From Entry-Level to High Value Product Journey
A Value Ladder is a visual lineup of the company offerings that increase in price, value and commitment. The steps taken up the ladder represent a customer on an effective buyer journey — from initial awareness to the first entry-level product bought to the premium offerings.
The great value ladder doesn’t happen by accident but is a careful and effective way for you to build trust and maximise the lifetime value of each customer.
This framework was created by Russell Brunson, a successful entrepreneur and thought leader who made the idea of sales funnels popular, and was introduced in his book DotCom Secrets.
Help the Customer Up the Ladder
This exercise creates a simple but powerful overview of the building blocks that create an effective customer buyer journey.
Beginning from a customer’s initial awareness to their final decision to buy a company’s premium products, the offers along the ladder increase relatively in price and value.
Once a customer has bought the first product on the ladder, the sales team can swiftly guide them to the next (and more expensive) rung with clarity as to what it is and how to do it.
In general, it takes about the same amount of time to close a small deal as it does to close a deal with an Ideal Customer Profile. So, if you’ve clearly defined your Ideal Customer Profile and mapped out the Value Ladder, it will help your clients climb the ladder towards your highest value product.
Whimsical is one of many great tools that can help you design a Value Ladder.
💡 This is your Resource Library. Explore a collection of frameworks, methods, and playbooks that have driven results and shaped Go-to-Market Strategies for B2B growth companies across Europe.
All resources are short, without bullshit and always with tips and tricks, questions and answers intended to make your Go-to-Market efforts more awesome.
