Offer ladder
The tiers of the offer, what each one includes and why a customer moves up.
- What it delivers
- Tier structure, packaging and discount policy.
- Builds on
- The good-better-best principle and price anchoring.
How the offer is packaged, priced and sold. And who sells it, with what targets, what coverage and what forecast.
The problem it solves
Many companies have a good offer that is badly packaged. Prices were set years ago on a logic that no longer applies, each salesperson decides the discounts, the tiers are hard to tell apart and the customer doesn't understand what they are buying in each one. Margin leaks away without anyone noticing.
On the other side is the sales team: targets allocated by gut feeling, overlapping account portfolios, territories without coverage and a forecast that is never met. Commercial architecture puts both in order: what is sold and how it is sold.
Who it's for
For companies whose offer has grown by accumulation and needs a redesign. For sales leaders who want a plan with targets, accounts, coverage and cadence. For companies that want third parties, such as partners, distributors or institutions, to fund and execute part of the plan, and need to design the agreement.
And for agencies whose client asks for help with pricing or with their sales team, something outside what the agency does.
When to bring it in
- Before launching a new offer or changing prices.
- When margin falls even though sales hold steady.
- When the sales team grows and needs a consistent structure, targets and compensation.
- When a plan needs more resources than the company can put in alone, and alliances or co-funding have to be designed.
Products in this area
| Product | What it delivers |
|---|---|
| Pricing and packaging | Price structure, tiers, offer packaging, discount policy and revenue model. |
| Strategic offer design | Redesign of how an existing service or portfolio is defined, packaged and sold. |
| Commercial plan | Targets, accounts, coverage, cadence and forecast; sales team structure and compensation where relevant. |
| Co-funding and partnership model | How third parties fund and execute part of the plan: agreement design and governance. |
Offer ladder
EntrySolves the essentials
CoreThe tier that sells most
CompleteAnchors the value of the rest
How it fits the method
In Diagnostic and Strategy, we analyze the current offer, the price structure, the account portfolio and the coverage, and set the baseline: margin, average ticket, conversion and whatever is measured today.
In Playbook, the new price structure and the commercial plan become rules, targets, cadences and action sheets for the team. In Strategic direction, we review the result against the baseline period by period and adjust prices, packaging or targets when the data calls for it.
Phase 1: Diagnostic and Strategy
Understand the market and the problem before proposing anything. The baseline is set.
Deliverable: Strategy document and presentation to leadership.
Phase 2: Playbook
The strategy becomes actions with an owner, cost, KPI and date.
Deliverable: Playbook and kickoff.
Phase 3: Strategic direction
We direct third-party execution and review results against the baseline.
Deliverable: Periodic report and committee.
Frequently asked questions
We give you a reasoned price structure: tiers, packaging, discount policy and revenue model, with the criteria for deciding. The final decision belongs to leadership.
Where relevant, yes: we design the sales team structure and the compensation logic tied to the plan's targets.
An agreement under which third parties, such as a partner, a distributor or an institution, fund and execute part of the plan in exchange for a defined benefit. We design the agreement and its governance.
With both. The diagnostic needs leadership; the plan needs the team that will execute it. If you also want a playbook and training, see playbooks and sales enablement.
Margin is decided in the architecture.
Tell us how you sell today: what you offer, at what price and who sells it. We'll tell you where the value is leaking.
Book a diagnostic