From the Chicago Dispatcher, January 2009
Make More Money (originally printed Aug. 2003)
"Everybody knows" you can't make money in underserved areas, but the smart ones will.
By: Dan Van Hecke, Master Chauffeur
“Everyone knows you can't make money in underserved areas.” This would be correct if you expect to just drive down the street and pick up customers here and there, like you have been programmed to do downtown. That type of business is rarely there and most neighborhood business is done by radio calls and, once mastered, can not only meet your one call per day requirement, but can actually be built into a regular income source. If you can put aside the “blinders” that most drivers have (at least temporarily) of working the Loop, lakefront, conventions and airports, consider the following:
1. The underserved (neighborhood) areas are not the same as “poor ghettos,” although there are some areas like that included.
2. The underserved areas cover roughly at least 75% of the city.
3. There is no current requirement that you work any specific area, so you can pick the ones that will fit your income and time requirement.
4. There definitely is money in most areas - just ask any real estate agent what houses or condos are currently selling for.
5. The “one call per day” requirement is an average of days worked, not a strict 24 hour period.
6. The “one call per day” requirement should be considered a starting point to build on, not a cross to bear.
To Begin…
1. Learn your radio system inside and out through training, other drivers and actual use. You should almost welcome some mistakes as part of developing your personal cash machine. (None are “fatal,” unless you keep repeating them.)
2. When beginning your day, book into posts or zones that are within 10-15 minutes from you home. Trial and error (you are going to be reading the newspaper or a book anyway) will tell you what clicks for you.
3. Don't fall into the “it's too far to chase” trap. A smart driver knows it is empty time (waiting and going to a fare) that have to be watched, not how far you go. Example: You drop a customer at O'Hare and the cab lot is pretty full. There is a convention at Merchandise Mart that you know is moving. You know that traffic was moving pretty good and you could make it there in about 30 minutes. Most drivers don't think that traveling 18-20 miles for a six to seven dollar fare is too bad, as long as they know more are coming. This should be the goal of mixing neighborhood radio calls into your working knowledge. The overall goal is to have as many ways to make money as possible.
I Don't Want to Do It Like That So…….
When you do an airport run, monitor the zones you will be passing through. It helps to write these out in order of occurrence on masking tape and put safely inside the drivers corner of the windshield or the dashboard. Eventually you will memorize them and it will become automatic. Respond to any call within 10 minutes or so. Worse case scenario is a “no load,” but you still get credit for responding to a valid call. Local trip? You broke even, as you didn't have a customer anyway. Going downtown? Ka-ching - Ka-ching!
Other Options
In the lulls between rush hours, you would be surprised how many calls are just outside the loop and lakefront that would count. Near West Side, West Lakeview, etc. Don't be afraid to use the expressway or dig into your bag of shortcuts most drivers have. The sooner you get there the better the tip possibility and repeat business.
Building and Keeping Business
Ironically, one of the advantages of radio calls is that you get them once, but you can decide if you want them again. Radio calls give you an opportunity to choose profitable customers to call you back personally (cell phone, etc.). While these won't count in the “one call” rule, that rule is good for “priming the pump” (O'Hare's, longer roundtrips, etc.). Driving a cab is like playing golf: Business could be bad, but it is only how you play your game that counts in the final score.
There are drivers that have developed their techniques and business in all neighborhoods and wouldn't be caught dead downtown. Haven't heard of them? Would you give away your trade secrets and income details?
The business is there, especially after 9/11 because although spending is down, this market will stick with a driver they can count on and trust. In June 2003, Yellow Cab took 30,000 (yes, that number is correct) radio calls from underserved areas/zones. This list of zones was freely given to drivers to help their incentive program. It takes a while to develop but it is well worth it.
