Step 6: Ascend

At this stage of the Value Journey, you’ve sunk time, money, and resources into acquiring leads and customers and making sure they get value from doing business with you.

It’s entirely possible that, until this stage, you have yet to turn a profit. In fact, if you’re in a competitive market (and who isn’t?) you may be losing money on the front end of this process to acquire customers.

That’s perfectly acceptable, and here’s why:

You’re investing in your future profits.

Always remember that it costs more to acquire a new customer than to sell to an existing one. That first sales isn’t about profits. It’s about converting a prospect to a customer, so you can begin a long (and profitable) customer relationship.

Buying customers on the front end is just shrewd business, but only if you can monetize those customers on the back end.

The Ascend stage of the Value Journey is where your customer will be ready to buy more and more often. If your business has a core offer, this is the place to make that offer. Then once your customer purchases that core offer, it’s time to present them with other relevant offers.

You’ll notice that the Value Journey worksheet represents the Ascent stage as a ladder. That’s no accident. This is really a ladder that will hopefully lead to multiple purchases over time.

Examples of Marketing That Creates Ascension

Examples of ascension might include:

• A dating couple rent a convertible in San Diego and pay extra for satellite radio and GPS.

• A new dad buys a digital camera for $2,495 and adds a lens kit, camera bag, and tripod to his purchase for a bundle price of $699.

• A woman with a brand new Mercedes buys an unlimited car wash package for $40 per month instead of paying for each car wash individually.

Here’s how Southwest Airlines creates ascension by making an offer that will improve your experience and increase the value of your transaction:

Southwest’s ascension offer is an affordable add-on that improves their customer’s experience.

When you execute this stage properly, your customers will thank you for these offers. Southwest airlines customers who want to board the plane early are happy to pay an extra $15 to avoid hectic boarding.

Digital Marketing Disciplines That Create Ascension

To improve ascension in your company, the digital marketing tactics you need to master or hire include:

• Email Marketing

• Copywriting

• Digital Advertising

• Content Marketing