National Clothesline

A few years ago, I wrote an article explaining how the word “route” is short for “routine.”

Many of you have understood this and made your routes work.

However, I am still amazed at those who struggle in building a million-dollar route either because they want to over-service their clients or just by doing it blindly because they have time. Without a system, you are destined to fail. One thing to keep in mind, the size of your operations, staff, and number of vans out there do determine the system you follow.

First of all, you want all your customers to “routinely” utilize the service. Obviously the ultimate route client is one who drops a bag at least once a week; however, I would consider a good customer one who you service once every two weeks and, if you are in the area, once a month

Part of growing your business is to “educate” the client about the benefits of the service as well as “training” them to leave the bag on the proper pick-up and delivery days. This also translates to not putting them on an “on-call” basis. Again, with the “route” is short for “routine” philosophy, I want customers to know that we are always in the neighborhood twice a week. In the long run, they will use the route more.

Second, for a route to be serviced efficiently, I believe that a routine system must be in place for the drivers to effectively do their job and make the route profitable and manageable. I strongly recommend a system in place that eliminates errors before the clothes leave the plant.

Utilizing the manifest to the fullest will assist in all aspects of the route. Also, having “on calls” can disrupt the route driver’s routine, especially if there is not a proper system in place for call-ins.

When marketing for new delivery customers, I let them know that we “routinely” drive by their house twice a week. This gives them three reasons to sign up for the route.

We are already in the neighborhood. This gives credibility while eliminating their fear that they don’t do enough drycleaning.

No more “on-calls.” Let them know that you are in the customer service business and to not worry about calling. You’ll be here. Customers will appreciate this.

Keeping up with the Joneses. Often customers will sign-up just because their neighbors are doing it.

Looking back at all this through the years, those with successful routes utilize a system so that when, not if, operational obstacles get in the way, they can handle it without much disruption or the over-servicing of the customers.

Here is a way to do a system check of your pick-up and delivery department.

• Is your manifest completely in stop order with proper notes?

• Do you have a back-up driver plan?

• Is there a proactive retention program in place?

• Are all customers being serviced regularly?

• Are 95 percent of your customers picked up and delivered at their front door?

• Are you adding five or more customers to your route a week?

Answering “no” to any or all of the questions above would be an indication of needing to tighten up your routes and build a solid foundation for growth. Now is the time to put in a system that is manageable, doable and gives you more opportunity to not only build a million-dollar route, but to make it profitable as well.