The Art of Pricing Psychology: Using Good-Better-Best Packages to Drive B2B SaaS Sales

Good-Better-Best pricing dominates B2B SaaS pricing.

You create packages built around your target personas & the problems you solve

But psychological effects also play a huge role.

Utilizing the psychology of choice, this strategy leverages two key principles to drive conversions:

Single Option Aversion. Avoid presenting just one option. Prospects are hesitant to make a purchase without comparable options - So, by offering "Good," "Better," or "Best” options, prospects will feel more confident in making a decision.

Extremeness Aversion - The core principle behind the Good-Better-Best strategy and the Goldilocks effect. This principle states that prospects will tend to disregard the extreme options and instead choose the middle option. "Best" serves as a high anchor. "Good" keeps them grounded on the low end. But "Better" is the sweet spot, just like the porridge in Goldilocks.

These are just a couple of the ways psychology plays into pricing. There are many others, like charm pricing, limited-time offers, and even how you present the number, but single option aversion and extremeness aversion have a huge impact.

So, the Good-Better-Best pricing strategy can help eliminate hesitancy, fulfil the prospect’s need for comparison and guide them to the package you want most for them to buy.

Ultimately you want to change the conversation in your prospect's mind from:

"Am I going to buy from you?"

To

"What am I going to buy from you?"

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