Three Habits to Master When Selling Transport

Friday, October 14th, 2016
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An increasing number of people are trying to sell the notion of active and public transport.

There are groups who want bicycle infrastructure completely separated from traffic, the advocates who believe we should get the masses cycling and then build the infrastructure, and those who want buses to hub at train stations so that more commuters can ditch their car.

Social media is a powerful tool to promote “Car Free Days Out” and adventures sans motor vehicles. Car Free Days Out encourage motorists to give up their car for a day and visit their local national park, museum, beaches or tourist attraction on foot, by bicycle or using public transport.

In speaking with hundreds of people in Australia, the UK and USA over the last two years about traffic and transport, some people say they’d rather live in the outer suburbs far from where they work to take advantage of a larger house and a cheaper mortgage. Lots of people love the convenience and comfort of their own private car. Others love the ‘me time’ that the train provides.

Our world is changing. Technology is disrupting every industry, from hotels to public transport. Every day we see a greater shift toward access rather than ownership as people embrace the sharing economy and global phenomena such as AirTasker, AirBnB and Uber. Add economic slowdown, soft financial conditions and the rising cost of living and it’s easy to see why all industries are looking for cheaper alternatives and new ways to sell their goods and services.

With life changing so quickly we can’t sell transport how shops sell soap. Here are three hbits we need to master to sell transport now and in the future:

Know your product

You need to know everything about the product you are selling. You need to use it, demonstrate it and understand it.

Car Free Days Out are a fantastic idea. I’m a regular visitor to North Stradbroke Island in South East Queensland. A quick train ride to Cleveland, a connecting bus to Cleveland Harbour, followed by a water taxi make for an easy trip. The Straddie bus service meets every water taxi and takes passengers to all the key destinations and beaches. All the different modes of transport connect perfectly.

Know your market

You need to know everything about your target market and your ideal customers. Don’t waste time and energy on people and places that don’t fit.

For example, the Gold Coast – Queensland’s sporting and events capital – welcomes more than 10.5 million visitors each year and is home to more than 2,500 tourism-related businesses. Car-free tourism has the potential to be really big business there because 65% per cent of all visitors to the Gold Cost are day trippers. That’s a whopping 6.5 million people who could participate in a Car Free Day Out.

Know the value

You need to know the value, not the price. Knowing how to highlight the value is a true differentiator.

We’re working longer hours, commuting further and most of us can’t afford a holiday. The solution is Car Free Days Out. There are many benefits of having a Car Free Day Out each week. It can be like having 52 ‘mini holidays.’

We can’t sell transport the way shops sell soap, so let’s all master these three habits. Let’s know our products, let’s know our markets and let’s know the value.

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