Clients often come to us with a fixed timeline, budget, rough objectives in mind. It can be a challenge to respond to a customer who only has a vague idea of what their looking for, and wants a quick estimate. Offering good/better/best options can be a simple way to present a tiered range options, where one is more likely to meet the customer's needs and price point. It helps convey features and tradeoffs in a way that’s straightforward for your customer to understand, and narrows down options and scope to start a deeper conversation around one option. It also makes it easier for your customer to present and justify costs to a manager approving buget, which can often be the case.
Good: lowest price; standard features. This option should always include your standard SLAs – if you have value-added services as part of your SLA, those should be included too! Better: mid-tier price; added features and benefits included. Present your standard option with some recommended features. Depending on the range between your “good”and “best” option, among other considerations, there are times where you'll actually want to avoid offering a “better” mid-tier option. Best: highest price; has the most features and benefits included, plus add-ons that the client may not have thought of. Even if you’re aware it’s beyond your customer’s budget, consider this as a chance to present your best recommendation. It’s an opportunity to inform and showcase your full capabilities, and exhibits thought leadership and creativity – the outcome of which can lead to prospective engagements (not now, but maybe next time… or, not now, but talk to this other person who may be interested).
In other words, make it easy for the customer to differentiate between the good, better, and best – in a way that the benefits vs. the tradeoffs of each are immediately recognizable and understandable. Make it an easy "yes" decision. And, most importantly, don’t gloss over the “best”. Don't just show them what they asked for, show them what they could have. I’m coming from the perspective of a vendor-to-client scenario, but this can also be applied in marketing and selling products to end customers. Products that come to mind are car service packages, mobile phone plans, restaurant prix fixe menus, booking hotels, super value meals. Do you have a positive experience you can share as a customer, choosing between different levels of service? Or, as a business, offering your customer a choice of different levels of service?
Tags: Tips, Marketing theory
Client Relationship Management | Marketing
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