Coming Clean in Tough Times

Just as many businesses are struggling during the economic downturn, some are thriving.

I've been coming to Dubai for regularly over 18 months and have observed the really good times here and, now, slower business activity.

Some time ago I discovered a really good laundry near where I stay. One of the many small shop fronts in a densly populated and largely Indian area, my laundry man charges 1 dirham (the local currency - equivalent to 27 US cents) to wash, iron and fold a shirt. For pants which are washable, such as jeans, the price goes up - it's 2 dirhams. Two days after I leave my shirts with him they are washed, ironed, folded and packed ready for me - or I could have them on hangers.

And his shelves are always filled with folded and packed clothes waiting for collection.

I walk past ...oh ...probably four or five other laundries to get to my man. In checking on places which may be closer to where I stay, I found out why I believe my man is so successful: others quoted me 2 and 3 times the price AND up to 4 days to do the work.

So by offering better prices and far better service, my laundry man is cleaning up.

The same success principle applies to small as well as larger businesses.

I don't believe we have to be the cheapest on the block - although volume in the case of businesses like my laundry man will benefit - but providing better value than our competition WILL improve our business.

In tough economic times, your customers are looking for VALUE.
Value in customer service delivery.
Value in quality of product.

By focussing on these two deliverables - which you have control over - you will improve your business, whatever business you are in.

Here's another thing which impressed me about my quiet (he smiles but he hardly ever says anything) Indian laundry man. Last year, having been to him at that stage probably only two or three times, it was then two months before I was next back in Dubai. With a slight smile of welcome, he wrote down the details of my laundry on his 'order' book.

Then he wrote GRAHAM - without asking or being reminded.

I was impressed. Wouldn't you be ?

And are you impressing your customers ?

Add value. Impress your customers.

To your success -

Graham