“I am a driving instructor, competing in a business that has had a 20% drop in the birth rate during the nineties and a 25% increase in driving instructors in the last two years. The figures do not add up. There is a price war going on between the larger driving schools, who in the main use trainee instructors. How do I compete without pricing myself out of business?
“I get stressed when I think about the school teachers striking over pensions. As a driving teacher, I have to provide it for myself, even while putting bread on my family’s table. And in my ‘classroom’ peoples’ lives are at stake. That never happens in school.
“All I want is a level playing field where driving instructors are given the same level of government respect as the other teaching professions.”
Hi Neil,
Take this as a bit of tough love.
If you’re feeling bitter because the government doesn’t provide a level playing field, you’re on a road that won’t get you where you want to go. (Forgive my driving analogies. Couldn’t resist. 😉
You are right about this: If you are in a shrinking industry, and you plan to stay there, you need to figure out how to differentiate yourself. And I assure you there is a way.
Don’t waste another minute fretting about driving teachers not being treated fairly. Instead commit to learn marketing. Good marketing will bring you more customers than anything the government could ever do. Learn how to find the opportunities.
Let’s face it: Unless the government permits teens to drive without a license, there will always be a need for people like you. Even as the field gets more and more crowded.
Your success will have nothing to do with how good a teacher you are. As you pointed out – you’re often competing with trainees. It will depend on how well you market yourself.
The good news is that the other schools are competing on price. And in any market where the players compete on price there’s opportunity.
Your job is to study the market. Uncover a niche where you can provide something different that people will want to pay for.
How do you do find such a niche?
Ask questions like this:
Your wrong turn was this: forgetting that your business is about your customers first. Not about you. Reverse your mindset and your income will reflect it. Whatever the government decides.
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When you do have those conversations, you want to ask questions to draw out information that your ideal clients may not even realize they have inside them.
If you want a super simple process doing this, have a look at “How to Systematically and Consistently Attract First-Rate Customers.”
