During a recent oil change at my Toyota dealership, I took a minute to look around the showroom at the new cars on display (couldn’t help myself!)
I noticed this placemat on one of salespeople’s desks… 👇
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(In case you can’t zoom in on that picture, here’s a link to a full-res version you should be able to zoom in on – https://d.pr/i/g1u0tc)
This is a “Positioning Placemat” for their VIP Convenience Package that you can purchase with your new car. A few aspects caught my eye, and I want you to take note of these and put them to use in your practice:
1. It’s big and easy to read. May sound simple, but readability is key with pieces like this. It shouldn’t “feel” like it’s a big block of text that takes time/effort to consume. They do a nice job breaking up the text with icons and different font sizes. It’s pleasing on the eyes.
Bonus is that the salesperson can quickly call attention to different features, depending on what’s important to the buyer.
2. The purpose of the document is clear. Big headline – “Why Buy From Shottenkirk?” Followed by an intro paragraph that talks about what is important to their buyers. So they quickly catch the viewer’s attention, then get into the details.
3.Clarity > Cleverness. Each section has a short headline and explanation of why it’s valuable / convenient. They don’t just say “we repair broken windshields” but actually HOW they do it and why it’s superior. Again, easy to read and process.
4. Each section has a “value” listed with it, in large reverse font. Normally, you wouldn’t want to overly highlight the price amount on a document like this. But in this case, we’re not talking about the price, we’re talking about VALUE. It’s not what they have to SPEND, but what they GET.
So to build value, the dealership put a dollar amount on each of the perks in this program, and totaled them up on the right side. No need to let your prospects determine value – do it for them.
5. More pieces = more perceived value. What I mean by that is, this document could easily say, “Our VIP Convenience Package has you covered for door dings, cracked windshields, powertrain issues…” etc etc. But they actually break it out into pieces (appears more comprehensive = higher perceived value), and each piece has a dollar amount assigned to it (even higher perceived value).
6. It’s selling piece of mind. Each of the features in this package is centered around the idea that IF something happens, don’t worry, we have you covered. You have this new car, you want to be out enjoying it, not worrying about it. And with this package, that’s exactly what you get to do. (see the parallels between this and your offerings?)
Here’s the takeaway:
You can take these exact concepts and apply them to your collateral, your sales scripts, your website – MOST of the marketing elements of your practice.
And it doesn’t just have to be for a warranty package like you see here. You can apply these to the way you talk about your different cataract procedures, your differentiators as a practice, to justify your premium pricing and more.
In our private Green Room VIP Coaching program, we’re diving into the details of all the creative ways to apply these placemat concepts for MORE conversions on our clients’ premium procedures. Specific copy, specific uses, what to say, how to say it, when to say it, and more. 🔥🔥🔥
If you have room for an extra 10-20+ refractive or premium cat eyes/mo… and you’d like to book them without dropping your prices or raising your advertising budget… this is an example of one of many ways we help clients make that happen. So let’s connect if you’re curious.
Either way, I hope you got a few useful ideas from this. Make it a great weekend…
– T-Cole