National Clothesline

Alvin Toffler, noted business author, said the following, “The illiterate of the future will not be the person who cannot read. It will be the person who does not know how to learn.”

I really like what Mr. Toffler said because not only can it relate to business owners, the statement can be relevant to newly hired or long-time employees.

The excuses owners give because they do not have training programs are incredible.

“My employees don’t want to take the time.”

“I don’t want to take the time.”

“Training is a waste of time.”

“They don’t want to learn.”

“Training doesn’t do any good. They keep doing what they want to.”

Do any of those quoted statements sound like you or your staff?

Are you aware that for every dollar you spend on training you will get three dollars back? That is not a bad return on investment. In fact, it is such a good return it makes me wonder why so many of you do not spend any time training employees.

This leads me to the Question of the Month: “You recommend a written training program for sales staff. What should I include?”

Before we start training, let us discuss hiring the right person for the job. Are you hiring the first warm body that walks in the door? Do you hire the person who will accept the lowest hourly pay? How do you advertise for the person? Have you tried advertising on Craig’s List or Monster.com?

When you advertise for a counter person or route sales person, advertise under the following headings, Customer Service, Retail Sales, or Outside Sales Person.

Have the applicant call a number with an answer machine on the receiving end. If the applicant cannot leave an intelligent message or does not speak clearly on your answer machine, do not bother bringing the person in for an interview.

Because you are in the drycleaning industry, the public does not view any position in a cleaner as meaningful. I would not mention the name of the company, only the corporate name when I put the message on my answer machine. I do the same when I post an ad on Craig’s List or Monster.com.

An alternative to having the person call the answering machine is providing a fax number. Request the applicant fax their resume to your company. The first thing to look for on the resume is staying power. How long does this individual stay on jobs?

Check the kind of work this person has done. You do not want a welder for the counter sales job. When you call the applicant it is your job to sell that individual on the drycleaning industry.

Next, bring the person or persons in for interviews. Be certain your job application is legal in your state. If your state is an “At Will” state, have an “At Will” statement included in the application. Also make sure the application is signed. In case you do not know what “At Will” means, think of it as having the right to hire or fire “At Will”.

Next, you can consider giving the person written tests that will help you decide whether to hire the applicant. Wunderlich is the testing company I used. I am sure there are others.

After testing and narrowing your choice to one or two people, do a background check on those applicants. I used Frasco Profiles, however I am certain there are other companies that will do the criminal courts, credit and DMV checks.

The following training schedule can be used for a customer sales representative or a route sales representative. Think about this. If the new route person cannot work on the counter, why would you want him or her caring for your best customers?

Day One, Hours One through Four, the new hire reports to work. You should have a time card ready so you can explain the use of the time clock.

Next the new hire will fill out the necessary paperwork. If you have a company handbook, now is the time to review it. There should be a name badge for the person or a badge that says “Trainee.” If the person does not report to work appropriately dressed (what you told the individual to wear), send him or her home to change clothing. Do not be surprised if this happens.

Next provide the new hire with a company-training manual. The training manual will have a day-by-day, hour-by-hour, schedule for the first week of work. I would then explain what drycleaning is and how it happens.

Next, I would review all the services we provide and what they mean. You would be surprised at how many people do not know what “fluff and fold,“ “flat work” or “household” means.

In addition to the daily schedule in the manual, I included a page of words particular to drycleaning business. If your newly hired CSR or RSR cannot understand the jargon it will be difficult.

Explain the company policy of never saying “No” to the customer.

Then discuss the five most important things the new hire must remember:

1. Greet the customer with a smile

2. Use the customer’s name three times.

3. If the customer is new to the company, fill out a customer information card.

4. If the customer is dropping off, ask if there are any spots or sewing that needs to be done.

5. Thank the customer using the customer’s name.

Now you can leave your office with your new CSR or RSR in tow. Show the person where the bathrooms and lunch area are. Introduce the person to the sales department personnel. Explain what the conveyors do, conveyor racking, and what the drop off and pick-up processes are. Demonstrate the use of the computer system.

Next go into the production department with the new hire. Introductions are then made to the production staff.

Finally, you can show the cleaning machine to the person and what the filter, still and other equipment is. Unless the person has some experience, all of this is new.

After lunch, assuming the above took place during the first four hours, the person will work Hours Five And Six retrieving clothing from the conveyor for an experienced CSR who is waiting on a customer.

Hours Seven and Eight will be spent observing how clothing is taken in and handed out, while working with an experienced employee.

Day Two is a little easier for the trainee. During Hour One, you can discuss the previous day’s activities. Find out if there are any questions about what was learned.

Next you can review the company’s marketing programs. Follow that with a discussion about potential problems and handling upset customers. Go over the software once more.

In Hour Two, teach the person how to check an order to see if it has been assembled and bagged properly. Explain what racking is and teach the person to rack orders.

During Hour Three, the new hire continues to rack clothes and go to the counter with an experienced person to learn how to service customers.

In Hour Four, go to the marking department and learn how marking works. During Hours Five through Eight, learn how to price and tag clothing.

Your homework is to sit down and create your own schedule for the first two days of your new counter or route person’s first week on the job. Assume the person has no experience in the drycleaning industry.

Even if the person is “experienced,” you might want to train the new hire as though he or she knows nothing about the industry. Too many “experienced” employees are poorly trained.

Next month I will continue with a schedule for days three, four and five.

In addition, I will provide you with a list of CSR activities that can be done during those slow times during the day or night, assuming you stay open past 6 p.m.

If you are not open late, consider extending your hours. You are in business for the customer’s convenience, not yours.