Articles on: Proposals

The Power of ISPS: Turning Psychology into Profit

At the heart of Elevation Advisor’s proposal system is Integrated Sales Psychology & Strategy (ISPS), a framework designed to help contractors close more deals, even if they’re not natural salespeople.

Rather than presenting a single price that might trigger hesitation or sticker shock, ISPS encourages you to offer structured choices through customizable packages:

Good, Better, Best, and Premium tiers

Built using checkboxes to include or exclude specific sections like patios, beds, or irrigation

Gives you full control over what’s shown in each package and how value is presented

ISPS is grounded in behavioral economics and decision science. It works by reducing decision fatigue and empowering clients with control. Research shows that when people are given a range of options, they tend to gravitate toward the middle or second-highest choice, a phenomenon known as the “Goldilocks effect.”

For example:

A $25,000 patio might feel expensive on its own, but when presented alongside a $15,000 basic version and a $35,000 premium upgrade, it becomes the most reasonable and appealing choice.

This structure not only increases close rates, but also boosts average project value. ISPS also builds trust through transparency and low-pressure engagement. One effective tactic is to ask hesitant clients: “Do you know if you’ll use our company for something?”

If they say yes, suggest starting with the basic package to lock in a calendar spot, with the option to upgrade later. This approach:

Removes pressure

Creates momentum

Often leads to clients choosing higher-tier packages once they feel more comfortable

ISPS Strategies That Drive Sales

Use a Low-Cost Anchor: Always include a basic package to make mid- and high-tier options feel more valuable.

Frame Upgrades Around Lifestyle Benefits: Sell the experience, not just the features, “a backyard oasis for family gatherings” resonates more than “includes lighting and irrigation.”

Guide, Don’t Push: Use open-ended questions to invite commitment without pressure.

Normalize the Upgrade: Reference what “most clients choose” to create social proof and reduce hesitation.

Updated on: 10/10/2025

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