CORAL SPRINGS, Fla. — Across every industry, the days of in-person wheeling and dealing are going out of style. The pandemic has thrown their inefficiencies and excesses into focus, and cracks in the old way are becoming more visible.
Even an industry as storied and traditional as laundry cannot ignore a changing business climate, altered customer expectations, and tech-enabled, game-changing efficiencies.
The good news is that maintaining and cultivating B2B relationships during and post-COVID-19 does not require an overhaul of operations, reinvention of a workforce or abandoning important traditions.
More than anything, it requires an open mind.
In this article, we’ll explore how the pandemic has affected the linen and uniform laundry industry’s operations and what should be done to make the most of these changes.
HOW TO KEEP UP WITH CLIENT/PROSPECT PREFERENCES
Whether it’s a pandemic-originated need or generational preference, keeping up with these changes is necessary for a successful long-term strategy. Here are some considerations to stay current.
• Perfect digital conferencing
Digital conferencing can be a headache for many reasons. From connectivity issues to poor-quality technology and user error, digital conferencing is rife with difficulty.
However, it’s also absolutely the future of meetings, and optimizing it will pay off in the long run. Here’s what can be done to optimize digital conferencing:
- Designate a conferencing space and computers near a Wi-Fi router.
- Utilize headphones with attached microphones.
- Use a neutral, pleasant background.
- Ensure consistent, quality lighting.
• Utilize online services to supplement in-person interactions
Digital tools to streamline business processes have been around for decades, but their use increased drastically as the pandemic deepened. Having these services available to customers will not only improve their impression of service, but will optimize internal processes as well. Examples are:
- Electronic signature programs.
- Secure online payment methods.
- Customer Relationship Management (CRM) tools.
• Quick responses via streamlined communications processes
Whether it’s a prospect reaching out for a service quote or a customer that needs account attention, relaying those messages to the team member who can help ASAP is essential. Tools to help with this include:
- Establishing a service request catalog.
- Building a centralized knowledge base.
- Using project management software.
- Creating digital task funnels.
• Supercharge Internet connection and infrastructure
Every corner of a facility does not need a crystal-clear Internet connection, but those areas where virtual meetings are to be held certainly should have one.
Optimizing data plans and internet infrastructure to provide a strong connection when necessary is essential to smooth, productive virtual meetings. To help with this:
- Designate virtual meeting computers or tablets.
- Utilize business Internet plans.
- Disable HD video.
- Limit public/employee access to Wi-Fi.
• Optimized website
These days, a company’s website is more than an information stockpile. It is the face of the business, the first interaction prospects have with it, and, if built properly, a major source of lead generation. To maximize its potential, it should have:
- Professional design and development.
- Search Engine Optimized content (SEO).
- Videos for facility tours, staff interviews and self-service assistance.
- Reliable website monitoring, hosting and disaster recovery.
• Digital customer and prospect outreach
Getting the attention of prospects and customers can be done through various digital means with a considerable return on investment (ROI). Here are some of the most effective:
- E-mail marketing.
- Social media outreach.
- PPC advertising (pay per click).
KEEPING IT PERSONAL
One of the most valid criticisms of digitizing the linen and uniform business world is how it lacks a human touch. After all, how can a business provide personable service without people present to personalize it?
Though there are no substitutes for a firm handshake or respectful eye contact, there are digital options available that really help retain the human elements of service.
• Digital/physical cards
Do not doubt the interpersonal power of a thoughtful card. Whether it’s physical or digital, a quality, personalized card can have a tremendous impact on service perception and customer satisfaction. Whether celebrating a business milestone, a birthday or condolence for a loss, a thoughtful card can mean a lot to clients.
• Social media outreach
A shout-out on social media that draws attention to favorite clients or vendors can have many beneficial effects. It’s a good way to endear clients to a facility while strengthening their social media footprint.
Additionally, there’s a chance the client or vendor will return the favor, which is good for the business’ online presence.
• Post-sales communication
Businesses that go radio silent after making the sale are not making good impressions. Clients will only reach out if they have a problem with the service being provided.
Don’t wait for the first post-sale communication to be about problems. A call, e-mail or scheduled video call a week or two after service begins will project confidence and genuine interest in their satisfaction.
THE INDUSTRY CAN BENEFIT FROM THESE CHANGES
All of this might seem like a lot, and it is. But these changes are not as world-reshaping as they seem to be. There are, in fact, many things to look forward to during the transition.
• Jobs are not only more secure, but more valuable
If reps aren’t on the road visiting businesses in person, what do they do on the job? They talk to prospects and clients, of course! Only, instead of seeing five prospects during a day of driving from location to location, they can see eight from the comfort and safety of the facility or their own homes.
Digital conferencing for the majority of their meetings will not only make their efforts more efficient and cost-effective, but will also make them always immediately available for questions or to bounce ideas off of.
• In-person gatherings will not go extinct
Nothing can replace the enjoyment or excitement of meeting colleagues and clients face to face at conventions or industry events, and nothing will have to! When COVID-19’s grip does loosen, and it will, people will still want to share a space with their business partners again. Only now, those meetings will be all the more special and impactful.
• Savings on travel expenses
Between airfare, vehicle expenses, lodging and meals, the expenses for travel can be considerable. Though those expenses are well worth the results, imagine achieving those same results (or better) without the expense!
• Providing service the way prospects want
These changes will disrupt aspects of the business we’re used to. But from the client’s perspective, that’s a good thing.
Even before COVID-19, most clients probably didn’t relish carving an hour out of their busy day to meet with reps and prepare for their visit. Now they can sit at their desk at a scheduled time, hash out the business and get on with their day.
THE NEW WAY IS HERE TO STAY, AND THAT’S OKAY
Between digital conferencing, purchasing ease, and self-service control, clients are finding more and more to like about the new way of doing things. That might be frustrating for those happy with the old way, but prospects and clients just aren’t there anymore.
Acknowledging this shift and capitalizing on these new preferences will strengthen laundry facilities now and position them for continued success in the future.
Miss Part 1 on how B2B relationships have changed and the importance of keeping up? Click HERE now to read it!
Have a question or comment? E-mail our editor Matt Poe at [email protected].