National Clothesline

Whew, 2009 is over and many of you are now planning for 2010 with budgets, forecasting, pro formas, goal-setting, etc.

Looking back, how many of you are satisfied with the results, numbers and the overall picture of your P & L? Well, judging by the thousands of contacts I made this year, it doesn’t paint a pretty picture for you.

So, again, what are you going to do differently to ensure growth, or at least stability?

Well, I have a motto for you to live by in 2010….

Is what I am doing now drawing me closer or further away from my goals?

Goals can look like unreachable targets if you don’t know how to get there. Many of you have diversified into routes for the first time and got stuck. I don’t how many places I go and see the delivery van sitting in the parking lot during the day, not making anyone money.

So what are you going to do about this in 2010? Others have gone to the extreme to over-service clients and under deliver. Sure, it depends on your pricing and demographics, but “route” is short for “routine.” My favorite quote has always been, “Do routes right or not at all.”

So if you are still stuck, let me give you several resolutions to live by in 2010 and make it your best year.

1. I am going to increase my marketing budget, not decrease it.

This is a biggie, but it is all about market share. The days of riding out the storm are over. You must take back control of your future and grow, otherwise, you will go.

2. I am going to hold my drivers, my sales staff, myself more accountable.

OK, this is one of mine as well. We quite often fall in the trap of putting our staff on autopilot.

A plane on autopilot has no communication with the control tower and eventually runs out of gas. Take back control of your routes, your businesses and your customers!

3. I am going to be proactive, less reactive, in my hiring.

From pre-employment screenings, background checks and systems development, your business may be decreasing due to so many interruptions, speed bumps and those brutal surprises you are not prepared for.

I have three specific examples of drivers who were arrested for various charges or warrants, completely embarrassing the company which became trapped by skeletons in their drivers’ closet that became demons to the drycleaner.

4. I am going to analyze my routes and make them more efficient.

This doesn’t mean cut back. Too many operators have looked at their bottom lines and only looked for ways to save money.

Here’s an idea: if you want to eliminate costs, eliminate routes, stores and your plant. Seriously though, being focused on profits and sales is the way to go.

5. More “whites of their eyes” mentality.

Studies show that consumers love a more intimate and personal touch when it comes to describing customer service. Postcards, mailers and letters just don’t cut it anymore. Anyone can do that.

Actually going out face-to-face is what many other industries are doing. Verizon Wireless’ slogan is “Can you hear me now?” but their marketing campaign has been “Can you see me now?” as they instructed their sales staff to go out and get business. Customers must develop trust before they want to switch services. Retention data has confirmed that. Stop basing your marketing future on hope. Be proactive, aggressive and take control.

6. Hire slow, fire fast.

This one is hard for many of us, but we have to stop making excuses and allowances for poor performance. The job market is more open than you think and there are a lot of prospects out there. Take advantage of it now and look for career-minded people, not stop-gappers.

7. Seek out more advice from consultants.

Too many of us have seen things that represent the best practices of other cleaners. However, what someone does in New York City may not and probably won’t work in Dodge City, KS. Our role is to determine what is best for you. We don’t succeed if you don’t succeed.

8. Be more humble.

Your staff is your best resource and element of the business. Show more appreciation to them instead of depreciating their performance. Lift them up before pruning your staff. Now this means coaching, training and leading staff members and getting the best out of them. If they are not able to perform, resort back to resolution number six.

9. I am going to grow.

This cannot be a hopeful statement; this must be your mission. The competition is heating up and now is the time to move past the last two years of decline.

The bottom line is that no matter what 2010 has in store for us, focus on growth. Many of you feel trapped or even hopeless. For those who were up last year, don’t get comfortable. Make 2010 the year you turn the corner.