Have you ever had a customer balk when they hear the price of an upgrade? Who hasn’t? In Remodeling, Mark Harari of Remodelers Advantage argues that with the use of behavioral economics principles, contractors can increase the likelihood of their customers choosing a desirable upgrade. For instance: “You need to give them a selection of choices that they can compare to one another. You’ve seen this many times before: it’s the Good, Better, Best price table.” The secret, he adds: “You must place the selection you prefer to sell in the middle, or “better,” position. Why? Because that’s the choice most people will make.” Harari also says that showing the ROI of an upgrade can convince your customers it’s a sensible choice, an approach that’s likely to work particularly well for high-efficiency heating equipment.