💼 Module 33: Value Ladder & Upsell Strategy

Design a simple, ethical path that moves clients from first step → core result → premium transformation.

⏱️ 60–75 min Difficulty: Intermediate
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By the end of this module, you will have a clear value ladder (entry, core, upsell, premium, retention), mapped upgrade triggers, and ready-to-use scripts that make upsells feel like the logical next step—not pressure.

2. Why It Matters

Without a value ladder, you rely on one-and-done sales. With it, clients progress through structured support that matches their readiness, budget, and goals. This increases lifetime value, retention, and referrals while improving client outcomes—because the right next step is always obvious.

3. Step-by-Step Guide

1

List Your Offers by Level

Inventory what you already sell (free/low-ticket → core → premium → continuity). Identify gaps between levels.

Pro Tip: If there’s a big jump from core to premium, add a “bridge” (e.g., 4-week intensive).
2

Define Upgrade Triggers

Set specific moments that signal readiness: milestone achieved, stalled progress, or new goal.

Pro Tip: Tie triggers to data—habit streaks, assessment scores, or session usage.
3

Create the Upsell Script

Use a consultative script that frames the next step as support, not a pitch.

Pro Tip: “Based on your goal of X in Y weeks, here’s the path clients like you take next…”
4

Package the Mid-Level Offer

Design an add-on or accelerator (group calls, labs review, meal planning) that shortens time-to-result.

Pro Tip: Price at 30–50% of your core to keep a clear value gap.
5

Productize the Premium Tier

Offer VIP access (weekly 1:1 + concierge support + advanced protocols) with limited seats.

Pro Tip: Cap capacity and show a waitlist to preserve exclusivity.
6

Add Retention & Continuity

Keep wins compounding via a monthly membership or quarterly tune-ups.

Pro Tip: Include community + light accountability to deliver outsized value at scale.
7

Visualize & Publish

Turn your ladder into a one-page graphic and a web section you can show on calls.

Pro Tip: A simple “Start here → Then this → Graduate to this” diagram boosts conversions.

4. Examples & Options

Real-World Example (Health Coach): Free “Reset Audit” (15-min) → Core 12-week Habit Rebuild ($1,500) → Accelerator: Meal & Movement Plan + Voxer Support ($600) → VIP 6-Month Concierge ($4,800) → Thrive Club continuity ($79/mo).

DIY (Free/Low-Cost)

Google Slides diagram + Stripe payment links + Calendly routing forms.

Mid-Level (Affordable)

Canva visual ladder + Kajabi pipelines for upsell emails + Zoom webinars.

Advanced (Premium)

HighLevel automations: tags, triggers, one-click upsells; Member community + app.

5. Common Mistakes to Avoid

  • ❌ Tiny price gaps. → ✅ Instead, create clear value jumps (e.g., $1.5k → $2.5k → $5k).
  • ❌ Upselling before results. → ✅ Instead, upsell at milestones or when a new goal emerges.
  • ❌ Feature dumping. → ✅ Instead, lead with outcomes and timeline (“This gets you X by Y”).
  • ❌ No continuity. → ✅ Instead, offer maintenance membership to protect results.
  • ❌ Hidden pathway. → ✅ Instead, show a visual ladder in onboarding and calls.

6. Quick Win Highlight

💡 Quick Win: Add one “Bridge Offer.” Choose a 4-week accelerator that helps clients go from your core program to VIP faster (e.g., lab review + custom plan + weekly check-ins). Publish a simple checkout link today.

💬 DM Prompt
“You crushed your last milestone. If you want to reach [next goal] 30% faster, I’ve opened 3 spots for a 4-week Accelerator that layers meal planning + weekly check-ins. Want details?”
Mark Complete ✅

7. Mini-Implementation Exercise

Build Your Ladder:

Level Offer Name Outcome Promise Price Upgrade Trigger
Entry __________________ __________________ $ ______ __________________
Core __________________ __________________ $ ______ __________________
Upsell __________________ __________________ $ ______ __________________
Premium __________________ __________________ $ ______ __________________
Continuity __________________ __________________ $ ______/mo __________________

8. Tools & Resources

Stripe

Collect payments across tiers with one-time and subscription links.

Calendly

Route calls by offer level and capture pre-call qualifiers.

Canva

Create a clean “Value Ladder” visual for calls and proposals.

Kajabi / HighLevel

Automate upsell emails and one-click upgrades inside your portal.

Google Slides

One-page sales explainer you can screen-share on consults.

Typeform / Google Forms

Milestone check-ins that trigger upsell readiness.

9. Checkpoint / Success Criteria

✅ My ladder has 5 levels: Entry, Core, Upsell, Premium, Continuity.
✅ Upgrade triggers are defined and measurable.
✅ Pricing shows clear value jumps between tiers.
✅ A one-page visual and a script are ready for sales calls.

10. Summary & Next Step

  • Map offers into a ladder to make the “next step” effortless.
  • Use data-based triggers to time upsells ethically.
  • Maintain clear price/value gaps and limited premium capacity.
  • Protect results with continuity for retention and referrals.
Next → Module 34 Client Onboarding Experience