Good, better, best: how to offer options in a quote
Updated
A quote with one price asks the customer a yes-or-no question. A quote with three options asks which one, and lets them pick the level of work that fits their budget, often without a call to you to ask for something cheaper or better.
How to build the three
- 1Good: the job done rightThe work you'd be comfortable putting your name on, at the lowest price you'll do it for. Not a stripped-down trap that you'd talk them out of.
- 2Better: what you'd recommendUsually the one you'd choose in their house. Make it the default, so it's selected when the quote opens.
- 3Best: the upgradeLonger warranty, better materials or efficiency, or the extras done at the same time. Some customers want it, and it makes 'better' look reasonable.
Keep everything that's the same in all three outside the choice, as included lines: permits, disposal, cleanup. Then the options differ only where they really differ.
Where it works
- HVAC: standard, high-efficiency and variable-speed systems.
- Roofing: three shingle grades over the same tear-off and underlayment.
- Flooring: vinyl plank, hardwood or tile over the same prep.
- Fencing and decks: wood or vinyl, pressure-treated or composite.
- Cleaning: weekly or every other week.
Add-ons are a smaller version of the same idea
Not every job has three levels. An add-on is a line the customer can tick or leave: a surge protector with a panel upgrade, stump grinding with a removal, gutter cleaning with a house wash. Put the price next to it so they decide with the number in front of them.
Keep it to a few. Two or three relevant add-ons help; ten turn the quote into a menu.
Mistakes to avoid
- Three options that differ by a few dollars. The gap should be worth thinking about.
- A 'good' option you don't want to do. If they pick it, you're doing it.
- Hiding what's different. Name each option by what it is, not 'Option A'.
- A total that doesn't change when they pick. The customer should see the price of their choice.