Magazine serving the bus and rail transit & motorcoach operations since 1904
Issue link: https://metromag.epubxp.com/i/116664
MOTORCOACH of a contract, to increase its quote-to-close ratios. Anchor uses Motorcoach Manager, a software program that automatically generates reports that signify when to call or email a customer and establish a relationship. Te operator has been able to easily track common dates and vehicle sizes customers are asking for, which aids in planning. "When we started tracking monthly quote requests, we realized we went from almost zero to 27% of our requests for mid-sized buses. Requests for larger buses decreased," Jared Stancil, executive VP, Anchor Tours, says. Anchor added three more vehicles to its feet at the end of 2012, based on these numbers. Additionally, once Anchor has a customer's information, it always has another lead, and can keep them informed of its oferings and helpful travel tips. Tat data can be easily organized and sorted. As it started to track quote-to-close data, Anchor reviewed the information it already had, Stancil says, starting with simple tracking and measuring methods, such as making notes in a spreadsheet or writing it down. "What happened was, there were some things we 'just knew' but when we started writing and measuring, that wasn't the case," he explains. "Tere were other things that we learned that we had no idea [about]. It helped us to better understand what the demand [will] be for our vehicles, recast equipment needs and market pricing, and [see] where we fall. It helped [us] be a better and more competitive operator by making that second call. Nearly everyone already has the information. You don't have to do anything elaborate." Tracking helps make stafng decisions, too. Te frst four weeks of this year, Dan Dipert Tours had low bookings and was getting concerned, but by week six, business started heating up, with about one quote every half hour. If this spike becomes a trend year-over-year in the ffth and sixth weeks, the operator will know they need all hands on deck during that time, Dipert Brown says. PROGRAM OFFERS MOTORCOACH MARKETING TOOLS The Motorcoach Council's Penny Parts Program, a collaborative effort between motorcoach operators and the four leading coach vendors (ABC Companies, Motor Coach Industries, Prevost and Setra), available only to members, features a toolbox with a sales process steps handout. To sign up for access, visit www.motorcoachcouncil.org. The toolbox also contains marketing materials for program members, such as motorcoach-related email hing templates, and matching postcards (shown) and safety brochures with several different designs for stationery, business cards and postcards. 40 < mETRO mAGAZINE APRIL 2013 GO Riteway Transportation Group follows up all online requests with a phone call within 24 hours to ensure closing sales. "We know the phones are going to be ringing of the hook. If you don't have the people there, you're not going to be able to make those quotes." And, if you don't get quotes out quickly, she adds, you're not as likely to get them booked. TIMELY RESPONSE Dan Dipert Tours tries to get quotes to new customers and/or online inquiries within one to two hours, because those customers are in a rush and contacting several other companies. People are also booking later than they have in the past, Dipert Brown says, which can increase the urgency. "Whoever reaches the fnish line frst wins," she adds. "A lot of times, the frst one to get to [the inquiry] gets the business." When prioritizing, long-time customers can sometimes wait one or two days. RJ Bast, director of operations of Milwaukee's GO Riteway Transportation Group, agrees. "We found out through sales shopping calls — fellow operators in other cities that shop us and we shop them — that the quicker you respond to a quote, the more likely you can close that deal," he says. "Having a sense of urgency is important." "What we realized is technology [makes] it more than just eight to fve," Stancil adds. "People need to be able to give you information and you [need to] respond quickly. We may not ever speak to them. It's just part of the ever-changing communication world that we live in." GO Riteway and Anchor Tours also added buttons on every page of their websites that customers can click on to fll out a form for a quote, making sure to respond within 24 hours. However, even for online quote requests, GO Riteway staf always tries to follow up with a phone call. "We don't just respond with another email with a quote, because that won't close the deal. We call, talk through what they're looking for and hopefully close the sale right away. If not, we send them an email quote back," Bast says. GO Riteway also looked into adding a real-time chatting feature with a staf member in its ofce on its website, for immediate feedback, to accommodate mostly younger customers. 2. metro-magazine.com