The problem with starting high

You're selling a $50K consulting package. The prospect doesn't know you. Doesn't trust you. Hasn't seen your work.

You're asking them to marry you on the first date.

Meanwhile, we start relationships with Prospector11X - a training program that costs $37. Thirty-seven dollars. The information inside is worth $1,000+, but we price it at $37 on purpose.

How the front offer actually works

The front offer solves one small piece of the big problem you solve.

Example: You help factories automate their production. That's a $100K project. But your front offer? A one-week trial of environment monitoring. Shows temperature variations, humidity problems, equipment efficiency.

Cost to you: Almost nothing. Value to them: They immediately see problems they didn't know existed. After one week, they don't want you to remove it. They want more.

Or take office supplies. Part of your portfolio includes air freshening systems. Front offer: "We'll install the equipment free for a week. See the difference when your office doesn't smell like sweat."

After a week, they're not giving it back. They're asking how much to keep it

The psychology behind the value ladder

Here's what Alex Hormozi taught me (his new book just broke the Guinness World Record - $115 million in sales in 3 days):

People need to consume at least one hour of your content to see you as an expert.

How do you get someone to spend an hour with you? Not by pitching. By teaching. By solving a real problem, even a small one, for almost nothing.

When someone buys Prospector11X for $37 and watches 2 hours of training, they see we know what we're talking about. During the training, we mention our done-for-you service. No pressure. Just "by the way, if you want us to do this for you..."

The complete value ladder model

Front Offer ($37-$997):

• Solves one specific problem

• Delivers ridiculous value

• Gets them in the door

• Example: Prospector11X training

Core Offer ($2,997-$10,000):

• Solves the main problem

• Natural progression from front offer

• Example: We install the infrastructure in your business

Premium Offer ($10,000-$100,000+):

• Complete solution

• Done-for-you

• Example: We manage everything, you just take meetings

Continuity ($100-$1,000/month):

• Ongoing value

• Keeps them long-term

• Example: Community access, updates, new techniques

Real example: The debt recovery client

Service: Recover overdue accounts for SMBs

Instead of one offer, here's their ladder:

Front: Free audit of your overdue accounts (shows exactly how much they can recover) Core: Recover 80% of 90+ day overdue accounts in 60 days, 100% success fee Premium: Full accounts receivable management Continuity: Ongoing monitoring and early intervention

Result: 40-60 meetings per month. Because the free audit shows value immediately.

The math that makes this work

Traditional model:

• Try to sell $50K service cold

• 0.5% conversion rate

• Need 200 meetings for 1 sale

Value ladder model:

• Sell $37 training

• 10% buy front offer

• 30% of those buy core offer

• 20% upgrade to premium

• 50% stay on continuity

From the same 100 prospects, you make 5X more revenue.

Questions about implementing value ladders

"But I only have one service"

Your service has components. Break it apart.

Consulting firm? Start with an audit. Software company? Start with one module. Agency? Start with a single campaign.

"Won't this cheapen my brand?"

Opposite. It proves value before asking for big money. Our clients close 40% of meetings because prospects already trust them.

"How do I price each level?"

Front offer: 10X value vs price ($37 product worth $370+) Core: Market rate Premium: 2-3X market rate (for done-for-you) Continuity: 1-2% of total contract value monthly

The implementation roadmap

Week 1: Map your current service

• List every component

• Identify what can standalone

• Find the "aha moment" piece

Week 2: Create front offer

• Price it stupidly low

• Make it valuable enough to sell for 10X

• Ensure it leads naturally to core offer

Week 3: Build the bridge

• How does front offer reveal need for core?

• What problems does it expose?

• How do you mention core without being pushy?

Week 4: Launch to warm list

• Test with existing contacts

• Refine based on feedback

• Scale what works

Why this works in any B2B market

Manufacturing, healthcare, software, services - doesn't matter. Everyone wants to try before they buy.

The company making extruded corn snacks? They'll try your inventory management app for $97 before buying your $10K system.

That hospital? They'll pay $500 for an efficiency audit before spending $50K on consulting.

G-Lab, the recruitment firm - 42 meeting requests in 5 weeks. You know what their front offer is? A free talent market analysis for companies. Shows exactly which roles are hardest to fill, average salaries, time-to-hire. Free. Then they sell their recruitment service.

The bottom line

Stop trying to marry prospects on the first date. Give them value first. Let them experience what you do.

We generated 300 meetings last week. Not because we're better at cold email (though we are - 95% inbox rate with 2,000 inboxes). But because we don't ask for $50K upfront.

We ask for $37. Then we deliver $1,000 of value. Then they ask us for more.

What would happen if instead of pitching your $50K service, you started with something worth 10X what you charge?