Several years ago, I read and much enjoyed "Nudge", by Richard Thaler and Cass Sunstein, respectively an economist at the University of Chicago and a Law Professor at Harvard. Essence of their argument (from my perspective) is that, by presenting information and options, and organizing decision making processes optimally, one can gently guide ("nudge") folks into decisions that will work better for them, without applying coercion.
I provide janitorial service in Phoenix AZ. I quote a lot of janitorial jobs where the current provider is doing as perfectly adequate job, according to his somewhat limited specs. The facility might look less than optimal because the carpet needs to be cleaned, or the exterior windows washed, or the VCT burnished. None of these "periodic" services, or cleaning supplies, are in the specs, but might well be available (for extra billing) should the customer call. The customer doesn't call - perhaps he's too busy, or forgotten what's not in the specs - so the periodic work does not happen, the appearance of the building deteriorates, and the janitorial service forgoes a bit of extra revenue. Because the facility looks less than ideal (because of the dirty carpet, etc.) I'm there bidding on the current fellow's job.
In quoting a job, we generally give the prospective client two prices - one for basic janitorial (but with our health, security and indoor air quality programs built in) and a second price for a bundle of "periodic" services - perhaps a bi-weekly burnishing, an as-needed scrub and refinish, a quarterly carpet cleaning, monthly windows, and a quarterly ceramic or stone floor scrub. One monthly price for the bundle, rolled into the monthly bill. We optimize the frequencies, so the carpet and tile are never trashed, and we can do more of a maintenance than a restorative job (cheaper for us, cheaper for the client). We schedule the jobs well in advance, and can thus even out work loads. The client gets the same bill every month, so doesn't have to budget, or get approved, extra charges. The client never has to remember to call to order a job. And the facility looks good ongoing.
We "nudge" (never require) the prospective client to take the "full service" package. It's better for him - less hassle, better looking facility; it's better for us - for the same reasons.