I took a consulting call early last year where the business owner had just started an automotive ceramic coating business.
He was excited about his new venture but the price point ($3500ish) of the ceramic coating service (and the educational element of why it’s a great value) was a barrier to sales and he needed help.
As the call progressed, I put myself in the shoes of a potential prospect and asked questions.
Out of curiosity, I asked if he ceramic coats the windows too.
He said yes and that’s when a lightbulb went off.
Many vehicles’ headlight lenses get foggy for some reason making them not only look bad but also reduce the performance of the headlights themselves.
I advised him to run a promotion for just the headlights which would be less than 10% of the total cost of the entire vehicle.
This is known as ‘splintering’ your core offer.
Taking a big offer (full vehicle ceramic coating) and breaking it down into the smallest piece (headlight ceramic coating) to lower the barrier to entry and commitment required to get a sale.
The game changer here is that at the $3500 mark, barely anyone was a buyer, but with the $250 headlight promotion, he was in high demand.
Yes, he would have to do a lot of headlights to equal the revenue from one car but in this scenario, something is better than nothing and once he got vehicles in for the headlight service, he had many opportunities to upsell.
He made recommendations for both the windows and the entire vehicle, established rapport and repeat business with customers, and asked for online reviews and referrals to help build momentum rapidly.
Problem solved.
I received a follow up text recently that made me happy to hear he’s doing well.
It’s not possible for every product or service to be splintered, but if it is, you may want to try that to get more exposure and opportunities to create relationships with customers.
