Thank you for your interest in MasterClass Gold Membership.
ADI MasterClass is owned and operated by John Farlam, a recognised industry figure with over 40 years experience in driver training at all levels.
John has a broad experience, he career has included:
Writing extensively in industry magazines
Speaking at numerous national conferences
Working at director for national driving schools
Being a co-founder of the 'Coaching for driver training BTEC' award
Founding SmartDriving - the leading ADI training company
And much more besides...
On the practical side John has:
Operated single and multi-car driving schools
worked with learners and drivers on both the road and track/skid-pan
delivered 100's of class room and online tutorials for ADI’s and ADI Students
Taught a wide range of subjects including 'security for drivers', 'Advanced driving techniques', 'The Standards Check', 'Sales and marketing', 'NLP in driver training', 'Business strategies', 'Client Centred Learning' to name but a few...
With MasterClass you will get financial benefits equivalent of over £300 per year - you can even sell your DriverActive coupons to your customers for £1 each to easily cover the cost of your subscription!
But the main value of MasterClass isn't in the additional bonus items - it's in learning how to improve you training and business skills and ultimately - your income.
You can get four weeks free access to MasterClass Weekly here. This won't give access to the Gold Archive and other benefits but it will give you an idea of John's common-sense approach - and four weeks free CPD!
With Gold you get Weekly News and CPD update every Saturday.
You also have access to an archive containing information from the previous 12 months updates.
The weekly training and business updates contain links to news items about roads and driving, the latest industry information, general training, Standards-Check and business advice.
The content will keep you informed about all matters relating to driver training, but also provides news stories on which you can 'piggy back' when looking for local PR or for use in your own blog or e-mail news casts to pupils.
Many Gold members now use these resources on a tablet in the car to highlight specific training issues (MasterClass includes information about 'how to use the news').
In addition to the weekly updates and archives there are dedicated areas covering learning, business, motivation, lesson guides, top-ten fails and the Standards Check.
Weekly news update 'This Week On The Road' covering industry and driving news.
Saturday Update - CPD for all aspects of your training and business
12 month archive of past news and updates
50% discount on ADINJC Premium Membership (Worth £24 – ADINJC) + Six free months if you join before June 31st 2022
Access to low cost £10million PL and £5million PI insurance via ADINJC Membership
Specialist support for DVSA investigations via ADINJC Membership
DVSA representation direct from MasterClass and/or via ADINJC Membership
Licence to use Learners Handouts (worth £22.95)
Licence to use 70+ Training diagrams (worth £22.95)
Licence to use 13x Coaching Diagrams (worth £14.99)
Webinars covering all training issues
50% discount on the Standards Check Success Video Series (Discount is worth £25)
MasterClass Profit-Buster (value £99) in monthly instalments starting March 2022
FREE access to www.driveractive.com for customers and potential customers (Typically worth around £170)
FREE e-mail support
With a total equivalent monetary value of over £300, Gold Membership offers unbeatable value for just £35.95!
The audio below was recorded a few years ago - but the principles are as valid today as they always have been.
Following the Covid Crisis driving instructors found that they didn't need the skills of sales and marketing and that they didn't need to bother with, or didn't have time to, develop their skills.
As the world returns to a different normal where driving test waiting lists are short and their are fewer learners in the pipe-line we will move back to a situation where some will charge premium prices while others will bump along the bottom.
Surprisingly, even during Covid (when lessons were permitted) there was vast variance in lesson pricing with the top end being around £50 per hour and the bottom end around £26.
In life we are limited by what we don't know - all of our thoughts, reasoning, plans, agreements, and disagreements, indeed everything by the confines of what we know.
With the above in mind, when a driving instructor says:
"You can't charge more than £28 around here."
What they actually mean is:
"Based on my current knowledge I don't believe that it's possible to charge more than £28 around here."
Problems arise when people start to treat their beliefs as if they were truths. This is nothing to do with intelligence, I'm sure that there are some very intelligent people in the flat earth society.
Success is simple, it simply requires you to move from what you currently know towards something different, and you might just find the your beliefs change along the way.
This is a model for training and learning that shows the phases we move through whenever we learn, or decide to learn, something that is totally new to us...
Regardless of your starting point, ADI MasterClass will provide you with numerous resources to help on your journey towards training, business and self improvement.
At this level we don't have a skill - and we are not even aware of the fact. We don't even understand that the skill actually exists. Many instructors are at this level with business skills and more advanced training skills. These instructors can't yet imagine that they could offer a better service, earn more money or gain more job satisfaction.
