What does your business sell? No, I’m not talking about the individual products or services you provide. What I mean is, what does your business actually sell? Is it a certain lifestyle? A specific result? Or, some rolling outcome that your customers crave? You see, the businesses that succeed at the highest level aren’t just selling products and services -they’re selling results. And, if you want to get your clients consistent results, you need a value ladder that compels them to move forward.
What Is A Value Ladder?
If you’ve never heard the term before, this post is just for you.
In business, repeat customers are your best friend. See, someone who purchased from you previously already knows and trusts you. And, trust in business is one of the most difficult things to earn.
See, if a person doesn’t know, like, and trust you, they’ll be extremely guarded in what they’re willing to spend. Unless they trust that you can deliver on the results you promise, they won’t be ready to move forward in purchasing your most valuable products. And, I get just how frustrating this is.
One example of this might be with a coach. Perhaps you’re a coach and you offer an in-depth, done-with-you system where you actually work one on one with your clients in helping them reach their outcome. Being that you invest your own time in this, that type of service is understandably expensive. Many coaches will charge thousands -actually, most will charge tens of thousands. Of course, when the work is done, the client will have made a complete transformation and be exactly where they wanted to be (or farther along).
Unfortunately, you’re going to be hard-pressed to find a cold lead who’s ready to invest in such a package. But, what if you lead by offering them a free book if they just paid shipping? That becomes a much more tempting offer, especially when they see all the testimonials attached to that book offer. This is the foundation of a value ladder.
Let’s take a deeper look.
Taking the First Step
Online today, getting the attention of your customers is always the first step. Sometimes, this comes in the form of a free offer -maybe a coupon, a report, an eBook, or something similar. Other times, it comes in the form of the above mentioned free+shipping deal.
In either case, the cost of taking that first step is minimal. Clinging to the ladder imagery, there’s little risk of falling. And, even if they do fall, the injury won’t be too serious.
As a business owner, your job on that first step is to provide as much value as possible. And, when you do, your next job is to lead them up towards that next step.
Provide Increasing Value
The next step in the value ladder is usually a small investment, but something that still puts some skin in the game. After all, they’re taking one more step up that ladder and if they do fall, they might hurt themselves on the way down.
Depending on your business model, this can take a lot of different forms and cover many different points. Overall, the idea here is that they invest an amount that requires some thought, but not so much that they feel threatened or completely uncomfortable about spending. Perhaps you’re in the fitness niche and this is your 30-day weight loss challenge. Maybe you charge $97 for 30 days of videos aimed towards targeted weight loss.
Or, perhaps you’re a chiropractor and your first step was a free, 30-minute massage. Perhaps the second step is an upgrade to a 1-hour, deep tissue massage or a one-time adjustment. Maybe your entry offer was a free+shipping sample of your protein powder and your next step is a full 30-day supply of the same supplement.
The point is, anyone can utilize the value ladder approach.
Deliver The Complete Solution
As people move up the value ladder, the prices get more expensive and you have a greater overall net profit. On the customer’s end, they get increasing value the more they climb. And, since they already know, like, and trust you from those first couple steps, the 3rd, 4th, 5th, and any other steps becoming much easier to handle.
Once in a while, someone will be so confident in your product that they’ll take a leap and skip a step entirely. But, regardless of the level they’re at, the idea remains the same. They get more value and you make more money.
This is what every business should be built upon.
Building Your Value Ladder
Whether you’re brand new to business or a seasoned veteran, everyone needs a structured value ladder if they hope to remain competitive in today’s society. The world of business is no longer just about “paper authority.” It’s about results.
If you build a sales funnel and follow your value ladder, you’re be positioned to make an impact that will direct the course of your future. And, that future will not only give you the quality of life you desire. It will also ensure everyone you work with along the way gets where they want to be.