From the Chicago Dispatcher, January 2009
Why Cabbies Stay Poor (originally printed March 2005)
Five reasons why you're not making the money you want - and five solutions.
By: Dan Van Hecke, Master Chauffeur
Being “poor” is not about less money (that's “broke”), but it is about not having enough positive spirit.
Although times seem to be tough, there always are cabbies that will do consistently better, usually 20 to 30 percent more money. Haven't you heard about them? It is because they don't want to waste their time telling other drivers, who really don't want to learn their techniques anyway.
Of course, some may brag about a great trip or tip but that is not consistency. There is also the limited thinking that if other drivers knew how they did it, they might lose money (they won't).
The following type of thinking will keep you broke in spirit and money and is to be avoided:
1. I AM ONLY DRIVING PART-TIME, SO IT DOESN'T MATTER.
That is when you should learn to make the most of your time. When you get good at this then you will not be afraid to work different times, as it then frees you up for your other activities: other job, school, social life, etc.
2. “EVERYBODY KNOWS” BUSINESS IS DOWN.
Do you want to hang around drivers who say this or do you want to learn where the new business is? All of those new developments just outside the Loop on the North, West and South Sides advertise “you can walk to work”- even if it is two miles away! Some do, but most take the bus or will call a cab if the service is reliable. About one-half of this business on or near South and West Sides is in “underserved areas.” Yes, some business is down but that is old thinking if you chase just that. You need to change your thinking as to the new patterns and sources. More on this in a later article.
3. WE WANT SOMETHING TO “SAVE” US.
Yes, a fare increase would be helpful, but how long can you tread water if you're swimming the same way?
4. THE TROLLEY AND SHUTTLE BUSES ARE KILLING OUR BUSINESS.
First, they verify that business is there in the first place. Second, the trolleys help bring 8,000,000 people or 21,917 per day alone--just to Navy Pier! Third, if you rely on conventioneers alone it is like driving with the blinders on
and not seeing all of the potential business.
5. I DON'T GET RESPECT BECAUSE I AM “ONLY” A CAB DRIVER.
Let's see, the riding public is conditioned to seeing a dirty or mediocre cab or driver, who arrives erratically and sometimes may not know their destination nor care how he gets there.
Of course, this sounds extreme, but it sticks in their minds. You have an unusual opportunity for about ten minutes or so to show that you are not only better than that, but clearly superior. A foreign language or dialect is normally not the problem: As a driver you should be concerned with communication to put the customer at ease and do the trip efficiently. Most customers would prefer a foreign-looking or sounding driver with a good work ethic than a Caucasian driver who speaks English well enough but acts and drives as if he's on weird medication.
THE ANTIDOTE TO CABBIE POVERTY THINKING
1. First, recognize that there is much business out there of all varieties but you are only responsible for getting yours, not anyone else's.
2. Become familiar in doing as many varieties of trips as possible so you can mix and match with changing situations. Example: the2.63 million radio calls per year (yes, this is a city-provided figure and it is accurate) There are errors and cancellations in this, of course, but this breaks down to 392 trips per year for 6,700 cabs. This allows for 10% of the cabs sitting idle, conservatively. This means that some drivers are doing very well and some are doing poorly, but it is there.
3. Avoid getting stuck doing just one type of trip, as luck and opportunity are fickle.
For example, the charcoal people, Kingsford Products in Oakland, California, now dominate this market. They are now owned by the Clorox Company.
However, they originally made wooden car bodies for the Ford Motor Company at the turn of the century. Had they had the common cabbie's mindset, they would have gone out of business then. Instead, they reinvented their product, sponsored cook-outs, pushed its energy efficiency and actually solidified their market and even prospered during the Depression.
4. Every day do at least one distinctly different route, type of trip or hours. Write this down. If it doesn't work, you haven't risked much and it can be reviewed later.
5. Do not be lulled into “There is no business unless it is 20,000 attendants or more conventions.” Many small meetings or conventions that stay at one hotel can be good business.
CONCLUSION
Most drivers reading this are quite capable of improving their income. It is their attitude and positive expectations, which have to lead first.
