What is a value ladder? How to create one that maximizes profitable

What is a value ladder

As a business owner, you really want to maximize profits from every customer. The value ladder has been created to help you do that. It is an integral part of your marketing plan, as well as creating a sales funnel.

So what is a value ladder, and how does it work?

Keep reading the post we will share with you:

  • Exactly what value ladder is and why it can help your business maximize profitably
  • 2 simple step to help you create your first value ladder fast and implement one into your business model
  • Best examples to help you get more ideas and avoid effort

Now, let get started!

What is a value ladder?

A value ladder is a register of suggestions that develop in price and value that engage people on their path to become a customer — from primary awareness to their ultimate decision to buy your premium gifts and offers. It’s an efficient way for you to create trust and maximize customer’s spending power.

the value ladder has 2 columns: value and price
On the left-hand, we have value and the price on the bottom. This means when customers move up the value ladder tiers, you will be providing more value, also charging them more money.

First, you start by giving a free offer and then increasing your free offer’s price and its consequent offers. Then you create adequate sales funnel for your customers, which can be followed.

So, it’s imperative to make that your primary objective when creating a value ladder.

A value ladder, when performed precisely, is interlinked with your trademark plan. You can use these ladders to construct trust and, ultimately, inspire and aspire for brand loyalty.

It would be best if you used a value ladder to get and keep customers. Before we get into the details about creating a value ladder, let’s first examine how this all works from your customer’s perspective.

It is effortless to forget that most of your customers who see your marketing messages aren’t going to sign up instantly.

It would be best if you also created an adequate sales funnel for your business or company to promote in a better way. There’s no magical formula to persuade someone to take out their credit card and purchase a premium offering if they’re just not ready.

That’s where the value ladder came in handy. It’s a road to meet and understand people in their decision-making process and readiness to commit. The goal of any branding strategy process is to communicate why and how customers should pick you and not all their other options. Your only job is to provide value and earn their trust to help them make that decision.

Why Value Ladder important?

Your value ladder is your business plan. It shows how to acquire your customers to make money and the result you will help customers achieve. Every sales team should have at least a structured process of the customer journey.

Watch the video below to see Russell Brunson – CEO of Clickfunnels, explain why businesses must have a value ladder.

When someone purchases from you, they’re exponentially much likelier to buy some other product from you again. Even if it is your highest and most expensive ticket offer.

A Value Ladder expands the lifetime customer value because you’re fusing diverse contributions into your lineup; you have the potential to lengthen that lifetime benefit.

An original or low-price offer should be a digital output that can be considered profitable and cause an evergreen-influenced income stream for you. 

Think about it!

If your customer receives value, they will naturally want more and moving up to the next step. It’s a human tendency that works on all of us.

A value ladder leads your clients toward buying your bonus offers by providing them with tinier offers along the way.

It is an excellent metaphor!

We can visualize how we’re going to create proposals that will increase sales price and value and naturally lead from one to the next. Your bulleted listing of capabilities may be turning away customers.

One of the most traditional ways service-based companies present their offer to create a services page that includes a bulleted list of qualifications.

They may not understand precisely which setting will get them the result they want–which is apparently something more like “I need more regular revenue” or “I need added client leads .”

They put you in the category of being an order-taker rather than an authority.

The customer goes ahead and opens up to you to say that they need all of these products, and you should give them a price for it.

That puts them in charge of the method right from the get-go. Your job is to reward them for the service they asked for and, if they affirm, execute it.

You know that this is costly for your company because it swallows up your most worthy business asset–time. They give your customers a twofold choice. In this scenario, your customer gets a yes or no alternative, and then they either accept or reject. If they do say no, then there’s a high chance that you won’t be seeing that customer anywhere around ever.

What are the benefits and uses of a Value Ladder?

value ladder benefits

The focus of any value ladder is to resolve the internal problem your potential customer is facing. And provide them with options to solve that problem based on their surroundings and budget.

But, because you’re the expert of your business according to your client, you’ll curate service offerings that are focalized on the result they are after rather than what they think they need, which embodies the external problem.

There’s no need to figure out what each potential customer wants or needs and preparing time-costly suggestions. Instead, you will pick the issue they need help resolving and have instant solutions to offer them all quickly ready for se.

But, because it’s your method, you’ll be regarded as the go-to specialist (rather than an order-taker), and people will proceed to you to understand it because you’re offering the consequence they want.

