Do You Have A Big Bold Guarantee?

Thu, Aug 18, 2011

Dry Cleaning Marketing

If Not, You’re Letting New Customers Slip Through Your Hands

That’s right. You are letting sales slip through your hands if you don’t have a big, bold guarantee. You should be guaranteeing everything you do. And I don’t mean the… “I-Guarantee-My-Work-Guarantee,” either. That’s what most every dry cleaning business does. It’s so over used and it really doesn’t mean anything. You need to eliminate your potential customers fear with doing business with you. You must have a guarantee that is big and bold that can do that.

What could you come up with that will eliminate the fear of doing business with you and have your customer trust their decision? Here is my Big Bold Guarantee:

100% No-Risk Guarantee

As the owner, I want you to be super-pleased, in fact, absolutely delighted with every piece of clothing I dry clean or launder for you. So every cleaning comes with our ironclad, risk-free guarantee. What does that mean? Simply this: If you aren’t happy with our work, we’ll re- clean your garment for free. Or you can have your money back. It’s your choice. Many dry cleaners don’t guarantee their work, but I do. Nothing is more important than your complete and total satisfaction. We stand behind every cleaning 100%. If you ever have any questions or concerns about our work, please call me right away.

Is this bold? Yes. Is it strong? Yes. Is this risky? Not at all. We all have to do re-cleans. This guarantee just puts it out there and let’s your potential customers (those not doing business with you yet) know the kind of dry cleaner you are.

I stole this guarantee from a carpet cleaner and according to this business owner he only get two calls a year to come back and re-clean their carpet. And he told me that no one has ever asked for his or her money back. He told me that tons of people went ahead to have their carpets cleaned who were hesitant. His guarantee took away their hesitancy and prompted them to call and schedule their carpet to be cleaned.

What should your Big Bold Guarantee be? You can steal mine! That’s right. You can use it. I give you permission.

Here is another one of my guarantee’s I use when I’m selling my route services. I have found that buttons are a “sticking” point with a lot of potential customers, so I put it right out there. You can steal this guarantee from me too!

“Broken Button GUARANTEE”

$5 dollars for your broken buttons.

I don’t know about you, but I get really mad when a shirt comes back from the cleaners with a broken button. So here’s what I’ve done: you’ll get $5 dollars cash for any buttons we miss that are broken. Don’t get me wrong, we didn’t set up this policy so that we could give away five-dollar bills–we set it up so that we would meticulously check your buttons to find the broken ones so we don’t loose the five bucks.

Will you get bombarded with $5 charges because of broken buttons? If your quality is horrible, you should. But even then you won’t. Why do you think manufacturers have all those rebates? To sell more. An industry insider told me that if everyone sent in their rebates, the companies would go broke. They do it to sell more and they do.

I get one or two a year. And I’m happy to pay for it. It lets me know if my shirt pressing quality is horrendous. You’d want to know that, wouldn’t you?

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2 Responses to “Do You Have A Big Bold Guarantee?”

  1. Jim Lott Says:

    I need a summary of what your program is for store promotion and the cost.

  2. Greg Says:

    Hey Jim,

    We do not have a program for stores yet. Will keep you informed.

    Greg


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