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Offline Driving intructor site marketing services (advice/guide/follow me)

by Tom Brite
8 replies
Hey,

Okay so im doing my driving lessons in the UK and while looking for a driving instructor i looked online but found that there really wasn't all that much competition.

So anyhow i asked a few friends and got a few references for good people and now am with this driving instructor who has a site that he paid to be built and uses the email system on his site and gets some business from it all.

However his site isnt optimized at all
He has no online advertising
His site doesn't appear any were on google
etc etc etc

So ive written him up a report for everything that is wrong with his site, online marketing, his missed opportunity's and his marketing approach. It's 4 pages of summarized information talking over everything in a dumbed down term.

Now what im confused about is what price to charge him!

He earns 20 GBP to 22 GBP per hour and works for arounf 6 hours a day 5 days a week and doesn't want to work anymore hours but still of course would like more money for his time. Plus its his car and so all repairs etc are his and insurance etc etc etc

Now this report can make him 1000's every month without working anymore hours, but only if he impliments it and to impliment it he needs me.

So anyhow i gave him the report to read through and by monday i need some pricing....

My total cost for my driving lessons will be around 500 GBP and ive already paid him 100 of that.

Thanks everyone
Tom Brite
#advice or guide or follow #driving #intructor #marketing #offline #services #site
  • Profile picture of the author timmykins
    Originally Posted by Tom Brite View Post

    Hey,

    He earns 20 GBP to 22 GBP per hour and works for arounf 6 hours a day 5 days a week and doesn't want to work anymore hours but still of course would like more money for his time. Plus its his car and so all repairs etc are his and insurance etc etc etc

    Now this report can make him 1000's every month without working anymore hours, but only if he impliments it and to impliment it he needs me.

    So anyhow i gave him the report to read through and by monday i need some pricing....

    My total cost for my driving lessons will be around 500 GBP and ive already paid him 100 of that.

    Thanks everyone
    Tom Brite
    Hi Tom,

    Here's my suggestion, one that you can gain from and his pocket will stomach. Suggest to him that SEO is an ongoing process (which it is) and that you will do the SEO work, and maintain the site/mailings for him for a monthly fee of £100-£200 per month. That would entitle him to say 10 hours of your expert time per month.

    I'm not sure how the work could be worth thousands more to him without him doing extra hours, as he only has so many hours in a day, unless he intends to hire more driving instructors into his business that is, but that would also cost him more, second car, salary etc.

    Anyway, hope this helps.

    Tim
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    • Profile picture of the author Tom Brite
      Originally Posted by timmykins View Post

      Hi Tom,

      Here's my suggestion, one that you can gain from and his pocket will stomach. Suggest to him that SEO is an ongoing process (which it is) and that you will do the SEO work, and maintain the site/mailings for him for a monthly fee of £100-£200 per month. That would entitle him to say 10 hours of your expert time per month.

      I'm not sure how the work could be worth thousands more to him without him doing extra hours, as he only has so many hours in a day, unless he intends to hire more driving instructors into his business that is, but that would also cost him more, second car, salary etc.

      Anyway, hope this helps.

      Tim
      Thanks for that Tim,

      Problem is with 10 hours of my time i can do something else and earn an easy 1000 so that doesn't make it worth my time.

      However i see where you are coming from a monthly fee might work out better.

      The fact that he doesn't want to work anymore hours but of course wants to earn more is easy to accomplish and i have developed a strategy for him personally because he also teaches people to be driving instructors and at the moment the lessons can be recorded and put onto dvd too which is a bonus of going with him.

      Now ive shown him how to brand himself as a 'Ferrari' style driving instructor so that he can charge higher prices and be in demand so therefor increase his prices.

      Also an affiliate system with other driving instructors for referals and also selling amazon products on his site relating to learn to drive etc which will give him a commission too and even eventually creating a driving based product that he could sell both in digital and book format. But thats the big scale of things.

      By offering a more business perspective to people wanting to be driving instructors and offering them X amount of clients over X amount of months he can increase the price greatly.

      I am also thinking next month i will develop a website for all the driving instructors in my area and eventually the whole of the UK (my plan) and rent out advertising spots etc etc etc... but thats the big plan of things like the rent a site idea.

      So yeah 200 a month is a very small amount for me and not worth my time... it would have to be more like 600 a month for 10 hours which would be more reasonable and still cheap for him.

