Most B2B companies have one offer. One price. Take it or leave it. That's why they struggle to fill their pipeline. After 27 years in B2B and $250 million in accumulated sales, I learned something: you need a front offer that gets people in the door. Let me show you exactly how we use a $37 product to sell $100K services.
You're selling a $50K consulting package. The prospect doesn't know you. Doesn't trust you. Hasn't seen your work.
You're asking them to marry you on the first date.
Meanwhile, we start relationships with Prospector11X - a training program that costs $37. Thirty-seven dollars. The information inside is worth $1,000+, but we price it at $37 on purpose.
The front offer solves one small piece of the big problem you solve.
Example: You help factories automate their production. That's a $100K project. But your front offer? A one-week trial of environment monitoring. Shows temperature variations, humidity problems, equipment efficiency.
Cost to you: Almost nothing. Value to them: They immediately see problems they didn't know existed. After one week, they don't want you to remove it. They want more.
Or take office supplies. Part of your portfolio includes air freshening systems. Front offer: "We'll install the equipment free for a week. See the difference when your office doesn't smell like sweat."
After a week, they're not giving it back. They're asking how much to keep it
Here's what Alex Hormozi taught me (his new book just broke the Guinness World Record - $115 million in sales in 3 days):
People need to consume at least one hour of your content to see you as an expert.
How do you get someone to spend an hour with you? Not by pitching. By teaching. By solving a real problem, even a small one, for almost nothing.
When someone buys Prospector11X for $37 and watches 2 hours of training, they see we know what we're talking about. During the training, we mention our done-for-you service. No pressure. Just "by the way, if you want us to do this for you..."
Front Offer ($37-$997):
Core Offer ($2,997-$10,000):
Premium Offer ($10,000-$100,000+):
Continuity ($100-$1,000/month):
Service: Recover overdue accounts for SMBs
Instead of one offer, here's their ladder:
Front: Free audit of your overdue accounts (shows exactly how much they can recover) Core: Recover 80% of 90+ day overdue accounts in 60 days, 100% success fee Premium: Full accounts receivable management Continuity: Ongoing monitoring and early intervention
Result: 40-60 meetings per month. Because the free audit shows value immediately.
Traditional model:
Value ladder model:
From the same 100 prospects, you make 5X more revenue.
"But I only have one service"
Your service has components. Break it apart.
Consulting firm? Start with an audit. Software company? Start with one module. Agency? Start with a single campaign.
"Won't this cheapen my brand?"
Opposite. It proves value before asking for big money. Our clients close 40% of meetings because prospects already trust them.
"How do I price each level?"
Front offer: 10X value vs price ($37 product worth $370+) Core: Market rate Premium: 2-3X market rate (for done-for-you) Continuity: 1-2% of total contract value monthly
Week 1: Map your current service
Week 2: Create front offer
Week 3: Build the bridge
Week 4: Launch to warm list
Manufacturing, healthcare, software, services - doesn't matter. Everyone wants to try before they buy.
The company making extruded corn snacks? They'll try your inventory management app for $97 before buying your $10K system.
That hospital? They'll pay $500 for an efficiency audit before spending $50K on consulting.
G-Lab, the recruitment firm - 42 meeting requests in 5 weeks. You know what their front offer is? A free talent market analysis for companies. Shows exactly which roles are hardest to fill, average salaries, time-to-hire. Free. Then they sell their recruitment service.
Stop trying to marry prospects on the first date. Give them value first. Let them experience what you do.
We generated 300 meetings last week. Not because we're better at cold email (though we are - 95% inbox rate with 2,000 inboxes). But because we don't ask for $50K upfront.
We ask for $37. Then we deliver $1,000 of value. Then they ask us for more.
What would happen if instead of pitching your $50K service, you started with something worth 10X what you charge?
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