Creating a Strategic Business Value Ladder

The number one goal in any business is to provide outstanding value to your customers. To achieve and develop value for customers a business needs to plan a strategic business value ladder where customer satisfaction for value in product and service is priority number one. Too many entrepreneurs focus on making money fast rather than building a business value ladder where the product and service value grows while customers become a long-term customer. Here is a quick example to illustrate my point. Customers will buy the same content at different prices depending on the way the content is packaged.

You could find a website where you could purchase an eBook for $19.97. That same company could package the same book on a CD for $29.97 since some eager customers would gladly purchase the same content because they could listen to the CD while they are driving to work. Okay, what does the business value ladder look like? Ladder level I can often be a beginning entry level product consisting of a text formatted item of either a PDF file, an eBook or a hard copy book. This item may be a free or low cost PDF eBook or hard covered book. This item will cost you the least time and effort in writing and publishing it in PDF format.

Level II can then be a creative audio CD. You can deliver the same content, however people will pay a bit more because they can listen while performing other tasks. Jumping up from a book to a CD course allows more depth to the teaching, and one can sell these courses from $47 to $597 depending whether it is one-CD or 15-CD teaching lessons.

The next step is to provide the content in video or a power point slides with audio. Here the customer can receive a DVD where they watch specific examples in video. To increase the value even more, one can provide the content in text as well because some clients dislike taking notes and they're willing to pay more for text included. At this point the next step involves seminars a live setting where customers can receive instruction and ask questions, and you have the opportunity to explain things in the clear and open format. You are creating greater value because you can interact personally with the customer.

From group training through a seminar the next step can involve live one-on-one coaching. The customer has the opportunity for a one-on-one access to ask strategic questions related to their specific business and asking the coach for deeper insight to the development of their business. Again greater value specific to the customers' business and a again coming with a higher value price. Continuing on upwards a customer can include a business partner with other colleagues where the skill of all benefits a whole team. At this point you want to make sure each member succeeds because when each has a stake in making money for the whole team.

At this step the customer has developed a team of skilled individuals with a common mission to earn money and build a business. Beyond the local area a business can create franchising which provides the opportunity for people to duplicate the company's mission in other cities. Again, the value to the customer increases and likewise so does the purchase cost increase. This creates a powerful win-win scenario for the marketer and the customer. As one provides more and more value along this strategic business value ladder the potential for the customer is for them to climb higher. The better value the customer receives the better profit you will receive. I encourage you to start today building the steps to creating a Strategic Business Value Ladder.

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