Category - ADI

Just before Christmas I wrote an article based on some silly statements I’d seen about independent instructors being “better trained” and “more professional”, meaning that they could charge more and not have to offer discounts. It was easy to prove categorically that those claims are untrue with a simple scan of some instructors’ websites, and that all instructors are pretty much the same (with the statistical spread that that implies).

I just saw another comment about franchised instructors being much worse off because of having to pay their franchiser. There are still people who are dumb enough to think that being independent automatically means you’re £200 a week better off. You are not.

As I said in that earlier article, if an independent instructor and a franchised one both have the guaranteed same number of hours, and if both charge the same hourly rate, then the independent is better off – not by the whole amount of the franchise fee, but by the whole amount of that fee minus whatever he or she pays for their own overheads (and those are absolutely not even close to £0). So, if the franchisee pays £200 per week for everything (except fuel), the independent – even if they don’t realise it – will be paying at least £30 per week, but more like £50-£100 in most cases, for everything (except fuel). So the independent would be turning over approximately £100 more.

But look at all the “ifs”.

Now, consider this. A franchised instructor is likely to be charging £25 per hour or more for lessons. The independent ADI who made the claim isn’t, even though that’s the typical franchised rate in their location. Their website indicates a top rate of £21 per hour, but only £20 per hour with block booking. They also have introductory offers where blocks of 10 lessons are equivalent to less than £17 per hour! One block offer for a smaller number of hours that could last a pupil for a month is equivalent to £11 per hour!

In a worst case scenario (lots of first time buyers on the books), even if the two ADIs were doing the same number of hours (say 30), the franchised instructor could easily be turning over more than £300 a week more than the independent. In the best case (all paying the independent’s highest rate), also with the same number of hours, the franchised ADI would still be turning over £150 more per week.

And the thing to remember is that if you have a full diary and are having to turn people away, you don’t cut your £25 rate to £11, or even £20. If you are cutting it, it is to try and fill your diary. Therefore, you’re not doing the same number of hours as the franchised ADI in the first place. So the difference in turnover is even greater.

This is why franchised instructors can afford to pay the franchise. It is why they are not as badly off as some independents like to believe. And it is why I advise all new ADIs to start off with one.

This is a sponsored article on behalf of Kate McKinlay.

Seven years ago I changed my life for the better and qualified as a Driving Instructor and have never looked back.

To say I am passionate about my job is an understatement. My friends and family regularly have to tell me (in the nicest possible way) to shut up, as once I start talking about my job I become very animated and focused.

To be able to give someone a new life skill is a privilege and I relish finding new ways to help a client learn to drive.

It is a skill that most of us take for granted and that at some stage we will learn to drive and then depend on that skill to keep us independent into our old age.

Within my first two of years as an ADI, I found that while teaching people to drive was very satisfying, I got the most out of coaching people who suffer with high levels of anxiety and depression.

Every lesson for them is like climbing Mount Everest and they constantly need reminding of the great freedom it will give them, once they achieve their goal.

With each client I took on with this problem, I had to learn a lot about their everyday life and the problems they faced. This meant often meant that I was an agony aunt, councillor or general sounding board. I never once felt that this was a burden, as it gave me the chance to build a good relationship with them, which in turn meant they trusted me and I was able to help them much more effectively.

In most cases, patience and understanding of their worries was paramount in teaching them to drive, but the reward in seeing them achieve their goal was immeasurable.

About 18 months ago, the Driving Instructors Association, that I am a member of, was invited along to The William Merritt Disabled Living Centre, where they do driving assessments to not only assess a person’s ability to drive safely, but

Advise on the correct adaptations to enable a disabled person to drive.  I jumped at the chance to see if there was a new challenge for me and 18 months down the line I am now doing 3 days a week doing driving assessments.

Assessing someone, to see if their medical condition is impacting on their ability to drive safely is often very challenging and I must admit to having a few hairy moments, but it certainly keeps you on the ball and each case has its unique challenges.

Driving assessments, are sadly on the increase, due to an ageing population and all the infirmities that go with it, but where ever possible we want to keep people mobile and independent for as long as possible.

Assessing if someone’s illness is affecting their driving, is very different from teaching someone to drive. I have learnt a great deal about many medical conditions and the effect they have on individuals.

Our biggest client base is Dementia and Stroke and these can be equally challenging when trying to assess a person’s ability to drive. 

With Dementia you are looking to see if their reactions, processing skills, visual spatial awareness and their ability to control the car, are still within safe parameters and all the while trying not to intervene.

For example, on a recent assessment of a gentleman diagnosed with Dementia, he consistently drifted to the right, failed to respond to developing hazards and struggled constantly to coordinate clutch and gear, this meant that I was giving directions, watching the road, watching the client and at the same time keeping us and other road users safe. Woo Hoo fun and games, but oh so interesting,

But had this been a normal driving lesson, I would have been asking my student to pull over and asking them about their road position, then getting them to see and deal with the developing hazards etc.; but on an assessment you need to gather as much evidence of their driving to be able to make an informed decision on their ability to drive safely.

