What Is Good-Better-Best Pricing?
Good-Better-Best (GBB)--also known as "Goldilocks Pricing"--is a tiered pricing strategy where you offer three options at different price points. Instead of giving a customer a single quote, you present three packages that vary in features, quality, or scope.
The Psychology Behind It
1. Shifts the Decision from "If" to "Which"
When you present a single price, the customer's mental question is: "Should I buy this or not?" That's a yes/no decision, and "no" is always an easy answer. But when you present three options, the question becomes: "Which one is right for me?" The decision to buy is already assumed--they're just deciding how much to spend.
2. The Goldilocks Effect
Research shows that when given three options, most people gravitate toward the middle choice. It feels safe--not too cheap (which might mean low quality) and not too expensive (which might be overkill). For window contractors, this means your "Better" option becomes the natural choice for most customers.
3. Price Anchoring
The "Best" premium option serves as an anchor. Even if most customers don't choose it, it makes the "Better" option look more reasonable by comparison. A $7,800 quote might feel expensive on its own, but next to a $10,000 option, it suddenly feels like a smart middle ground.
4. Customer Empowerment
People want to feel in control of their decisions. When you present options, customers feel like they're making a choice rather than being sold to. This positive psychology leads to higher satisfaction with their purchase--and fewer buyer's remorse callbacks.
"The main benefit of Good-Better-Best pricing is that you can sell more without being pushy. Customers focus on making a choice rather than fighting the price."
-- Harvard Business ReviewWhy It Works for Window Sales
Window replacement is a significant investment. Homeowners often don't know what they should spend, and a single quote gives them nothing to compare against. Good-Better-Best solves this by:
- Showing value at every level -- Even budget-conscious customers see an option for them
- Upselling naturally -- Premium features like triple-pane glass or better warranties become obvious upgrades
- Reducing price objections -- If the "Better" option is too high, they can choose "Good" instead of walking away
- Increasing average ticket size -- Most customers choose "Better" or "Best" when given the option
- Differentiating from competitors -- Most contractors still quote one price--you look more professional
How FlowDeck Makes GBB Easy
Manually creating three quotes is tedious and error-prone. FlowDeck automates the entire process:
- Enter window measurements once--pricing for all three tiers calculates automatically
- Present options side-by-side on your iPad in a clean, professional layout
- Customer selects their preferred package with one tap
- Contract and payment flow directly from their selection
- No spreadsheets, no manual math, no mistakes
With FlowDeck, you can present Good-Better-Best options in under 2 minutes after measuring. It's built into the platform--not bolted on as an afterthought.