National Clothesline

Odds are I have been in your state in the past two years and I have visited to over 100 plants in the past four.

As you know, I specialize in the one aspect of drycleaning that is the best way to not only maintain, but grow your business.

I received over 200 e-mails or calls from different cleaners who were asking for advice, help, assistance, or to actually hire our company in order to help them keep going and growing while saving them money along the way. I am not trying to brag; I am actually still applying for a job. I want to be your consultant.

I learned a lot from 2008 and it becomes even more magnified as the e-mails and horror stories roll in. The Bag Drop Method made a comeback as many of you seek out marketing techniques that are based on hope, while your own hope dissipates.

Retention became ever more important as we rolled out our Route Stimulus Package. Many of you cut back, which can be described as giving up. Consultants try different avenues in order to keep going as well.

One thing I look at is success stories and use the best practices I’ve seen through the years. I also look at failures and the common denominator that led to operator’s pains. It doesn’t matter if you are a small or large company; many of you are doing the same thing and expecting different results. That is why I wish to share with you what I have seen and what you should do about it.

1. Hire consultants who have been there and done that. I watched as most of the successful operators continue to train and educate not only their employees, but themselves also.

Don Desroisers is one of the most highly sought after coaches whose Tailwinds System continues to be prevalent across the country. I highly respect Don and his work as he may shake things up when he arrives to your plant, but he gets the job done.

A January article in National Clothesline about Sandra Haralson provided insight to one of the hardest working consultants out there. I had the privilege of watching her work first-hand while visiting Mt. Hood Cleaners in Oregon. Brad Paluck reiterated that Sandra’s work is essential to production and carries over once she leaves.

2. Don’t rely on one form of marketing. Routes, retail, restoration and repeat aspects of your business require personal marketing techniques that are ongoing, changing and cost-effective. It is amazing how hard it is to convince operators not to cut back on marketing, but to increase it. Sure, it is easy for me to say on my high horse, but it rings so true. Those who advertised less, agonized more.

3. Treat your employees right. The operators I saw who treat their employees with disrespect really are suffering the most. I would witness some of the most ridiculous comments made to those who are on the front line.

When training managers, I explain to them to take care of those who take care of your customers. I don’t think some owners realize that only those who are more desperate for a job will stay; the good one may persevere but move on in due time. Thus, my other quote rings true: “Employee turnover leads to customer turnover.”

4. Route dabbling. I must say this every time a prospective cleaner calls me: “Do it right or don’t do it at all.” But it continues to amaze me how people struggle with routes yet can’t figure out that they are doing it wrong.

I originally wanted to be the Route Doctor, but that term was already taken. However, when I get a call from someone who is in dire straits; I feel like Dr. Gregory House from TV and diagnose the obvious. “Route” is short routine — make it work for you and the business will follow. Chipotles is a popular restaurant that works because of the system they have in place. Thus, develop a system to make your route profitable.

5. 20th Century thinking. Since I got involved in this industry, I have seen many changes in just a short time. Technology continues to expand beyond our horizons and visions. Consumers have gotten not only smarter, but they are tired of smoke and mirrors — just like many of you are. That is why discounts actually can hurt you in the long run as well as decreasing your face-to-face marketing and customer service.

Sometimes my articles are fun, energetic and I usually get dozens of e-mails that agree, disagree or point out my terrible grammar. Sometimes they are fluffy and provide a sense of relief during these ever-so-difficult times.

However, sometimes I actually break out of my shell and have to get in your face and call you out. I gain nothing if I tick you off. But like I tell all my clients when I coach their personnel, my goal isn’t to fire them, but to get them fired up!

Recession, depression, stimulus: this all we hear today on TV and reading the newspaper. Make an impression on your customers and your employees. Focus on more than just surviving but striving to be the best you can be, not just getting by.

By the way, I am on a mission for the Clean Show in New Orleans. I plan to run around with one goal — to bring excitement back to this industry. If I have to break out my Elvis outfit, I will. I hear of many that are not going and how venders wish that they didn’t pay for a booth. Come on, make it a point to learn something new; it may just do something little that can make the biggest difference in your business.

Visit Cleaner’s Supply Consultant’s Corner at the Clean Show and take something home you can use to either save money or make more money. Many of us learned from you, the true experts.