4 Reasons Dry Cleaners Don’t Set Goals

Tue, Dec 15, 2009


This is the time of the year when you start to think about next year. Did you set goals in 2009 for 2010?

If you did, you don’t need to read this post.

If you didn’t, you need to set goals for your dry cleaner marketing, advertising, referral getting, customer service and everything else in your business.

And if you didn’t set goals last year, why didn’t you?

Do you think Google has a business plan? Of course they do. What successful business operates without a business plan? There isn’t one. Do you want your dry cleaning business to be more successful this year than it was last year? Of course you do.

Here are some reasons you might not of set goals or put together a business plan last year:

Reason #1: Maybe You Think You Don’t Have What It Takes

Guess what? You have what it takes. You’re in business for yourself. That alone is a monumental feat! There are less than 1% of us that have the balls and know-how to run a business. You have what it takes baby. You’re a survivor! You started your business, or you bought your business, or you took over your business from your family. You make things happen. And you can make your goals a reality too!

Reason #2: What If I Fail, It’s Embarrassing

Here’s how to get over that one quickly–only tell those who understand and will support you. Don’t tell your brother-in-law who’s never owned a business before and wouldn’t know what taking a business risk was all about. Seek out a mentor that can guide you and help you along the way. I serve as a mentor for my dry cleaning group. I have mentors than help me too. I meet with them twice a month.  And also, get over the “embarrassment” thing. As business owners, we are humbled all the time.

Reason #3: All That Time & Effort–What If It’s Wasted?

I started a company and ran it for three years and it failed–all that wasted effort, right? Wrong! I learned the most from that so-called failure than I did from some of my successful companies. After all these years, I consider it my most successful, because I learned the most from those three years of trial and error that I still benefit from today. Minimize your risk. Don’t invest more money than you can afford to lose. And don’t invest more time than you can lose. The foundation of every business is about trying out new ideas to make money from. When you find something that doesn’t work, you move on to something else and see if it works. Look at all these trials as results, not failures.

Reason #4: And The Big One…FEAR of Failure (or FEAR of Success)

You can fail your way to success. That’s what companies do. We fail most of the time. For my dry cleaning marketing group, I operate my route as a marketing laboratory. I’m am always trying new ways to get customers. I fail most of the time! Only about 1 in 10 is a success. I know this going into every idea that I put into place. I expect most of them to fail. I’m not really disappointed when they do. It’s just a result to me.

I hope I’ve shed some light on why you and I don’t set goals. Knowing this now… GO AHEAD AND SET SOME VERY AMBITIOUS GOALS FOR 2011!!

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3 Responses to “4 Reasons Dry Cleaners Don’t Set Goals”

  1. Kris Says:

    Good blog on goal setting! I think the reason I put so many new ideas out there on the net is because I know that 99% of them have flaws, big and small and that my friends (other dry cleaners) are a good sounding board to help me to find the right path to keep pushing forward. Keep up the good work. Kris

  2. Greg Says:

    Thanks Kris.

  3. Dan Gilson Says:

    Hey Greg ! Thanks for all the postings, emails and nagging !! It`s GREAT !! As a small to medium business owner, I know how it feels to scramble all too well; and to have someone in the `corner`cheering and egging me on is an awesome inspiration. Not all of us have accepted or contracted business coaches into our worlds but I am glad to continue the work of moving forward in as many ways as possible. Thanks again for all the inspirational thoughts and messages.

    Now to go hire another presser, and plan that goal for fixing up my front lobby!!

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