In this episode of Breaking Biz Dev, John and Mark go deep into the mechanics of three option pricing tables—how to actually build and present them in professional services.

They walk through several practical frameworks for structuring options, including levels of involvement, entree engagements, compensation models, and payment structures. Along the way, they unpack the pros, cons, and real-world tradeoffs of each approach.

The conversation also dives into decision psychology—why multiple smaller decisions are easier than one big one, how anchoring works, and why the “middle option” isn’t always the recommended path.

On the tactical side, they cover how to name your options, design tables for clarity, and clearly communicate what’s included (and excluded). They also emphasize the importance of presenting these options live in conversation rather than sending them over email.

The episode wraps with a powerful insight: when done right, these tables shift the dynamic—clients stop resisting and start collaborating, often leaning in to shape the solution themselves.

If you’re looking to make your pricing conversations more effective, structured, and client-centered, this episode delivers a practical blueprint.

CHAPTERS
00:00 Recap and Setup
01:58 Why Tables Work
02:43 Level of Involvement
03:34 Pros and Cons
05:43 Entree Engagement
08:07 Decision Psychology
10:33 Entree Tradeoffs
12:18 Compensation Options
14:48 Risk and Incentives
16:26 Compensation Risk Tradeoffs
18:04 Payment Options Framework
19:11 Upfront Versus End Payment
20:17 Risk And Cashflow Realities
21:59 Name Your Three Options
24:24 Show Inclusions And Exclusions
25:34 Design For Fast Decisions
27:57 Present Live Not Email
29:29 Anchoring The Price Order
30:18 Value Based Options And Practice
31:55 The Magical Client Lean In
33:04 Wrap Up And Next Time

Share your feedback in our listener survey: https://www.surveymonkey.com/r/8V9T6Z7

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

In this episode, Mark and John take aim at the traditional pitch deck — and explain why it no longer works in modern business development.

From distraction overload to one-sided broadcasts, they outline five reasons slides don’t sell and why leading with a deck often undermines real sales conversations.

They also explore what to do instead:

• Shifting from presentation mode to dialogue
• Reflecting and synthesizing what buyers say
• Anchoring conversations in a clear statement of understanding
• Using visual aids strategically (not habitually)
• Maintaining narrative control by sending recordings, not slide files

If your default move before a new prospect meeting is “Where’s the deck?”, this conversation is for you.

#DitchTheDeck

Share your feedback in our listener survey: https://www.surveymonkey.com/r/8V9T6Z7