How to handle NULL values in WebI

I have a WebI report based on a Universe.

In the report there is a table with a name and a value column.  For some of the names the value column is blank when I display the report.  I can get rid of the names and the blank cell by filtering as ValueColumnFIeld Is NOT Null.

However the user want to see the names that have no values but they want the data sorted largest to smallest.  When I do that the blank fields sort to the top of the table.  They want them at the end of the table

Here is what we see

Joe      
Tom
Pete    7.05
Sara    6.55
Toni     5.55
...

They want
Pete    7.05
Sara    6.55
Toni     5.55
Joe      
Tom
...

I have tried adding a measure as
=If  IsNull({ValueMeasure}) then
    0
Else
    {ValueMeasure}

When I do that most of the values become 0.

I have been told it is possible to get the blank fields to the end.  How can I accomplish that?

mlmcc