What is good-better-best pricing?

How good-better-best pricing works

Each tier has a job.

• Good is the entry option. It meets the core need for buyers with a tight budget.
• Better is the option most buyers should choose. It adds the features your typical customer values.
• Best is the premium option. It serves buyers with the largest needs and sets a high reference price.

Three options change the buyer's question from "should we buy?" to "which one should we buy?" The tiers should differ in things buyers care about, such as capacity, features or service level.

A hypothetical example

This is a hypothetical example. Example Bright Agency offers three retainers: Essentials at $3,500 per month for one channel, Growth at $6,500 per month for three channels with monthly reporting, and Scale at $11,000 per month for five channels with a dedicated strategist. Most prospects compare Growth against the other two and can see what the step up or down would cost them.

Common mistakes

• Tiers that are too similar. If buyers cannot tell them apart, they pick the cheapest.
• A crippled entry tier. Good still has to solve the problem.
• Too many rows. A comparison with dozens of lines hides the real differences.
• No room to customize. Some buyers land between tiers and need a tailored quote.

Sketch your tiers with the pricing tier builder. In forquotez, packages and the compare table present the tiers side by side on the call, in the PDF and on the share page. A related idea is decoy pricing.