Using the Value Ladder to Increase Sales

Jul 29, 2021

Use the Value Ladder Sales Strategy to build a relationship with your customers

One of the best ways to increase sales is to use the Value Ladder to build a relationship with your customers. The higher the customer values their relationship with you, the more money they’re willing to spend. On the bottom rung of the Value Ladder, we have an initial offer of value. This should be something you can offer customers for free; giving value before extracting value. Let’s say you’re a bike retailer. Your initial offer of value could be to provide free branded drink bottles at a cycling event. This initiates a relationship with your target market. The next step on the ladder is the lead magnet; a low-cost service option to build on the relationship. In our bike retailer example, this could be an educational event on bike maintenance. Tickets should be low cost with giveaways provided throughout the event. Now that you’ve provided value and built a relationship, you can offer your 1st tier product or service. This is a medium-priced item, such as a child’s bike. By providing a quality product or service and delighting the customer, you’ll build a stronger relationship which will lead to a 2nd tier offering. This could be a mountain bike for mum and dad. Finally, you reach the highest rung of the ladder – the loyalty offer. This could be selling e-bikes to mum and dad with a full service programme. You’re unlikely to be able to sell your highest cost offering without first building a relationship with the customer. Start at the bottom of the ladder and build a stronger relationship each step of the way, offering only the products or services which the customer finds value in. Need help building stronger relationships with customers to increase sales in your business? Get in touch!

“Don’t let them get lost in a value maze. Instead, build your value ladder.” – Russell Brunson

The Value Ladder is based on the theory documented in Russell Bruson’s book, Dotcom Secrets.


  • Suzanne Walker

    Suzanne Walker is the founder of one of Australia’s leading public accounting firms, Clear Path Accounting, and has built her results-based reputation as a transformational business advisor over the last 25 years. She holds the philosophy that accounting is more than just tax returns and compliance and believes that accountants can have a profound impact on the lives of their clients.

    Suzanne began her career after completing her degree in Commerce from the University of South Australia. She started out working for a large accounting firm in Sydney before deciding to make the bold move of starting her own practice. Since then, she has helped countless business owners achieve their financial goals through her sound advice and guidance.

    Establishing a career as a young mum of three, in a male-dominated industry has also gifted her with a passion for helping other women in business. Motivating her to co-create courses and business mastermind groups specifically to empower women with the skills they need to find their own version of success.

    In addition to her work at Clear Path Accounting, Suzanne is also the Vice President of the Penrith Valley Chamber. She regularly attends and often hosts meetings, events and seminars, in an effort to support others in her local business community.

    Suzanne is passionate about helping her clients achieve financial success, taking a personalised approach to every engagement. Her dedication to her clients and her commitment to excellence have made her a trusted advisor to many businesses in Australia.