Most professional services firms present prospects with a single proposal and hope it sticks.
But the best firms structure their pricing differently.
In this episode of Breaking BizDev, John Tyreman introduces a powerful concept used across industries—from SaaS to consulting to consumer products: the three-option pricing table.
Why three?
Because the way options are presented dramatically shapes how buyers make decisions. A single option invites hesitation. Too many options create confusion. But three options strike a powerful balance—helping buyers quickly understand value, compare outcomes, and confidently choose.
In Part I: The Power of Three, John explores the psychology behind structured choice and explains why three options consistently outperform traditional proposal formats.
You’ll learn:
This episode is the first in a series on option pricing for professional services firms.
If you're an expert doer-seller, consultant, or firm owner, this framework can fundamentally change the way you position and price your work.
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