What’s In A Name

A few months ago I decided to try a little experiment with the business name. I changed it from “Peter Skelton Driving School” to “Newbury Driving School”. I thought maybe that the new name would make the driving school sound Bigger!!!! I also thought that the Bigger new name would therefore attract more pupils. Then one day, not so long ago it dawned on me that Bigger is not always the best. In the world of driving schools smaller is definitely better. The reason is this. Pupils tend to trust a smaller and more local driving schools rather than one of the larger, faceless companies. Pupils are more likely to recommend you if you are a small company. When I was a franchised instructor at BSM a number of years ago I must admit I did get recommendations. However because I worked hard it was BSM that my pupils recommended not necessarily me. So sometimes those recommendations went to other BSM instructors and not me
🙁
Anyway to cut a long story short, I felt that going back to using my original name would prove more successful. I have spent 7 years building up my reputation as an instructor. I get a lot of searches on google where people have searched for my name and not gone straight to my website. Thankfully there is only 1 Peter Skelton Driving School in Newbury. Pupils will know straight away when they reach my website that they have the right person. So 7 years on from 1st becoming an instructor it still thrills me when a pupil passes their driving test. It makes all the hard work worth it in the end
🙂
Add a Comment