Good/better/best pricing increases average ticket by 15-25% across all trades without any hard selling. You present three options, explain the differences, and let the customer choose. Most pick the middle.

Tiered Pricing on Every Estimate

Stop presenting one option. Every estimate should include 3 tiers:

The tiers should differ in:

  • Equipment quality/brand
  • Warranty length
  • Additional services included
  • Premium features

Add-On Services by Trade

HVAC add-ons:

  • Indoor air quality assessment ($150-300)
  • Duct cleaning ($300-500)
  • UV air purifier installation ($500-800)
  • Smart thermostat upgrade ($200-400)
  • Maintenance agreement ($15-30/month)

Plumbing add-ons:

  • Water quality test ($50-100)
  • Expansion tank installation ($150-250)
  • Water filtration system ($500-1,500)
  • Drain camera inspection ($150-300)

Electrical add-ons:

  • Whole-home surge protection ($200-400)
  • Smart switch/outlet installation ($75-150 per location)
  • Panel inspection and labeling ($100-200)
  • Generator transfer switch ($500-800)

Photo Documentation Upsells

Photo documentation of worn or damaged components increases repair upsell acceptance by 30%. When a customer sees a photo of their corroded water heater tank or cracked heat exchanger, they understand why the repair is needed.

Train techs to photograph every issue and show the customer on their phone or tablet.

Maintenance Agreement Upsells

ServiceTitan data shows maintenance agreement upsells at time of service convert at 15-25%. The customer just experienced a problem - they're motivated to prevent the next one.

Script: "We've fixed the issue today. To prevent this from happening again, I'd recommend our maintenance plan. It includes [services] for $[price]/month. Would you like me to set that up?"

Increase your average ticket

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Training Your Team

Average ticket increase doesn't come from pressure selling. It comes from presenting options and educating customers.

Train techs to:

1. Diagnose the issue and document with photos

2. Present good/better/best options with clear explanations

3. Recommend the option they'd choose for their own home

4. Offer the maintenance agreement as prevention

5. Let the customer decide - no pressure

Worked Example: Average Ticket Increase Impact

Current: 100 jobs/month × $380 average ticket = $38,000/month. After implementing good/better/best + add-ons: average ticket increases 20% to $456. Revenue: 100 × $456 = $45,600/month. Increase: $7,600/month = $91,200/year. At $5K spend level (150 jobs/month × $380 = $57K): 20% increase = $11,400/month = $136,800/year. No additional marketing cost, no additional leads needed. Same customers, same jobs, higher revenue.

What Not to Do

  • Don't present one option. One option is a take-it-or-leave-it ultimatum. Three options let the customer feel in control. Most choose the middle - which should be your target price point.
  • Don't pressure customers into upgrades. Education sells; pressure creates 1-star reviews. Show photos, explain the benefits, recommend what you'd do for your own home, and let them decide.
  • Don't skip photo documentation. A photo of a corroded pipe is 10x more convincing than saying "your pipe is corroded." Train every tech to photograph every issue before discussing options.
  • Don't ignore maintenance agreement upsells. The moment after a repair is the highest-conversion window for maintenance agreements. The customer just experienced the pain of a breakdown - prevention sells itself.

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