A good counter starts with a smile
We all know that nothing is easy, but if
we narrow our choices and concentrate on just a few easy
choices, then we CAN control just about everything, and it all
becomes possible.
I learned a long time ago that you never
have it made. Problems we will always have, but we can control
the most important ones — and that is not losing
customers. Since we have worked so hard to get them, promoted
and advertised, we don’t want to lose them because of
counter help indifference.
 | ||
The first is the counter. That’s
where our business starts and it seems to be the biggest source
of customer loss. The plants that I have witnessed to be the
most successful (all up against tremendous competition) were
those operations that not only had efficient counters but
happy, smooth, and smiling attendants, with whom customers were
pleased, even eager to deal with and always anxious to keep
coming back!
If that’s so simple, then why
doesn’t everyone seek and maintain a smiling, uniformed
and pleasant counter person?
Why doesn’t every dry-cleaner look
for and demand that kind of individual?
For one thing, it takes a bit of work to,
first, find an extrovert — someone who likes people, and
then, when you find one, it takes a bit of continuous training
and recognition.
The rewards are there and they are
fulfilling. Your business can grow with proper advertisements
and with management-administered control. It becomes shameful
to spend and allocate promotional plans only to lose those new
customers sometimes the first time around. It’s been
proven some 33 percent of your customers leave your plant, not
because of price, service or quality, but “counter help
indifference!” That alone is amazing.
We enter into a business with minimal
training (Ask for my booklet “Up Front Is Where it
Counts!” which includes a copy of “Only A
Drycleaner?”). There is no reason why we can’t
acknowledge this all-important part of our business and
literally do something about it.
Believe me, there are those operations
— and not just drycleaners, but many other service
businesses — that know the value of a smile and courtesy,
and what keeps a customer coming back.
A few simple rules apply. The counter
person must like the job and be recognized by management. How
do you show appreciation for a job well done? A small gift for
punctual attendance — a hair dryer, portable radio small
bonus, etc. It’s basically the thought that counts. A
small article in the local paper, recognizing “Counter
Person Of The Month!” Now that’s recognition, and
there’s nothing wrong with a little free advertisement.
Maybe a “Dinner for Two.” Remember, recognition and
appreciation go a long way.
Management must make part of the job
requirement a smile and a friendly comment. It could be like
that TV theme song of “Cheers” where everybody
knows your name, and they’re awful glad you came. Too
much?
How about just remembering a name, and
asking, “Would you like this on Thursday, Mrs. Jones, or
would Wednesday be better?”
Or, “‘I’ll have our
seamstress tighten this button. It’s no charge. Is there
anything else we can take care of, Mrs. Jones?”
By greeting the customer and repeating the
name (plus writing it on the invoice), shouldn’t it be
remembered now? It only takes a little common courtesy, concern
and sincerity. Master that part of our business and you have
accomplished a major element in the art of keeping a customer.
This first and all important part starts
with the person you hire. A counter person must be personable.
They must possess Knowledge, be Cooperative and do it with
Enthusiasm. The knowledge about the business is important, but
the ability to make sure the customer understands that the firm
“knows the drycleaning business,” and you show the
Cooperative spirit of politeness in explaining, and if you can
do that with some Enthusiasm, you will have a customer for
life! (I heard it said; that even the Undertaker cried when he
passed away!)
You can break it down to K- C-E: Knowledge
and Cooperation and Enthusiasm.
What I am describing is of course a
competent salesperson. Nothing happens until “someone
sells something,” which is the basis of all sales
strategy be it a product, a system, or a service.
How does a salesperson become personable?
Sounds rather simple, but it takes a trial-and-error training
period. A simple procedure of how to greet a customer, how to
write a correct and simple invoice, how to inquire and assure
that you are fulfilling the customer’s concern and, of
course, the final transaction: remembering the customer’s
name and confidently saying “thanks” for their
business.
How do you make the second part of having
the business keep growing and make money in the process? See
next month’s article, “Pressed for
Perfection” and learn how to control quality, how to
achieve and maintain quality with production and make your
competitors envious. The customer is the final inspector! The
answer lies in the ability to continually train with a reward,
a step-by-step method, while instilling pride in workmanship.
Ray Colucci, a consultant to the fabric
care industry, has revised and made available three timely
pamphlets: “Up Front Is Where It Counts” for
counter training; “Pressed for Perfection” for
finishing techniques; the popular “Route to Success To
the Home of Office” for complete route training. The
pamphlets are $20 each or all three for $50. Immediate delivery
with all postage paid is promised. Send requests and payment to
to R. Colucci, 410 Warren Ave., Mamaroneck, NY 10543.
 |
