Like, trust and value…
“People will forget what you said. People will forget what you did. But people will never forget how you made them feel.” anonymous. (source: Forbes). Keep this in mind when building your brand.
This applies to any business and being a Driving Instructor or Driving School is no different. Initially, a student or parent finds you, reads your reviews and makes a decision. If you suit their needs as an instructor in their local area, they will engage and book a lesson. After that first lesson, it comes down to whether they “liked you, trusted you and valued what you taught them in that lesson”. This will influence their decision on re-booking a lesson or a lesson pack with you.
Regardless of how great your teaching is, your road skills or driving techniques are – people ultimately choose to do business with people they like, and everyone likes someone who “appreciates” them. One of the most powerful tools for building success in your driving school is to show your students and parents your appreciation of them trusting you as a Driving Instructor. As a Driving Instructor, you are playing an extremely important role, sometimes undervalued, in making sure their learner driver is taught road skills for life!
After an initial lesson if your student trusts you as the person behind the service you are offering, guaranteed they will be back for repeat lessons.
How do we show our customers that we appreciate their business?
- Honesty, reliability and likeability are important. But if people don’t see you as having offered them value, they more than likely will go elsewhere for that second lesson. The ways in which you can bring value to that very first lesson and be influential is if you are professional, knowledgeable, and credible.
- Show students and parents the value you bring to the lesson, by constantly striving to be better and developing your professional knowledge and skills. Lesson note feedback can play a large role in putting parents and students mind at ease in you providing invaluable feedback about areas that need improvement and areas that the student is doing well in. Everyone likes praise when praise is warranted. Feedback should always be a combination of positive and constructive.
- A simple thank you for choosing you as their Driving Instructor or Driving School of choice, goes a long way! Take a moment to say a “Thank you” – either face-to-face, via email or SMS or even the hand-written option. There is still something meaningful in a note of appreciation. There is never a downside to saying thank you to someone – whether it be in your personal life or in your business life. The two most powerful words in any language are “Thank you” via Forbes
How can we develop student and parent confidence in our services?
- Reputation. Your reviews and reputation in local areas is your track record and you can’t build a great reputation on what you are “going” to do. Reputation and confidence in your ability as a driving instructor will only come after you have invested in the process and continue to maintain that level of investment. Lasting influence as an instructor in your local area will only be sustained by consistency in the value you bring. Tip: Build and nurture your reputation, be a person of good character, look after your reputation by continuously being better. Students and parents will leave you a review if they found value in your services, even without you asking them to.
- Growing your business will absolutely come down to growing your relationships. “Unfriendly”, “unapproachable” driving instructor = no lessons! Building relationships (partnerships) with your students and parents don’t happen overnight. Nurture the relationship with value-add information and automated lesson reminders and notifications. Building trust and a professional interaction, build rapport.
- Keep parents in the loop! Parents, may not be teaching their teen to drive all the time but they are certainly a huge part of the process. Working in a partnership with parents can only lead to achieving more positive driving outcomes for our students.
Human traits = connection factor
Despite the world of “digital transformation” that we live in with technology changing everything – never forget the importance of human traits – a holistic approach to business is the future!
Your Personal Growth
Our business is an expression of our core beliefs. If one of your core beliefs is “helping your students and parents”, there is also an obligation to help yourself by continuously growing and developing as an Instructor. You play an incredibly important role in young people’s lives and can have a sometimes “undervalued” influence in providing a student with the necessary foundation of lifelong skills. Continue with your own personal development and strive to be better than you were yesterday. An area that is often forgotten about is your own self-care as an Instructor. “Being busy” can lead to unhealthy and have an impact on our lives that sometimes is not evident until you basically burn out. Self-care should be a top priority.