A sales funnel, also known as your customer’s journey, will help you track initial contact with your key customer demographic until reaching point of sale and help you build a continual pipeline of your most ideal customers. The Sales Funnel comes in many forms and formats. This article will refer to a simple six step format of Awareness, Interest, Consideration, Intent, Evaluation, and Purchase.

1. HOW TO GROW
YOUR BUSINESS
USING A
BRAND FOCUSED
VALUE LADDER
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01

2. WHAT
IS A
VALUE
LADDER?
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3. A VALUE LADDER
HELPS YOU ATTRACT
YOUR IDEAL CUSTOMER
AND BUILD LOYALTY
1
2
3
4
BY PROVIDING VALUE
IN STEPS
Value
£ LTV = Lifetime Customer Value
(How much your customer is worth to your business)
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4. FREE Offer
promotion
to attract
ideal
customer.
%Off next
Purchase or
Visit
Brand led meaningful experiences
at each step of purchase
Sign up to
email.
Become a
member etc
(Margin Maker)
Sale of higher
priced products/
services
£ LTV = Lifetime Customer Value
Value
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5. TeethCleaning
Whitening
Retainer
Cosmetic
£££
Dentist Value Ladder
6 Month Check Ups
£---£---£---£---£---£
Value
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EXAMPLE

6. EXERCISE
What value can you
bring to each step
of your ideal
customers
journey?
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7. TIP
Look at what successful
brands in your market do
to bring value to their
customers. Your
ladder can have any number
of steps unique to your brand.
Just make sure you provide
value at each step.
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8. REMEMBER!
Get it right and youʻll
build a loyal customer
base promoting your
brand and helping
your business grow
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9. @professional_impact
for more strategic brand design tips
09
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