Good-Better-Best Pricing for Countertop Fabricators
Good-better-best pricing is a tiered quoting strategy where you present customers with three material and feature options at different price points for the same countertop project. The "good" option anchors their budget, the "best" option shows what is possible, and most customers choose the "better" middle tier---which is typically your most profitable option. Fabrication shops using this approach report 15-25% higher average job values.
TL;DR
- Good-better-best pricing increases average job value by 15-25%
- 60-65% of customers choose the middle "better" tier when presented three options
- The "best" tier should be priced 50-80% above the "good" tier
- Each tier should differ in material grade, edge profile, and features---not just price
- Shops presenting only one option close at 20-25%; three options close at 30-40%
- The "good" tier should still be a quality product you are proud to install
- Presenting three options takes 2 extra minutes and adds $500-$1,500 per job
Why Three Options Outperform One
The Psychology Behind Tiered Pricing
When you present a single price, the customer faces a binary decision: yes or no. Their only comparison point is other fabricators' quotes, which puts you in a price competition.
When you present three options, the comparison shifts internally. The customer compares your options against each other, not against your competitor down the road. They are no longer deciding "should I buy from this shop?" but rather "which option from this shop fits me best?"
This mental shift produces measurable results:
| Presentation Style | Close Rate | Avg Job Value | Revenue Per 100 Quotes |
|---|---|---|---|
| Single price | 22-28% | $4,200 | $92,400-$117,600 |
| Two options | 28-34% | $4,600 | $128,800-$156,400 |
| Three options (GBB) | 32-40% | $5,100 | $163,200-$204,000 |
A shop quoting 100 residential jobs per month could generate $70,000-$86,000 more in monthly revenue by switching from single-price to three-tier quoting---without generating a single additional lead.
Where Customers Land
Research across home services industries shows a consistent pattern in tiered pricing:
- Good (lowest tier): 20-25% of customers choose this
- Better (middle tier): 55-65% of customers choose this
- Best (highest tier): 15-20% of customers choose this
The middle tier is the sweet spot. Price it as the option you most want to sell---this is where your best margins live.
Building Your Three Tiers
Tier Structure Framework
Each tier should differ across multiple dimensions, not just material price. Customers need to see and feel the difference between options.
| Element | Good | Better | Best |
|---|---|---|---|
| Material | Level 1-2 quartz or granite | Premium quartz or mid-grade natural stone | Premium brand or exotic natural stone |
| Edge Profile | Eased (flat polish) | Beveled or half bullnose | Ogee, dupont, or mitered |
| Backsplash | None or 4" standard | 4" standard included | Full-height backsplash |
| Sink Cutout | Standard cutout | Cutout + undermount install | Premium cutout + faucet holes |
| Sealer | Standard (if applicable) | Premium 10-year sealer | Premium sealer + care kit |
| Warranty | 1-year fabrication | 2-year fabrication | 5-year fabrication + material |
Real Example: 40 Sq Ft L-Shaped Kitchen
Good: "The Essential"
| Item | Details | Price |
|---|---|---|
| Material | MSI Calacatta Laza Quartz (Level 1) | $2,400 |
| Edge | Eased | $176 |
| Undermount Sink Cutout | 1 standard | $225 |
| Installation | Standard | $550 |
| Total | $3,351 | |
| Per Square Foot | $83.78 |
Better: "The Popular Choice" (flag as most popular)
| Item | Details | Price |
|---|---|---|
| Material | Cambria Brittanicca (Premium Quartz) | $4,200 |
| Edge | Half Bullnose | $440 |
| Undermount Sink Cutout | 1 + faucet hole | $310 |
| 4" Backsplash | 18 linear feet | $504 |
| Installation | Standard | $600 |
| Total | $6,054 | |
| Per Square Foot | $151.35 |
Best: "The Designer's Pick"
| Item | Details | Price |
|---|---|---|
| Material | Calacatta Gold Marble or Taj Mahal Quartzite | $5,600 |
| Edge | Ogee | $660 |
| Undermount Sink Cutout | Premium + faucet + soap dispenser | $395 |
| Full-Height Backsplash | 18 linear feet | $1,440 |
| Installation | Premium with old countertop removal | $800 |
| 15-Year Sealer | Professional grade | $180 |
| Total | $9,075 | |
| Per Square Foot | $226.88 |
Margin Analysis Across Tiers
| Tier | Revenue | Total Cost | Gross Profit | Margin % |
|---|---|---|---|---|
| Good | $3,351 | $1,843 | $1,508 | 45.0% |
| Better | $6,054 | $3,330 | $2,724 | 45.0% |
| Best | $9,075 | $5,445 | $3,630 | 40.0% |
The "better" tier generates $1,216 more profit than "good" at the same margin percentage. Even the "best" tier at a lower percentage margin generates $2,122 more in absolute profit.
