Pricing & Proposals~15 min

Good/Better/Best Presentation Guide

Purpose

Comprehensive guide for sales reps on building effective Good/Better/Best option presentations that maximize customer choice and value.

When building estimates for any customer interaction — service calls, sales appointments, or follow-up proposals.

Good (Entry Option)

Solves the immediate problem with standard materials and approach.
Shortest warranty tier. Minimum viable fix.
Purpose: Gives budget-conscious customers a real option. Shows you're not just pushing the expensive choice.

Better (Sweet Spot — Your Primary Recommendation)

Fixes the problem plus addresses related risk factors.
Better materials, longer warranty, more comprehensive scope.
Purpose: This is what most customers should choose. It balances value and investment.
Position this as "what I'd recommend for most families."

Best (Premium)

Comprehensive solution with the longest lifespan and best warranty.
Premium equipment, addresses all related concerns, future-proofs the system.
Purpose: For customers who want the best. Also serves as a price anchor that makes Better look reasonable.

Differentiate on outcomes, not just features:

❌ Good: "50-gal water heater, 6-year warranty" / Better: "50-gal, 8-year warranty" / Best: "50-gal, 12-year warranty"
✅ Good: "Get your hot water back today with reliable equipment" / Better: "Consistent hot water for years to come with an extended warranty and upgraded components" / Best: "Never worry about your hot water again — premium unit, 12-year protection, and full system upgrade"

Price gaps should make sense:

The jump from Good to Better should be modest (15-25% more) with clear added value.
The jump from Better to Best can be larger (25-40%) for customers who want premium.
If Good and Better are too close in price, customers just pick Good. Create meaningful separation.

Always present Best first, then Better, then Good (top-down).

This anchors the customer's expectation at the premium level.

When you get to Better, it feels like a great value by comparison.

Good feels like a minimum — most customers naturally gravitate to Better.

Not every job needs 3 full options. A faucet repair might just be repair vs. replace (2 options).
Never exclude Good to force an upsell — the customer deserves a minimum option.
Always explain WHY you recommend the Better option. Personal recommendation builds trust.
Practice your presentation. Smooth delivery signals confidence and competence.