World's Most Successful Business for his Industry

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:

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?

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.

Complaints!! Bane or Bonus for Business?

Can you imagine a company that loves getting complaints? Even to the extent of giving the customer something minor to complain about, just so they can handle it?

It may sound like a crazy proposition. But some leading companies overseas, and here as well, will go to that extent. And it makes good sense. They know that a customer who is disgruntled, and doesn’t get satisfaction, will often say NOTHING to the company, but will sure tell a lot of other people. This causes damage that could have been avoided.

On the other hand, if the customer complains, and the company is seen to do everything it can to fix the problem fast, then the company is a hero and can promote the fact. (“We’re not perfect, but we’ll do everything we can to keep you happy when something goes wrong!”). What’s more, the customer becomes their greatest advocate. The important thing is to KNOW when a customer is disgruntled to have a policy firmly in place for fixing complaints then to ENCOURAGE customers to come forward.

One bank overseas ran an ad that showed a person looking at the reader with the headline: “My salary is paid by the bank, but I work for you!” … with the theme that the bank was more than a big impersonal monolith… it cared.

Think of a number of cases where you’ve stepped in and fixed a problem, to be profusely thanked by the customer. Are you missing any complaints that could be spreading around the community? Maybe now’s the time to SEEK complaints.