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Unleashing Guerrilla Tactics in Urban Markets (Conclusion)

Try these approaches to combat glut of competition

PEMBROKE, Mass. — In my ambles around New York City, I come across Laundromat after Laundromat. I counted once and there were five within a six-block radius. Five! That means many patrons have a choice of where to get their clothes cleaned.

What that means for you, if you are an urban operator, is that your customers have many choices. You might be the most convenient option, but if you made a customer mad in any way, this person could drop you and travel an extra half-block to another Laundromat. Who knows, he/she may like the new choice better, may find that this new Laundromat has lower prices, newer equipment, more space to move around, or a full-time attendant. The person may spot a nifty Internet café across the street. All are things which would make him/her your ex-customer.

To combat this urban glut, you must do two things: 1) Do all you can to retain your existing customer base, and 2) Utilize “guerrilla warfare.” I discussed both of these in general in Part 1, but here are several guerrilla warfare approaches to try:

Be super friendly.

I notice that most Laundromat people are not too friendly. They do their work, answer to customers, but aren’t particularly expansive. Pump yourself up. Enlarge your personality. When someone walks in, greet them enthusiastically. When a customer has a question, answer with passion. Train your staff to be expansive, friendly. Enthusiasm goes a long way to keeping customers happy.

Provide an incentive for customers to bring in new customers.

Perhaps offer customers a $10 credit toward their washing if they bring in others. Post signs around the store. Talk up the offer. Tell customers that the business is trying to win 50 more customers in a six-month period. Suggest that they can help in this effort and gain themselves a bonus. Again, enthusiasm goes a long way toward getting customers to put out effort for you.

Proselytize = convert.

Whenever you’re in the neighborhood, talk to people about your business and its services. Get family, employees and neighbors to do the same. Talk it up at the gym. Announce that your WDF service is second to none because your clothes processor is really skilled. Boast about your in-store offerings, such as Wi-Fi, snack machines, two doors, and ample parking. Suggest that your equipment is the most modern and efficient in the area. State that customers spend less time in your store than any competitor.

Actively try to win away accounts. If you see someone heading to a competitor, say, “Excuse me, I see you’re heading to the Laundromat. Have you ever tried the one on Calhoun Street? It’s cleaner. It has comfortable furniture. And there’s always an assistant there. Next time, why don’t you try Come See Us Laundry?” This may seem hard to do, but people stop others on the street in the metro all the time. Come up with four or five excuses.

Another approach is to hand out $5 coupons to prospects. If you meet someone who patronizes another Laundromat, suggest that she try the introductory offer: “We know what we’re doing and know our garments. Once you try us, it will be hard to go elsewhere. That’s why I have full confidence in giving you this coupon.” If you do this with humor and enthusiasm, you will be well-received.

Conduct a day-long event for new customers.

Invite all your new customers in for a tour of the facilities and to enjoy snacks and listen to entertainment. Have a musician sing or play a few songs. Conduct a raffle for which a month of free laundry is the prize. Approach each new customer and assure him or her that you will personally take care of any problems. Publicize the event—you’ll get many takers.

In these ways, you’ll steadily win more than your share of the urban market.

Miss Part 1? You can read it HERE.

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(Photo: © iStockphoto/MichaelJay)

Have a question or comment? E-mail our editor Bruce Beggs at [email protected].