It is a good idea to have either a newsletter or brochure and your business card with your photo ID on it to deliver to your new client so they receive it before the date of their first driving lesson. It is also a good idea to deliver these by hand on their inquiry day as it may sway them to book driving lessons with you rather than with someone else. It will make them feel special, that you care about them and that they are not just another inquirer/client. Remember that every positive move from you may well be talked about among family and friends. This type of publicity is very important in building up your good reputation. Knock on the door and introduce yourself. Look smart, be confident, look them in the eye and be pleasant. If this business takes place during another client’s driving lesson you should first ask your client if they mind; otherwise they may see it as just a little bit cheeky to use their time/money for your business calls. Reassure them that you will put five minutes extra on the end of the lesson to compensate for the time.
The information given to the inquirer should include your terms and conditions. The terms and conditions letter should be supplied in duplicate so your client can sign one copy and, ideally, return it to you before their first driving lesson, keeping a copy for themselves. If the client is under the age of 18 then their parent or guardian should counter-sign. If these terms and conditions are returned before the first driving lesson and they cancel without giving you due notice, you could insist on payment because this has been made clear in the covering letter and on your business card. The terms and conditions should also remind the client that they must have both parts of their driving licence available for inspection on the first driving lesson and that they will need to read a number plate from 20.5m. It should also be made clear that, if they do not bring both parts of the licence or they cannot pass the eye test, the driving lesson cannot take place for legal reasons but that the driving lesson fee is still due.
You should always aim to be punctual. This is especially important on the first driving lesson. Be realistic about travelling times between lessons, making adjustments for times of day, holiday traffic, school traffic and anything else that may affect your journey. Think of first impressions and your good reputation. Being late on the first appointment will not go down well. You should remember that this may be just another driving lesson in your working week but, to your client and their family, this is a very special day and it will most likely have been anticipated for months, if not years. Turning up late on this day is not only discourteous but also very inconsiderate. If you do keep them waiting your working relationship with the client and family may be tarnished for quite a while. On the other hand, you should not arrive too early. If you do you may find that your client is in a bit of flap before you have even started the driving lesson. If it is raining, take an umbrella to escort your client to the car. This is that allimportant personal touch again. Apart from anything else, it will save your upholstery from getting wet.
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Note: This article was sent to us by: Frederic Horner at 01172010
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