Customer trust can only be wholly established and created after they purchase your business.

One of the largest reasons to make a value ladder is that it’s a crowd-pleasing sales law that once someone purchases from you, then no matter how minute, they’re exponentially much likelier to buy some other product from you again.

Even if it is your highest and most expensive ticket offer. If you’re just suggesting an offering, which is custom-tailored projects or high-ticket service boxes, you’re missing a chance to build foundational trust and make a customer loyal with a lower ticket offer.

It’s a popular business understanding that it is better to keep an existing customer than to get a new one because the former option is cheaper than the latter. The rate of acquiring a new customer is increasingly and exponentially more costly than retaining an existing one.

Suppose you’re only offering custom services or packages, and you have no offerings designed for them after those services are complete. In that case, you’re missing an opportunity to maximize the lifetime value of that customer.

benefits of value ladder

You can continuously throw your clients more benefits from your bulleted list of presents, or you can design combinations and arrangements that are focused on:

  • Solving your customer’s problems and issues with an outcome that’s easy to understand
  • Price according to the value of the product
  • Set price based on the trust you’ve created and established as a business owner who solves customer problems.
  • Upsell and Downsell your service offers.
  • Once you have the list of steps of your ladder in one place, you’ll upsell somewhere along the way. For example, when people buy your low-cost offer, you can toss your lead offer as a subsequent step. Then, you can give your bullseye reward offer and whatever you want.

Other things that businesses offer is experimentation with your orders.

A good gimmick is to initially provide the best price and then start down selling for picky customers. This way, you’ll be able to rope in more customers for a limited offer.

By owning different offers at fluctuating degrees of value, you’ll have something to provide people with based on what they require and how much they’re prepared to pay.

A Value Ladder expands the lifetime value of a customer because you’re fusing diverse contributions into your lineup; you have the potential to lengthen that lifetime benefit. An original or low-cost offer should be a digital output of some kind — it can be considered profitable and cause an evergreen influenced income stream for you.

A lead service can help you recover all the time that moves through the fissures, pitching your services to people who are just beating around the bush and will never get there. You can also prolong your bonus assistance by producing “loyalty” offers!

How can you create a Value Ladder?

Create a value ladder is necessary for most businesses to help them serve customers better and increase revenue.

There are numerous techniques to go about it, but here’s a direction you can use to create a significant value ladder. Some value ladders have four steps, and some have seven; it all depends on what you’re attempting. For instance, if you put more than one service line, say you submit web design services and social media management and form a distinctive value ladder for each.

In this post, I will introduce to you 2 simple steps to create your first value ladder

  • Identify who you want to serve
  • Mapping your value ladder

1. Identify Who You Want To Serve

  1. Define your customer avatar
  2. What is their goal?
  3. What is the result you can provide?
  4. How can you add more value to them?
create valuae Value ladder: customer goal

Many businesses figure out the problem of the market then create product or service to help them solve. But if they stop at this step, they don’t maximize customer value.

The mission of an entrepreneur is to solve problems of the market completely as possible through different offers.

2. Mapping Value Ladder And Create Offers

After defining the result that your customers will be coming to you to achieve. We start to mapping value ladder like a road of solutions.

The offer that you provide each step of value ladder is different and will be helping to achieve that core goal.

mapping value ladder and create offers

Although there is no exact formula for offers on the value ladder. However, you can get some ideas below.

Start with a FREE offer

The first tier of the value ladder should be a “no brainer” offer.

Once you’ve recognized your model client’s problems, you’ll show your expertise by supporting them to solve their problem with a free proposal. It has to be worthwhile.

lead funnel: 99 instagram secrets

Your free offer (or lead magnet) will take the position of you getting on a sales call with them to prove you’re dependable and a specialist at answering this issue.

Just because it’s doesn’t mean it shouldn’t be valuable; quite the opposite, such as

  • Blog posts,
  • Free sample e-book
  • How-to videos
  • Audio exercises
  • A free introductory course
  • Webinar
  • etc.

This is how you’re going to get somebody to your website, but keep in mind that as people are going within their decision-making manner and concluding out whether you’re the one to believe, it may take associating with your brand more times before they’re enthusiastic about committing.

Having free content as an inspiration to interact with you isn’t a miraculous sales bullet. It’s used to construct trust.

