How to increase your average sale value without being pushy

Author: Leanne Knowles 

3 - 4 minute read 

Make every sale count: how to increase your average sale value without the awkwardness, pushiness, or guilt.

You’re working hard. The sales are coming in.

But somehow, your revenue still feels… underwhelming.
You’ve got leads. You’ve got customers. So why are you still chasing your tail?

Here’s the rebel truth: It’s not just how many sales you make — it’s how much each one is worth.

Welcome to Money Lever #4: Average Sale Value — the lever that turns ordinary businesses into profit machines by simply making each sale more valuable.

No manipulation. No slimy upsells. Just smart packaging, better positioning, and a pricing strategy that pays you what you're worth.

Let’s flip it.

Why you’re stuck selling low-value deals

Most service businesses undervalue their work. They:

• Price for affordability instead of value
• Sell time instead of outcomes
• Offer one-size-fits-all packages that cap income
• Avoid premium pricing for fear of losing sales
• Miss opportunities to stack or bundle value

The result? You’re working harder for less — and you feel it.
More clients, more admin, more stress… and still not enough money to justify the effort.

Here’s the thing: You don’t need more customers. You need higher-value transactions.

Why this lever is pure gold for service businesses

Let’s do the math:

Say you:

• Serve 100 clients a year
• Charge $1,000 per sale
  That’s $100,000 in revenue

Now, what if you simply increase your average sale to $1,500?
You’ve just added $50,000 to your revenue
No extra clients. No extra work. Just smarter offers.

This is what happens when you pull the average sale value lever.
It’s often the fastest way to grow your income.

The fix: how to raise your average sale value (without scaring off your customers)

Here’s how to do it the rebel way — bold, value-first, and customer-aligned.

1. Focus on value, not hours

If you’re still selling by the hour, you're capping your income and undermining your value.
People don’t want your time — they want the result your time creates.

Shift your messaging and offers to focus on outcomes:

• Instead of “3 x 1-hour coaching sessions” → “Clarity and confidence to launch your signature offer”
• Instead of “Branding package” → “A brand that gets you noticed and gets you paid”

When you sell the destination, not the journey, you can charge more — and people will thank you for it.

2. Bundle your brilliance

Bundling is a fast, frictionless way to increase average sale value and customer satisfaction.

Examples:

• A service + resource bundle (e.g., design + templates)
• A coaching package + bonus training
• A strategy session + implementation support
• An online course + 1:1 call

Make it easy for your buyer to say “yes” to more.
The key? Stack offers that genuinely enhance the main outcome.

3. Offer premium options

Some of your clients want more access, faster results, or white-glove support. But if you don’t offer it, they can’t buy it.

Create a tiered offer structure:

• Base package – Standard delivery
• Mid-tier – Extra support or speed
• Premium – Personalised, fast-tracked, all-in

And here’s the kicker: 20–30% of people will go premium if you let them.
That alone can lift your average sale value dramatically.

4. Use pricing psychology

Simple shifts in how you position pricing can nudge buyers into higher-value options:

• Show 3 options: most people pick the middle (aka the “anchor effect”)
• Use charm pricing ($997 instead of $1,000)
• Offer payment plans to reduce sticker shock
• Use bonuses to make premium tiers feel irresistible
• Frame cost vs. return: “This $2K package will likely save you $10K in wasted time”

Money maths: how to track and improve your average sale value

Here’s how to keep this lever tight and measurable.

Formula:

Average $ Sale = Total revenue / Total number of sales

Say you earned $150,000 from 100 sales last year:
$150,000 / 100 = $1,500 average sale value

You want this number increasing over time. If it’s flat or dropping, you’ve got a value perception issue — or you’re discounting too much.

Track it:

• Per product/service
• By campaign or source
• Monthly or quarterly

Pro tip: Test new offers every 90 days to find your sweet spot.

Tactical ways to increase average sale value (right now)

Here are real-world moves that work across industries:

• Create a 3-tier offer: Basic / Pro / Premium (anchor for mid or high)
• Offer pre-paid bundles: e.g., 5 sessions for the price of 4
• Add a “done-for-you” upgrade to DIY products
• Create mini-courses or templates to pair with services
• Include bonuses that increase perceived value without adding delivery time
• Use upsells during checkout or proposal stage — not after the fact
• Reframe the ROI — remind them what they gain, not just what they pay

Example: how one expert increased her average sale from $800 to $2,400

Jade, a health coach, was selling single sessions at $800.
We introduced:

• A 3-month package ($2,400)
• A bonus onboarding session
• A mini strategy toolkit as a fast-action bonus
• A payment plan option

The result?

• 70% of new clients chose the package
• She worked with fewer clients, made more money
• Her onboarding and delivery were smoother and more predictable

All by pulling one lever: average sale value.

What happens when you don’t pull this lever

If you don’t focus on this metric:

• You’ll need more clients to hit the same income goals
• Your margins stay slim
• Your offers remain capped at “starter-level”
• You’ll burn out trying to scale volume instead of value

More customers ≠ more profit. Smarter sales = sustainable success.

What to do next (your rebel move)

Pick one action:

• Create a bundled version of your most popular offer
• Design a premium upgrade for your core service
• Rework your proposal or pricing page to include 3 options
• Identify 1-2 bonuses that cost you little but add big value

Then watch what happens to your average sale value.
It won’t just climb — it’ll compound.

Final word: you’re worth more than you’re charging

This lever is about alignment — between the value you deliver and the price you’re paid.

You don’t need to justify higher prices with more hustle.
You just need to show the real value behind your work — and package it so your buyers see it too.

 More articles about increasing sales in your small business

• How to grow your business with service eCommerce
• 5 ways to grow small business profit like a pro
• Small business strategies for Service eCommerce
• Why playing it safe could keep you stuck in your business
• What is recurring revenue and why does your services business need it?

About your author

Leanne Knowles isn’t your average strategist. Former BASE jumper, certified coach (NLP, DISC, EI), and founder of Headswitch, she’s spent 30 years helping CEOs and founders cut through chaos to build businesses that practically run themselves. She's the kind of business coach who helps you to build a freedom-first enterprises.

🔗 Connect with Leanne on LinkedIn