Presenting a single fixed price forces the client to decide "yes or no" on one proposal. Offering two or three quality options within the same quote usually makes the decision much easier and reduces the risk of losing the job on price.
Three-tier structure
A common structure presents a basic option (functional, standard materials), a mid-range one (the recommended balance) and a premium one (high end), each with its own total price, keeping the same scope of work in all three but varying the quality of the materials.
Why it makes the client's decision easier
Choosing "yes or no" to a single price creates more psychological resistance than choosing "which of these three options do I prefer". In addition, the middle option tends to be seen as the most reasonable when presented next to a more basic one and a more expensive one, which helps the client opt for it.
Avoid overloading with options
More than three options tends to cause decision paralysis instead of easing it. Keeping the comparison simple, with clear differences between each level, is more effective than offering too many customised variants from the start.
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