At this level we know that a skill exists but have not yet learned them - and some never will!
This is an area where fear can creep in:
"I'm worried about my business and should do something".
But the reality is that instead of changing themselves they abdicate responsibility and hope that the world will change around them - you often hear them calling for a 'closed instructor register' with a fixed number of instructors, or minimum fixed lesson prices set by government.
At best those who recognise their own lack of competence will try out an idea once or twice and then give up on it.
I remember starting a driving school from scratch in Sussex - My school was very busy and had a steady stream of customers. I built the business by walking door-to-door with leaflets and chatting to everyone I met about what I was doing.
When chatting with an instructor about getting business via leaflets he said "I tried that" he said, "but it didn't work; I posted 500 leaflets and only got one reply".
So why dis the leaflets work for me but not for him?
The answer to that question is simply that I didn't give up. 50,000 leaflets, lots of shoe leather and several conversations later not only did I have plenty of work, but I was already charging above average lesson rates for the area. (Unbeknown to me at the time, my rates were the highest in the UK!)
People who allow themselves to stay stuck at this level lack self-belief and the vision to change their own world. This is not a problem if you are happy to go through life as a passenger - but if you want a bit more control you have to take action.
A warning here: This is the point at which people start to notice that there is perhaps and opportunity that they were previously unaware of - but they fall into the trap that is encapsulated by this quote:
"Opportunity is missed by most people because it often comes dressed in overalls and looks like hard work." (Source)
This is where it starts to happen for you...
But often where you need the most resilience. You have to work hard to ensure that you keep up your training, marketing. sales strategies or whatever else you are working on. It takes conscious effort and you will often be aware of the times that you get it wrong.
Focus on the times that you get things right!.
Something I noticed when I was running a one-man driving school was that if business was dropping off 'something' would happen almost by magic and within a couple of weeks things would start to pick up, even though I wasn't consciously trying to 'sell' lessons or market myself. This happened because I had developed an unconscious 'feel' for my business and the key triggers that flagged a need for action.
The ideal is to reach a level where your Grade 'A' just happens automatically; where business simply comes when you want it and at the price you are worth.
This is the aim of MasterClass Gold Circle - to help you to discover that you can become unconsciously competent at all levels of your business and to provide you with the help and support that you need on the journey.
The starting point is knowing that you can progress, after that its just a process of enjoyable discovery!
ADI MasterClass Gold includes 50% Discount on ADINJC Premium Membership giving you access all ADINJC benefits for just £2 per month.
As a MasterClass Gold Member you will automatically get selected ADINJC news updates plus access to some ADINJC support/representation with DVSA issues., however as full ADINGC member you will get a lot more - normally £4 per month, only £2 per month for MasterClass Gold Members! With an additional six months free if you sign up before the end of June 2022!
The ADINJC is a national association run by ADI's on a not-for-profit basis. They work tirelessly to inform, represent and support their members, and to promote the interests of our profession.
Established in 1973, the ADINJC is one of the leading National Driving Instructor Associations in the UK. It acts as a focal point uniting local driving instructor associations and groups, providing a strong united voice representing the views of members to the DVSA and other bodies.
It is run by a Governing Committee, a small team of dedicated ADI's working full time in their own driving schools who donate their spare time and energy to improve the driver training industry for the benefit of both ADI's and the general public. Any member association can nominate someone to be a member of the GC with elections being conducted annually at the AGM.
The ADINJC is a non-profit making organisation with no employees, shareholders or expensive premises to pay for. All income, after deductions for normal operating expenses, is devoted to activities to further enhance the opportunities and profitability of members.
This is a splash image from the new DriverActive site - due in Spring 2022
Why ever would you want your customers to take fewer lessons?
The answer is simple:
People want to learn as quickly and inexpensively as possible
When people enjoy learning and pass the driving test after the average number of lessons or fewer they talk about their instructor positively
Positive reviews lead to more referral business - more customers refer their friends
Referral business is less price sensitive than business from other sources
Referral business helps ensure a full diary
Fewer lessons needed = a higher turnover of customers. This in turn leads to a 'bigger sales force', more people out there to refer their friends
The other advantage of having a higher turnover of satisfied customers is that your job becomes more interesting.
As a ADI MasterClass Gold Member you will get unlimited Free Access Coupons for DriverActive which you can give, or sell* to customers- a great marketing bonus.
*Selling the coupons for just £1 each would more than cover your MasterClass subscription if you teach 36 learners per year.
