3 Option Pricing Tables Part I: The Power of Three

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: The behavioral science behind structured choice Why three options guide better buying decisions How option pricing reframes conversations around value instead of cost Why this simple structure can increase both close rates and project size 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. Share your feedback in our listener survey : https://www.surveymonkey.com/r/8V9T6Z7