Presenting the Three Options
The Presentation Script
How you present the options matters as much as the options themselves. Here is a framework:
Start with the "Better" option: "Based on what you have told me about your kitchen, I think this option fits perfectly. The Cambria Brittanicca is one of our most popular materials---it has the marble look with zero maintenance. With the half bullnose edge and backsplash included, this is what most of our customers choose at $6,054."
Then show the "Good" option: "Now, if you want to keep the budget tighter, we have this option with the MSI Calacatta Laza. Still a beautiful quartz, just a simpler design. Without the backsplash, it comes in at $3,351."
End with the "Best" option: "And if you really want to make a statement, this option uses real Calacatta Gold marble with an ogee edge and full-height backsplash. It is a show-stopper at $9,075. This is what our designers choose for magazine-worthy kitchens."
Let them choose: "All three are great options. Which one feels right for your kitchen?"
Key Presentation Tips
- Always present the middle tier first. This anchors the conversation at your preferred price point.
- Label the middle tier. Call it "Most Popular," "Customer Favorite," or "Best Value." Social proof nudges decisions.
- Use visual aids. Show material samples or photos of completed kitchens at each tier. The material difference should be visible and tangible.
- Never denigrate the budget option. Saying "this is our cheap option" pushes customers away from buying anything. Say "this is a great starting point" or "this gives you excellent quality at the best price."
- Make the top tier aspirational but reachable. If "best" is 4x the price of "good," it feels absurd. Keep it at 1.5-2x the "good" price for maximum effectiveness.
Tiered Pricing for Different Job Types
Kitchen Countertops
- Good: Entry-level quartz or Level 1 granite, eased edge, basic cutout
- Better: Mid-premium quartz or Level 2-3 granite, upgraded edge, backsplash
- Best: Premium brand quartz or natural stone, premium edge, full-height backsplash, enhanced warranty
Bathroom Vanities
- Good: Basic quartz, eased edge, standard sink cutout ($800-$1,200)
- Better: Premium quartz, beveled edge, undermount sink install ($1,200-$1,800)
- Best: Marble or quartzite, decorative edge, premium sink install ($1,800-$3,000)
Outdoor Kitchens
- Good: Granite (outdoor-rated), eased edge, grill cutout ($3,500-$5,500)
- Better: Dekton or premium granite, beveled edge, grill + sink cutouts ($5,500-$8,500)
- Best: Quartzite or premium Dekton, mitered edge, full fabrication with waterfall ($8,500-$14,000)
Common Mistakes with Good-Better-Best
Mistake 1: Making the Tiers Too Similar
If the only difference between tiers is the material color, customers see through it. Each tier needs meaningful differences in material quality, edge profile, included features, and warranty coverage.
Mistake 2: Pricing the "Good" Option Too Low
The "good" tier sets the floor. If it is too cheap, it drags down the perceived value of the entire project. Price "good" at what you consider a fair, sustainable price---not a loss leader. You should be happy if the customer picks it.
Mistake 3: Not Presenting All Three Options
Some salespeople skip to the tier they think the customer can afford. This is a mistake. Let the customer decide. The homeowner driving a Honda might be spending $50,000 on their kitchen remodel. Present all three and let them choose.
