£2000 for a course of driving lessons…
Go into Currys or any other electrical supplier and you will see an array of items to buy, computers, audio, washing machines, televisions and guess what, they all have different price tags.
You can walk into Currys and pick yourself up a TV from as little as £149 and at the other end of the scale you can pay £3000 or £4000 yet they are all televisions. Sure the top of the range are flatter, more curved, more features, better sound etc, but it is still a television and people still buy them. So can you sell a driving lesson package for £2000?
It is quite clear that if you just sell a basic package, price is always going to be the lowest common denominator because if Asda do a similar TV £10 cheaper you will get it from there. However when the product becomes featured packed a different type of buying happens. A cheap television is just a commodity, but a feature packed television strokes at the heart of your buying emotions. You imagine the television in your living room, watching your favourite films with the best picture and sound possible..it becomes a home cinema for you.
So why can’t we do the same with driving lessons?
What is stopping you from adding an additional service, full of features, that go way beyond your usual driving lessons and what goes with it is a price tag to match. Surely the argument of “people won’t pay those prices” is not out of the window, Ive just proven that with televisions, and the same can be said with almost anything you buy. Cookers, cars, jewelry, dining tables, trainers, tablets, theatre tickets, food, holidays, flights, tyres…pretty much everything you can buy has different price ranges to reflect the features of the service..even health care!
However when we arrive at the driving school profession, bang, there is nothing, Its just driving lessons on a one hat fits all basis. This has nothing to do with the consumer and everything to do with the people providing the services.
You would have thought that (and with respect) a big driving school franchise like Red, BSM, or the AA would have done this a long time ago…to me what is clear is that they solely concentrate on leasing out cars.
I know that these driving instructor franchises at times charge the ADI a fee for the pupil, but if they thought about it, they could charge a lot more for the pupil if they only decided to offer premium features.
Imagine a driving school franchise offering 40 hours of tuition at £2000, would you begrudge them taking £400 as a fee?
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