The days are shorter, the evenings are darker and at this time of the year driving instructors report a noticeable drop-off in the number of pupils contacting them for lessons. So as everyone hunkers down for the winter, how can you keep the phone ringing and the lessons going? Here are five top tips to keeping your pupils happy and bookings up:
#1 – Be prepared to work early mornings
Nervous learner drivers don’t like taking a lesson during those difficult darker evenings, and you may start to see your post 4pm lessons take a nosedive. Remember that once the clocks go back to GMT, the mornings will be a little lighter so offer an early-morning pre-rush hour slot to make up for those lost evening bookings.
#2 – offer a discount for weekend lessons
Some driving instructors charge more for lessons during the weekend, but if you really want your business to succeed and even survive the winter then you’re going to have to rethink that strategy. Weekends will be your most popular time during the winter, so be prepared to put in the extra hours to keep the business on track. It’s not great news for your family or home life, but your bank balance will thank you for the extra effort you put in.
#3 – Be flexible
Conditions can change dramatically during the winter, so if a sudden snowstorm or seriously adverse weather conditions means that pupils have to cancel their lessons at short notice, rethink any cancellation fees you normally charge and perhaps let them slide once or twice. Make it clear, though, that this is only applicable when, for example, the Met Office issues an amber or red weather alert, or that roads are too dangerous for learner drivers to venture out.
#4 – Offer winter discounts for block bookings
One of the best ways to ensure your bank balance stays in the black is to encourage pupils to block-book their lessons with you. Offering a winter or New Year discount could get the phone ringing again, especially if you run a seasonal marketing campaign advertising the fact (driving lessons are a great present suggestion for frazzled parents!).
#5 – Diversify into lessons for newly qualified drivers
Your learner drivers don’t have to have L-plates! Newly qualified drivers or those who simply want to brush up on their skills are also a viable market, especially those who find winter driving a challenge. Offer specialist lessons for motorway driving, driving at night, or coping with adverse weather on the road. Drivers often find that, if they seek additional training with a driving instructor, insurance and other costs can go down as a result, so it’s a strong selling point to keep your bookings up through the tough winter months!