Skip to content


Increasing sales for your company using the Value Ladder

It’s a tough marketplace out there at the moment, we at Albert O’Connor & Co Accountants understand that. So how can you increase revenue in this climate? Let’s take a look at sales! One of the best ways to increase sales is to use the ‘Value Ladder’ to build a relationship with your customers. The Value Ladder system works on the core belief that 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, perhaps a free consultation or a fifteen-minute phone call to discuss their business needs and how you can meet that need, thus, giving value before extracting value.

Let’s say for example you are a bike retailer. Your initial offer of value would be to provide a free branded water bottle or a branded item of clothing at a showroom event. This initiates a relationship with your target market. 

The next step on the ladder is the lead magnet step, a low-cost service option that helps develop the relationship with your client. 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 or something of similar value,

Finally, you reach the highest rung of the ladder – the loyalty offer. This is where you offer the high-end services that benefit your business most. Your clients have seen your value and are invested in you to join them on their journey and the benefits are as fruitful for you as they are for the client. 

The Albert O’Connor & Co Accountants understand that 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 in which the customer finds value. This is a great way to onboard new clients and to generate new revenue. 

If you would like to discuss your business needs. Call Albert O’Connor & Co Accountants on +353906490262 or email

For the latest business/practice news, taxation/financial resources and our Newsletter, visit