Why "Good, Better, Best" Is Hurting Your Business – And the Better Alternative

We’ve all seen the classic pricing model: Good, Better, Best. It sounds logical, right? Give people three options, and they’ll pick what fits their budget. But what if I told you this strategy might actually be costing you sales?

The Problem with "Good, Better, Best"

Think about how people react to these labels. Most customers naturally want the best, but if they can only afford “good” or “better,” it feels like they’re settling for something less. And no one likes feeling average.

Now, imagine a different approach—one that removes the ranking system and replaces it with true choice.

Introducing the "Triple Option"

Instead of offering tiered pricing that makes lower options feel like a compromise, the triple option presents three distinct choices, all of which feel equally valid. It shifts the decision-making process from which one is better to which one is right for me?

Here’s why this works:

1. People Value Things Differently

Not everyone prioritizes the same things. Think of Tony Robbins' famous story about the $4 purse versus the $3,000 purse—both held deep meaning to their owners. When you offer different options without ranking them, you meet people where they are, rather than making them feel like they're compromising.

2. The Power of Perceived Choice

Magicians use a technique where they let you think you're picking a card freely—when in reality, they’ve guided your choice all along. The triple option works the same way: you give your customers a sense of control while subtly leading them to the best decision for them and for your business.

How to Structure the Triple Option

Instead of pricing tiers that imply quality differences, set up your offers like this:

• Main Option (1x): Your standard offer at its usual price. (E.g., $20,000)

• Premium Option (2x): A higher-end version at double the price. (E.g., $40,000) This serves as a decoy, making your main option feel more reasonable while also attracting high-budget buyers.

• Basic Option (0.9x): A slightly lower-priced option that’s close enough to the main offer that upgrading feels like the smarter choice. (E.g., $18,000)

The Shift in Customer Thinking

With this approach, your customers no longer ask, Can we afford this? Instead, they think, Which one fits us best? This subtle shift can make a massive difference in conversions and revenue.

The Results Speak for Themselves

Entrepreneurs and sales teams using this method have reported significant revenue boosts—sometimes adding an extra $20,000 per deal. By eliminating the "settling for less" feeling, customers are more confident in their choices, making them more likely to commit.

The Bottom Line

Stop using the outdated "good, better, best" framework that forces people into a hierarchy of value. Instead, embrace the triple option. Test it, refine it, and watch your sales climb.

Now it’s your turn: How can you apply the triple option to your business? Try it out and let us know how it works!

# pricing strategy, sales conversion, triple option, business growth, customer psychology, value perception, revenue increase #