Dec 16, 2019
Your offers need to be organized into steps so people can easily get to your most expensive item, buy it, and love it.
Every offer should deliver value and requires a price related to that value.
Naturally the more value you give, the higher the price tag.
Every company needs a value ladder to organise their offers.
Podcast Transcript
What’s Your Value Ladder?
Your offers need to be organized into steps so people can easily get to your most expensive item, buy it, and love it.
Every offer should deliver value and requires a price related to that value.
Naturally the more value you give, the higher the price tag.
Every company needs a value ladder to organise their offers.
Most of us want to just give our customer the BEST and the BIGGEST value right off the bat. We do this because we know how transformation- al it is. We know it’s going to make a significant difference. But we forget that we haven’t earned all that trust just yet.
For example, I offer a service where I charge $60,000 a year to provide a complete marketing department to a business that takes care of all of their marketing needs for them that’s amazing. In a perfect world, I could go to every single prospect and say, “Hey, it’s $60,000 per annum. And I’ll handle all of your marketing needs for you and it’s going to be awesome!”
And the problem is well you really don’t even know what I can do as yet, and I’ve provided zero value to you at this point.
You’re going to think I’m insane.
Or think about when you want to renovate a home.
You plan to do one room at a time over the next five years and at the end of five years, you’ve got a beautiful home.
And you’re so excited and you feel that value and transformation. And then your neighbour comes over and asks about the renovation. And you want to say, “Oh my gosh, just get it all done in one shot. It’s so amazing to have it done!”
You’ve taken the journey, felt the transformation, and want to give that advice to your neighbour.
Except they haven’t travelled that road yet.
They don’t feel how you feel yet—all they see is dollar signs everywhere… bad contractors…living in a construction zone.
In business, you must see your customer’s journey.
They need to pay a little and get value in return. That value should always exceed the price tag a little bit, because then they’ll come back for more. Each time they come back, the price (and the value) goes higher and the relationship deeper.
When you create a value ladder in your company, each offer should solve one problem and agitate another.
If you sell someone a shirt, now they need the pants. Then the shoes…the belt…the jacket. Get creative. Do they need cuff links, a tie, a briefcase, cologne?
If you’re a real estate business, think about your homeowner. They need to sell their house, but maybe they need boxes to pack up all their stuff, renovation help, landscaping services. They need help with the house they will buy. The new neighbourhood, change of address, finding new doctors. Follow your customer’s journey from start to finish.
If you’re already in business, find your most loyal, amazing customer and map out their journey.
Watch how they went through your offers— what they bought first, second, third.
Draw your value ladder and create your marketing strategy around it.