Industry Research

Publisher's Page: Being All Things To All People

Posted on September 1, 2009 by LCT Staff - Also by this author

Most of us focus on a business model that we would consider, for lack of a better term, focused. In the “old days” (Wow, that would be just a few years ago) profitability meant streamlining — targeting one primary market and doing it over and over again.

I believe Michael Gerber, author of the E-Myth and a keynote speaker at our 2001 LCT Show, first introduced this notion to our industry. It served us well for some time. How nice it was that we could train our salespeople to say the same thing to the same mindset. Boy, they all got pretty darn good at it too.

Well gang, the days of specialization are now over — at least for the time being. The emerging companies in this industry that will rebound first and become highly profitable — and soon — are those that are the fastest to differentiate the old client book.

Today, we are “people movers,” not luxury transportation providers. Now we will train salespeople to address the growing number of retirement homes who need our transport services. We will get to know the owners of private parking lots to see where we can gain some business moving people from Point A to Point B.

We will pinpoint and capture all that medical transport business that has been a burden to try and market to when times were good. We will do crazy things such as direct mail to the millionaires in this country. When is the last time you sent a flyer directly to the home of a rich person suggesting that they call you for a night out? The rich are still spending on personal stuff. Staycations, local mini-vacations, are en vogue as a more affordable way to enjoy time off. Where are you in that travel space?

Many of you have noticed that LCT is no longer Limousine & Chauffeured Transportation. We repositioned the magazine earlier this year to capture bus business. We are now Limousine, Charter & Tour — same acronym, different focus. And we are no longer a vertical magazine. We are a more horizontal one, which is my point. New business is everywhere around us but it looks and feels different.

At this point, so what? The downside is that you have more to learn about what is emerging in the world of “people moving.” You may feel like you have no room to spend on fleet diversification, but you do. You may want to scream that you have to completely reboot your business model and may even have to show up at a wedding expo. So what, again? Life is hard; wear a helmet. We have a lot going for us. We have street-fighter mentalities; we came from nothing; we work hard; we know good service; and we are all our best salespeople.

You pioneer new territory now and it will be hard work. A few years from now when you look back at this period of time, you will be debt free, you will be diversified and less vulnerable to other economic setbacks, and you will be smarter. It will have been worth it.

View comments or post a comment on this story. (1 Comment)

More News

5 Ways To Sell Into The Luxury Travel Market

It’s not your father’s high-end market any more. These lessons apply to chauffeured transportation as well.

Trump Travel Ban Could Deter Business-Related Trips

Tech firms and multinational corporations have lashed out at the move, and some recalled employees traveling overseas.

Half Of Companies Allow TNC Use For Business Travel

A GBTA survey finds an increasing number of traveling employees using companies like Uber and Lyft.

Study Shows Jobs Rose In Taxi Industry Despite Uber

The authors believe this is the first serious look at the effects of the gig economy platforms such as Uber on jobs.

What Trump Means For Fleet-Based Businesses

Fleet expert: "If Trump eventually rolls back regulations in the automotive sector, he would likely stimulate growth."

See More News

Facebook Comments ()

Comments (1)

Post a Comment



See More

LCT Store

LCT Magazine - March 2017 $12.95 INT'L LCT SHOW ISSUE COVER STORY: * Innovate or Die: Show To Be a Business "Disrupter" * *


Experience the three annual industry events for networking for business, showcasing vehicles and products, and getting the tools for success.

Read About Your Region

What’s Happening Near You?
Click on any state to see the latest industry news and events in that region.

More From The World's Largest Fleet Publisher

Automotive Fleet

The Car and truck fleet and leasing management magazine

Business Fleet

managing 10-50 company vehicles

Fleet Financials

Executive vehicle management

Government Fleet

managing public sector vehicles & equipment


Work Truck Magazine

The number 1 resource for vocational truck fleets

Metro Magazine

Serving the bus and passenger rail industries for more than a century

Schoolbus Fleet

Serving school transportation professionals in the U.S. and Canada

Please sign in or register to .    Close