2012
Should dry cleaners ignore social media? No way
Small business technology expert Ramon Ray was clearly looking to stir the pot when he wrote 6 Reasons Dry Cleaners Should Ignore Social Media. He must have known that social media pundits like me would be lining up to rebut his assertion that dry cleaning is not a relationship business. First of all, dry cleaning is most definitely a relationship business. Every business is a relationship business – people buying from people. My husband chose his dry cleaner because it was conveniently located on the correct side of the road as he drove to his office 15 years ago. But he continued to take his clothes there for years after he changed jobs. Why? Because he knew them, they knew him, he liked the way they pressed his shirts, and (like most of us) he hates change. He took his clothes there even after I pointed out that the cleaner around the corner from our house charged the same exact price to launder a shirt. They had a relationship. He knew what he was getting. The only reason he eventually changed dry cleaners is that they raised their prices – and believe me, my husband mourned this for months. Now … 