A premium service menu turns your boiler work into a few named packages, each with written inclusions and an honest starting price, so customers choose between your options instead of between you and a cheaper bid. We design the structure and the language; you set the prices. Our role is marketing and business consulting, and we do not specify equipment or installation methods; your licensed staff decide what is technically right for each home.
What this service is
We take the jobs you already do and group them into a menu that is easy to buy from. A typical residential menu has:
- Three replacement packages, for example a standard condensing boiler swap, a comfort package with outdoor reset controls and zoning, and a combi conversion that also replaces the water heater.
- One or two care plans, such as an annual service visit and a priority plan with set response windows.
- A short list of add-ons, priced individually, for things like indirect tanks or extra zones.
Each item has a name, a one-line promise, a list of what is included, a list of what is not, and a starting price you can stand behind. That last part connects directly to our pricing presentation work.
Who it is for
Menus help most when your quotes vary a lot for similar jobs, when new sales staff take months to quote confidently, or when customers keep asking "what's the difference between you and the other company?" They are also the natural next step after market positioning, because a niche without products is only a slogan.
What is included
- Job clustering. We group a year of jobs by the work actually done, not by what the invoice called it. Usually 80% of residential work falls into four or five clusters.
- Tier design. We set the gaps between tiers so each step up adds something a homeowner values, not just a pricier box.
- Inclusion and exclusion lists. Plain-language lists that your quote writer, your website and your technicians all use word for word.
- Naming. Short, descriptive names. "Comfort replacement" tells a homeowner more than "Platinum".
- Care-plan design. Visit frequency, response promises you can staff in January, and what happens when the plan meets a replacement.
- Margin check. For each package we model gross margin at the starting price and at a typical price, so no tier quietly loses money.
A quick worked example
Say your typical replacements fall into three clusters. The standard swap sells around $9,500, the comfort package around $12,800, and the combi conversion around $14,500. Last year your sales split 60/25/15.
If clearer naming and inclusion lists move the split to 45/40/15, with the same number of jobs, the average ticket rises from about $11,075 to about $11,570. On 80 jobs, that is roughly $39,600 more revenue without one extra lead. Your figures will be different, but the mechanism holds: menus change what people choose, not just how many call.
Timeline
Plan on four to six weeks. Data gathering and clustering take the first fortnight, tier and plan design another two weeks, then a round of testing with your quote writer on live jobs before anything goes public.
How results are measured
- Tier mix: the share of jobs sold at each level, month by month.
- Average ticket and gross margin per replacement.
- Quote time: how long it takes to produce a quote, start to finish.
- Care-plan sign-ups and renewals, and how many plan customers later replace through you.
For the care-plan side, our sister site on boiler maintenance programs goes deeper into renewal and reminder routines.
Mistakes to avoid
- Too many tiers. Past four, customers stop comparing and start asking for a discount.
- Tiers that differ only in equipment brand. Customers cannot judge that; they can judge response times, controls and finish.
- Care plans that promise what January cannot deliver. A four-hour response promise you break once costs more than it ever earned.
- Prices on the menu that no one actually pays. A starting price must be a real, attainable job.
The good-better-best guide shows the full method. To start, call, text or email, or see what the plans cost.
Frequently asked questions
Doesn't every boiler job need a custom quote?
Every job needs a site visit and a final quote. But most residential jobs fall into a few repeatable shapes, and naming those shapes lets the customer understand your range before the visit. The final quote then confirms a package rather than inventing one.
How many tiers should we offer?
Three install tiers is the usual answer, because people compare the middle against the two ends. More than four starts to feel like a parts catalogue. Care plans work best as one or two options.
What makes a menu premium rather than just expensive?
Inclusions customers can feel: a tidy installation with labelled piping, a commissioning report, a set first-year check, clear response times on a care plan. Premium is about certainty and finish, not a bigger number.
Who sets the prices?
You do. We bring the structure, the margin checks and the wording, but pricing decisions stay with the owner, who knows the true cost of labour, equipment and warranty work in their area.