Tips on Marketing Instructors.
By Malcolm Hornsby
June 2003
Traditionally the marketing of driving instruction services was mostly about who
required the least amount of money to survive. In other words it was and still is
all about price. But does this always have to be? I don't think so. Yes you can
break out of the "I'm the cheapest syndrome" with some clever marketing.
Often the first question a caller asks is, "what are the price of your driving lessons".
Well you can set them straight or you could market each of your instructors at a
different price.
What are you talking about I hear you say, you can't charge a different price for
different driving instructors. Well why not?
Are all driving instructors made equal? I think not. I have been training thirty
years and have a new vehicle to teach in. Other counterparts may have only been
in the industry a matter of days with a tired old vehicle to teach in. Would the
customer expect to be trained by either at the same price? I think not.
If your serious about doing the best for your instructors give it a try, we did
and it worked a treat.
When you list your instructors on this site you have the opportunity to market them
individually, you can set different prices for each of your instructors, because
Think about it, do all of your instructors have the same overheads? do some work
in outer suburbs requiring greater distances to travel? Some may operate exclusively
in expensive suburbs, would you charge the same price in Dandenong as in Toorak?
Hello I don't think so.