If you look at a car at its complete basics of 4 wheels, an engine, road legal, keeps you dry and gets from a-b, then all cars are the same? But you know that isn’t true, you don’t have to be educated about cars to know there is more to consider when finding the right car for you, and we have not even yet considered budget. So when a driving instructor believes a learner driver has only one consideration – cheap price. Surely that is an incorrect assumption. Do learner drivers really buy on price alone? Is your driving school worth a little more than to be judged this way?

Certainly from inside the industry you would not have heard of a driving school charging too much, so your prices are probably very fair, maybe too cheap. Yet price isn’t the important factor, its value for money. I’m going to show you a technique called the price sandwich, and you can use it to add value and get more bookings when taking an enquiry.

The price sandwich is a simple method to allow you to get over your key communication. It’s a 4 step course for telling the cost to the learner, and all you do is envelop the price with benefit statements. A good demonstration of a benefit statement is „When I give you driving classes. I will also assist you to be taught the expertise of eco-driving so you can become skilled at how to use a smaller amount of fuel saving you money.“ If you declare „I tutor eco-driving“ the beginner may be familiar with what you mean, but don’t realize the advantage to them. In this illustration you are emphasizing an attribute of the business , you could do with expanding it into a benefit. An additional facet of your business is your amount of years teaching. „I have been a driving teacher for 2 years, and have all the most recent training techniques to assist you pass your driving examination.“

So back to the price sandwich. Mention two or three benefits. Then tell the learner the price, and without pausing give the learner another benefit or an incentive, ask for the business and then be quiet. Let me show you. „The cost per session is 24 per hour, and if you order your first lesson today, I have a limited special offer of letting you use the car for free on the day of your test, do you want your first lesson this week or next?“ (silence)

What you have achieved is not just agreed a price, you have specified worth! By following on from the price with the inducement, with no hesitating, the pupil agrees to the price , thinks about the incentives and when to have their initial driving lesson.

So in summary for you, the key issues to the price sandwich are;

1) Benefits 2) Price 3) Benefit or incentive 4) Ask for business

On a final note. You have now stepped away from talking about you and your business. You now are talking about the student and how they will benefit. You will get far more new pupils if you discuss the customers‘ needs, rather than your driving school Sure the client wants to know about you… But learn by heart that the pupils real intention is to identify how they can gain.

If you want to improve your sales and marketing for your driving school, then be sure to click here for help with finding new pupils