By Francis Flair

Most operators get excited when a new customer walks through the door. New ticket. New name in the system. New chance for business. But here’s the real question: Do you have a plan for turning that new customer into a regular? Or do you just hope they come back?

In dry cleaning and laundry, it’s not the first visit that grows your business. It’s the third. If you can make the first three visits feel easy, friendly, and consistent, you’re no longer “one of many” options. You start to become their place. Here is a simple framework forthinking about those first three visits and what to do at each one.

Visit 1: Make Them Feel Safe

On the first visit, the customer has one main question: “Can I trust you with my stuff?”
They may not say it out loud, but they’re thinking it. This is where you want to focus on safety and clarity.

Simple ways to do that:

• Greet them warmly. Look up, smile, and say hello.
• Explain how it works. “We’ll have this ready by Thursday after 4 p.m.” or “If we have any questions about this stain, we’ll give you a call.”
• Set clear expectations. Be honest about what you can and can’t do.

You don’t need a big speech. Short and clear is best. The goal of Visit 1 is not to impress them with a long list of services. You want them to leave thinking: “That felt easy. I know what to expect.” When people feel safe, they’re more likely to come back.

Visit 2: Make Them Feel Known

If they come back a second time, that’s a big deal. Now they’re asking a different
question: “Do they remember me, or am I just another ticket?” This is your chance to
make them feel known, not just served.

Here are a few simple moves:

• Use their name if you can. “Good to see you again, Ms. Lopez.”
• Remember a small detail. “Do you still want light starch?”
• Notice their pattern. “Big load, busy week?”

You and your team don’t have to remember everything. You can use notes in your POS
system or a simple habit of asking, “Anything different from last time?” The point is to
show you recognize them, and for them to leave thinking: “They remember me. I’m not just a number.” That feeling makes it much harder for them to go try the cleaner down
the street.

Visit 3: Make Them Feel Valued

By visit 3, the customer is close to forming a habit. Now their silent question is: “Do they
actually appreciate my business?” Here is where a small gesture of value goes a long
way.

Ideas that don’t cost much, but mean a lot:

• Add a quick handwritten “Thank you for trusting us” note on their order.
• Double-check part of their order and mention it. “We paid extra attention to those suits for you.”
• Offer a small act of service. “You’ve got a lot today. Can I help you carry this to your car?”

You don’t need a big loyalty program to make someone feel valued. You just need to
show it in a clear way: “We’re glad you chose us. You matter here.”

On the third visit, you want them to think: “They take good care of me here. This is my
place.” At that point, you haven’t just cleaned their clothes, you’ve started a relationship.

Just remember SKV: Safe. Known. Valued. It doesn’t have to be complicated. You can
turn this into a simple system for your team.

You work hard to get new customers. You pay for advertising. You join local groups. You
rely on word of mouth. It would be a shame to do all of that and then treat every new
customer like it doesn’t matter whether they return.

You don’t have to guess who your regulars will be, but you can design it. When you
make people feel safe, known, and valued, especially in their first three visits, you
become the go-to cleaner, and you build loyalty. And in this business, every customer
you keep is a competitor you beat.

---