After meeting with a marketing consultant I decided to make some changes.
First was to drop my cheaper package and just have two, standard and premium.
Second was to end all my prices with a 9.
He shows me lots of research on both topics, amazing how the mind works.
One other point he made was that people's brains are wired to spend until it hurts. So our job he said was to minimize the pain of the sale.
Two packages gives your a client an "either/or". One option is a "yes/no". 3 options is a "which fits you?".
Why do national chains use 3 options always?
They only expect to sell one MOST of the time. As do we. For example we don't expect people to buy our top package. It's pricey. However it provides a necessary function in our pricing strategy. It makes our middle package, which is also priced modestly, look much more attractive. It also makes our bottom package look unattractive or "cheap". We have a service level (not a service, for all of our services are premium and price shoppers don't typically have any interest in our services. We don't cut corners. We always give the full cleaning process. ) that fits everyone. If you're CHEAP, go with our "cheap" package though it is still a fair bit higher than any other company in the area, you'll get what you pay for, great service, quality cleaning etc. If you are a customer who says, "I only buy the best, I'm a big spender and won't settle for anything normal people can afford", then buy our top package. Also quality cleaning and a few perks only a few people use or need, but it isn't about the customer using 100% of what they buy. How much food is thrown away at restaurants every day? They don't sell you what you need and even at buffet restaurants people could in theory only take what they need. Does that happen? NOPE! WASTE WASTE! That's why a buffet is $16 when it could be $10. It's your job to be profitable.
Which size of pizza do you want? Personal, medium or FAMILY?
Which size soda do you want? Small, Medium or BIG GULP?
Which grade of fuel do you want? 87 Octane, 89 Octane or 91 Octane?
I'll say it one more time, our premium package has one purpose, to help us charge more and sell more of our middle package. That's its purpose in life. Serves its purpose pretty well.
See a pattern? Learn from the masters folks.