National Clothesline

Christmas is just around the corner and if you are like me, you are probably writing down your list for the Big Man in red and white.

This has been a very interesting year for many of us, as consumers look for products and services geared for their specific needs and wants. It is all about market share and I am personally on a mission to ensure that our clients capture more of it.

Our company has seen a lot with all our travels this year and so many operators have struggled due to many variables, as well as many excuses.

Many of your competitors are either moving past you or getting backed into a corner and they may get aggressive in their marketing. We have seen it happen too often and, sometimes, it is too late. I just hope that you are not in that boat.

Christmas is usually everyone’s favorite time of the year and for me it is not the exception. Actually, it is the route drivers’ favorite time of the year as they should be getting hundreds of dollars in presents, baskets, and gift certificates.

Drivers can certainly expedite the process by sending out hand-written Christmas cards thanking customers for the previous year.

My best gift for you is to stay focused on marketing — internal and external. It sounds so simple, but you have no choice — grow or go. You must have a retention plan in place, more than ever, so that your customers will not even think about going to another cleaner.

Stay focused on “seeing the whites of their eyes,” at all levels and they will use you more and more often. Again, personalized service provides for stronger customer relations and longevity.

The biggest hurdle I have had this year is that some operators are not looking ahead. Many owners are looking forward to a successful 2010. Those with that vision aren’t afraid to make the changes necessary to ensure stability and strive for growth.

So with that being said, I am going to present Santa with my own list so that 2010 will be the best year ever.

1. Give every salesperson a chance by training them correctly.

I don’t know how many times salespeople fail due to lack of training, coaching and support.

2. I wish for every driver to understand the importance of the manifest.

You know I preach this every month and in every other article. But now is the time to take back control of your routes and hold each element accountable.

3. I wish for a computer system that is able to download the manifest onto a GPS.

Whoever wins this race will get my vote on an instant basis.

4. I wish to visit Alaska and Idaho.

These are the only two states I haven’t been in and I am sure someone has routes or the desire to grow their business in these two states!

5. I wish for those who are dabbling in routes to either do it right or don’t do it at all.

Routes are not supposed to be a pet project — it takes focus and effort, not just a van, some bags and a few customers. It’s pure joy to work with clients with multiple vans who are still growing!

6. I wish for 12 speaking engagements.

OK, this one is for my own personal purpose. However, seminars do provide our company opportunities to educate the masses. If you need a speaker, contact us.

7. I wish that all Route Pro Inc. members will be up 10 percent next year.

I know I am shooting low. Many have followed our lead and shared with each other and made 2009 successful, considering the economy.

Make 2010 be your best year ever and Merry Christmas from all of us at The Route Pro.