Over the last 10 years, our industry has realized that offering 3 or 4 choices instead of a single “bid” is a smart way to sell. It works for a number of reasons:
- People like to have choices
- When given choices we are more likely to pick one
- Human behavior studies show that a majority will pick the middle of three choices, or one of the middle two of four choices
- All of the above are true, regardless of the prices
The harder part of this strategy is in determining what should be shown in each category. Follow these guidelines to sell more jobs for more money:
- Make the BEST the absolute best-possible solution to your customer’s problems regardless of price or cost considerations.
- Make the GOOD the lowest-cost solution to your customer’s problems while making sure it will address their basic problems.
- For each item in the BETTER choice, reduce or eliminate those items that will have the least reduction in benefits and the most reduction in cost.
Here are two ways to present a BEST-BETTER-GOOD Choices Proposal, using Platinum, Gold and Silver as package titles:
I have prepared three choices. They are all very good. Our Silver System is an upgrade from what you now have and customers who choose that are happy. I’ve also prepared a Platinum System. This one doesn’t have a budget in mind, but it does include all the information about every possible solution, just so you have that information. And then I have one in the middle. Please keep in mind we can mix and match anything too. This is all up to you. Can we start with the Platinum System?
So, what I’ve done is prepared three choices for you to consider. They are all very good. The Silver choice is far better than what you have now. I put the Platinum choice together without regard to budget, so you could have that information to consider. It includes the best possible ways to address what you are looking for. And we have one in the middle. Where would you like me to start?
This will get you on the right track with the customer, literally putting them in control and being more comfortable with you, and eventually more comfortable in making a decision.