Preparing for Clean Show 2025 “Mavericks Style”

Sales and marketing can generally be put into three categories:

1. Repair
2. Improvement
3. Opportunity

Let’s take a broken toilet, for example.
 
A company who wants to add value by taking care of your problem (broken toilet) can position themselves as: 

1. Repair – they will send someone to fix your toilet but you will still have the same old toilet in the same old bathroom.
2. Improvement – they will suggest replacing your toilet. You will end up with a new toilet in the same old bathroom.
3. Opportunity – they will suggest replacing the whole bathroom. Brand new, updated bathroom.

 
Selling REPAIR is fairly easy. Someone has something broken and it is going to get fixed.
 
Selling IMPROVEMENT can be challenging because it costs more, and usually takes more work to get it done.
 
Selling OPPORTUNITY can be very challenging because it requires a large investment, but it has the greatest reward for the company. It can be transformational and exciting for the client.
 
Take a second and think how you are positioning your drycleaning and laundry company to your market: 

1. Repair – stain removal and pressing.
2. Improvement – making someone’s life better by doing the work for them.
3. Opportunity – something totally new, completely unlike other options in the marketplace. 

 
What does this have to do with Clean Show 2025?
 
You sell YOURSELF using these same three sales and marketing tactics.
 
Maybe something is broken in your business and you need to REPAIR a part of your business.
 
Maybe you need to IMPROVE part of your business and need to check out an upgraded drycleaning machine, washer, or piece of pressing equipment.
 
However, you, like most entrepreneurs, are a sucker for OPPORTUNITY. We would much rather chase the shiny object that has our attention. It is new and exciting.
 
That’s why you will see a lot of drycleaners looking at the big tunnel washers, spreaders and feeders for ironing linens, towel folders, etc. at the Clean Show. They will likely never buy one but they let themselves dream for a minute.
 
They, like us, LOVE OPPORTUNITY.
 
When you get really good at sales and marketing, you can position REPAIR and IMPROVEMENT as an OPPORTUNITY - not only to your clients but to yourself.
 
For now, grab a piece of paper, and make three columns:
Repair, Improvement, Opportunity
 
Repair: what needs fixed in your business?
Improvement: what needs replaced or over-hauled?
Opportunity: what new services or congruent lines of revenue are you considering?
 
You can make more revenue, more profit, and have more freedom by going after any or all three of these categories. Just get focused on where you are now, and where you want to be three years from now. This will help you use your time at Clean Show 2025 more wisely and split your time between repair, improvement, and opportunity.
 
Don’t forget to come visit me and my Maverick Drycleaning Team at booth #3429. We can help you repair and improve your business. We can also help you go after those new and exciting opportunities, too.
 
Have a great week!
Dave