The National : NATIONAL AUG SEPT OCT 2015
62 THE AUSTRALIAN NATIONAL DRYCLEANER & LAUNDERER AUGUST SEPTEMBER OCTOBER 2015 Tara: My flight is not on the board Jetstar: Should be Tara: But its not Jetstar: But it should be Truly, from start to finish the service was crap. (Kerry laughed and said you get what you pay for, but to be fair, Virgin played musical gates with me on the way home.) Not matter how good your reputation is, to your prospects, buying from you is a risk Your services are intangible, so customers need something tangi- ble to focus on, and it’s usually price. If customers can look at it, touch it, take it back if it doesn’t work, they feel reassured. Service is not like that: every customer who purchases a service is taking a risk. So they are nervous and focus on price. HowdoIgetyoutopay$24 for a suit, when the drycleaner down the road has 3 garments for $20. Ces, well I don’t run specials, or have discounts. Janet Hill: go down the road, get what you pay for. Tara said “I salute all of you who don’t have Specials or Discounts.” Mario added “In laundry, you continually rent the product on a contract of maybe three years, so its an ongoing relationship. You need to resell your Service and product to get a renewal, a new contract. A laundry service is a service: delivery on time of quality linen is a part of what you supply. If you are servicing the hospitality or healthcare sectors they will often do a factory tour to assess you, your staff, your quality. Laundry prices are fairly stable. Leon said “The bigger the customer is, the more important price can be. The groups of nursing homes, as an example, will look at shaving supply costs down to cents. John Marston asked “What if his laundry is more efficient, and he can do it cheaper than a competitor? Even if the quality and product and service is exactly the same, then Tara said “Let your customers know you. You must have a website. You must.” ‘I’ll Google it’ is the catch cry of the day. Google is a company name, not a verb. That is how ubiquitous online research has become. People need to find you. Tara said to make the intangible tangible, you need an identity, photographs, imagery, that speak to the customer about what you offer, who you are. If your business was a friend, how would you describe her in 3 words? Steve Grigoriadisand Phillip Dosett from Alsco made the most of the morning tea break to soak in the Spring sunshine. It was a glorious weekend in Hahndorf, and while a few people played golf, there were no takers for the wine tour as the High Street was so appealing. Mick and Donna Davey with Anthony Kingsley. Donna is the manager of the Silverlea Services in Broken Hill. Great to see new people at the conference. Donna got lucky when she won Linda Chaousis’ book in the Sunday raffle.
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