How to Build a "Value Sales Ladder" Customers Will Buy Into
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Free Download - How to Set Short-Term Sales and Marketing Objectives That Matter By Bill Tamminga |
The Value Sales Ladder is a visual representation of a company's entire menu of product or service offerings. It demonstrates how customers are brought into the sales process, where they stand at any given moment, and how the company increases clients' commitment over time. For the purposes of this article, I will use a chiropractor as an example.
Step 1. The bottom rung of the ladder is the company's free offering(s). It can come in the form of a coupon, rebate, or special offer. The key point to remember at this level is that nothing is actually free. Potential clients are attracted to the business because of the offer, but they must give the company something in return: information. The given information can be as minimal as a name and e-mail address or as thorough as a full-length application. The chiropractor in our example might give out a free, monthly, health-related newsletter or a free initial consultation in exchange for a small amount of personal information including what their chiropractic needs are.
Step 2. The next rung on the sales ladder includes a variety of low cost offerings used to entice the customer to pay a small amount of money in return for something of value - a low-cost trial offer, a temporary membership, a book or manual - anything that will enhance the prospect's life in some way and get the prospect more familiar with the company. This rung involves very little risk for the client. At this level, the chiropractor might send an e-mail to his potential clients for two sessions at a discounted price.
Step 3. Going one step further is a larger product or service offering that requires a greater investment. This can be a lesser form of the company's top-line service, but something that still requires a significant commitment from your client. The chiropractor might offer a limited time 60-day trial at to anyone who signed up for the discounted sessions.
Step 4. The final rung on the sales ladder is the company's full-service offering. The chiropractor in our example could be looking for clients who are willing and able to sign up for six-months worth of sessions. At this point in the sales process the chiropractor has weeded out prospects that have no interest in his service, do not have the means or desire to hire the chiropractor, are not receptive to consultations, and/or are not willing to be an advocate of the chiropractor's service. The chiropractor is now spending a majority of his time with high quality clients who like him and what he has to offer. Isn't that what we all want? Of course it is.
Use the sales ladder as a way to introduce clients to your company and offer them ways to get involved at different price points. Some of your prospects will jump straight to your top-level offering, while others will fall off the wagon almost immediately. But the majority will appreciate your hard work and their ability to move through the process at a pace that is comfortable to them.
How to Build a Value Sales Ladder Customers Will Buy Into - To learn more about this author, visit Bill Tamminga's Website.
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