National Clothesline

It’s time you became certified. Why! Read on, brother drycleaner!

Fifty years ago, we weren’t blessed with such a distinct and special acknowledgment and instead had to rely on the years that we were in business. Hopefully. “Est. in 19XX was all that was needed to guarantee a credible reputation.

We like to think our customers would “shout our praises from the rooftops!” But that’s not very reliable and more likely wishful thinking! I liked the way the former New York Mayor Koch, who practiced a greeting, shouting to the crowd, while smiling “How am I doin’?”

Perhaps the next time you are in your doctor’s office you should glance at the certificates and diplomas on the wall. You will see the struggles he or she had to go through to reach that stage of recognition and accomplishment.

What can the average drycleaner brag about? What kind of recognition, could set him above the competition? What do you have, on display to show your credentials? Hopefully you display your membership in IFI and NCA, or perhaps the local chapter or copy of the latest garment bulletin.

Diplomas? It’s hard to brag about the “School of Hard Knocks!” But it’s nice to display the latest informative fact sheet, outlining some of the problems of these so called miracle fibers, and how they have responded, to a normally safe procedure. I often think about the grand opportunity all drycleaners have in their call offices, even if it’s only a brief few minutes at the counter as the ticket is being written or the order is being picked up. Write for my guide, “Counter Training — Up Front, Is Where It Counts.” You never get a second chance for a first impression!

Sometimes we tend to forget that the counter can be the local pleasant news agent where all good tidings are gladly shared.

That’s one of the reasons I ask all cleaners to make a big thing out of all national holidays. What better time to dryclean at no charge all flags and to “wave the flag” for patriotism

Or maybe you can announce a special event for the local high school team on a successful showing. Salute and praise all the family holidays. Dryclean at no charge all the cheerleaders uniforms with an all-smiles picture showing “congratulations” with the plant or new route truck visibly in the background published in the local paper.

That’s another of the reasons I love to promote your expertise in being “certified” and your special ability in processing and restoring fragile and treasured wedding gowns. It so happens that for the experienced cleaner, the promotion and restoring of gowns requires minimal skill with a profit that is more than compensatory. And the prestige is totally unlimited.

Who can question your talent when you can clean and restore an expensive and fragile gown? Just look at the display!

Being “certified” makes the special distinction, and only an organization that is nationally recognized implies you have to be qualified to be a certified professional and have earned that special distinction.

I ask, why do all professionals place that importance, with their name or firm, as being certified?

Be that company or individual a contractor, electrician, plumber, “certified” not only guarantees professional workmanship and performance but assures the buyer that she’s getting the best the industry can offer or produce.

Does certification bring a proper, higher markup along with prestige and validation in the event a dispute is taken?

Of course! It becomes a mark of conformance and adherence to regulations. What with all the unheard of regulations confronting every business in today’s marketplace, any additional accreditation can only help support and favor our industry, our situation or circumstance.

Imagine the prestige! In order to be a drycleaner or a laundering expert with today’s fabrics and textiles, you must be qualified and be certified!

Our industry needs certification and it’s time you joined this prestigious and elite group!

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.