Not only can you give coupons to new an existing customers, you can give them to anyone who enquires about lessons - and indeed, in any way you wish as part of your marketing.
By using the DriverActive system you gain the benefits of professional presentation without the cost of an expensive franchise. It will also help you to sell courses rather than single lessons.
The cheapest 'headboard only' franchise options offer a 'brand' and virtually nothing else... And for this you pay anything between £40 to £75 per week. They boast that they are backed by national advertising, but do you really want to be paying for advertising in other regions?
In order to sell your services you need a strong presence in your own area and there are two key factors in achieving this...
1. The delivery of compelling driving lessons that leave your customers wanting more.
2. A system which presents a professional image - an image that will help to get people talking about you.
DriverActive in conjunction with ADI MasterClass gives you the resources to achieve both of these things and more besides.
By using the DriverActive Visuals, Handouts and Website you will present a truly professional image.
Mike Hughes ADI said:
"MasterClass has put my business on a far more professional footing because I now know what works and what doesn't instead of a try it and see approach."
Latif Kahn said:
"MasterClass has helped me improve my service with better ideas to techniques to improve my driver training and run my business."
Alison Crowhurst said:
"Having the membership and access to all the training material has improved my confidence to know I offer a good value and excellent learning experience for all my pupils... I would estimate that I now charge at least £1 to £2 more per hour than other local instructors."
Standards Check Success is the leading programme designed to help you prepare for your Standards Check and maintain or improve your grade, and the only Standards Check product on the market to offer a unique 'Pass or your money back' guarantee.
Standards Check Success includes a fully comprehensive training Guide and over 45 videos - like the one below.
Normal price £49.99 - Gold members get it for Half-Price.
ADI Profit Buster is a twenty-part business and marketing programme developed specifically for driving instructors. It's designed to help you to maximise your earnings and profit.
Many driving instructors, especially one-person operators and those working on franchises either don’t consider themselves to be business people and/or don't operate their sales, marketing and business management following set, tried and trusted business methods.
This is not because they are unprofessional, many are trying hard and doing their best - but the vast majority of ADI training only teaches you how to teach, not how to run a business. If you have never had business training or experience before becoming an ADI you are left to struggle and work it out for yourself.
Profit-Buster is a tried and tested programme that has helped over 300 instructors to increase their income and profitability since it was launched in 2020 - with gains in income running into several £1000's. It is available as a ten month programme for £99.95, however from March 2022 it will be serialised in monthly instalments over 20 months, free for Gold Members.
Profit-Buster will guide you step-by-step through the key areas of your business where a deeper understanding can help you to improve your profits. For example you will learn that profit isn't just about price - Profit Buster has helped some instructors to earn up to £1000 per year more without increasing their prices!
Typically you might expect to have an £2000/£3000 extra in your pocket within 18 months.
In 2021 the average value of e-mail support time for Gold Members was £22.50
You might not need support very often, but when you do it's important to ensure that it comes from a source that you can trust...
Since the advent of social media there has been a growing amount of free 'advice' readily available for driving instructors. Some of this advice is sound - but how do you judge? On social media everybody offering advice claims to be an expert but there is a growing volume of self-styled experts who are offering advice that is not only bad, but in some cases it could be seriously detrimental you your business and training.
By all means use social media - it's a great way to keep in touch with other instructors. But always check the facts with a verifiable source, for example the DVSA or an industry organisation. Some things are too important to take a gamble! John Farlam is on hand to fact-check and advise,
As a Gold Member you can get personal email support training and business issues.
John's support has helped 1000's of instructors solve issues and develop their businesses over the years...
"John, Your advice has paid off - Sally passed her test with only 3 errors within three weeks of implementing the idea that you suggested - thanks from both of us... Dave - West London."
"Thanks for the advice about increasing my prices - I have now sorted out a plan and will be putting up my rates by £4 over the next 14 months. Debbie - Cumbria."
"Hi John, A note to let you know that I am retiring next month - and a thank you for all your help and advice over the last 12 years... I'm sure that I would not have succeeded without it. Len - Southampton."
"Just a quick note to apologise for being sceptical! I didn't think that your idea for my pupil, David, would work, but how wrong I was... We've now sorted out the problem between us and he is coming on in leaps and bounds. RJ - Nottingham."
"Following your advice last year I have got rid of my second car and all the stress that went with it. I have been through the figures with my accountant and estimate that as a direct result of your advice I will be financially better off this year just working on my own - with far less stress. I don't think I was ever cut out for 'being a boss' - much happier now that I'm back on my own - my wife says it's like having her old husband back. Thanks for all your help. Derek P. - South West."
