Why You Need to Build a Value Ladder – Episode 005
May 15, 2019 by Corinna
When we first started our CSA farm back in 2008, we had a tough sell:
Get 12 people to spend $365 with a first-year farmer. No prior relationship. No way to “warm them up” and grow trust.
Seven years later, I learned why that was so hard.
I didn’t have a Value Ladder.
I didn’t have a low-risk way into our business. It was like asking someone to jump out of an airplane.
If we want to grow our business and our profits, we need to have a suite of products that we can slowly move our customers through. When we do this right, we grow our customers, continue to add value to them, grow our profit/customer, and develop their loyalty.
If you’re struggling with sales, one of the reasons may be that you don’t have a prescribed pathway of products that grows your ideal customers into brand ambassadors.
In this episode, I talk through:
- The 5 categories of products in a typical Value Ladder
- 6 Reasons you need a Value Ladder
- Who the Value ladder is for (and not for)
- How to build the Value Ladder for your business — I share my 4 steps
- Example of two farms’ Value Ladders
Hit play and let’s get started!
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I also talked about my Value Ladder Worksheet you can download to help you go through this material for your own farm business. Grab it below.
Download the Value Ladder Worksheet
Use this worksheet to help you identify your farm's value ladder, so you can develop your marketing funnel more effectively.
Some of the resources mentioned in this episode:
- Value Ladder Builder Worksheet PDF
- DotCom Secrets by Russel Brunson (this is an affiliate link)
- Podcast Episode: The Customer Value Journey — episode 004
- StoryBrand Live Workshop by Don Miller
- My Private Facebook Group for CSA Marketing Discussion
- SLFarms Membership Academy – Join my “Netflix for CSA Foodies” membership site with all my CSA’s video trainings, veggie ebooks, storage guides, cheatsheets. Try your first month free for $1 with coupon code TRIAL.
- Subscribe to my YouTube Channel
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My hope is to feature guests periodically on the show. If you know someone who is innovating in the area of marketing as a farmer, please send me an email at mydigitalfarmers@gmail.com.
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