      Tom Brite
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  • Profile picture of the author Adaptive
    Hi Tom,

    I had the same question as Tim about how to expand his business, without requiring him to give more lessons. Thanks for explaining that.

    You are the expert and you should sell your results, not the number of hours you put into the project. I recommend you do a joint venture approach. You will do what needs to be done on the site, he provides the list, and you split the income. If there expenses such as duplicating DVD's, getting a larger web server, or hiring additional instructors, he will pay the costs and you split the income after he recovers the costs. Start with what you can do without any extra costs on his part.

    You meet for an hour and don't tell, but instead show him, on your own computer, a mockup of what the revised site will look like. If he is offended by anything, you take it out, otherwise you just go do it and come back the next month with the next improvements.

    It is none of his business if it took one one minute, one day or all month to do the work. Nor is it his business if the implementation work was done by you, your buddy, by me, by a high school student or by a virtual assistant from India, as long as his online passwords are kept confidential.

    Don't sell him a report. Sell him his getting out of the way so that you can use his overlooked assets to build big new profits for both of you.

    Regards,
    Allen

    P.S. I suggest the marketing deal is separate from your bill for your own driving lessons. Pay that bill as usual, and don't include it in the marketing joint venture.
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    • Profile picture of the author Tom Brite
      Originally Posted by timmykins View Post

      Put like that Tom, £200 a month is pitiful!

      All the best

      Tim
      Yeah but i see where you care coming from so thanks for that Tim.

      Originally Posted by Adaptive View Post

      Hi Tom,

      I had the same question as Tim about how to expand his business, without requiring him to give more lessons. Thanks for explaining that.

      You are the expert and you should sell your results, not the number of hours you put into the project. I recommend you do a joint venture approach. You will do what needs to be done on the site, he provides the list, and you split the income. If there expenses such as duplicating DVD's, getting a larger web server, or hiring additional instructors, he will pay the costs and you split the income after he recovers the costs. Start with what you can do without any extra costs on his part.

      You meet for an hour and don't tell, but instead show him, on your own computer, a mockup of what the revised site will look like. If he is offended by anything, you take it out, otherwise you just go do it and come back the next month with the next improvements.

      It is none of his business if it took one one minute, one day or all month to do the work. Nor is it his business if the implementation work was done by you, your buddy, by me, by a high school student or by a virtual assistant from India, as long as his online passwords are kept confidential.

      Don't sell him a report. Sell him his getting out of the way so that you can use his overlooked assets to build big new profits for both of you.

      Regards,
      Allen

      P.S. I suggest the marketing deal is separate from your bill for your own driving lessons. Pay that bill as usual, and don't include it in the marketing joint venture.
      Cheers for that Allen,

      I will have a look and see what sort of longterm business approach i could do for him but maybe 500 a month might be better. Will see what everyone else says too.

      Tom Brite
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  • Profile picture of the author Riz
    Might be an idea to target Driving Schools for seo etc instead of individual Driving Instructors.

    However, your ideas for monetising the site of the individual driving instructor is excellent.

    RA
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    • Profile picture of the author Tom Brite
      Originally Posted by RA123 View Post

      Might be an idea to target Driving Schools for seo etc instead of individual Driving Instructors.

      However, your ideas for monetising the site of the individual driving instructor is excellent.

      RA
      Yeah i completely agree but really only got talking about it because hes teaching me how to drive and so it was general chit chat but i really will just be happy if i get them all for free and maybe some extra side cash.

      However the thought of me literally making him 1000's more every month with him working the same hours would be annoying if i only got a small return on it all.

      Tom Brite
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  • Profile picture of the author Adaptive
    maybe 500 a month might be better.
    You could do that too. Whatever you do, if you can put it on a retainer basis based on your results, rather than your number of hours invested, that's a lot better for you. It also gives you an economic incentive to make results as fast as possible, which is better for the client. Here is a killer article about how that works: Summit Consulting Group - Million Dollar Consulting (TM) Hot Tips

    If you have time to find "Never Cold Call Again" by Frank Rumbauskas this weekend, read the last few chapters about appointments, proposals and presentation. (The earlier chapters are about how to get a lead, you already have that.)

    Also remember that if this particular driving instructor doesn't buy from you next week, you will still be free to present your offer to other instructors anywhere in the UK.

    Regards,
    Allen

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