The Data Behind Tiered Pricing
For decades, researchers have studied how presenting options affects purchasing decisions. The findings are clear: when done right, offering multiple price points increases both conversion rates and average ticket sizes.
Why Options Work
The Goldilocks Effect
When presented with three options, human psychology drives most people toward the middle choice. It feels safe--not the cheapest (which might be low quality) and not the most expensive (which might be unnecessary). This is why the "Better" option in a Good-Better-Best presentation typically captures over half of all sales.
From "If" to "Which"
A single price creates a binary decision: buy or don't buy. Multiple options shift the customer's thinking to "which one should I choose?" The decision to purchase has already been made subconsciously--they're just deciding the level.
Price Anchoring
The premium "Best" option serves as an anchor that makes the middle option look more reasonable. A $7,500 window quote might feel expensive alone, but positioned next to a $10,000 premium option, it suddenly feels like smart value.
Real-World Example: Window Contractor Results
A FlowDeck user shared their experience after switching to Good-Better-Best presentations:
The math is simple: by presenting options instead of a single quote, they increased their average ticket without changing their products, pricing, or sales pitch.
The Premium Tier Effect
One surprising finding from pricing research: even when few customers choose the premium tier, its presence increases overall revenue. Here's why:
- Makes the middle option feel reasonable -- Anchoring psychology at work
- Some customers do want the best -- You'd miss these sales without a premium option
- Signals quality and professionalism -- Shows you offer a range of solutions
- Prevents "shopping around" -- Customers feel they've seen all their options with you
The Math for Window Contractors
Let's look at what a 5% increase in average ticket size means for a typical window contractor:
That's $150,000 in additional revenue from the same number of jobs, the same products, and the same sales calls. The only change? Presenting options instead of a single price.
Why Most Contractors Don't Do This
If the data is so clear, why doesn't every window contractor present Good-Better-Best options?
- It's time-consuming -- Creating three quotes manually takes 3x the work
- It's error-prone -- More calculations mean more chances for mistakes
- Presentation matters -- Scribbled options on paper don't have the same impact
- Most software doesn't support it -- Generic CRMs aren't built for tiered window pricing
"The whole system is built so that I can't screw it up. There's one button and it's next. I present Good-Better-Best on every single appointment now because FlowDeck makes it automatic."
-- Alek G., FlowDeck UserHow FlowDeck Makes It Automatic
FlowDeck was built specifically to make Good-Better-Best presentations effortless:
- Enter measurements once--all three tiers calculate automatically
- Present options on your iPad in a clean, professional layout
- Customer taps their choice--contract and payment flow from there
- No manual math, no separate quotes, no room for error
What used to take 30+ minutes of quote preparation now happens in under 2 minutes. That's why FlowDeck users present options on every single appointment--and see the revenue increase to prove it.