At a restaurant recently, I was in the men’s room and noticed a poster hanging on the wall in there.
It was a reproduction of an old ad showing a bunch of guys practicing their golf putts dressed only in a white shirt, a tie, shoes and socks — and their underwear.
The headline read “Play golf free while having your suit pressed.”
This ad is obviously from an era when most folks wore suits to work and this intrepid dry cleaning company had created this little golf course out back of their store for their clientele to enjoy while waiting to get their suit back after being neatly pressed.
It’s what we call a “value-added proposition.” A VAP for short.
You see VAP in action a lot today whenever you buy something on the internet. Bonus items added to a sale item to entice you to buy is one of the most common usages.
VAP is not the same as an upsell. (We’ll talk about upsells on another day.)
The dictionary definition of Value-Added is: The enhancement added to a product or service by a company before the product is offered to customers. Value-Added is when you kick in something extra to help close the sale. And is usually something that has a separate value when being sold by itself.
Some more VAP examples:
A free distributor kit when you sign on with a network marketing company.
A free week of coaching for every 6 weeks purchased.
Toothpaste and a toothbrush when you visit your dentist.
Free product samples when you become a dealer for something.
A free massage with ongoing chiropractic treatments.
A free household inventory book when you get your home professionally uncluttered and organized.
The list could go on and on, but you get the idea.
Today more than ever your customers and clients are looking for a little something extra and if you can give it to them, you’ll be way ahead of your competition.
© Copyright 2010 Marty Marsh