With more and more self-service laundry owners looking to grow their businesses through the addition of wash-dry-fold services and commercial accounts work, the Coin Laundry Association – on the third day of Clean 2015 in Atlanta – dedicated the entire morning’s education to these two segments of the industry.
This first session focused specifically on wash-dry-fold packaging and presentation of the final product. This workshop was led by Minnesota laundry owner Jeff Gardner, who was accompanied by Brian Henderson of Liberty Laundry, Tulsa, Okla., and Rita Foley of Regency Cleaners, Durham, N.C.
Due to the highly visual nature of the topic, this presentation featured live folding and packaging demonstrations, which were captured via overhead camera and projected onto the meeting room’s two large video screens. As a result, attendees were able to view the exact folding, packaging and labeling tips and techniques that each of the three speakers were discussing.
Beyond each presenter’s own personal strategies for handling wash-dry-fold orders, all three strongly concurred on the need for consistency and uniformity when processing drop-off laundry orders.
Gardner, who also runs a thriving commercial accounts business from his St. Paul-based laundry, was the sole presenter for the second hour of education on Saturday morning – a session outlining ways to land commercial business.
While discussing the market opportunities, Gardner suggested laundry operators take a “niche approach” to building their commercial accounts business.
“The sweet spot for laundromat owners are those accounts that are too small for the big commercial laundries to consider, and not large enough to have their own laundry facilities on site,” Gardner explained.
Some common commercial accounts targets for self-service laundries include catering companies, small hotels, spas and medical offices, according to Gardner.
However, before calling on any of these businesses, Gardner advised the laundry owners in attendance to know their price structure.
“First, you need to know how much commercial laundry your staff can produce,” he said, adding that his employees can process 50 pounds per hour, versus 33 pounds of residential wash-dry-fold laundry.
In addition, it’s important to break down all of your potential productions costs – washing, drying, labor, chemicals, driver expenses, vehicle expenses, etc. With all of this information, you then can determine your pricing.
Next, Gardner moved on to the selling technique, stressing the importance of understanding the specific marketplace and the potential customer.
“What kind of laundry will you be doing?” he asked. “What are their laundry challenges? What are they currently paying?”
To more clearly drive home the basics of a typical cold call with a potential commercial account, Gardner welcomed Coin Laundry Association President and CEO Brian Wallace to the stage for a quick role play, with Wallace in the part of a massage/spa owner in need of laundry service.
Needless to say, Gardner closed the “deal,” and – with the detailed information provided at both of this morning’s Clean Show sessions – attendees left better armed to boost their own businesses’ bottom lines as well.
