The National : JUNE-SEPT 2017
If someone comes in late in the afternoon and you have turned off your equipment and can’t do it, recommend a competition. Seriously. Your customer has a need, and you are helping to fulfil that need. You will get praise in your community. 3. PRESENTATION “Don’t be smelly at the front counter. Seriously. Shower, use a deodorant. Don’t have BO, don’t have food on a shirt. You should have a shirt to change into. You are selling clean and fresh.” said Kerryn, and added there is no good reason for a drycleaner not to have a uniform. “Be professional, have a brand. Use your colours, and your logo. It can be as simple as black pants/skirt option, with a shirt. You have the equipment to clean and press it. “This applies to front of house, and van drivers. “Be clean. All hell will break loose if my shop is dirty. We vacuum Daily. We wipe down bannisters and door knobs and anywhere a customer may come in contact. Grit may settle from bushfires which you don’t see. The air is filthy. “Jennie at Pride Dry Cleaners recently got to work to find graffiti all over the front of the shop. It took three full hours to clean it up. Take photos, mail it to your Council, but don’t expect them to fix it. “Rugby Team, Circus, Specials form 2000, I don’t want to see that. i want to see your DIA logo, and “Your staff should have name tags. Use their name. encourage them to use your customer’s name. They have multiple opportunities to do that. They might recognise them, they will certainly see it on the receipt or POS. “Good Morning, Mrs Jones. How are you today? Isn’t it hot?” All while you are taking the garment, turning it around in your hands, checking for stains, holes, snags, threads, hems, missing buttons .... “Did you realise the hem is coming down, Mrs Jones? Would you like our Repair section to fix that for you? The cost is $10.00, is that acceptable to you?” “Thank you for coming, Mrs. Jones, your dress will be ready on Wednesday, we hope to see you again soon.” “You might be the only people all day to use their name. Think about that. It is one of the most personal things about your customer, their name. Whatifthenameisanewone,a tricky one, and you don’t know how to pronounce it? ASK! No one expects that everyone on the planet can automatically pronounce every name correctly. Show interest in respecting your customer by correctly pronouncing their name. 4. PRICING Listen to what your client says. “This is my best suit. I am going to a wedding and need it for Saturday. Can you just press it, please?” Look at the suit. Have they hand pressed it flat with a domestic iron? Does it really need a clean so you can repress it and make it look like new again? Have the conversation. You need to Upcharge for services. Examining the label and asking the customer reveals this is a $3,000 Arman suit. You are assuming a risk when you clean it, so upcharge. The garment is linen, upcharge. It is white or cream, upcharge. It has a ham, cheese, beetroot sandwich stain on it, upcharge.” Kerryn related how she has visited a drycleaner in Newcastle, with $200.00 worth of cleaning in her hand. The drycleaner sighed and said “Not more bloody work.” So Kerryn obliged, and turned on her heel. He called after her “No, no, I didn’t mean it. I am having a bad day.” 38 THE AUSTRALIAN NATIONAL DRYCLEANER & LAUNDERER JUNE JULY AUGUST SEPTEMBER 2017 l Registered Insurance Broker l Qualified Practising Insurance Broker l Member of the National Insurance Brokers Association Suite 702, 251 Oxford Street, Bondi Junction. 2022. We offer in-depth knowledge of the Australian insurance industry and extensive experience of the insurance needs of business. Effective risk management and asset protection are crucial to the survival of your business. For a competitive quotation and report on YOUR particular insurance requirements, please, contact Geoff Cartwright today. Tel.: (02) 9387 6677 Fax.: (02) 9387 7272 email@example.com www.cartwrightinsurance.com.au “CARTWRIGHT's” have been arranging insurance for drycleaners and allied traders since 1972.
DRY CLEANER MAY 2017