February 2019 Volume 60 Number 5 www.natclo.com Sneak Peek Not a contractor? 6 24Rewarding loyalty 20 Rewarding your best and most loyal customers costs far less than finding new ones, Larry Siegel emphasizes. The right way National Clothesline When the trainer lacks training on shirt pressing, training a new presser becomes a real pain, Don Desrosiers observes. 34It’s a pain to train The annual midwinter getaway spon- sored by the Drycleaning and Laundry In- stitute and the National Cleaners Associa- tion, known as Brainstorming with the Five Stars, proved to be timely this year. While much of the nation was frozen solid in an Arctic blast, the 100-and-some industry members who headed to St. Maarten for the Jan. 17-20 conference enjoyed warm sunshine and sandy beaches mixed with friendly networking and insightful speak- ers. It was the eighth gathering in what has become an annual event that began in Puerto Rico in 2012 when the two associa- tions first combined what had been separate winter conferences — NCA with its Brain- storming event and DLI with its Five Stars conference. The social aspect of the winter confer- ence got underway with a cocktail reception on Thursday evening at the Sonesta Ocean Point Resort, a boutique, all-inclusive resort where all rooms have an ocean view. The business portion of the program opened on Friday morning, the first of three morning sessions where speakers imparted their specialized knowledge with Saturday and Sunday morning sessions following be- fore attendees had to return to the twin re- alities of business as usual and life in a wintry climate. Speakers included Jeff Tippett, on per- suasive communications, John DiJulius on customer service, and Arthur Greeno, who explained the secret to Chick fil-A’s success in building a business based largely on min- imum wage workers. DiJulius spoke about a customer service revolution and the need to become a brand that customers can’t live without. “You are in the customer perception business,” he said. “Do not ask customers what they want. Give them something they can’t live without.” He recalled the words of Henry Ford who said, “If I had asked people what they want, they would have said faster horses.” John DiJulius speaks to an industry gathering of more than 100 persons at last month’s Brainstorming and the Five Stars conference at the Sonesta Resort in St. Maarten. Anew look for Clean Show sessions Levi Rottenberg’s company does thousands of shirts and he hopes not to lose any of them, including his own. There will be a new look for the educa- tional sessions at the Clean Show this year with 29 sessions in all scheduled for the June 20-23 event in New Orleans. As in the past, the co-sponsoring asso- ciations will offer programs in the mornings geared to the interests of their members. But this year’s show will also feature a se- ries of general sessions in the afternoons with topics of broader interest appealing to all attendees. All programs will be at the Ernest N. Morial Convention Center. The morning sessions will be in designated conference rooms at the center; the afternoon general sessions will take place in the exhibit hall. The first such program will be on Thurs- day afternoon, leading off with the topic of Social Media Marketing and Measurement at 2 p.m. followed by the Workplace Risks of Legalized Marijuana at 3:30. The Friday afternoon sessions will in- clude Helpful Business Apps with Beth Z Your Nerdy Best Friend followed by Com- peting in Tough Job Market: Importance of Screening and Training. On Saturday, attendees may be inter- ested in Where to Start? Tips for Entering the Commercial Laundry Industry or #NotHere: Sexual Harassment Prevention. No general sessions are planned for Sun- day, the final day of the show which closes at 3 p.m. As always, all registered attendees can attend any of the show’s programs. Drycleaners are likely to be particularly interested in the programs being planned by the Drycleaning and Laundry Institute on Thursday, Friday and Saturday morn- ings. DLI will kick off its programs at 8:30 on Thursday morning with the topic No Bad Days: Positive Attitude Is Everything. The program is slated to run until 9:30 so attendees will have time to join the grand entrance into the exhibit hall when it opens following the 10 a.m. ribbon cutting. Two programs are planned by DLI for Friday morning. First up will be First Im- pressions are Everything Even with Web- sites, a one-hour program beginning at 8 a.m. Next up on the DLI slate will be Next Generation Marketing another one-hour program beginning at 9 a.m. Two more DLI programs will follow on Saturday beginning with Customer Service: Being Good is Not Enough at 8 a.m. and followed by Tips for Entering the Wash- Dry-Fold Market at 9 a.m. Other show sponsors will be offering morning programs, too. The Coin Laundry Association will be discussing Laundries Connecting Communities on Friday. An Interactive Idea Exchange and Laundromat Lifecycles will be CLA’s Friday topics. Wash-Dry-Fold 2.0: What's next for full- service laundry will head the association’s Saturday program followed by Preparing to Buy (or Sell) Your Next Laundromat. CLA is the only association planning Sunday morning sessions which include In- troduction to Laundromats for Investors and Top 10 Secrets First-Time Laundromat Owners Must Know. The Textile Rental Services Association lineup includes Commercial Contracts: Hot Topics, Updates and Litigation on Thurs- day; Labor Law and Compliance: Hot Is- sues and Trends and Top OSHA Violations Industry stars gather to brainstorm Calling employees contractors to save a few bucks can end up costing thousands, Frank Kollman warns. Continued on page 8