning challenges into opportunity
Challenges and methods for business expansion highlighted the gathering of the International Drycleaners Congress for its 48th convention in San Francisco October 18-21.
The meeting opened with a discussion of the California legislative battle, as
seen by Lynette Watterson, who was president of the California Cleaners
Association during much of the process.
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“Regulators, politicians and activists look to California as a model of
environmental policy leadership,
” he said.
He pointed out that 90 percent of all air toxins in California come from
transportation sources, and all drycleaning solvents represent only a very
small percentage. But a long term, effective campaign influenced the Air
Resource Board, which is composed of part-time citizen appointees who are not
experts in the sciences involved.
Customer service representatives are the face of the company, Trudy Adams,
director of customer sales and service for Cleaner
’s Supply, said.
Hire the right person for the job to avoid problems later on, she advised. Job
descriptions are essential and the new person should be trained to understand
the drycleaning process as well as detailed instruction on how to work with
customers, tag properly, answer the phone and all other aspects of the work. It
is especially important that they know how to handle complaints and have the
authority to resolve them immediately.
John Jordan, president of Fabritec International, discussed ways to establish a
brand and how to use it effectively through a variety of methods, including use
of logos, advertising, web pages and signage.
Becca Anderson of The Write Stuff told listeners that to market their services
successfully, they should change their point of view to focus on what the
customer needs. They should demonstrate their expertise and add value to their
services. Cleaners should understand that clothing is personal and should
approach service as a close relationship. They should get their consistent
message out in as many formats as possible, including print, in-store, mail,
hang tags, and advertising.
Ways to expand a business was the topic of Saturday’s session. Milton Chortkoff told people how he grew his one shop business from
$5,000 a week to $75,000. Armed with samples of the promotional material he
uses, he explained that service and reliability are the keystones of his
business where he emphasizes alterations, free or low cost minor repairs, the
experience of his staff, and gives out cards with clothing care suggestions.
A simple inducement like free popcorn has attracted a large snack-loving
customer base, he said. To maintain new customer loyalty, he gives them a gift
bag on their first visit, with coupons to entice them to return.
Routes can drive your business to success, said Harvey Gershenson. He explained
how to start them and what some of the pitfalls are. One pitfall can be the
route driver. The owner must have policies and procedures spelled out to
minimize problems, he said.
A business plan and a marketing plan are essential, he added.
Gershenson advised cleaners to shop their competition, and then make your work
and your presentation look better.
Consultant Doris Easley of Fabricare Restoration presented examples of cherished
garments as well as museum pieces that were returned to their former glory with
careful hand cleaning.
She advised cleaners to start to learn how to do this kind of work by practicing
with different types of bleaches on old garments, and she explained how to
test. She said that is is important to get signed releases before proceeding.
The convention included a plant tour of Marin Cleaners in San Rafael, CA.
The company has recently converted to a central plant operation, and visitors
could see how the operation maintains its quality in one facility that services
other locations.
They also visited a location that had contained a plant, but was now a drop
store. A feature of the facility, which is in an up-scale neighborhood, is a
wall with displays of clothing from a local retailer.
Marin Cleaners uses a different retailer every six weeks, which provides them
fresh decorations. There is a mutual benefit to the plan, since the stores get
new customers and, in return, the retailers promote the services of Marin
Cleaners.
Awards were presented at the gala banquet, which included the traditional flag
ceremony.
Milton Chortkoff of Milt and Edie’s Cleaners, Burbank, CA, was named International Drycleaner of the Year. He
received the award in recognition of his outstanding activities to promote the
industry and the association.
The George Shepherd Award for service to IDC was given to Pat Bond of Surrey,
BC, Canada, who has served as secretary and treasurer for many years, as well
as organizing and supervising the registrations desk at meetings.
The Makato Igarachi Award for outstanding international service was presented to
Murray Simpson, chief executive of Britain
’s Textile Services Association.
President’s Awards for service and support were given to a longtime member Canadian Helen
Fletcher; Yamato Travel president Peggy Mikumi; and Shirley Reichstadt and Pat
Godo, both of Dallas, TX.
The Fairmont Château Laurier, Ottawa, Canada, will be the site of the 2008 convention, set for
September 26-28. Presiding will be the incoming president, Malcolm MacGregor,
of Brown
’s Cleaners in Ottawa.
In 2009, the 50th Anniversary Convention will be in Beijing, China, cosponsored
with Japan.
