Contractor guide
How to use Good, Better, Best estimates
Customers do not always reject the high option because it is expensive. Often, they reject it because the options are unclear. Good/Better/Best estimates help customers compare outcomes instead of just prices.
Anchor each option to a customer outcome
Good should solve the immediate problem. Better should improve reliability. Best should solve the broader system or comfort issue when appropriate.
Avoid overwhelming the customer
Three options are enough for most service work. Too many line items make the customer feel like they need to become the expert.
Use consistent descriptions
Reusable price book items and proposal language help the office and technicians present options the same way every time.
Steps to apply it
- Pick five common job types.
- Write Good, Better, and Best scopes for each.
- Attach clear line items and exclusions.
- Review close rates and average ticket by option.
Examples
- Repair, repair plus maintenance, or replacement consultation.
- Standard water heater, upgraded model, or full code-compliance package.
- Basic outlet repair, added safety inspection, or panel-related option.