6-Step Framework
Step 1: Define
Your answers will help us identify gaps, anchor each tier to real value, and map a clear path from first purchase to full engagement.
This gives us a snapshot of your product or service lineup and helps us evaluate how well your pricing matches the value being delivered.
2: Do you have a defined value ladder or tiered structure for your offers?
A value ladder creates flow and retention. If there’s no clear structure, you’re likely missing revenue and losing momentum between purchases.
3: How do clients typically enter your ecosystem?
Knowing your entry point, whether it’s a free resource or a core service, helps us understand how new clients first engage with your brand.
4: What upgrade paths or next-step offers are available after someone buys?
Without a next step, clients eventually disengage. We’re looking for how you guide them toward deeper value and longer relationships.
5: Which offer performs best in terms of conversion or revenue—and why do you think that is?
This shows where traction already exists, so we can amplify what’s working instead of rebuilding from scratch.
6: Where do you see the biggest gap or drop-off in your customer journey?
Gaps in the ladder often signal missed opportunities, like no mid-tier offer, no bridge between steps, or no retention model.
7: Do your offers feel clearly differentiated by value, outcome, or investment?
If the differences aren’t obvious, clients won’t know which one is right for them, or they’ll default to the cheapest option.
8: Are you currently missing out on revenue opportunities due to confusing offers, unclear pricing, or weak transitions?
This helps uncover if small structural changes could unlock more revenue without needing to create something entirely new.
9: How confident are you in your pricing across tiers?
Your confidence level tells us how well your pricing reflects the true value and whether adjustments are needed for alignment or growth.
10: If your value ladder was fully built out and aligned, what would that allow your business to achieve?
Whether it’s longer retention, easier sales, or higher customer value, this defines what success looks like and then guides the strategy.
Step 2: Map
Start by laying out everything you offer across price points and transformation levels.
- Group offers into tiers: entry, core, premium.
- Identify missing steps or overlap between tiers.
- Match each offer to the transformation it provides.
- Define what qualifies someone to move to the next tier.
“We are a [business type] that serves [target audience]. Help us map out a tiered structure for our offers, grouped into entry, mid, and premium levels, with a clear path for client progression.”
Step 3: Structure
We make each level distinct, valuable, and irresistible. Don’t watered-down entry points or over-bloat top tiers.
- Set clear price points and value anchors for each tier.
- Include strategic features, bonuses, or support at each level.
- Design the transformation promise for each stage.
- Align the perceived value with what’s actually delivered.
“We are a [business type] that serves [target audience]. Help us structure our entry, mid, and premium offers with clear price points, benefits, and outcomes at each level.”
Step 4: Optimize
Now we make the ladder work harder by improving margins and guiding clients upward.
- Add upgrade incentives or limited-time paths.
- Use bundling or cross-sells to increase cart value.
- Introduce recurring or subscription models if possible.
- Create a visual ladder graphic to aid sales conversations.
“We are a [business type] that serves [target audience]. Help us optimize our value ladder to increase average order value, customer lifetime value, and tier progression.”
Step 5: Align
Different clients are ready for different levels. This step ensures you speak to each one clearly.
- Create personas for each tier (entry vs. advanced).
- Tailor messaging and marketing for each step.
- Use diagnostics or quizzes to direct clients to the right tier.
- Make the path feel personalized, not pushy.
“We are a [business type] that serves [target audience]. Help us align our offers and messaging with the unique needs and readiness levels of buyers at each stage of our ladder.”
Step 6: Systemize
A great ladder fails if clients don’t know what’s next. We turn your offer structure into a seamless experience.
- Add automation that recommends next-tier offers.
- Train your team to sell and transition between tiers.
- Set up sales sequences and follow-ups for upgrades.
- Track conversion rates and lifetime value by tier.
“We are a [business type] that serves [target audience]. Help us build a system for moving clients through our value ladder using automation, sales sequences, and clear internal workflows.”
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