By Dave Millhouser

My Big Boss Pete and I were headed up Interstate 91 towards our largest customer when the mobile phone rang. I punched it up on the speaker phone and a female voice asked: "Would you like to mate on Saturday?"

Pete was impressed.

Sadly, things arent always what they seem.

The voice belonged to a friend who operates a couple of dive charter boats, and what she needed was a deck hand for Saturdays trip. In this case "mate" is an inflated title for the guy who unties the ropes.

There didnt seem to be a pressing need to explain that to Pete.

These days, a lot of bus folks begin conversations with some form of the old saying "the sky is falling." The economy stinks, business is off, and we should all eat worms. Were cutting expenses and delaying purchases. Almost without exception, they continue with "but were hanging in there"

Things may not be what they seem.

It turns out that business is off a little. Charter bookings seem to be coming in later than usual, and things feel worse than they really are. Fuel prices are down, many vendors are offering bargains and there are some good people out there looking for jobs.

Perhaps things arent awful, just fragile.

A number of line operations are more than holding their own, perhaps because they represent real value to cash-strapped travelers.

Consider a couple of things.

Many of Americas most successful companies got their start, or a big boost, during economic downturns. Its tough out there, but anyone can make it in good times. Bad times are both a motivation and an excuse for shedding obsolete practices and expenses.

Tight credit can make it difficult for the good guys to get loans, but it also makes it impossible for the bad guys. Many have wondered how companies could fail, or have their fleet repossessed, and quickly pop up again. That is not happening often in this environment, and weak competitors may be disappearing.

Having cleverly convinced you theres opportunity out there what can be done to exploit it?

Theres been some downward pressure on prices (heck, youve been doing it to your vendors, so you understand). Some operators counter by offering different levels of service.

Confronted by a competitors low price, they match it using an older coach. When the customer demurs, they offer nicer equipment at higher prices. This provides an opportunity to illustrate the difference in quality. If the client insists on going cheap, they get the older equipment. Some companies have purchased good, older buses to be able to provide bargain transportation, while still making money.

Advertising revenue is down everywhere and for all mediums, so there may be opportunities to buy more ads for the same dollars (or less) than you have in the past. Marketing is not the place to pull back in rough times.

If you feel you must reduce your marketing budget, there are some freebies out there you can take advantage of. Offer to speak about travel opportunities at any venue that will have you. Do Power Point or slide shows of trips youve done. Join and participate in social and service clubs. Youll meet folks that charter buses, or know people who do.

Hate public speaking? Send your drivers theyll enjoy it, and build relationships.

Work up an e-mail list, not to send junk mail but rather to inform (and entertain) people youve already served.

Where its appropriate, ask drivers and escorts to take digital photos that you can use later on.

Call or contact groups after a trip and e-mail pictures, let them know you enjoyed their business, and remind them of how much fun it was. In some cases send a highlight DVD or CD to customers, after a trip returns. Its small money and people love it. Try to turn a one-time jaunt into an ongoing relationship by staying in touch.

In the end, most business is about relationships. The people who ride your coaches will be willing to pay a bit more if they feel they are travelling with friends. Thats why some of your drivers are frequently requested.

This all makes it sound easy, but its not. On the other hand, any ground you gain now will pay off big time as things get better.

And please, if you bump into Pete dont tell him what that phone call really meant. He still looks at me with something akin to awe. At my age, I need that.

Dave Millhouser is a bus industry marketing consultant and freelance writer. Contact him at dave_millhouser@hotmail.com.