The National : NATIONAL AUG SEPT OCT 2015
THE AUSTRALIAN NATIONAL DRYCLEANER & LAUNDERER AUGUST SEPTEMBER OCTOBER 2015 63 How to Productise Your Services • Turn your service into a product • Package your services at different levels • Combine services to create new products • Package your processes Tara noted that both of the speakers on the previous day had books to sell. Worksheets, tips and tutorials in a binder. You could do this, have a Bridal Package, for example. Package Different Service Levels What if you packaged different levels of services? Platinum, Gold, Silver, Bronze. By grouping services to meet the needs and budgets of your customers, you make the buying process easier for them. Most customers will give up on a provider who offers a myriad of services that confuse. Combine Services to Create New Products Have a look at what your com- petitors offer. Find their shortfall and combine your individual services to create a new offering, something which you can sell above your competitors. Package The Process By naming your process and identifying the key segments within, you can offer clarity to your customers, emphasise our service, and demonstrate the value you provide. Tara spoke of her days as a drycleaner in Leichhardt, “Bridal Alley.” She made it a point to call personally on every bridal boutique and spruik her services. In exchange for recommending her drycleaning plant to their brides, she offered to clean their shop soiled dresses 50% off the going rate. This was very attrac- tive to the bridal boutiques, PLUS they had the added advantage of being able to say to the bride, “Yes, they are very good, they clean all of our garments.” All cleaning is priced adn charged in full, in advance. GreenEarth at Leichhardt also provided a service to the bride that her gown would be picked up from the hotel by arrangement with the concierge so that they didn’t have to worry about transporting it when they were taking off on their honeymoon. Don’t say ‘no’. Don’t be put off by “out of area” weddings. You need to network and have local cleaners who you trust to clean the gown, and split the income with you. Emphasise the package: package the process. Rose agreed with this, and said getting an sms from an airline, or hairdresser, was comforting in that you knew you were in the system, and not left wondering if they had gotten your booking right. Mario agreed and said for commercial laundries, formal reviews, paperwork, explain how you operate to KPIs, and how that (positively) affects them. It is far easier to retain a customer than to get a new one. Incentivise them to come back. There is an average spend of $40 to attract a new customer to your shop. Why don’t you give $10 vouchers to your regular clients? It will actually save you $30 and keep a good customer close. You could further incentivised them to tell a friend.
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