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.