CONTACT: Jay Calleja
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December 6, 2004

DLI/DLI Alumni Society Education Conference Stimulates Minds

Presentations Represent Ways to Excel in All Areas

Spending the day at the Sheraton Inner Harbor in Baltimore November 13, about 75 cleaners gathered to listen to six speakers share their insight on a cross section of industry topics. Sponsored by the Drycleaning & Laundry Institute and the DLI Alumni Society, the Education Conference was part of DLI’s Grand Opening Weekend celebrating the Institute’s new headquarters in Laurel, Maryland. The ideas earned from attendees’ travel efforts served as great conversation topics, and many are likely being implemented even now. Here’s a recap:

Environmental Volunteerism

DLI President-Elect Gary Dawson and U.S. EPA Small Business Ombudsman Karen Brown started the morning, speaking of successes on the environmental front and the need for perseverance on the part of the industry. “Working with DLI has been a pleasure. DLI has been a leader in dealing with environmental issues,” Brown said.

Having labored to put environmental regulations in layman’s terms, Dawson encouraged members to get involved themselves. “We’ve come a long way since us versus them…They’re beginning to understand that small business doesn’t understand everything they put out and think ‘Maybe we should be less technical,’ ” he said. The EPA has a toll-free number (1-800-368-5888) for help and information on EPA’s regulations.

Suited For Success

A fired-up Ralph McElroy came next with a seminar on suit construction. Peppering his presentation with tidbits and factoids McElroy said, “You’d be amazed at how many people it takes to make a suit. Over 200 people touch the garment from receipt of fabric to shipment out,” adding that there are over 125 pieces in a Hart Schaffner & Marx suit. McElroy is the president of Hart Schaffner & Marx University.

According to McElroy, there are basically three areas to look for in a suit: fabric, model and expression, and construction. Members in attendance learned details including the ins and outs of fusibles, the definition of drop, and how to judge—and alter—a suit properly.

Allsbrooks At Your Service

DLI Analyst Chris Allsbrooks then took the stage, giving another of her crowd-pleasing presentations. Focusing this time on keeping customers satisfied, Allsbrooks energized the room with two group exercises, which had members piecing together statements about customer service and defining quality. “ ‘What’s your name? What’s your phone number? It’ll be ready on Thursday.’ That’s all they say,” Allsbrooks said, referring to some counter people. “Focus more on the front [counter]. If you don't have it together there, the back room doesn't matter,” she said. She also chided the garment handling practices of some cleaners, calling it “scoop and throw,” and reminded the audience that handling garments respectfully is a big part of quality. A list of little extras that resonate with customers concluded the session.

Marketing by McCrory

Golomb Group president and marketing guru Dennis McCrory opened eyes quickly with his comments about attracting and maintaining customers. “Even if we produce perfectly clean and perfectly pressed garments, it’s not enough,” he said. “We still have to give them a pleasant experience in order to get them to come back.”

While typically “60% of first-time users never come back,” McCrory said it’s possible to bring up to a third of those new folks back and explained a few techniques that have worked for clients of the Golomb Group.

One slide he presented, which got a big reaction, showed a cleaner that showcased his customers in 17 x 20 framed photographs, taken for free by a local photographer.

Standards 1, Goals 0

Wrapping up the day of seminars, DLI Alumni President and consultant Jane Zellers pulled no punches regarding production standards. “An owner said to me once, ‘I just can't understand why everyone can't work at their own pace,” she said. “I believe in setting standards. A goal is just that. It’s optional.” Providing worksheets and detailed numbers, Zellers had many cleaners thinking about equipment, layout, training, and motivation at the end of the day.

In all, a lot of cleaners came together to get some new ideas and talk them over. DLI brings cleaners together to share ideas and form relationships. “The whole thing was great,” Bruce Hillary, owner of Hillary’s Cleaners in Ottawa, Ontario, said. “I certainly came back with the feeling that the two days were worthwhile and well spent. The making of a suit was very, very informative and entertaining.”

Added Ed Longanecker, owner of Iris City Cleaners in Mt. Pleasant, Iowa, “The Clean Show is hard to beat, but on a smaller scale, this is top notch. On a scale of 1 to 10, this is a 10.” Look for new seminars from DLI at the 2005 Clean Show in Orlando, Florida, June 23?26.