I had to go to a laundromat recently to wash an extra large faux fur comforter as my washer is too small for the job.
Ended up having an engaging business conversation with the owner after sharing with him how I had first gone to another laundromat and immediately turned around and walked right back out.
Because it was gross and filthy! Looked like it hadn’t been cleaned in years, flotsam left in the washers, garbage cans overflowing, every other machine broken, dirty water all over the floor, no attendant to be found. Disgusting! That’s when I Googled for alternatives and found his place.
So I drove over there, and let me tell you, it was like night and day!
Clean, gleaming surfaces everywhere you looked. Every single washer and dryer extra large and roomy… and NOT broken. A sparking clean restroom. A little “convenience store” counter to buy supplies and munchies if you like. And the owner there sweeping the floor, wiping down and checking machines, picking up lint.
He immediately recognized I was new and came right over to assist me. This was the Ritz-Carlton of laundromats compared to the first one I went to!
I told the owner how impressed I was with his place, how awful the other one was and how I had immediately left.
He thanked me so much and was truly touched as he takes great pride in his business.
He said it might be a little higher priced, but you pay for quality.
“Yesssss!” I exclaimed.
I added that I didn’t think it was all that expensive anyway (my complete wash and dry was only $7 total) because if you go to a crappy laundromat with broken, inefficient machines, you’d end up pumping in way more time and money than that.
Perfect example of how the so-called “cheap” comes out expensive.
He couldn’t agree more and told me how one time some guy from the other laundromat I had first gone to had come in and was badmouthing his place to all his customers, telling them how expensive this place was and how much cheaper it was at the other (crappy) place. The owner told the guy, “Hey, I don’t know what you’re trying to do, but my customers are free to go wherever they choose.”
I said, “But you know what? Don’t you change a thing. Because you have different markets. Their market is not YOUR market. I am very happy to pay well for a clean, safe place, state-of-art machines that actually work and do the job right the first time, and a helpful, friendly owner like you.”
So many great things about this:
- Knowing who your market and ideal client are (hint: it’s not the short-sighted, penny-pinching miser who cares about nothing but saving a buck at the expense of everything else).
- Understanding your value in relation to what your market and ideal client values.
- Pricing profitably so you can provide great quality and customer experience.
Be thinking about how this translates in your business:
- What can you do (or continue to do) in your business to give your clients and prospective clients a great experience dealing with your company?
- How does pride in your work and service show up for your clients?
- Do you see the correlation between pricing well and being able to take great care of clients?
- Are you pricing at a level that allows you do great work, focus on ideal clients and give them a great experience?
- How well to you understand who your market and ideal clients are? Who do you WANT to be your clients?