Our advice to clients as they set up their sales process and their Flat Rate Books always includes providing choices for the customer. At its simplest, this concept offers Good, Better, Best solutions to common problems. This is easy to set up, and easy to understand for the customer and the technician. This type of sales presentation frames the choices available to the customer, and can significantly increase close rates.
In the recent March edition of PM Magazine, Jack Tester has an article that explains and builds upon this concept. The article 
highlights the customers dilemma when it comes to purchasing an item, in this case a water heater, they may only buy once a decade. Mr. Tester’s answer is to offer multiple solutions to the homeowner’s problem ranging from a low cost replacement item to the top of the line item with complete repiping and 20 year warranty.
This advice mirrors the advice we give to our clients. Present a range of solutions at different price points so the customer can get a bit of orientation on the range of costs and technologies available. Offering a range of water heater solutions that runs from a standard warranty 40 gallon to a tankless with extended warranty can give your customers the context they need to make the correct purchase decision.
This technique can often reduce buyer’s remorse caused by price concerns because they feel more in control of the situation. The range of solutions you present can help them to become more comfortable with the prices and technologies available before they make the purchase decision.
Some companies try to accomplish this same effect by listing up to six columns of pricing in their Flat Rate books. We have found that his just overloads the customer with numbers. It does not help explain the true range of options available in an easy to digest way.
We have found that the best results are often achieved by using just one or two price columns combined with a range of quality and warranty options. This format is less confusing for the customer, and can improve close rates significantly.
So get out your March copy of PM Mag or go to the PM web site, and read the entire article. Then, take a look at your sales process and Flat Rate books to see if you need to make some changes. Adding a few choices while simplifying your pricing could make a big difference in your close rates and bottom line.