Skip to content
Jobber Academy

How to Make a Good-Better-Best HVAC Proposal That Profits (+ Examples)

January 26, 2024 8 min. read
Read More Start Trial

Good-better-best proposals give customers three or more options for HVAC systems. But why offer three when you can just sell the best one?

Proposals with options put your customers in control. They let homeowners choose from different levels of efficiency, cost-savings, and service.

Plus, when you show your best HVAC systems next to lower-quality solutions, customers are more likely to go for your recommendation.

We’ll show how to build good-better-best proposals—even for your most basic services. Then, see real examples of these proposals and how to save time making them.

How to choose your good-better-best options

After the first site visit, you or your technician should have a list of HVAC systems that’ll work for your customer. Now, it’s a matter of choosing what to put on your good-better-best proposal.

Options for equipment proposals

Create a list of the systems that fit your customer’s needs, load calculations, duct sizes, and the configurations they want.

The ‘Best’ option on your proposal should be your system with the highest efficiency and best performance. That usually means the system with:

  • The highest SEER (e.g., SEER2 18)
  • The highest efficiency (at least 95%)
  • A variable-speed blower
  • Two-stage heating or cooling
  • The longest warranty (10-year or lifetime warranty)

Your ‘Good’ and ‘Better’ options should still be solid options that you feel confident selling to the customer.

Options for service proposals

A routine HVAC maintenance plan is usually the best upgrade you can add to a service proposal.

HVAC maintenance agreements are a great way to make consistent revenue. They also help technicians find more opportunities to improve customer systems.

You could also bundle a repair or replacement with:

  • A/C coil cleaning service
  • Duct cleaning service
  • Custom ductwork modifications (to improve air flow)
  • Discounted air quality products like air purifiers, carbon monoxide detectors, or UV air cleaners
  • Energy efficiency audits

READ MORE: How to price HVAC services

‘Customer’s choice’ proposals

Some customers are firm about the systems they want. If your customer has specific requests, put them in your proposal.

Many customers don’t want the highest-efficiency HVAC system because they have other priorities. They could be trying to save money up-front, or they’re looking for a specific feature.

So, how should you handle a customer who doesn’t want the best system?

Picture this scenario with Andrew, a potential customer:

  1. Andrew tells you he wants an 80% efficiency furnace. He has a tight budget and plans to move out in three or four years. He figures he doesn’t need the fanciest system.
  2. You explain to him that a 96% efficiency furnace will save him on gas and improve his home’s resale value.
  3. Andrew insists he wants an 80% efficiency furnace.

You can still include the 96% efficiency option on your proposal—and even add details about Andrew’s potential cost-savings right below it. Still, label Andrew’s choice as the ‘Recommended’ line item.

This shows Andrew that his satisfaction matters. Even though you recommend a higher efficiency system, he’ll know that you took his request seriously.

If your proposal is detailed, professional, and educational, Andrew might be swayed in the right direction.

Good-better-best HVAC proposal examples

A good-better-best HVAC proposal should give your customer three or more options for HVAC systems or services.

These options should include details about your products, pricing, service terms, and warranties for customers to make an informed decision.

Example #1: Good-better-best furnace options

Take a look at this furnace proposal with good, better, and best options built with HVAC business software:

HVAC quote with optional line items and images to help with closing the deal

You can see each furnace’s efficiency ratings, blower speed, emissions, and warranty. The proposal is also clean and easy to read.

Once you create your line items, Jobber lets you select which option you recommend. That option will be pre-selected when your customer views the proposal.

The customer can still choose a different option, but pre-selecting your best HVAC system can help them make a faster decision.

Example #2: A/C proposal with an optional heating system 

This proposal for an A/C unit has three options for the customer to choose from. At the top, the contractor includes an optional furnace install.

The furnace line item describes the benefits that this furnace will offer—like lower heating bills and reduced gas emissions.

Good better best proposal for an AC unit with three options and a heating system option

This proposal puts no pressure on the customer to buy a furnace. To the customer, it’s more like a package they can customize however they want.

Example #3: Good-better-best options for add-on products

Your proposals can upsell products like dehumidifiers, ventilators, and smart thermostats. This is a chance to offer even more improvements to your customer’s home.

In this sample proposal, the customer has already chosen their AC and furnace. Now, they can choose between three thermostat options:

Good better best HVAC proposal with smart thermostat options

Example #4: Proposal with an optional service contract

This HVAC installation proposal has an optional add-on for a one year service contract. It also tells the customer exactly which options are good, better, and best.

