Before resorting to discounting, trying adding a 'Value Stack'

There is so much business jargon out there – which if you are anything like me, it makes you want to scream sometimes! You might have heard of the term ‘Value Stack’, but if you haven’t, a value stack is a sales tool, and it relates to the package you are offering your client.

Instead of discounting your amazing offers and services, instead you should add value to your offering and delight your clients. People love a great deal. They like to feel they are gaining more for their money and enjoy seeing the additional benefits you can offer in relation to their needs.

A Value Stack can be a critical element to your sales process and key to closing sales.

Creating an excellent value stack will attract more clients to you. But the recipe must be right for your brand, compliment your offer and excite your clients.

Building your Value Stack

Start by thinking of the needs of your client. For example, you need to build a stack that makes your offering more attractive, but you don’t want to overwhelm the client with too much. Simplicity, clarity and results sell; and your value stack must adhere to these values.

Ensure that what you add creates substance to your offering, don’t dilute your product by downing it in extra, unnecessary, bonuses. Additional freebies must be genuinely useful to make your offer more compelling. Example value stacks might include extra bonuses; training material, an invite to an event, videos delving deeper, eBooks, downloadable PDFs, discounts on other services/courses, price freezes on memberships and online groups. The list of what a value stack can include is endless. Work out what your client will understand as added value and entice them to buy. An effective ‘value stack’ can make your offering a ‘no brainer’. When using a value stack you want your clients to see your offering and think “Wow, is that all included in the price?!"

Beware of your time

Creating a value stack shouldn’t create more work for you. You should be including items you already have, not increasing the time you spend with your clients. Your time is money! Be wary of offering unlimited text support, free 121 sessions, custom plans and anything else that requires you to do more work. You can, of course, offer these as part of a membership plan or similar but you don’t want to become resentful of the extras you’re offering. If you offer your time and then you get too many clients, who want too much from you, you can begin to resent all this extra ‘free work’. An effective value stack is low cost to you, and high impact for your client.

Offer Stack vs Value Stack.

Depending on your product or service, you could do an offer stack. This would be for a limited time on a particular item which often works well for one off’s. But your value stack will be something you create for a specific product or service, and although you can vary it and interchange the offering, it would largely remain the same.

Should you list the price of your Value Stack?

You will see some business owners attach the value to each part of their stack, and it is totally up to you if you do this. The values can often help customers decide if this is clearly laid out for them or if the items you are offering are chargeable and can be purchased from you. For example, if you offer a course at £300 and include a ticket to your exclusive event retailing at £150, you might want to list this out. If the customer were planning to buy both these anyway, this would make the offering more attractive if the event was an added bonus of buying your course as they’d clearly see the £150 saving.

Keep it Simple

Keep the offering simple and easy to understand. A genuinely enticing value stack will offer additional value and benefits for your client. Create your package to make them feel special. Ensure this is at little or no cost to you. Keep it simple, do not be tempted to overfill the stack! A good number of additional items is 2-3. Test and measure the responses you get. It is like any recipe – adjust and amend as required to get the perfect mix!

What is my Value Stack for The Elevate Circle?

As you no doubt know, I provide sales training designed to transform how small business owners approach selling. The Elevate Circle is a 10 week sales training course and entrepreneurial community designed to help small business owners make more sales.

I have arranged 3 special bonuses for anyone who signs up before we start on 28th September 2021.

The bonuses are:

• The Power of Branding, a thought provoking training session held by a guest expert.

Before we can sell well we must have a firm business identity, a ‘brand’, and this bonus ties in nicely with what will come in The Elevate Circle.

• Connect to your Goals and Vision is a second bonus training, again, held by a guest expert.

I took part in this expert’s course earlier this year and it has been utterly transformational. I’m
thrilled to be in a position to give you this free taster session. I help business owners reach their goals. But before we get to that we first we need to know what the bigger vision is - and what this is what this bonus will provide.

So if this value stack appeals to you, now is the time to sign up!