More space and profit with routes
he one factor that
has governed success in just about every business or service
has always been “location, location, location!”
Until now! Factors that can continue to spell success may
include adequate parking, service, quality, convenience, value
with price, courtesy, even decor and packaging. They are all
important, which, combined with good management, can make for
continuing profit and better efficiency.
 | ||
The first step is to compel your customers
to become “that creature of habit” so that
they only deal with of you when they think of fabric care. They
also receive a discount with your pay-in-advance service. One
factor becomes very apparent: Orders that are paid for are
always called for.
Next, you also offer a very convenient,
no-extra-charge delivery service.
Review this scenario and I’m sure
you will agree.
Mrs. Jones enters your store with several
garments to clean. She is greeted by your counter person who is
wearing a jacket, a name tag and a smile. (See my guidebook, Up
Front is Where it Counts.)
“Good mornings” are exchanged
and the order is taken.
“This small stain on the sleeve will
be easily removed, Mrs. Jones, and we’ll tighten this
button. Small tailoring repairs are always no charge.
“We’re also offering a new
service with a generous 10 percent discount. It’s our
latest route delivery service!
“There’s no obligation, and
all we do is register you using almost any local bank or major
credit card, and this and future orders are all paid in
advance. I just have to confirm your address and phone number
and stamp your card and you’ll be all set.
“This qualifies you for our
optional, convenient new delivery service. It’s available
any morning, including Saturday, or evenings between 6 and 8
p.m. It’s all at no extra charge, and our customers love
the service.
“When would it be most convenient,
Mrs. Jones? Morning or after 6 p.m.? Or would Saturday morning
be better?” (Always offer a choice, and never encourage a
“No” answer.)
Here are two problems solved with one
major stroke.
Every plant that I have visited over the
past few years has tons of dead stock, all the work has been
done and the clothes ready to go but they are unwanted and
uncalled for. There is the possibility that the customers are
too embarrassed to request these old orders for fear of storage
charges, so they go elsewhere.
Since it has been proven orders that are
paid for are always called for, paid-in-advance absolutely
eliminates your being a father and mother storage house for
orphan garments. The expense of continuing to care for these
old orders is removed, which will free up rack space.
Next, encouraging route delivery opens the
possibility for expansion, and the possibilities are unlimited!
(See my guidebook on the Route to Success.)
When a delivery is made to a new customer,
your driver simply places a “Hi Neighbor” door knob
card on all neighboring doors. An 8 X 3" colorful quick
read message explains that the driver has the pleasure of
serving their neighbor and would like the opportunity of
serving them. Your many services are listed and you boast of
your fine reputation and years in business.
The card should state: “Please take
advantage of our 10 percent discount offer and our special
opening account trial offer. Our driver calls every (fill in
the day) AM and or PM.”
This procedure and success formula is
“fail safe” and simple. Each time a driver delivers
or makes a pick-up, he or she attaches the “Hi
Neighbor” discount card to six door knobs and, in a short
time, he introduces himself, keeping your vehicle in sight. The
proven procedure here is for the driver to never leave a stop
empty handed, and by making at least six calls, the added
volume soon becomes very apparent. New locations for the route
to grow into are also being constantly encouraged by your
counter support team.
Route building offers this new
possibility. Fortunately, there is plenty of support of
responsible drivers, a vast, responsible labor pool of
retirees, police, firemen, postmen, male and female students.
They will gladly accept a few evenings or Saturday mornings
part-time at $8 or $10 an hour for two to four hours. In some
cases, they may provide their own vehicle at $10 per shift.
This could apply to your own steady driver or give you the
advantage of having a trusted back-up trained driver for
emergencies.
The same would be true for all counter
personnel. Offering a modest bonus check for each customer who
is introduced to the route service along with a dinner for two
plus the reward of “counter person of the month”
with a photo announcement in the local paper. Everyone loves a
winner and some local good news can be a relief that is
appreciated.
All in all, it becomes a win/win
situation. “Paid in advance” with a discount can
offset a price increase in the customer’s mind. Always
review your price structure before you give away something and
also be certain you’re changing things in your favor.
No drycleaning plant should operate
without a route service. This becomes an excellent means of
expanding on an existing route while being in a position to
offer new services. With the threat of new regulations and more
restrictions on existing regulations, all plants need some
built-in type of protection. These two plans offer the control
of profit and signal the way to smart management, taking two
steps in the right direction.
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.
 |