How to Grow Your Routes

Last week, I shared how routes are more profitable than retail stores. They are also more scalable and more predictable.
Here are the primary ways to grow your routes:

1. Convert Existing Retail Clients
Your best prospects are already doing business with you.
Many retail clients simply don’t realize you offer pickup and delivery. A simple counter script works:
“We also offer free home pickup and delivery in your neighborhood, would you like more information so you can save the trip to the cleaners?”

Even converting 10–20% of your active retail base can dramatically increase route density and profitability.
Offer a first time incentive to encourage trial. Once clients experience the convenience, most won’t go back.
You can also offer an incentive to your retail team members to convert clients to route, or create a contest for a month.

2. Expand Through Face-to-Face Outreach
Routes grow faster when you focus on neighborhood density.
Identify dream neighborhoods where you already serve clients and introduce yourself door-to-door. It doesn’t have to be complicated:

• Brief introduction
• Explain your schedule
• Leave simple information
• Offer a new-client promotion

One new household on a street often leads to multiple sign-ups over time. Route density lowers delivery cost per stop and increases margin.
If nobody is home, you can leave information and a bag for their first pickup. Give clear instructions on what they should do to get started.

3. Build a Simple, Strong Referral Program
Your happiest route clients know their neighbors and convenience spreads quickly.
Consider offering: 

• $25–$50 account credit per referral
• A gift card to the referrer’s favorite restaurant
• A “give $25, get $25” neighbor incentive
• Quarterly drawings for referring clients

Referral-based growth typically produces higher-retention clients because trust is transferred through the relationship.

Taking Action:
You can plot your current high value retail clients on a map using a software like Mapalist.com and then start targeting those clients for conversion.
When in your dream neighborhoods, find times (usually late afternoon and Saturdays) when prospects are home for a short conversation.

Have fun with the referral systems.

At Maverick Drycleaners, we are helping our members grow their routes. If you’re coming to the DLExpo West on March 27-29, drop by and see us at Booth #403. We can show you how routes can help you drop more to the bottom line while growing the valuation of your company.

Have a great week!
Dave