National Clothesline

OK, I just declared that in my title, but what if you actually had a route appreciation month or even a customer appreciation period?

This could be a time in which you

proactively thanked your customers for keeping you in business. With spring around the corner, you could focus on giving back a little to your route customers in various ways: special discounts, gift cards, referral program, anything.

I am going to direct some of my cost groups clients to really look at a program during this time of the year that will show your clients that you truly thank them for being your customer.

You know that this will go a long way in establishing a little “R&R”: Retention and Referrals.

Isn’t this what building your business is all about?

You know I focus on all aspects of developing your business, but why do we spend so much time, effort and money trying to acquire new customers when we forget about our current ones?

On every project I work on, I make it mandatory that there is a retention strategy in place. Too often I have seen a “recycling” of customers in both the stores and on the delivery service.

Customer turnover is going to happen, but if you can be in more control of it, why not develop a proactive plan to limit it?

Do the unexpected

So what can you do? Seriously, it isn’t hard to do. I recommend doing something your competitor would never do.

Make a deal with a restaurant and offer to service their clothes, linens, etc., and barter for gift certificates. Present these to your customers when you have a redo or just to say thanks.

Purchase gift cards from Starbucks or another coffee shop. Buy the real nice Converta Bags from Cleaners Supply and upgrade your top customers’ bags.

Contact the Golomb Group and offer special rewards coupons.

Look at Sanitone’s programs for service as well.

Catch up on all the great and informative articles in the National Clothesline and strive to educate yourself in this industry.

OK, so it’s shameless plug time, but the above-mentioned have all assisted me in the development of my business. Thank you Trudy, Dennis, Connie, Hal and anyone else I haven’t mentioned. You guys have truly assisted me in building my business.

Without letting your customers know how much you truly value them as a customer, they may look elsewhere for service — and don’t think that doesn’t happen. As for my current clients, I strive to give more value than they ever imagined and you can, too. It just may take a little effort and direction.

So, make a point to establish a Route Appreciation Month or Week. Offer a one-week special in which everything that is picked up a certain week is 25 percent off.

You know I am not the biggest proponent of discounting, but for your current customers, this discounted amount for that one week might be the best advertising budget you ever established in securing your business long-term and you should look at in that way.

Discounting is really marketing; it is a cost that actually serves as a way to direct people to you.

But don’t overdiscount. Then your customer will expect it each and every week.

Good luck, and I do appreciate all the readers’ feedback I receive.

Rex Carrigan. I want to thank him for laying the groundwork for what I do. I met him oh so briefly a couple of times and we were able to compare notes twice.

I know many of you out there still think about how he helped you and the industry. It is truly a compliment when people compare me to Rex or call me the next Rex Carrigan. I have never heard a negative thing about him and enjoy the stories. I just hope that is a legacy that I can carry on.

Al Robson. Al wrote for many years in National Clothesline and was truly a mentor to me.

The three years we worked together were educational, full of stories and he was like a second father to me.

I don’t think he had too many enemies in the industry and if it weren’t for Al taking a chance on me as his route consultant, I wouldn’t be where I am today.

Dennis McCrory. Dennis contacted me a couple years ago and asked me to speak in a seminar that included many of the top industry consultants. Many at the time did not know me and he gave me the opportunity to speak and the rest is history.

He also publishes my manual and I will always thank him for introducing me to the industry.

Greg Myers. My first client and still one of my favorites. I learned a lot in a short time about treating your employees right and he has been referring me ever since.