Industry Research

Summit Roundtable Tackles Affiliate Pricing Issue

Posted on September 21, 2011
Dan Goff (R) leads a discussion about affiliate pricing that includes Wes Hart of American Corporate Transportation in Houston and Alex Pope of LSA Worldwide near Baltimore, Md.

Dan Goff (R) leads a discussion about affiliate pricing that includes Wes Hart of American Corporate Transportation in Houston and Alex Pope of LSA Worldwide near Baltimore, Md.

Dan Goff (R) leads a discussion about affiliate pricing that includes Wes Hart of American Corporate Transportation in Houston and Alex Pope of LSA Worldwide near Baltimore, Md.
Dan Goff (R) leads a discussion about affiliate pricing that includes Wes Hart of American Corporate Transportation in Houston and Alex Pope of LSA Worldwide near Baltimore, Md.

MIAMI BEACH, Fla. — About 100 chauffeured transportation company owners and industry leaders packed a room at the Ritz-Carlton South Beach during the 2011 LCT Leadership Summit on Sept. 13 to gain insights on how to set affiliate rates.

The roundtable discussion was part of a “Problem Solving Think Tank” brainstorming program that covered 12 leading industry topics of concern to operators. The roundtable on affiliate pricing was moderated by Dan Goff, the general manager and co-owner of A Goff Limousine & Bus Company in Charlottesville, Va.

“Affiliate pricing is one of the top challenges facing limousine and bus operators today in the economic environment in which we find ourselves,” Goff said during the educational seminar. “Those who do it successfully will thrive, because working successfully with affiliates on pricing issues to effectively serve existing customers and attract new ones is a key component to growing your businesses in today’s uncertain travel economy.”

The roundtable included other operators from across the country who each shared insights into their unique approaches to the issue based on their specific business circumstances, geographic service areas, business models, fleet sizes, and service offerings.

“There is no ‘one-size-fits-all’ answer to how to overcome challenges with affiliates on the issue of pricing,” Goff added. “Everyone in this room faces their own set of hurdles that will require them to customize their problem-solving techniques. But there are innovative ways of working with your affiliates that can be adapted rather seamlessly if we’re all ready and eager to do what’s necessary to foster and cultivate the kind of positive affiliate relationships we all want to expand and enhance our businesses and ultimately tap into new market segments.”

The Problem-Solving Think Tank included lively engagement from the numerous roundtable members, who peppered the discussion with ideas about virtual groups and non-fleet lead generators.
 
“I think we offered participants a number of key takeaways that will help them return to their businesses with fresh ideas about how to retool their relationships with affiliates on pricing,” Goff said. “It was an honor to serve as moderator, and I want to thank LCT Magazine for putting together such an important roundtable on this critical issue.”

With a fleet of 60 vehicles, A Goff Transportation is the second-largest chauffeured transportation company in Virginia, and works regularly with affiliates from around the country and the world.

Sources: Dan Goff, A. Goff Transportation; Martin Romjue, LCT Magazine

Related Topics: affiliate networks, LCT Leadership Summit, service pricing, Virginia operators

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