Getting customers is hard enough however keeping them should be simplicity in itself yet many Driving Instructors loose
pupils all so easily.
Remember some simple rules to help with retention;
• Learners want to be respected
• Learners want attention
• they want to be appreciated and recognized
• Most of all – they want to be understood!
Losing Customers
Why do Driving Instructors lose customers?
We know that the average pupil needs about 45 hours (more recent figures suggest 50 hours) but did you know that the average learner uses three instructors. Many swapping instructors in the initial few hours until they find one they like.
A survey with which you may about general business trends showed the reasons customers left their supplier were that;
• Developed a good relationship with another supplier (5%)
• Less expensive products elsewhere (9%)
• Unhappy with service/product (18%)
• Because of the poor attitude of the supplier (68%)
Your Customers Are the Lifeblood of Your Business
The highest by far reasons for learners leaving are;
· Did not feel they were making progress
· Had no goal
The most popular reasons they told their instructor they were leaving were;
· Could not afford them
· Having a lesson break
· My mum say’s…………………….
· Or they just plain hide away when the instructor calls and do not answer the phone.
It is never easy to win new business, which is why we should nurture existing customers and try to minimize problems and inconvenience.
It’s a good idea to:
• Keep written progress records of all your pupils and get them to sign them (agreeing progress)
• Reply to calls/queries as soon as possible
• Talk to your learners – find out about them and don’t forget to ask about these things at the next lesson
• Keep them well informed about news related to the profession. (subscribing to my site will enable you to have regular newsletters)
• Conduct regular reviews of your performance and CPD needs – see your service through their eyes
Ensure that the learners are happy and feel progress is being made by using ‘client centred approaches’ to your tuition. (DSA role six released last year states how instructors will be required to use client centred tuition.)
Solving Problems
Suppose they are difficult.
Learners who appear difficult are probably experiencing difficulties. Few learners are truly difficult.
• Focus on the problem not on them find out why you cannot teach them not why they will not learn
• Show interest – bring out their likeable side
• Put yourself in their shoes – remember empathy?
• Be personal – use their name if that’s what they would like
Remember to use plenty of praise!!!
Let your customers know you appreciate them. Find little ways to thank them for their custom, especially when they are not expecting it. This is a great way to attract compliments – especially after sorting out a difficult problem.
• A simple, but sincere thank you card – personalized
• Gift vouchers
• Cards at Christmas or other holidays
Loyalty cards are very popular now with many organizations. Discounts, bonus points, free samples, all help to make your business stand out.
Remember, learners are your livelihood and without them you will not last long
