The quote has three options. Everyone picks the middle one.

Tiered pricing is meant to let buyers sort themselves. When every buyer sorts the same way, the tiers are doing something other than pricing.

By Steve 5 min read
Abstract bridge artwork for The quote has three options. Everyone picks the middle one.

Three-option quotes are close to standard practice now in professional services, agencies, installers and software. The logic is sound: give the buyer a choice of how much to spend rather than a choice of whether to spend at all. But there is a specific pattern worth noticing, and it is easy to mistake for success. Every quote goes out with three tiers, and almost every signature lands on the middle one. That looks like the design working. Often it is the design failing quietly, because the middle tier has become…

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Important: General information only. Rialto Bridge articles describe patterns and considerations that may apply to a business; they are not financial, legal, tax or accounting advice, and they take no account of your particular circumstances. Consider your own situation and seek advice from a qualified professional before acting.

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