Edward T- you are absolutely right that the "why" a customer will use your services has to be addressed. You find that answer by knowing the answers to the questions I posted then formulating a response which either a)- fills a void which you find exists or b)-gives the market place more value for their money spent then currently exists.

If anyone wants a lesson on good old fashioned business sense then watch the documentary on Walmart which makes the rounds on TV every so often. Very insightful.

I know there are a lot of W.I.I.F.M people and that why I think I can offer something better. I was trained with the best i.e. RTITB whereas here in Australia, you don't get the training like the RTITB.. There is no specialised forklift instructor training and it is not required. Or if there is I have not heard of it.

I agree Edward T

Its the W.I.I.F.M syndrome that every customer thinks about all the time.

when I see technical people talk about starting a business and their 'lists', I always wonder how come we miss what I consider to be the single most important thing;
the WHY a customer should use your service.
it's good to know your competition's weakness and strengths, but the bottom line as to what makes an Apple product like an I-phone outsell other cell phones is that Apple pays attention to -why- their customer's will buy their product, not so much what other people are doing. we get the 'who, what, where, and when' pretty well.

Thanks for your replies. As we all know, training is the key to safer operating of forklift or any type of machinery.
When I'm training, I focus on the safety/family aspect and try to get through to the trainees that if they have an accident that either kills or badly injures them or others, who would you like within this company to tell your wife/mother/husband and or kids. I do go on a bit more than just a statement.
Believe me, when this is mentioned, the trainees do sit up and take notice.

I assume that your line of work centers around safety & the benefits of such, are there any hard numbers that indicate that educated drivers actually are safer drivers, create less accidents, workman comp claims, etc?

Thanks Lads,

This is something that has been on my mind for years now.

Your advice is great and much appreciated.

#1- is there a need in your area for your service-
#2- your competition- what's their weakness-
#3- pricing- what's the average pricing schedule for your service in your area-

Before I spent any time doing anything else I would concentrate on knowing these answers.

I've been self-employed for 25 years- inherited a forklift repair/service business from my dad. Relocated the business from the inner city to a suburb. Learned these lessons while relocating.

The work is hard but well worth it- keep with it!

Hi Paddy

You have been working as a FLI for many years now so you must have contacts.

Most important thing for any new business is a customer base.

Nail that down quickly

The rest can be tailored to their requirements.

Your integrity as an instructor is the next most important thing to focus on and justify.

Starting a new business is always nerve wracking and hard work but it is the best decision for most people

Good luck and keep faith.