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The Marketing Ladder Blueprint

Step 5 – Action Steps

Here are the steps to complete before moving on to the next lesson in this program.

Step 1 – Always keep in mind that the most important sale you’ll ever make is the second sale

 Customers who purchase from you twice and are happy with their purchases have a
strong likelihood of becoming repeat customers for life. This is where the real profit is in
any business.

Step 2 – Conduct the proper “shirt sleeve” research to understand the most profitable
products and services to create and offer to your customers

 Avoid customer surveys – they only tell you what people think they want to buy

 Shirt sleeve research technique #1: Subscribe to the ezines of as many of your
competitors as possible. Track which products and services they repeatedly offer, then
create your own products and services based on their best-selling topics.

 Shirt sleeve research technique #2: Regularly evaluate which of your products and
services sell best. Then create more products or services similar to these.

 These “success attributes” demonstrated by your competitors’ and your own

best-selling products and services provide the research that’s based on what people
truly buy, not on what they think they might like to buy.

Step 3 – Create a list detailing the mid-priced and high-priced products and services that
you’ll offer

 Other than your initial product, avoid selling low-cost products as much as possible

 ALWAYS remember that after the first low-cost product a customer buys, if you truly
over-deliver with that product and set yourself apart from your competition, it’s just as
easy to sell a satisfied customer a mid-priced or high-priced product or service on your
next sale as it is to sell them a low-priced product or service

 Strive to create as many serialized products and services as possible. It’s far easier to
make repeat sales of related serial products and services than it is with unrelated
products and services.

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 Always recognize that customers have different levels of interest and require different
levels of support. This gives you the opportunity to create multiple versions of any
product or service and charge accordingly for each level.

Step 4 – Use the “reverse marketing” approach to start by offering a mid-priced or high-
priced version of your product first

 This contradicts the conventional marketing funnel approach where you start with a
low-cost product, then gradually work up incrementally to higher priced products or
services. But as you now know, a mid-priced or high-priced product can easily be sold as
soon as you establish your reputation as the preeminent provider in your market.

 Starting with a higher priced product or service also helps you in the product
development process. When you start by introducing a new product or service at a high
price, if it sells well, you know for certain that it will also sell well at lower price points.

Step 5 – Cherry pick only the best clients to work with

 Once you’ve established your reputation, you’ll quickly reach a point where more clients
are seeking you out than you can fit into your schedule. Once this occurs, you can be
very selective about who you choose to work with and in what order.

 Since it takes approximately the same amount of time and effort to work with larger
clients, by focusing on them you make more money, have clients who are more likely to
follow-through, and increase the pleasure of being in business.

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Copyright © 2013 by Profit Alchemy, Inc. All rights reserved