While state laws have turned favorable to luxury ground transportation operations, business owners must stay on top of the ones that apply to everyone.
One line stood out to me in particular: “Attention is a resource; a person has only so much of it.” No wonder operators are clamoring to figure out how to get the most out of their Google, Facebook, and Instagram ads. There are few places one can look and not be bombarded by flashy banners hocking products you just looked up on Amazon out of curiosity not even five minutes ago. In fact, it’s really creepy…and that’s coming from a Millennial.
Read that paragraph above a couple of times until you firmly grasp what he’s saying. Think of the average traveler you drive to the airport, a meeting, or a date night. The business traveler can’t walk two steps in an airport without seeing thousands of ads all over the place. Heck, even when they get into the airplane itself, the screens on the back of the seats have programing with ads built in. Half (if not all) the time, meetings are conducted while everyone has their eyes glued to their phone screens. Date nights are supposed to be for one-on-one time with your significant other, but it’s really hard to do that when an Uber driver is talking their ears off.
This is why I think the best thing you can advertise about your company is your chauffeurs. Not your vehicles with fancy amenities (which are undoubtedly pretty cool), your service levels (we get it, they’re great!), or the ability to make a reservation through your website (whoop-dee-doo…I should be able to do that for any service nowadays). Your chauffeurs. Why? Because they are trained to be quiet.
I think this should be a vital part of your chauffeur training program. It’s likely not as heavily emphasized as it should be. I won’t name names, but I once was riding to a hotel from the airport after long hours of flying, and while the chauffeur was incredibly nice, he would not. stop. talking. There’s no polite way to ask them to stop, in my view. You don’t want to come off like a jerk or hurt their feelings. It shouldn’t be the passenger’s job to do this. It may not be that disruptive of an idea, but it shouldn’t have to be. It should be common sense that employers train into their employees.
LEXI TUCKER is LCT associate editor and coordinator of the LCT Fast 40, a group of operators under 40 who collaborate and learn from each other about all aspects of chauffeured transportation. She can be reached at [email protected]
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