Page 22 - Clothesline - November 2020

PAGE 22 / NATIONAL CLOTHESLINE / NOVEMBER, 2020

AN OUTSIDE PERSPECTIVE BY PETER BLAKE

Always deal from a position of strength

s this global pandemic Strength through knowledge The one low price entitles 33 years, and at no point in or honoring the first respon-
lingers on, and in some You need to know what is you to send as many of your time has there ever been so ders. Action now will translate
Acases reverts backwards, happening around you. You staff to as many of the sessions many resources available to to business as your community
the pressure on small business need to understand both the as you wish and provides you small businesses, but you have recovers. Customers have
is continuing to build. dynamics of the industry and with continuing access to the to act and take advantage of long memories.

There are some very good the community you serve. recordings and additional re- these opportunities now. Communication builds

business operators who have There is no one answer, no sources for a minimum of three A sense of community builds strength
continued to do what they panacea that is going to magi- months. strength You may be tired of hearing

have the past few years and cally help you and your busi- DLI remains one of the most We are not going through me expound on the virtues of
are surviving, but the truth of ness recover. Instead it will be important business tools you this alone, and there is no bet- communication, but I only do

the matter is, in order to come a combination of moves and can have. Weekly webinars, ter time to engage your com- so because I think it is the sin-
out of this industry tailspin, gle most important thing you
most businesses are gong to can do to thrive. Communicate
have to change, pivot, and “The strong do what they can while the weak to your customers and your
adapt to a new landscape. community early, often, and do
I know there will be a great must suffer what they must.” — Thucydides so in a variety of ways.
number of businesses that will Personal phone calls are still

not only survive, but thrive in the most effective marketing
the coming months and years. changes you implement that weekly live demonstrations munity and help to work tool you have. Engage with
Let me be clear though: will stem the tide and position and weekly Zoom calls for together. In one of my earlier your best customers. Ask how
There will also be several you for growth. members to interact with one columns I pointed out: “We are they are doing and listen. Em-
The best way to recognize another have proven essential all not in the same boat, but we pathize and try and assist if
cleaners who unfortunately
will not be able to continue the these potential changes is to in understanding what is hap- are all in the same storm.” We there is an opportunity to do

fight, and we are already see- learn all you can about the pening on a national scale. are still in the middle of that so.
ing that across the country. pressures you and your peers Another organization of storm, and I advise you to re- Email is still one of the best
Size will not be the only deter- are encountering. You need to drycleaners, America’s Best member your neighbors, your vehicles to let your customers
know changes you have made
mination of who will stay and take advantage of each and Cleaners, has developed a free customers, and the other busi-
who will go. every opportunity to grow series of monthly webinars nesses that are also struggling. for safety and survival. Let
It will be those who best un- stronger. highlighting industry leaders I have always been a propo- them know how they can pro-
derstood their local economy, Drycleaners and launderers sharing their best ideas and nent of buying local, and in the tect themselves and their fam-

consumer needs, and were able are extremely lucky to have a ways they are changing their past several months this has ily. Let your customers know
to establish themselves in the wealth of information within business models. been a growing trend. what services you offer, and
community that will prosper. their grasp. I am proud to play Other management and cost Cross marketing, highlight- how they can access them.
As Thucydides, a Greek his- a small part in bringing one of groups are doing the same for ing your neighbors, and en- Finally, social media is a
torian/philosopher wrote the best educational summits their members. gaging with other small great way to go beyond your

about the wars of Sparta and ever available to our industry: Taking advantage of these businesses within your com-

customer base and into the
Athens: “Fall Fest Expo Week — Wit- opportunities are vital to your munity will reap dividends community. Do not get bogged
“The strong do what they can, ness the Future.” This virtual continued success. The strong down the road. down in just posting info, you
while the weak suffer what they conference is a unique blend of will learn ways to improve, to The more name recognition also need to engage within
virtual education, equipment increase market share, increase you can build, the stronger you your community.
must.”
This is the philosophy you demonstration, peer-to-peer in- productivity – while the weak become, and the weaker your Look to other similar service
need to embrace during times teraction, and includes insights will continue to do as they competition becomes. businesses and interact on

like this. You need to be strong from some of the leading ex- have always done, and hope You need to invest in your their pages. Share their posts,
and position yourself to take perts forecasting where our in- they can hold on long enough community whether it is in “like” their pages, and ask they
advantage as times change and dustry – and economy – is for the business to come back. food drives, supporting the do the same. As I pointed out
opportunities arise. headed now and in the future. I have been in the industry for jobless with free suit cleanings, earlier, we are all in the same
storm, so help them navigate a
little easier.
I want to help you. I want to
help make sure you will thrive

as we recover from these dark
times, and I want to play a role
in your success. I am truly
humbled by the strength and
resiliency of our industry and
I know there are great times
ahead.
I sincerely hope you con-
tinue to strengthen your own

business and if there is a way I
can help please reach out to me
at (617) 791-0128.
I hope to see you during Fall
Fest Expo Week growing
onger by the day.
str

Peter Blake serves as executive
director of the North East Fabri-
care Association, the Southeast-
ern Fabricare Association, the
MidAtlantic Association of
Cleaners and the California
Cleaners Association. He can be
reached by email at
[email protected] or by phone
at (617) 791-0128.

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