How to build a Value Ladder for your Service Business?

What if you could talk more often to better leads? What if you could structure the way you deliver your services and your messages that made selling easier?

Today, you probably answer to many leads shopping around for a proposal and waste a lot of time.

Or you craft a proposal but they don’t buy, they’re not ready for such an investment yet (though they asked you for…).

There is never a magic formula, but I’ve got something for you that will help you immensely on how to think about your offers.

In this post, you’ll discover what is a Value Ladder and how to build one for your services business making it way easier for a visitor to become interested, a lead and eventually a client.

The Basic Idea of a Value Ladder

Value Ladder Service Business

A typical Value Ladder

The concept of the value ladder has been popularized by online marketers such as the Clickfunnels guru, Russell Brunson. 

The simple premise is to create a list of products sold in ascending order of price.

  1. 10$ - Ebook
  2. 100$ - Online Course
  3. 1'000$ - 12 weeks program

Each offer is a step to help at the current situation and a relatively low-level of trust needed to make a buying decision. You make it non-risky to work with you.

Why it makes sense for your business?

I’ll just list three big reasons that should make you think about your own value ladder or simply put, what is the customer journey?

  1. You’re a risk.
    It’s risky to hire you, what if you s*”&k? What if you don’t deliver, waste time and money. The small business owner doesn’t want to take on this risk and the manager doesn’t want her boss to scream at her for making a stupid and risky decision.
    But what if you could reduce the risk of working with you. What if you offered free and lower tier of your services so that people could actually try you out before taking the leap?
    It would be great, wouldn’t it? Coming back to the example above, if I buy a 10$ ebook and get 100$ worth of value, how much would I get if I bought your course? Trust is built.
  2. You can build a customer journey.
    If you think about it, the 10$ ebook buyer will probably be more educated and be a better client for the next steps, being less needy and trusting the process much more. He will be educated.
    You actually get paid to educate your ideal client to work with you on the higher ticket stages of your ladder.
  3. You offer a different level of service to respond to different needs.
    Some people might be fine with the 10$ ebook while others want the full experience. Thinking about it, the ladder helps you sell more and create a higher LTV (LifeTime Value of your client) without getting more clients (which it helps doing as well, as you read in points 1&2!).

Now, it’s all nice, but you don’t sell a 10$ ebook, you sell high ticket services! How can you achieve the same outcome and create a value ladder for your professional services?

The Professional Service Provider Value Ladder

Let’s think strategically on how to build your ideal client while actually helping him at each stage. You want to educate him while minimizing risk for him to slowly (well not so slowly) build trust.

Oh, and an important note. You can’t afford to spend much time with a non-paying client. So you want to make it as streamlined and automated as possible so that you only spend time with qualified and educated leads.

Actionable Great Content (FREE)

Lead Magnet / Freebie Offering (FREE but gated)

FREE Consultation

Initial Service Offering

Main Project



Don’t do it all at once though… Your goal is to start with the big wins!

Start with:

  1. Your Main Offer
  2. A Lead Magnet
  3. A FREE Consultation

This is your MVF (Minimum Viable Funnel).

And the only things you need to create from scratch now is your Lead Magnet!

How does it all fit into a marketing and sales engine?

By this point, you created a system and a client journey. You bring him on an adventure and let him move up the ladder at his own pace while paradoxically leading him.

You will slowly only talk to qualified and educated leads who don’t shop around. They took 3-4 steps before talking to you (read your articles, consumed your Lead Magnet and scheduled a call). They are intentional, educated and know what they are getting into.

You have been extremely respectful and started giving a lot of value before asking for the sale.

You created assets for your business, build once, reap the benefits:

  • Great evergreen content is an asset that works for you 24/7. You can share it, boost it, it helps with SEO and the content itself sells you and your solution.

  • A lead magnet is another asset, especially a good email course, video demo or webinar. They do the selling for you and are built once and works (kinda) forever.

  • You created a referral engine. You potential source of referral is no more the past clients and friends but every single person who read a great article and even more every single person that is on your mailing list after having asked for your lead magnet (even if they never buy).

From now on, the only thing you promote is your articles and your lead magnets (online or offline) and you let the system ant the logical progression do the work for you.

Promotion of Content and Lead Magnet only

What to do from here?

Building a Minimum Viable Value Ladder can simplify your marketing and sales effort. You don't’ have to change much (besides creating a lead magnet) but just need to restructure the way you present your offerings and be ruthless about not accepting to work differently.

If you want to implement this idea and create your Minimum Viable Funnel, I created an email course, 7 days to build a Minimum Viable Funnel for your consulting business. It’s free and I teach everything that I know.

  • Vincent says:

    Very interesting. Now, we simply need to translate this into our customer’s journey…

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