Good better best HVAC proposal with an optional maintenance agreement

Example #5: Parts replacement proposal

A good-better-best service proposal should include the service your customer requested as your ‘Good’ option.

The ‘Better’ and ‘Best’ options should be upgrades that offer longer-term solutions for your customer’s HVAC systems.

Take the proposal example below. It lets the customer upgrade their contactor replacement to get an A/C cleaning and regular maintenance:

Good Better Best HVAC proposal with a service contract upgrade

How to save time using HVAC proposal software

There’s one thing that stops many HVAC contractors from creating good-better-best proposals: time. It sounds like a lot of work.

These proposals do take a bit more time than single-option proposals. But it’s only a big hassle when you use spreadsheets, Word docs, or pen and paper to create proposals.

Instead, use HVAC software that’s designed to make attractive, professional proposals in minutes.

We’ve shown you examples of proposals and quotes made in Jobber. Here’s how easy it is to make one yourself:

Options to create a quote, invoice, and more in the Jobber mobile app

1. Open Jobber and hit Quote. You’ll start customizing a proposal that already has your company information, logo, and branding.

Quote creation screen in Jobber

2. Add an Optional Line Item for each of your good, better, and best products or services. Put a description, image, and pricing. Save the line item so you can sell it again later.

Adding optional line items to an HVAC quote in Jobber

3. Underneath your ‘Best’ option, click the ‘Recommended’ check box. This line item will be pre-selected when your customer sees the proposal.

Marking a Recommended line item in a Jobber HVAC quote

4. Add financing options so your customer can pay over time. Your customer will see their lowest monthly payment option right below your proposal. (Jobber connects with Wisetack to make this happen.)

Quote in Jobber with a button to see consumer financing loan options provided by Wisetack

5. Add terms and conditions, a thank-you note, and any other details you want at the bottom of your proposal. In one click, you can send it to your customer by text or email.

Sending an HVAC proposal in Jobber

Once your proposal is out, Jobber sends automatic follow-up texts and emails until your customer approves. You can even customize the schedule for those reminders.

Your customer will see your good-better-best options in an online client portal. There, they can pick the option best for them—right from the proposal.

Good better best HVAC proposal in client hub

Here’s a video to walk you through using optional line items in Jobber:

Why good-better-best HVAC proposals work 

As a technician, sales rep, or business owner, good-better-best pricing helps you:

  • Make more revenue per sale. Your higher-priced HVAC systems usually offer more value to customers. If your proposal describes why those systems are better, you can make more revenue from every new customer.
  • Sell maintenance agreements. Customers who need emergency repairs and replacements should get regular maintenance. In your proposal, you can bundle a maintenance agreement with your repair as an upgrade.
  • Get faster approvals on your proposals. Single-option proposals can make customers feel boxed in. When you give multiple options, your customer is less likely to shop around for other HVAC contractors.

Your customers benefit from good-better-best proposals, too. These proposals give them:

  • Higher-value services. You’re giving a customer more value when your ‘Better’ and ‘Best’ options offer add-ons or bundles. For example, a customer will pay less for a repair bundled with routine maintenance than if they purchased those separately.
  • Long-term cost savings. High-efficiency, powerful HVAC systems save customers more money long-term. These systems are less prone to issues and will need fewer repairs.
  • The power to choose what they want. Some customers have specific HVAC requirements for budget, unit size, and configurations. Your proposal can include the system they requested—even if it’s not the best option—plus your own recommendation.

Benefits of service proposals with good-better-best options

Good-better-best proposals aren’t just for equipment sales. Adding upgrade options to your service quotes gives customers long-term HVAC solutions.

Let’s run through two scenarios. A customer, Joe, calls you to fix his capacitor.

Scenario #1: You only quote Joe for a capacitor replacement

  1. Joe approves your service quote.
  2. Weeks later, something else breaks in Joe’s system.
  3. Joe is unhappy—he feels the service he paid for didn’t address a larger problem in his A/C system.
  4. Joe talks you into going back for a free repair.

Scenario #2: You send Joe a good-better-best proposal

  1. Joe gets a proposal that offers him an upgrade: a repair plus an HVAC maintenance plan.
  2. Weeks later, something else breaks in Joe’s system.
  3. If Joe chose the upgrade, he can call you to diagnose and fix it at a waived or reduced cost.
  4. If he didn’t choose the upgrade, Joe knows he could’ve had your help.

READ MORE: HVAC business profit margins: 8 ways to improve profitability

Good-better-best proposals are a no-brainer way to improve your HVAC sales process. Making these proposals with an easy tool like Jobber will help you send them faster—and free up time to reach more customers.

Join over 200k service professionals that trust Jobber

Get Started