The National : NOV DEC 2016
OPENING THE CONFERENCE GEORGE MASSELOS George then introduced the first speaker of the after- noon, James Peuster (rhymes with ‘oyster’), THE ROUTE PRO. James is one of the leading consultants in the Dry-Cleaning industry specialising in developing Million Dollar Routes through coaching, sales, systems development, and marketing training. “James enters his 14th year in our industry and has travelled to over 250 plants in the United States. By focusing on building dry-cleaning businesses through marketing and training personnel in all aspects of customer service in the areas of routes and retail, drycleaners have built their business by growing them together. James’s motto is “developing your people to develop your business.” “James Peuster is very familiar with the Australian scene, having visited us several times since 2014, often by private arrangement. He brings a unique vision for those who want to become a 21st century dry- cleaner. James also facilitates management groups for route- specific operators.” George concluded and I have to say, as the Opening Speaker at “From The Clean Line To The Bottom Line” he was an enthusiastic and knowledgeable speaker, a great example of things to come. YOUR BEST ROUTE TO SUCCESS James Peuster, The Route Pro James said Australia is his favourite country outside of the States, and he was going to deliver 52 hours worth of power- point presentations in ... 50 min- utes. Or at least try! “I have officially been doing this for 15 years. It is my pet project, and I know if you don’t love it you’ll get frustrated and you’ll hate it. “Is your business growing? Do routes right, or don’t do them at all. Don’t dabble. Okay, you can test the waters in a small way, but don’t compromise your company name in the early days of testing out whether routes are really for you. They are not for everyone. “So many changes in society have acted against our industry. The wash and wear revolution of fabrics was one, the casualisation of society as a whole was another, but the one that really hurt us was the advent of “No Smoking” in public places, work places, and bars. We just don’t see as much cleaning from people who want nothing more than to get the stink of other peoples’ cigarettes out of their clothing. “Where you are now is where we were 15 years ago in the States. Drycleaners, are you in the 21st Century? Your customers hate coming to you! They will find ways to stop coming to you (even more wash and wear) unless you find a way to come to them. “I am not talking about closing your stores, but you need to go on routes. If you don’t believe me, ask your customers. Ask your top 10%, 20%, if they would like a pick up and deliver to their home on specified days. “Apps, Amazon, internet shopping, 24/7 life, the pace of life today ... believe me, your customers resent having to go to your store just to pick up their old clothes. Yes, they are nice and clean, but they aren’t new, so it isn’t exciting. It is one more chore, more time out of their hectic day. “If you don’t put in a route, your competition will, you can be sure of that. Those who don’t add a route as a service to their clients will steadily decline. “Can I say this: each day you wait, you are losing money. Let’s say each customer order is worth $40 per bag. And they use the service every two weeks, so it’s THE AUSTRALIAN NATIONAL DRYCLEANER & LAUNDERER NOVEMBER DECEMBER 2016 7 A regular visitor from the USA, James Peuster, The Route Pro, was key note speaker and a generous contributor to sessions.
SEPT OCT 2016