CHICAGO — Online reviews can be one of the most valuable marketing tools a dry cleaner can have, but many cleaners both hate and fear the concept, mainly because it’s an element out of their control. “One disgruntled customer,” the thinking goes, “can singlehandedly ruin my business.”
While it’s true that online reviews and reputation aren’t entirely in the control of the business owner, there are things that they can do to influence the system — both to limit negative reviews and to encourage positive ones, says Yash Patel of BeCreative360. Patel recently presented his views in a webinar — “The Power of Reputation Management” — hosted by the Drycleaning & Laundry Institute (DLI).
Perhaps the most surprising thing, Patel shared, is that most of the things a business owner needs to do to build and protect their online reputation don’t require a financial budget — they simply require the owner’s attention.
“The biggest question most cleaners have is, ‘How do I get new customers?’” Patel says. “Everybody wants new customers, especially during this time when your competitors are closing their doors. You want to grasp those customers. You want to make sure that you are the one they find when looking for a new cleaner.”
The quickest, most efficient way to introduce your business and your services to these customers is to have a strong online presence. This, however, is where many dry…