Disclaimer: The contents of the book DotCom Secrets, which is referenced to in this podcast, is owned by Russell Brunson of ClickFunnels LLC. You can get your FREE copy of the book, and a 14-day FREE trial of ClickFunnels with the links below.

Secret #3: The Value Ladder

Do you know of a friend who went to the dentist for free teeth cleaning but ended up buying whiteners and new retainers for over $2,000? In Singapore where I come from, most clubs charge for entry, but there’s a club called Get Juiced which has free entry but you have to pay for the drinks and food. If Get Juiced launched a members’ program - which is perfect because the world is slowly opening up now - where members get additional services like reserved tables, or valet services, or even drivers to drive you home after you’re completely wasted, that’s what Russell calls a Value Ladder.

Now, from this chapter onwards, it will be impossible to get the full benefit from just the audio. So get your free PDF doodles and diagrams at DotComSecrets.com/resources under “Additional Resources”.

What’s a value ladder? It has a Y-axis for Value and an X-axis for Price. It goes in a stair-stepper diagonally from the bottom left to the top right. For the dentist’s value ladder, imagine 4 steps: the lowest step is free teeth cleaning. The next step is whitening. Then, it’s retainers/Invisalign. At the highest level to the top right, it’s cosmetic surgery. To top it off, there’s a continuity program where clients are billed every 6 months but they get regular dental checkups at a discounted rate.

Every business will have a different value ladder. And of course, some will say, “I don’t need a value ladder, I’m doing just fine!” Actually, businesses who claim they don’t need a value ladder, and feel they’re “doing just fine” are selling just one portion of the ladder, usually the one in the middle, where margins are enough to cover for costs but the price is not too high for customers.

The more I look at business plans, the more I understand that what Russell said is right: if you don’t have a value ladder, you’re just selling a commodity ie you don’t actually have a business plan. Selling a commodity is a race to the bottom. If you have an offer, one where the value way exceeds the price, you actually get to charge more, and gain permission from your customers to sell them something up the ladder.

If you’re already selling a product or service, you’re usually got your middle sections of your value ladder covered.

Now let’s work our way up to the top of the ladder: what is the best way to serve your customer at the absolute highest level?

To help you build your value ladder, we need to use the Value Ladder Mission Statement (VLMS). It goes like this:

We help [insert dream customer] to achieve [insert dream outcome] through [insert new opportunity].

What’s your VLMS? Take a minute or two to brainstorm and write it down.

So that’s it for Secret #3: The Value Ladder. If you got tons of value from just this one episode, you could get so much more with the full original copy of the DotCom Secrets book. The good news is that you can get your FREE copy of the book, and a 14-day FREE trial of ClickFunnels with the links below. If you’ve enjoyed this episode, be sure to share, download or follow this podcast on Spotify, iTunes, or wherever you get your podcasts from, and I will see you in the next episode.

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https://www.dotcomsecrets.com/dotcom-secrets?affiliate_id=3063032&cf_affiliate_id=3063032

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