Every day, I speak with dry cleaners and we speak about how the business has changed and it is not “like it used to be.” The economy is different, dry cleaning customers have changed their habits, and casual clothing is the norm. Well, welcome to the future! Things will never be the same again. That is why it is important for you to change or you will never survive.
I recently read an article by Harvey Mackay, a nationally syndicated columnist who is also the author of two books – “Swim with the Sharks without Being Eaten Alive” and “Beware the Naked Man Who Offers You His Shirt.” I like his style of writing. He is clear, concise and has a sense of humor. He was writing about the future and how it is important to position yourself to minimize risks. I have taken his points and tweaked them to apply to our businesses.
TRUST – Keeping your word is so important. It is important to your family, your employees and your customers. By showing you keep your word, you are showing the people around you that they can depend on you. Your employees expect to be paid on a regular basis. Checks can’t be late or in the worse case, bounce. Customers expect their orders to be ready when promised. Customers and employees want to know they can depend on you. This is one key to your successful future.
DECISIVENESS – Learn to make decisions promptly. It is better to make an imperfect decision than none at all. For example, many dry cleaners gave their staff a certain amount of leeway when handling claims. If you made a mistake, you have a better chance of keeping the customer if the claim is handled quickly. I see this also in the handling of insurance claims. If a claim is not covered, our insured’s are not happy, but if they are informed quickly rather than having it drag on, it is accepted much better. In the every day operation of your plant, your employees look to you for leadership. When you are hesitant to make a decision, you appear weak.
COMPETITION – Look around. Do you know what your competitors are doing? Today’s marketplace is fierce. Keeping an edge on your competitors is necessary. You want to be the shiny diamond, not the hidden gem. If you have not yet, send an employee over to ABC Cleaner with a garment or two. Have that employee share with you the experience. Once the order is back, you need to look at the order – packaging, spot removal, pressing, pricing. Share with your employees the results – the good and the bad. Maybe you will find your product is superior. If so, maybe it is time to raise your prices!
RECORDS – Records are so important to the health of your business. They are the only way you will establish your credibility. State and local jurisdictions require records for maintaining your machinery. Your permits must be up-to-date. Employee personnel files should be complete. Payroll records need to be maintained. Profit and loss statements must be reviewed monthly to keep your expenses in line. If you do not know the cost of producing a garment, how do you know if you are making any money? It all comes down to records.
NETWORK – Build relationships and connections with a wide variety of people in and out of the dry cleaning industry. Attend your trade association meetings. This is the easiest way of networking with fellow dry cleaners. For example, Southern California has a local dry cleaner association (So Cal Cleaners Association, visit www.socalcleaners.org). This Association holds meetings bi-monthly. They are well attended and offer a variety of information. More importantly, you have an opportunity to talk to other dry cleaners. This is where you can find out firsthand what is happening in the industry. Other clubs, such as the Rotary Club, will give you a chance to meet other business owners. These are opportunities to meet new people.
PATIENCE – Don’t try to move too fast. Referring back to decisiveness, I am not suggesting that you hesitate and do not make decisions. Slow but steady should be your creed. Overnight sensations are often just that. Think of how many singers had only one successful song to their credit. You don’t want to be the “one hit wonder.” You want to be the multi-platinum album.
OPTIMISM – A positive attitude means everything. Impending doom not only brings you down but also everyone around you. Remember, it starts and ends with you. Look on the bright side. There always is one.
Mackay ended with the following words, noting the words aren’t his, but he uses them to keep him focused on the future.
“Watch your thoughts for they become your words. Watch your words for they become your actions. Watch your actions for they become your habits. Watch your habits for they become your character. Watch your character for it becomes your destiny.”
Think about it!
