There is a common misperception that all businesses do badly during an economic downturn. I have been visiting and talking to dive centres across my region and have found a trend that proves this is not always the case. There are some dive centres and instructors that have given up and are not doing well, then there is the exception, the dive centre owner that is doing the best they can and in several instances better than they were doing last year this time. So how do these centres run themselves better than the rest, as we all like to think that we are running our businesses as best we can?
Going back to basic business principles is often the key so here are a few ideas you can use to possibly kick start some new enthusiasm into your solution:
Customer Service:
Customers are there to keep you in business, you need them and they know it. When last did you listen to your customers to find out exactly what they want? I would like to suggest that you create a customer satisfaction evaluation form, to simplify this process; I have a template that you can use (Click on the image on the left).
Ensure that you listen to your customers and within reason, provide what they are looking for. Many people forget that it is easier and cheaper to keep a customer than to go out and look for a new customer.
Customer Relations:
Long-term clients will always stabilise a business, so looking after your clients can be a key to the success of your business. You need to invite these clients into your store whenever you are running a course, offering a trip or you have new equipment that might be of interest to them. You may have to mine your database to create new interest for clients you may not have seen for a while. Eve is a great way to do this, set up your automated services in Eve to assist you with this task
EVE – Tip #1, Use the Auto Email Agent.
You may also want to follow up with a telephone call to your key clients, it is often easier to get your clients to verbally commit to visiting your store than through an email or sms, not that these forms of communication do not form an important part of establishing a strong bond with your existing customers.
Coaching and Mentoring:
Coaching and mentoring is a facet in the diving industry that often appears to be overlooked. How often have I heard the term; "we know everything, there is nothing you can teach us", unfortunately these are frequently the dive centres not doing as well as their opposition.
By mingling with a group consisting of a broad base of professional skills can be beneficial when you are making important decisions as they sometimes have great new ideas and advice.
Create your own group of skilled influential advisors; consider doctors, lawyers, accountants, business managers, sales specialists and executives.
Consider creating a Facebook group or Skype group. Creating a support system can be invaluable particularly during a downturn in the economy. You will really benefit from such relationships by building partnerships and finding many solutions.
I would highly recommend that you create this symbiotic relationship; it can only be mutually beneficial to you and your business.
Create and follow a Business Plan
If you have not as yet written a business plan, now is the time to write one, if you have you may want to revise it. Think of ways to grow your business, I would highly recommend that you concentrate on Entry Level certifications, as these new divers are the key to any successful dive business.
Ensure you review what is important to your centre, include long and short term goals. Review this blog article:
Top Business Tips - #1 Marketing Plan, from Peter Driessel, this may assist you in the writing of your business plan.
Marketing and Promotion
This is often the first expense to be cut back on during an economic downturn, this is the last thing a business should do. Marketing and promotions are one of the most important ways to get your customers. Scuba diving is a great way to forget about your problems and relax, start promoting the fact that this is a lifestyle that the whole family can get involved in.
Look at all the avenues of marketing, sms, email, telephonic calls, news media etc. Many centres are using Discover Scuba as a way of getting new clients, offer specials in local newspapers.
For example, if you were to offer Discover Scuba, as a confined water try-dive only, free of charge, consider putting a value onto it by creating a
Discover Scuba Diving Voucher, £30 as an example, you can now approach a local news paper for free advertising by letting them know that if they gave you a slot you would give every one of their readers a £30 experience. If Discover Scuba is a main income resource for you seek out other innovative ideas. You need to make your business as visible as possible!
Get More Customers:
Many dive centres tell me that there best form of advertisin
g is word of mouth and do nothing to promote this fact. Look at establishing a customer referral programme. Click on the following link for an idea on customer referral cards, and don't forget to consider printing these on the reverse of your business cards!
Look For New Revenue Sources:
Don't rely on walk-in, call-inn or referral customers. Look at several additional ways to attract business, the more places you can get clients from the better. Maybe offer a similar product that complements something you already provide. In countries where a large portion of the population cannot swim you might want to consider offering swimming lessons, these potential new swimmers would definitely consider scuba diving as they will be exposed to it while learning to swim!
Learning To Say No:
Control your spending and tighten the reigns. Track down any money that is owed to you and formulate a collection process. Look at ways of making your business more efficient, look for discounts on products and services, perhaps you will save money by purchasing in bulk? Look for deals and try to negotiate better rates wherever possible. Look at what needs to be done right away and what can be done later?
Make sure you know the value of your customer and consider payment options; remember if you are having a tough time, they are probably too! If you cannot lower your prices by considering various payment options you will not have to say no to your clients.
Investigate the idea pay as you dive whereby you customer pays for each module of the course as and when they can afford it, Eve would be a great tool to track their training and send out reminders.
Consider allowing them to lay buy goods and services, whereby you customer puts down a deposit and then paying in instalments and until they have paid the price in full after which they get to take the item home. It's also a great way of buying a present when your customer wants an item kept at your store and not their house.
Keep Your Staff Busy
These are tough times for everyone, to lower expenses sometimes one has to make staff redundant, adding more work to the remaining staff. You need to look at keeping your staff morale high, one way is not to reduce the number of staff but to keep them busy. Keeping your staff busy should increase productivity.
Reward any efforts with public praise. Your staff may also come up with ways to save money as they should be inspired if they are productive. Allow you staff to market your business and look at ways of getting additional customers in, empower them to make a difference. Get back to basics and make sure you have a healthy business.
