Presenting offers in three stages helps buyers make decisions. Always offer a good basic solution, a better solution and the best solution. When presented as 'Good-Better-Best' offers, behavioral studies show that buyers discount 'good' solutions as likely missing important value. The risk of loss is one of the most powerful influencers on buying decisions. The 'best' solutions are seen as more than what is needed and often viewed as wasteful. This mental calculus most often results in clients choosing the ‘better’ solution.