Mistake 4: Only Offering Good-Better-Best on Large Jobs
Tiered pricing works on vanities, bar tops, laundry rooms, and fireplace surrounds too. A $900 vanity job becomes a $1,400 job with the "better" option. Across 15-20 small jobs per month, that is $7,500-$10,000 in additional revenue.
Automating Good-Better-Best Quotes
Creating three separate quotes for every inquiry is not sustainable if you are doing it manually. At 15 minutes per quote and three tiers, you are spending 45 minutes per inquiry.
SlabWise Quick Quote generates all three tiers automatically based on your pricing matrix. Enter the job dimensions once, and the system creates good-better-best options with your pre-set material tiers, edge profiles, and add-ons. The customer receives a single, professional quote showing all three options side by side with an "approve" button for each.
Time to generate three-tier quote with SlabWise: 3 minutes. Time to generate three-tier quote manually: 35-45 minutes.
FAQ
Does good-better-best pricing work for builder and contractor accounts?
Yes, but adjust the approach. Builders care more about consistency and reliability than material upgrades. Structure tiers around material grade and turnaround time: "good" is standard material with 10-day lead time, "better" is premium material with 7-day lead time, and "best" is premium material with 5-day lead time and dedicated project manager.
What if the customer only wants a price for one specific material?
Present it as the "better" option and build the other two around it. If they came in asking about Calacatta quartz, show a budget quartz as "good" and a natural marble as "best." You are still giving them their requested material while expanding the conversation.
How do I choose the right materials for each tier?
Base each tier on your top sellers in that price range. The "good" material should be your best-selling entry-level product. "Better" should be your most popular mid-range. "Best" should be a material you want to sell more of that has strong visual appeal for showroom or photo displays.
Should I include different installation levels in each tier?
Yes. The "good" tier can include standard installation. The "better" tier can add old countertop removal. The "best" tier can include removal, plumbing reconnection, and a premium installation guarantee. Each install upgrade costs you $100-$300 but adds $200-$500 to the tier price.
What if the customer wants to mix tiers?
That is a great sign---it means they are engaged and customizing. Let them pick "better" material with "best" edge profile. Adjust the price accordingly. The goal is to increase the total job value, not force them into a rigid package.
How do I train my sales team to present three options?
Role-play the presentation script weekly. The key points: lead with the middle option, label it as most popular, never disparage the budget option, and always let the customer choose. Track each salesperson's tier distribution (what percentage of their quotes close at each tier) and coach anyone who is consistently closing at only the "good" level.
Do I need a showroom for good-better-best to work?
A showroom helps enormously because customers can touch and see the material differences. However, you can also use sample boxes, high-quality photos of completed kitchens at each tier, and material swatches during in-home consultations. The visual comparison between tiers is what drives the upsell.
What is the ideal price spread between tiers?
The "better" tier should be 40-60% above "good," and the "best" tier should be 50-80% above "good." If good is $3,500, better should be $4,900-$5,600, and best should be $5,250-$6,300. Keep the spread meaningful but not so extreme that the top tier looks unreachable.
Build Three-Tier Quotes in 3 Minutes
SlabWise automatically generates good-better-best quotes from your pricing matrix. One entry, three options, one professional quote---sent to the customer with side-by-side comparison and online approval.
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Start presenting three options on every quote and watch your average job value climb 15-25%.
Sources
- Harvard Business School -- Research on Anchoring Effects in Consumer Pricing
- McKinsey & Company -- The Art of Pricing in Home Services
- National Kitchen & Bath Association -- 2025 Sales Strategy Report
- Remodeling Magazine -- Consumer Decision-Making in Home Improvement 2025
- Journal of Marketing Research -- Tiered Pricing and Consumer Choice
- Natural Stone Institute -- Fabrication Business Best Practices
- HomeAdvisor -- 2025 Homeowner Spending and Decision Survey