Make it relevant and focus on solving their problems, and when they’re ready to engage with money, you’ll be the one they aid.

This is termed reciprocity.

The belief is that when you’re contributing value for free, your public will begin to feel obliged for your help and even liable to you. When deciding who to accept, they’ll be much more likely to go with you because you’ve previously advised them to solve their query part of the process for free.

Elementary or tripwire offers

Once you have email address of prospects, you will want to introduce your tripwire offer to them and make money.

Tripwire offer is a low-priced offering that solves the problem a little more than your free offering.

But it must be helpful.

You’re still building trust and verifying yourself as the go-to expert. Make sure it solves a particular problem, and you’ve linked the outcome they can expect when they purchase it.

The goal is to find “immediate buyers”.

From there, you can break even and compensate for the advertised costs.

Core Product

Core offer requires a more massive financial responsibility, but it includes a much higher value. The core product is What many people buy, bring more profits to you, and make your brand.

It will be a higher-priced contribution than your tripwire but still less than your high-ticket offerings.

This presentation should be devised to be profitable.

Focus your lead offer on a precise outcome or “quick win” you can give your customers.

High-ticket offer

This is where you draw out all the stops and do whatever you require to solve your customer’s greatest problem.

It should be assessed based on the result’s content, and really, the sky’s the limit.

Ideally, it’s your means and should employ your zone of understanding, the expertise you want to become known for. It must also be something your ideal clients already know the demand.

Value Ladder Vs sales Funnel

Because we have different offers on each tier of the value ladder, so we design different types of sales funnel to sell each type of offer.

The value ladder offering multiple value tiers at various price points and moves up from low to high-priced products. In the sales funnel strategy, we discuss 4 types of the funnel: Lead Funnel, Buyer Funnel, High-tickets Funnel, and other funnels.

You can see how to use it in the value ladder below.

value ladder and sales funnel
Because the price of each step of the value ladder is different, so you need to use different types of sales funnel in each value tiers.

Look at the image below to understand the bridge between a value ladder and a sales funnel. The funnel in each step of the value ladder is a “mini-funnel” of the big sales funnel.

The value ladder vs sales funnel

Create a value ladder to help you figure out what products and services you need to add so that your target audiences move from bait to your high-end product or service.

The cloud above the sales funnel is Traffic (People who visit your funnel). From there you will want to attract them by giving them free stuff or low cost product. After your potential customers get it, they will receive the value from you.

Next, move deeper into the funnel and introduce the next product or service on your value ladder. Not everyone gets your free stuff, or “bait” will buy your front-end product. But a percentage of them will.

The process keeps going until they reach your back-end offer, helps you increase the average cart value per customer.

This is a difference between people who have sales funnel and sell the product only:

  • People who sell products and don’t have sales processes use ads to promote your products or services. If the cost for ads increases (it always happen), they get less money, break-even, and finally lose.
  • If you have a sales funnel, you only use ads to attract people to your bait to get their information. Then introduce them to other products or services, almost free using email marketing, chatbot, SMS, etc.
the difference of people who sell product and have a value ladder with powerful sales process
Customers spending power is maximized while your budget is not change

Once you have a sales process, you should focus ads on your front-end offer. Then you can promote your core, middle, and back-end offers by using a follow-up funnel. You also increase your profits and outbid your competitors.

When your ads stop working for your core offers, you can start to build new front-end offers to get new people into your sales process and ascend them to the offers you’ve created.

Best Value Ladder Examples

Marketing Service Value ladder example
Example for Marketing Service
Value Ladder example for Author, Speaker and Coach
Example for author, speaker and coach
Dentist Value Ladder example
Example For Dentist: Start with teeth cleaning for FREE


I hope you enjoy reading this post and get more value from it. Now it’s your turn to create your value ladder in your business.

In short, the value ladder is a structure for you to strengthen your brand. It’s crucial, especially for digital and service-based businesses.

The most crucial step is to make a sales funnel and to stand by that in your process.

By formulating complex levels of value-based offers matching to where your customers are in the decision-making process, you’re not only adequately positioned to get and manage consumers but to maximize earnings and record customer value as well.

Now, I want to hear from you!

Suppose you have any questions or something to share with others. Feel free to comment below!

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Key Nguyen

Key is the guy behind Funnel Secrets blog, where he shares his passion for sales funnel, lead generation, digital marketing, and what he learned to help people avoid mistakes he made to save money.

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