Luxury Coach & Transportation

January 2019

Magazine for the professional limousine, charter and tour industry.

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50 WWW.LCTMAG.COM "Shut Up And Take More Of My Money!" JANUARY 2019 H as one of your clients ever said the above comment to you after completing the first trip with your company? Probably not. This is why you must have a sales process that doesn't end when your prospect becomes a client. You now have to give them a reason to come back and use your service again and again to maximize the lifetime value of your new client acquisition. All too often companies spend good money to acquire a customer, but don't follow a process afterwards. You ser- vice this new customer for the first time and then send them a ride receipt when the trip is completed and think you're done. Step One When you charge your new client after the first trip, the sales process is not over. It actually takes on a new role, which is to grab a larger share of your new cli- ent's wallet. This is a critical stage in the relationship and exactly the right time to show your gratitude towards them for choosing your company. Now you just have to de- cide how you will communicate this to them. Will you set up an automated funnel of emails, or go old school and call them? In my opinion (and the data proves), old school wins every time. So, set up a plan and block out time on your calendar every day. Monday through Friday, pick up the phone and call your first-time clients to show your gratitude. This call should happen within 48-hours after the first trip. The context of the call should be to thank them for choosing your company, introducing yourself as the owner, asking them about their experience, and then informing them they can contact you directly if you can ever help them. You should provide them with your personal contact information so you're not forcing them to call your 800 number only to go through your phone tree to reach you for future trips. Step Two This is only step-one of the follow-up process after you have won and serviced your newfound client. Now you need to follow up again, but you should probably use email instead of calling for the second time. In this first email (post phone call by owner), I would sug- gest you introduce your new client to another service relevant to the original one booked with you. For example, if the client booked an airport transfer for a first trip, then I would inform them you can supply a "seamless air-to-ground transition" in any city nationwide. Then, include your top three to five logistic management tactics you will showcase. Be sure you can actually deliver on your promise. Now I would write two to three more emails focusing on your internal process of how you manage the service you are selling. If the new client is a DMC who you serviced locally and you want to win their business nationwide or in another city, then you must earn their trust. You must communicate you can deliver at the same level in another city as you did in your hometown. This is where you will let them know how you will man- age their manifests, the passenger transition from baggage claim to bus/shuttle, the vetting process of your affiliates, and explain you have contingency plans. You are now fully ingrained in providing solutions to new clients' problems instead of "selling to them." This, combined with creating a personalized funnel follow-up, will enable you to build trust with new clients, strengthen relation- ships, and extract more revenue out of their wallets. Profit Motives BILL FAETH | All too often, chauffeured and bus services spend good money to acquire customers, but don't find a way to keep them coming back. BILL FAETH is the founder of Limo University (, Inbound Marketing Agents (, and 23 additional startups, including Silver Oak Transportation of Nashville, Tenn. As a successful former operator and active advocate for the industry, Bill continues to invest into educating and training operators on how to grow, manage and sustain a more profitable business. You can reach Bill at By Bill Faeth LUXURY COACH & TRANSPORTATION JANUARY 2019 MONDAY THROUGH FRIDAY, PICK UP THE PHONE AND CALL YOUR FIRST-TIME CLIENTS TO SHOW YOUR GRATITUDE.

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