John says: "I'm here to help in any way that I can - and if I'm unable to help I will almost certainly know somebody who can."
ADI MasterClass helps you learn from John's vast experience of anything and everything relating to driver training and operating as a driving instructor. John says "I have been lucky enough to work with and learn from leading experts over the years and I now want to do my bit to further develop their work and share it with others."
This £14.95 download is Free with Gold Membership
The 'not my fault' coaching diagrams provide driving instructors with a range of simple downloadable diagrams illustrating accident or potential accident situations. Valuable for us in both regular and team lessons.
We often hear people say "It wasn't my fault!" after an accident. These diagrams are primarily designed to be used as in-car or classroom teaching aids to promote discussion about the concepts of 'fault' and 'blame' and drill down into the real causes of accidents.
Coaching and/or in-depth questioning has major benefits by helping learners to determine their own solutions - these diagrams can help to develop useful driving attitudes and to challenge thoughts and feelings which are less than useful.
When discussing the diagrams, allow your pupils to do the work!
You can use the questions provided as a basis for discussion and generate further questions based on the ideas that arise from the discussion. In this type of training it is valuable to answer your pupil's questions with further questions of your own.
The Gold area also includes a complete section with full explanations and suggested lines of questioning for each diagram.
This £22.95 download is Free with Gold Membership
Often the old solutions are the best!
If you are 'modernising' by using a tablet in the car don't throw the baby out with the bathwater...
A good Visual Aid in the form of wipe clean diagrams can often generate more interaction than other tools - make sure that you use all the available tools of the trade effectively to offer a broad mix of ideas to enhance your learner's lesson experience..
The forerunner of the DriverActive Visual Teaching System (VTS) has been an instructors' favourite for almost 25 years helping both ADI Students and qualified ADI's.
In driver training it has been widely accepted for years that the use of visual aids can make life a lot easier for both the learner and instructor.
The DriverActive Visual Teaching System (VTS) is a tried and tested set of diagrams that are ideal for Part-Three, Standards Checks and day-to-day use. The unique design helps instructors to structure and information effectively while offering a 'multi modal' aid for the learner.
Whether you are an experienced ADI, or a student preparing for Part-Three, the Visual Teaching System will enhance your in-car presentation and keep your lessons on track. Part-Three students find that using the VTS makes briefings and explanations easy (using the 'DriverActive Method').
The VTS download (pdf) has over seventy full colour pages including:
All driving test manoeuvres
A range of junctions
The simple, non-cluttered design enables you to illustrate an infinite number of points for your pupils by drawing on the diagram, highlighting, underlining or circling text, using the points as a tick list or basis for questions and much more besides. Gold Members have access to a set of four videos (worth £15) explaining the use of visual aids and the VTS in particular.
The downloadable VTS is best presented in a durable, polypropylene presentation folder or similar for easy 'wipe clean' use with a dry marker pen. Alternatively you could load your diagrams into a tablet device and use an overlay drawing App in place of a dry marker (or depending on your screen, a dry marker direct on the screen).
This £22.95 download is Free with Gold Membership
As competition and standards are get tougher, it is more important than ever for driving instructors to 'add value' to their lessons.
Success happens when a number of small customer care initiatives come together.
DriverActive handouts are now part of the mix that has helped over 1000 instructors to compete successfully while others have been struggling.
The Handouts will enhance your professional image in a three simple effective ways:
Your competitors don't offer them
They are an added free bonus - giving freebies, even just an A4 sheet can be a very powerful marketing method
By making notes on the handouts during the lesson you personalise them and give the learner a record of how the information relates specifically to them
These things are part of the mix that give customers an improved 'lesson experience' which in turn can lead to an increase referral business and a higher-than-average pricing structure. You can download and print the handouts with no restriction.
Instructors who have been using the handouts over the last few years typically report their pupil's saying things like:
"This is really good, my old instructor never used to give me anything like this"
"My friend is quite jealous, her instructor doesn't give her anything to help with their learning at the end of the lessons".
Handouts offer an economical, simple yet powerful resource.
The benefits of lesson handouts for learners are perhaps fairly obvious; reinforcement of learning, information in small relevant 'chunks', etc. But what are the commercial benefits?
Your customers pay for a service. The more comprehensive your service, the more likely they are to keep choosing you for their lessons... And to send their friends as well!
Your 56 page handout download (47 handouts) comes with an online guide about how to use handouts for maximum benefits as both a training and business tool.