Dr. Slava Shut

When it comes to selling your product or service, it can feel overwhelming or like you have to cast an extremely wide net.

But this isn’t the case.

Trying to create a blanket approach to make your product appeal to as many people as possible might seem like a good strategy but doing so can water down the message (and the appeal) of what you have to offer. So how do you avoid this and meet customers where they are?

Let me introduce you to the Product Ladder:

Here’s the basic concept: the higher up the ladder a prospect is, the less convincing and educating you need to do to convert them into a customer.

So, if you’re trying to convert every single group, a lot of your energy is going towards people who have no need for your product or service. So, focus on people who are at levels 1 to 4, and if you’re just starting out, aim for 1-3 to ensure your conversion rate is as high as possible.

Additionally, you can tell that each step requires a different response. So, here’s how to spend your energy and work to push people up the ladder:

• Level 5 to Level 4: Spend your time calling out the problem. Consumers who aren’t aware of the problem will become aware and, if they are experiencing it, move their way up the ladder
• Level 4 to Level 3: Show consumers that there’s a solution to their problem – aka, your product
• Level 3 to Level 2: Motivate consumers in Level 3 to take action on the problem
• Level 2 to Level 1: Highlight features and benefits of your product to show consumers that your product is the best solution
• 1 to Conversion: Drive consumers to the product page with a promo

Want to learn more about ways to pull consumers in and move them towards conversion? DM me and let’s talk!

And maybe you’re not even at the ladder stage yet. If you only have a dream of starting a business, or getting your product out there, that’s okay because my Dare to Dream Summit on January 26th is for you! If you’re looking to make your dream a reality, but don’t know where to start, then reserve your free ticket here!