By Dave Millhouser

Whod a thunk it?

An actual pro scout was at OUR football game.

It was a big deal because we were a small college. The football program at a school with a student body of 800 usually doesnt merit much attention.

He was there to look at a star defensive lineman . . . on the other team.

After the game, the scout popped into our locker room to meet one of our guards. Billy had played a stellar game, neutralizing the tackle the scout had come to watch.

He stopped in because Billy was 5 feet 7 inches tall, weighed 165 pounds and had just manhandled a genuine pro candidate.

"Son, I wish you were a foot taller and 100 pounds heavier because thats what it would take for you to play pro ball, but I just wanted to meet the guy who played the position so well."

Theres a price of admission for nearly everything.

Regardless of talent, a modern football lineman has to be at least 270 pounds. No matter how efficient, safe and customer oriented your bus operation, the industrys current price of admission includes complying with Americans with Disabilities Act regulations.

Were in an odd position since were required to serve a market that may, or may not, choose to patronize us.

Morally, serving the disabled community is a privilege. Offering these customers the opportunity to participate more fully in our society and economy is a good thing.

On the other hand, many operators are skeptical that, after making the investment in the required equipment and training, the access provided to disabled community will be used. If we serve them will they come?

One of my otherwise favorite operators once said: "Over my dead body will I buy a wheelchair lift-equipped coach."

Part of his pique was the normal human response to being told what to do, and part was the feeling the lift would not be used much.

As things stand today, the argument is over. Its the law. ADA requirements are going to be enforced, and the wise response is to handle this aspect of the business with the same gusto we use in all our customer service.

If we make the effort to solicit and welcome these new potential customers, it increases the likelihood they will use that equipment and training we paid for. If we dont make the effort, well still have invested heavily, but will not have the business (while risking fines and ugly publicity).

Taking the time to train employees and instill your corporate culture with the notion that theres potential for doing good costs no more than doing it wrong -- and ticking people off.

There is a market out there, with potential for new business, and the opportunity to serve a clientele that appreciates it and often travels as part of a larger group.

A few clever operators spotted the potential early on and solicited groups that included disabled individuals. Good sales people are empathetic, so the more of this community these operators met, the more they appreciated their potential as people and as customers. They garnered extra business, and a great deal of satisfaction along the way.

If you dont really feel that way fake it.

You do it all the time, charming customers, and answering carefully when someone asks: "does this make me look fat?"

This customer base deserves the same attention and enthusiasm as all your others. The French diplomat Jean Giraudoux said it best: "The secret of success is sincerity. Once you can fake that you've got it made."

Dont misunderstand. It would be best if we enthusiastically embrace both the letter and the spirit of the ADA regulations. For some, that is difficult. For those that cant, the discipline of behaving well often changes the underlying feeling a little at a time.

Do it well because its good business, and karmic rewards will follow. Chances are feelings about being forced into this market will evolve.

Weve paid the price of admission, so it would be silly NOT to do our best to earn these folks business and appreciation.

Those among us who need some extra help didnt choose that state, it was imposed upon them and they generally strive to make the best of it. Theyre only asking us to do the same.

This is a difficult topic, because many fine folk really want to do the right thing, but resent being told how to run their businesses.

For those of you who disagree with me (gasp), you can take comfort in knowing that Giraudoux was likely thinking of me when he wrote: "Only the mediocre are always at their best ."

I havent seen Billy in 40 years, but if hes like me he may have gained the 100 pounds, but Id guess hes still 5 foot 7.

Dave Millhouser is a bus industry marketing consultant and freelance writer. Contact him via email at Davemillhouser@gmail.com.