Assessing a disabled person for the best adaptation to enable them to learn or return to driving is, for me, the most satisfying part of the job. I have learnt so much about the adaptions that are available on the market today, that I am now knowledgeable enough to be able to give some useful advice when asked. I have also “nearly “learnt to drive with all of them and this is greatly to my advantage when I am teaching a client to use them for the first time.

I am now confident and comfortable teaching various hand controls and left foot accelerator and enjoy nothing more than seeing the sheer joy on a client’s face, when they can achieve their goal of driving, giving them back a chance to be independent and achieve other goals, such as getting or retaining employment.

In an ideal world it would be straight forward to achieve these everyday goals, but sadly it is still a challenge for disabled people to access the help they need.

One of the greatest problems they face is the sheer lack of ADI,s who are willing and able to take on these clients.

We are struggling more and more to find ADIs in the areas where they are needed and the few we do have are overrun with work.

So, if  like me you enjoy a new challenge and feel you could give and receive more from your chosen career, take a moment to look into making another person’s life much less of a fight, to achieve what we take for granted.

Kate McKinlay ADI

I just saw the biggest load of nonsense on a web forum. Someone has made the statement that independent instructors charge more than those who are franchised to a school, and that independents don’t offer block booking discounts, whereas the schools do. Others have added that this is because independent instructors are “more experienced” and “better qualified”.

Regular readers will know that I am strongly pro-franchise when it comes to advising those who are just starting out about which path to take. I’m also pro-fact, so let’s see if we can find some.

It has been reported in the driver training media several times before that independent instructors typically charge at least £1 per hour less than the large national schools do. AutoExpress referred to it in 2017, and nothing has changed. Indeed, if I Google for driving lesson prices right now in the Nottingham area, I find the following examples from independent instructors (other than me):

• £28 per hour, £26 per hour for 10x block, introductory offer £10 per hour for 4x block
• £25 per hour, £23 per hour for 10x block
• £26 per hour, £25.50 per hour for 10x block
• £27 per hour, £25 per hour for 10x block
• £22 per hour, but also offers student discount
• £25 per hour, £24 per hour for 10x block
• £27 per hour, £26 per hour for 10x block, £25 per hour student rate
• £25 per hour, £24 per hour for 10x block, introductory offer £14 per hour for 4x block

Remember that at least half of pupils will likely be taking the block booking option, so the actual rate being charged is about half way (at best) between the standard hourly rate and the pro rata rate for block booking. It will be lower if a lot of students are on the books and a student discount is offered. And for those who make “introductory” offers, it will be lower still. And although these figures are specific to Nottingham, the same relationship between standard rate and actual rate applies across the country.

Take that first (and last) example. Charging £28 an hour means you must be £1 an hour more brilliant than the national schools according to that original comment, and that’s definitely worth boasting about on the forums. Except that a pupil who takes, let’s say, 34 hours to pass their test will pay for three block bookings and that introductory offer. The average hourly rate paid by that pupil is therefore £24.12 per hour, and that’s £3 less than the big national schools! The last example works out to £22.82 per hour on the same basis, which is more than £4 less. This is simple maths, but the people who make these silly claims haven’t got a clue, and they believe what they say. They genuinely believe that someone who buys a block with a 10% discount is actually paying full price!

These easily-obtained examples (I just picked the first few from a list of hundreds) show that the real lesson price – the one they actually pocket – for independents is at least £1 lower than the large national schools, even for those with the highest stated standard hourly rates. Yes, there are one or two who appear to have high prices and no substantial discounts, but I note that they also have glittery, sign-written cars plastered across expensive-looking websites. That’s strange, since I never see them out on the roads or at the test centres, and after another 12 months probably won’t even see them on the internet – though right now they’re probably making daft claims on forums about how great they are. Because that’s how the cycle goes. And yet some ADIs still believe that they are charging top dollar, even though they’re not.

The other thing is that these instructors have been foolish enough to put themselves at the mercy of the Google review system, most likely because they initially saw it as a free advertising medium. So in spite of their alleged outstanding “experience and expertise” – as claimed on that forum – many of them have a rating of three stars or less, often from a single review by someone they pissed off – probably as a result of doing what many instructors specialise in doing no matter what they have written on the sides of their cars. Namely, letting someone down. And that means they aren’t any better or more professional than anyone else.

So, there we have some facts. On average, independent instructors do not charge more than the national schools. They actually charge less. They most certainly do offer a bewildering array of discounts. And there is absolutely no evidence that they have better skills, qualifications, or professionalism – we all pass the same tests, after all.

For the record, my current lesson rate is £26.50 per hour (£1 less than the national school rate here), and I discount it to £24.50 per hour for block bookings of ten hours. I have a full diary, about half of which is taken by block-booked lessons. Someone who didn’t have the work might well be tempted to start making offers that attracted some, and there’s absolutely nothing wrong with that. But if they then convince themselves that they’re still charging the full price, when they’re really discounting by almost 10%, they’re going to be looking for salaried employment again very soon.