Today I offer you a new lesson from my summer reading, this time from Russel Brunson's book, Dotcom Secret. It recommends setting up a complete value ladder (or scale of values) in order to build an effective and profitable online strategy.
Dotcom secret: create a value ladder
What is a value ladder?
Very often companies are built around a single product or a single product range with a single price level. For example, consulting companies only sell tailor-made services whose prices are higher than a few tens of thousands of euros. Publishing houses only sell books whose prices are lower than €100. Luxury watch manufacturers, only watches priced at more than €1500, etc.
But generally speaking and especially on the Internet, it is easier to sell something cheap or even free than to sell something very expensive right away. Then, once you have sold a product or service to ecuador mobile database someone, you have brought them value and they are satisfied, it becomes easier to sell them something more expensive that brings more value.
In fact, it is no longer a question of selling a single product but of creating continuity in the product ranges allowing the customer to move up the value ladder starting with a cheap or even free product and offering increasingly comprehensive and expensive services.
Moreover, in addition to this ascent up the value ladder, it will be truly complete when you have also created a recurring offer by subscription or by regular appointment allowing you to maintain permanent contact with the customer.
Every company can build its own value ladder.
It sounds simple enough, but I'm sure you're thinking that this doesn't apply to your business. Let's take a look at the 3 examples mentioned above:
Consulting company
The consulting firm already has a very expensive offer corresponding to the top of the value ladder, so it needs to create entry and intermediate offers, and if necessary a recurring offer. This could be for example:
Free white papers as bait,
Paid audits of the company's situation in intermediate offer,
A subscription to updated studies as a recurring offer.