Rethinking “Good-Better-Best” for Professional Services Pricing

Pricing professional services has always been part science, part art, and often, part anxiety. Whether you lead a law firm, design studio, accounting practice, IT consultancy, or advisory group, the same challenge surfaces again and again: clients want transparency, but your value is built on expertise, judgment, and trust which are things that don’t fit neatly into a price sheet.

Yet the market is changing. Clients are more informed, procurement teams are more involved, and competitors are packaging services with newfound clarity. That’s why an old concept—the “Good-Better-Best” pricing model—is quietly making a comeback, this time reshaped for the professional era.