Two of your three tiers exist to sell the third. It’s the one nobody costed.

Good-better-best pricing reliably funnels buyers into the middle option, usually the tier assembled last, from leftovers, and priced by feel.

By Steve 5 min read
Abstract bridge artwork for Two of your three tiers exist to sell the third. It’s the one nobody costed.

A firm moves from bespoke quoting to three published tiers. Within a year the shape of demand is obvious: the bottom tier attracts price-shoppers and the occasional small job, the top tier is admired and rarely bought, and the middle tier carries the business. That is the pattern good-better-best pricing is designed to produce, and on that measure it has worked. The problem is sequencing. In most tier structures we see, the top and bottom were designed deliberately and the middle was derived: assembled from what was left over, priced…

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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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