This is part 2. Part 1 can be found here
Jim is an engineer. He works 70 hours a week all year long. He gets one week of vacation. This week is the week. It’s his vacation week. He is going to the same airport as Carla, but
what he wants is very different. He is taking his wife Sarah and his only son Johnny to Disney World in Orlando.
He doesn’t want a regular car. He wants the best car you have. He’s been working hard all year and now he wants some pampering for himself and his family. He doesn’t want to wait for pampering until he gets to Disney, he wants the pampering to start with the taxi. He wants the best.
He wants the driver to come to the house door immediately after he opens it. He wants the driver to say: “Hello, sir. My name in Michael and I’ll be your driver today. How many bags do you have today? Let me help you with those.”
He wants the driver to bring all the bags to the car and put them in the trunk. He wants the driver to ask him if he wants any music during the ride. He wants the driver to ask about what the air conditioner temperature should be. He wants to make small talk. He has been waiting for this vacation for a whole year, he is proud that he works hard and can take his only son to Disney in this economy and he wants everyone to know about his Disney trip.
He doesn’t care about the price of the ride. He wants the best and he thinks that most expensive is the best. If your competitor’s ride is more expensive than yours, he’ll go with your competitor.
He’ll think that it’s better because it’s more expensive. If the driver does all those things that I’ve talked about above, he’ll tip the driver really nice and be proud of it.
Susan is 75 and she is taking taxis because she can’t drive anymore. She doesn’t see all that well being 75. She has money, she needs transportation, but she doesn’t use taxis that often. She hates taking taxis. She has a walker and she needs help putting it in/out of the car. Doing it herself is very hard for her at her age, yet most of the time taxi drivers pretend not to notice that and don’t help her at all. Instead of jumping out of the car, opening the door, taking the walker, folding it and putting it into the trunk, they sit, do nothing and become grumpy about the fact that it takes Susan 10 minutes to get into the car. If they were to help Susan with the walker, it’d take her 5 minutes instead of 10 and she’d tip really well (she has the money), but receiving no help from the driver and having to deal his grumpiness she refuses to tip.
I could go on and describe you other categories of taxi customers. I hope you see my point now: you different customers. They have different needs. You need to serve them differently, talk to them differently and charge different prices for different services. That’s how you get power in the marketplace, build a loyal customer base and make a lot of money in our business.
Like this article? There’s more in-depth information and strategies in my book “17 Mistakes You Must Avoid That Can Ruin Your Taxi Business”