Creating multi-level estimates is easy:
- Create a full estimate for everything their piano needs.
- Easily add options for different levels of service.
- Give your customer exactly what they are looking for.
When should I give a multi-level estimate?
Most piano technicians struggle to provide estimates that capture the entire picture. By creating a multi-level estimate you are customizing an option that meets your customer's budget and performance needs; but more importantly, you are helping their brain process new information in a way it is naturally wired to so it can evaluate options and make a decision.
Essentially what you are saying is "For your piano and your situation I recommend you do [this], I don't recommend you do [this], and if your situation changes I would eventually recommend [this]". For clarity in this article we will call these different options:
- not-recommended, and
- conditional recommendation.
By giving customers a recommended option, you make it easier for them to articulate specifically how they are going to benefit from this level of service, seeing the option you don't recommend makes it easy for them to articulate why they don't need to consider a different level of service, and by providing a conditional recommendation you make it easy for them to articulate under which circumstances they need to reevaluate this decision.
Your customer's brain is working hard
While you are giving your presentation your customer's brain is working hard and searching for the answer to these four questions, in this order:
- What problem is being solved?
- How will I benefit?
- What happens if I do nothing?
- Will this be enough?
Your job is to deliver your message to their brain in a way their brain is wired to process this information. You can easily do this if you answer these four questions in the order they are listed above. Also, consider that your customer will probably discuss this decision with their spouse and this is where everything will fall apart if your customer is unable to articulate the answer to these four questions.
Why a three-option estimate is best
This way of presenting estimates works best because your 'Recommended' option answers the first two questions, the not-recommended option answers the third question, and the conditional recommendation option answers the fourth. Offering a multi-level estimate in this way is more effective than just giving a single option estimate because you are efficiently packaging all the information they need to understand in a way their brain is wired to receive it.