Getting everyone into the habit
here’s is one
phenomenon that always holds true, and that is we are all
creatures of habit! Whether our habits develop out of
convenience or just come about naturally and continue, we
continually do “what we like to do” whether
it’s beneficial or detrimental. But most important is the
fact that we are comfortable with the practice.
 | ||
So the lesson to learn is to cultivate a
steady business following and develop those never-changing
customer habits.
If you want to confirm that behavior, just
check your own routines — always the same gas station,
barber, hair dresser, super market, etc. The reason? If we are
always treated fairly, there is no reason to consider a change,
be it a coupon deal, or even lower prices.
How can we establish the practice of
getting that steady, loyal customer with habits firmly
entrenched?
The first place to start is, of course, at
the beginning, and that is the counter. Here it might be time
for a major face lift! Regardless of cost, this is a one-time
hit, but it takes some serious thought to do it right for the
short- and long-term benefits. How long has it been since you
fixed-up, cleaned-up and shaped-up?
Start off with the mood and mental
attitude that you want to create, one of efficiency, highly
organized, with good lighting, air cooling, maybe some light
background music, an air freshener, with the effort towards
“eat-off the floor” cleanliness. A working call
office is a constant job to continually maintain as a spotless
environment, with pockets being cleaned and checked and
uninvited street dust entering with door openings. But it can
be done. Isn’t this a cleaning plant?
Next it’s wise to have a decor that
lends itself to cleanliness with dust-free surfaces like
ceramic tiles or floors, counter tops that hide dust rather
than exposing it and complementary colors and lighting.
One plant I visited opposite the morning
commuter train station offers free coffee and a daily paper
until 10 a.m.! When making a dramatic change such as this, a
profit motive must be considered.
This new call office must be a working
sales tool as well, so let’s start with the sales
personnel. It’s not too much to insist on a jacket or a
smock, a name tag and a smile. The best place to show all your
services is the call office and counter. I love to display a
wedding or prom gown in the window or a stylish leather coat on
a slow moving turntable with a small spotlight. Talk about a
traffic show stopper! Aside from a conversation piece, the
display also becomes a security light when the plant is closed.
A 24-hour drop-off receptacle adds to
off-hours convenience and can boost the route return delivery
service as well. Of course it doesn’t hurt to have a
drive-through or U-turn facility if physically possible.
If space permits, I would install an
alteration department visibly in the front of the call office.
It still amazes me the additional income a tailoring facility
can bring in when customers observe and can see the alteration
department, especially with access to a small try-on room. It
once was shown to me that the addition of an old decorative
sewing machine simply brought in more inquiries and tailoring
business. We also have an advantage of some talented
seamstresses who are pleased to get into the working world,
even on a part-time basis.
Having another individual enhancing the
counter with activity as a working team member gives the
counter, as a work place, a great advantage. For that reason, I
envision a second work station as a mark-in directly behind the
main counter. There are several advantages to this arrangement.
The mark-in individual can double as a back-up counter person,
maintaining incoming phone duty (write for “Phone Power
Solicitation”), computer logging sales, (have you ever
received a Happy Birthday card or a call from your bank or
insurance company? How about the drycleaner?)
Can you picture an exposed final
inspection station? Did you ever consider a spotlight in view
of customers with an attractive sign reading “We proudly
introduce our final inspector Ms. Jones.”
The standard of constant cleanliness is
now also easily maintained and becomes the new policy and
practice.
Isn’t time we started “the
customer habit, of dealing with you?” Be part of this new
century.
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.
 |
