How do I build good better best options?
Short answer
Build three tiers of the same job, from a basic version to a fully loaded one, and present them side by side on a single quote so the customer picks a level instead of deciding yes or no. TactStack lets you save the tier structure as a template, so every rep offers the same upsell path without building it from scratch each time.
Before you start
- A base job or service to build tiers around.
- A list of upgrades or add-ons customers commonly ask about.
- Pricing for each tier that keeps margin intact at every level.
- A quote or proposal template that supports multiple options.
Step by step
- 1
Define the good tier as the real baseline
Build the basic tier as the actual minimum job you are willing to do well, not a stripped-down version designed to look bad.
A baseline that is deliberately weak makes customers distrust the whole quote.
- 2
Add real upgrades to the better tier
Include the two or three upgrades customers ask for most, like a longer warranty or higher-grade material.
The middle tier is usually where most customers land, so it needs to earn the extra cost.
- 3
Make the best tier genuinely premium
Stack in everything, extended warranty, premium materials, priority scheduling, so the top tier feels complete rather than arbitrary.
A weak top tier makes the middle option look like the ceiling instead of the middle.
- 4
Price each tier to protect margin
Set pricing so every tier, including the basic one, still covers your real cost and margin target.
A loss-leader basic tier just trains customers to always pick the cheapest option.
- 5
Put all three tiers on one quote
Present the options side by side in a single document instead of sending three separate quotes.
Comparison in one view is what nudges people toward the middle option.
- 6
Highlight the recommended tier
Mark the better tier as recommended or most popular so undecided customers have a default to land on.
Most people pick the option that is marked for them rather than compare all three from scratch.
- 7
Save the structure as a reusable template
Store the tier layout so future quotes for the same job type start from the same good, better, best structure.
Rebuilding tiers by hand every time is how reps quietly stop bothering with upsells.
What good looks like
- Average job value increases as customers upgrade from a basic default.
- Every rep presents upsells consistently instead of only the confident ones.
- Customers feel they chose a level rather than being sold an add-on.
- Quoting time drops because tiers are built once and reused.
Common mistakes
The ways this goes wrong in money, and what to do instead.
Making the basic tier deliberately bad›
A basic option built to look unappealing damages trust in the whole quote and pushes some customers to walk away entirely.
Do this instead: Build the basic tier as a real, respectable version of the job.
Sending three separate quotes instead of one›
Separate documents make comparison harder and lose the psychological pull toward the middle option.
Do this instead: Present all three tiers side by side on a single quote.
Not marking a recommended option›
Without a suggested default, undecided customers stall or default to the cheapest tier out of uncertainty.
Do this instead: Flag the better tier as recommended or most popular on the quote.
Rebuilding tiers from scratch every quote›
Manually recreating good, better, best pricing each time leads reps to eventually skip it and send a single flat price.
Do this instead: Save the tier structure as a template for each common job type.
Frequently asked
6 questions about build good, better, best optionsRelated guides
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