Sometimes in our rapid pace technology driven world, we miss the most obvious basics that can create a competitive leap. Now I know you’re NOT in the dry cleaning industry. But when someone in a crowded industry with 8% of the outlets has 40% of the business, maybe the ‘basics’ have something to teach us ...
Mel Shapiro was a superstar in the crowded US dry cleaning industry (he had 126 competitors across the country!). Even though he had just 8% of the outlets, he managed to secure 40% of the business.
In fact, his main location did more business than any other single outlet in the WORLD!
So what's the secret to his extraordinary SUCCESS? It's not the way his factories are run. It's all about his customer interaction.
Some brief examples. His competitors have their management desk out the back. He places his IN FRONT of the counter. On the CUSTOMER’S side! His competitors' teams make do with casual clothes (consistent with the industry). He wears a suit.
It's his mindset, and the mindset of his team, that creates success, and it can work for any industry. He gives four rules of success:
So what's the secret to his extraordinary SUCCESS? It's not the way his factories are run. It's all about his customer interaction.
Some brief examples. His competitors have their management desk out the back. He places his IN FRONT of the counter. On the CUSTOMER’S side! His competitors' teams make do with casual clothes (consistent with the industry). He wears a suit.
It's his mindset, and the mindset of his team, that creates success, and it can work for any industry. He gives four rules of success:
No. 1 KEEP A SMILE ON YOUR FACE.
“Happy people work better. They convey that message to the public. (It’s as if) you are the conductor of an orchestra… What are you conducting? Is it a funeral march? Or is it a happy tune? You must have a positive morale and everything you do must give that feeling…”
No. 2 KEEP YOUR PROMISE.
There’s that “DO-WHAT-YOU-PROMISED-YOU-WOULD-DO” again. Yes, there’s that “DO-WHAT-YOU-PROMISED-YOU-WOULD-DO” again. By the way, not only should you ‘deliver’ as promised, make sure your clients KNOW you delivered. That’s a key distinction. TELL them or how can they value what you’ve done for them?
No. 3 MAKE A GOOD PRESENTATION.
“What does that mean? You have to clean up your stores or office. Your sign programs have to be good. Get rid of that cluttered look. Develop a 'distinctive' look. Hire a graphic artist, and be prepared to PAY for quality…”
No. 4 DO GOOD QUALITY WORK.
“Yes, it’s important,” stresses Shapiro. “But, the difference between one supplier and the next isn’t THAT great. The secret is to capitalise where you can project a dramatic difference.”
What are the messages in all of this?
What are the messages in all of this?
From an advertising perspective, it’s clear that until ALL these things are in place, the advertising proper can’t do its long term job. As well, it’s evident that, unless you have a particular flair in the area, it pays to call in professionals to look at your image… décor, signature, uniforms… and staff training.
Wouldn’t it be nice to steal the march on your competitors… suddenly appearing one day with a brand new “packaged image and marketing thrust” that’s ten years ahead of them? I don’t know about you. But the idea is irresistible to me.
Wouldn’t it be nice to steal the march on your competitors… suddenly appearing one day with a brand new “packaged image and marketing thrust” that’s ten years ahead of them? I don’t know about you. But the idea is irresistible to me.
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