You go in for an oil change and leave with other work performed on your car at a higher price than you anticipated spending. What happened? You were ascended. You came in for a cheap service and ended up spending more. The dealership ran a continuity program—the low price oil change.
When you came in they ascended you into spending more because the additional service they provided also had more value to you. Naturally, you’re not mad at the dealership (at least most aren’t) because what they did extends the life of your vehicle. Nonetheless, if you provide just one service or product to your clients then you’re doing it wrong and leaving tons of money on the table.
What is an Ascension and Continuity program?
Russell Brunson in his book, Dotcom Secrets, discusses the importance of having programs that provide regular income for you while you get clients to gradually spend more with you. The goal is to attract your dream clients. These are the ones that spend the most, buy the highest level services from you, and will sing your praises because they see the value you provide them.
However, it’s extremely rare for a person to walk into your business and buy your most expensive service. They have to be ascended to that point which is why I call it an Ascension Program.
A Continuity Program is a product or service you can provide to your clients that’s low cost. When I say low I mean low. So low, it’s a no-brainer decision. This will end up becoming a larger, steady stream of income than you think, since people are adverse to spending large sums of money. People will take more of a “risk” on low cost items because they don’t fear losing the money.
Putting Continuity into practice
The question you want to ask yourself is, what can I provide to my clients that’s low cost but provides value to them? The advantage if it’s a service is that you can train someone to look for ascension signs, trouble areas that indicate you can offer a higher service costing more, but also providing more value. When you’re at the dealership for an oil change the tech is trained to spot areas that need repair. It may cost you more but save you a ton in the long run. That’s value. You need to do the same and create the next level your clients can ascend to.
Putting Ascension into practice
I like to create 5-tiered Ascension Programs. The bottom level is your continuity program offer. The top level is your most expensive service. Understand not everyone will ascend to your most expensive service. After all, that’s for your dream client and there won’t be many of them. Most people will end up at varying levels of your program. It can have as many tiers as you wish, but start with 5. If the continuity program is the bottom level, what can you offer of value to your customers that will make them spend a little more at the next tier and more?
Stop thinking that the end of the road with your clients is the one service or product you offer. Think outside the box, leverage your experience and knowledge to create something of amazing benefit to your clients. They will keep ascending your sales program. Until next time I wish you much success transforming your business into an amazing brand.
George Paul III is a branding expert and award-winning designer. He’s the Founder of Seize the Brand, an education platform designed to empower business owners by leveraging the power of branding to realize business and life goals.