Marketing Systems For Limo, Bus and Car Service Operators
A marketing system is a system used to get new clients.
All of the off-line and on-line marketing strategies explained on Limo Profits are systems.
They are strategic ways of getting new clients.
But, they are systems.
You can’t just do part of one and expect to get results. It just doesn’t happen that way.
You have to do all parts of the system to get it to work.
For example, when you do my Three Letter Sequence Strategy that goes to corporate prospects who frequently travel for business, you can’t just give out the first letter. You have to do all three. And they need to be ten days apart. And it has to be the letter we provide, (or a slightly tweaked version.) And, it has to be delivered in a Direct Response manner.
Then it’ll work.
You will get results.
But you have to do every part of the system, not just the first step. This is true of any system.
Think of making coffee.
The first step is to put in a new filter and add coffee.
But if you stop there, you’ll never get coffee.
You need to follow the rest of the steps in the system to get coffee.
That is; you have to add water, turn it on, and put the pot under the drip.
Then you’ll have coffee.
Stopping after the first few steps in a marketing strategy will give you the same results as with your coffee maker. NONE.
So follow through on everything.
Put the systems in place and they will automatically generate revenue for you every month.
Complete the system and you’ll soon be taking home the HIGH PROFITS you deserve!
You Are Not Your Client
It sounds obvious, but too many business owners never learn this crucial concept. They think their clients all have the same wants, needs, and opinions as them.
You do not know what your clients will want or how they will react.
Don’t judge something before you try it. I hear from many limousine business owners who say, “My clients won’t like that or respond to it.” How do they know until they give it a chance to work?
The truth is, you don’t know what will or won’t work with your clients. The marketing strategies I’m sharing with you have been tested all over the country.
If you can’t get something to work, email us and we’ll help you get it to work.
Don’t assume a strategy won’t work just because you tried it once and didn’t see results. That’s like questioning the laws of aerodynamics every time a plane crashes. When an accident happens, the authorities figure out what caused the problem and work to fix it. Contact us and we’ll help you do the same thing with your marketing strategy. Don’t miss out on potentially huge profits because you gave up on a strategy!
There are some methods you can use to try new things in your business. For a new product or service, it could be as simple as asking your clients whether they would be interested in it. See what they want and what they don’t want. Then give them what they want.
Always remember that you aren’t your own client!
What Is The Lifetime Value Of Your Client
The name says it all, and once you see how this simple concept can help you achieve your goals, you’ll wonder why so few business owners ever consider it.
Here’s what it’s all about.
The Lifetime Value Of Your Client (LTV) is the total profit produced by an average client over his/her lifetime association with you.
How does this number help you plan better? By knowing a client’s total value to your business, you can figure out how much you can afford to spend to convert a prospect to a client.
Let’s see how this works. For this example, your average new client:
- Spends $500.00 the first time he does business with you.
- Books rides with you again in two weeks
In the course of a year, he is potentially worth $13,000 to you.
He is going to be your client for 5 years (then he’ll move to Florida or something). In 5 years, he will have spent a minimum of $65,000 with you.
Next, figure out how much of that is profit to your limo business.
For this example, we’ll say 40%. This means you will make $26,000 profit on your average limousine or bus client over the next 5 years.
Hopefully, you’re starting to see how this can help you plan your marketing expenses. In fact, you could pay up to $26,000 (in this example) for each new client and still break even in 5 years. We don’t suggest that. But would you spend up to $250.00 to get $26,000 in 5 years? In fact, you don’t have to wait that long—you get a return on your investment with the first sale, enough to recover the $250.00 you spent.
Referrals add even more profit to the value of your clients. If your average client refers one new client to you, the profit from the original client doubles ($26,000 for the original client and $26,000 from the person they referred). And you didn’t have to do any advertising to get that new client.
Start calculating the lifetime value of your average client. Make increasing this value one of your goals. Some ways to do this include getting your clients to refer more often, increasing the average ticket, making repeat clients more frequent, and selling more services.
No One Cares Who You Are Until They Know How You Can Help Them
This simple idea changed my life and it can change yours too.
If you want to get people’s attention — in a few words tell them how you can help them — then they’ll want to talk with you.
Once people know how you can help them, they’ll be hungry to hear from you, eager to talk with you. Getting the conversation started is the most important step to being successful.
Without an easy way to get that initial conversation going, you’ll always be frustrated, no matter how smart or capable you are. That applies to everything from getting a response to emails, web marketing, direct marketing, and any other way you reach out to try to stimulate a response.
What is WIIFM?
Every human being is tuned into their own little radio station in their head and when confronted with a decision to make, that little voice asks “What’s In It For Me”.
ALL your marketing and advertising MUST be geared to WIIFM because they don’t care about anything else.
Pretty selfish, huh?
It’s human nature, don’t fight it – use it to your advantage.
This simple strategy will help you turn your business around and get it heading in a profitable direction almost overnight.
It requires a little extra effort on your part, but if you take action on it, you will uncover marketing opportunities and rewards that you never knew existed.
- Take a few of your best clients to coffee or lunch and ask them what they like and dislike about your limo/ car service/ bus business. Make sure they know that you want the honest truth because you value their opinion, you want to keep them as a client, and you want more clients just like them.After the meeting send a thank you letter. Make sure it’s personal. Anything less will weaken your sincerity.
- Call up some of the clients that have not made reservations in a while and take them to coffee or lunch. If they don’t want to do lunch, get information from them on the phone. Ask them why they haven’t used your services, what you can do better, and what you do well. Then ask them if it’s OK for you to send them a “special thank you for your help gift”. Send a special offer, just for them. And make sure it has real value.
If you talk with ten current and former clients and take good notes, you can use this information to improve your business, and create marketing messages that target your potential clients more effectively.
You’ll uncover many strengths and weaknesses. Some of them may shock you. Improve on your strengths, and fix your weaknesses.
I guarantee you will get very valuable and useful information from this tip, and you will get a lot of satisfaction from the smart work you will accomplish. You might even get a few unexpected referrals, or win over a disgruntled client.
What the heck does this mean? Let me explain.
Working in your business includes answering the phones, booking rides, dispatching, scheduling, managing employees, cleaning the cars, general upkeep, and so on…All the things that have to be done every day to keep your business running.
Working on your business includes planning how you want to expand your services and offerings, how you’re going to target a new niche, how many new marketing strategies you’re going to try. These things don’t just keep your business running, they help it grow.
Get the difference?
Working in your business is fine. Everyone does it. But you also need to work on your business. You need to plan to be successful.
As your business grows, you should work less and less in your business. You can hire other people for that. But if you don’t work on your business, no one else will!
his is a very powerful strategy.
It’s how Walt Disney built the enormous Disney empire, which started from just a few cartoons and grew to include Disney World, Disneyland, all the Disney characters, movie studios, and a huge media business. He didn’t just draw Mickey Mouse all day; he worked on expanding his business into one of the most successful companies in America. One of the reasons it’s still so successful is that the people at the top work on the business, not in it.
This same strategy will work for you too.
Work less and less in, and more and more on your business. You’ll see great results!
To learn from other operators who have perfect the art of this check out my YouTube Channel were I’ve interviewed many of the most successful limousine, bus and car service operators in the world.