OK John, when selling anything, you need to sell it to the sensibilities of the customer, not on the products merit. In this case the "product" is the didea of doing advanced riving courses to get reduced insurnace and the customer is a late teenage / early twenties girl....
- Appeal to their natural affinity Sell her the fact that she would save a fortune on motoring insurance, leaving her more money each week* to spend on socialising / shiney shoes / sparkly tops.
- Appeal to the bitchy competitive nature of girls, so upsell the bragging rights that she'll be ably to brag to all her friends that she's done this advanced motoring course and that pass plus course so she would literally be able to say she's the best driver out of all them.
- Appeal to their need for excitement, so sell her the idea that the IAM course includes tuition on faster sportier driving. It is after all roughly parallel to the traffic police / interceptor training course.
- Appeal to the inherently feminine fear/risk aversion, tell her it will make her safer on the road.
- Appeal to her sense of discovering herself and being a strong independent woman, tell her if she does these courses you and Mrs.Nodge will cut her some more slack / stop molly coddling her about "you take care on the roads, and drive safe, and don't go too fast, yada yada yada...."
- Appeal to her desire to not be controlled / manipulated, tell her that thes courses will help get that blackbox out of her car.**
- Appeal to her sense of glamour, if she does these courses, her insurance will go down in price quicker so she could afford to get and run a convertable / sports car / etc quicker...
- Appeal to her sense of celebrity, Doing these courses will dave her enough money over the year to take her off on holiday to somewhere warm and sunny. Mid November week in Ibiza? She'd be able to lawd it up like one of the celebs in her weekly magazines.
- Appeal to her inherently female desire to "be in control" - make the idea hers, get the IAM to snailmail her a brochure.
- Appeal to that female insecurity that marketing companies exploit - tell her it will make her feel more confident on the road.
*Women tend to view finances as a weekly thing.
**There is no guarantee that having done these courses will negate the need for her to have the black box, however it will make it easier to secure a policy next year that doesnt include the dastardly digital spy in the cab.