In yesterday’s post we looked at the three price points and the psychology behind how someone would evaluate the options. And how you might profit from that by redesigning your price point options in your business.
So today lets look at another aspect of Jiffy Lube’s marketing approach.
Educating the customer.
On the left side of the “Jiffy Lube Signature Service Oil Change” they list out the inclusions.
So what does this do?
Pictures and Headers
First off they have headers with pictures next to them:
- “Change” with a drip picture for oil
- “Inspect” with a magnifying glass
- “Check/Fill” with a checkmark
- “Clean” with a sparkle shape
These give you a quick, at a glance sense of what is going to happen when you get an oil change at Jiffy Lube. They’ll change your oil and oil filter, inspect the major operating fluids and components, check and fill your tire pressure and fluids, and finally clean your windows and vacuum your floors.
Headline and Bullet Points
Below each headline they give you a bullet point list of what is included under that headline. Easy to ready and understand quickly.
The other nice thing about this is when you drop your car off, they walk you inside the building, offer you water or coffee, point out where you can take a seat until they’re ready for you. This gives you a chance to look at the sign, absorb what the services are, and review the offering before you’re called up to write up the estimate and make those service choices.
Fine Print and Addressing Objections
We covered what’s included. But there is more as well. If you check out the fine print at the bottom of the first board, you’ll see,
“As an added value, between service visits up to 3,000 miles, customers receive free top-offs on motor oil with same type of oil purchased originally and on any of the vital fluids, with a maximum of 2 quarts per fluid.”
So what’s this about?
It does several things.
It is something free. People love free things. And if you have an older car that is leaking fluids, wouldn’t that be the place you want to take your car for oil changes? That gets you a customer for life. Because if you get your fluids filled there, would you take your car somewhere else next time for an oil change? Probably not.
And as we all know, it is significantly less expensive to resell to an existing customer than acquire a new one – particularly when you add advertising costs to the equation.
It also breeds confidence in your offering. “Why would they offer free top offs if they did shoddy work?”
And also for those who are wary and suspicious of the too-good-to-be-true-offering, they’ll check out the fine print. And you tackled their concerns and objections head on.
How might you do the same with your offering? Have you addressed everything up front? Pre-sold them to turn a sales situation into a more profitable order taking situation that is smoother to process (and achieve the sales results of using a salesman without the sales pressure…your marketing did that for you).
So that’s it for today’s edition. So how can you educate your customers with your headlines, bullet points, and fine print, along with addressing their concerns ? And make more sales?
In tomorrow’s edition we’ll check out board #2…the upsells.