Discounts Aren’t Always the Deal You Think They Are
I’m not the biggest fan of giving discounts.
I love receiving them. I love sales. I love finding great things on clearance.
But when it comes to selling your own product, discounting is a difficult game to play.
If you offer a discount too early in the conversation, you risk cheapening the perceived value of what you’re selling. It makes the prospect wonder: Why was that the original price to begin with? Was this product always meant to be cheaper? That’s not a good position to be in.
Everyone knows there are margins in business. That’s how companies grow. If I buy something for X and sell it for X, there’s no margin left to reinvest—no way to pay staff, develop infrastructure, or fund marketing. You’re not building a business at that point; you’re just flipping products.
Your margins are more than just numbers. They cover real things—your team’s work, your tech stack, your growth plans. So when you give a discount without a clear reason, you’re signaling that those underlying investments aren’t as valuable. That’s not just a hit to your bottom line; it’s a hit to your integrity.
That said, I do believe there are times when discounts make sense. Loyalty is one. Risk is another.
If a client has supported you consistently over time, a discount can be a powerful gesture of appreciation. Or if they’re taking a big risk—placing an unusually large order without precedent—you’re acknowledging that leap. You’re saying: I see the trust you're placing in us. Let me help reduce some of the friction ahead.
But just because someone is buying a lot doesn’t automatically justify a discount. If your product is proven, already selling, and clearly valuable—why lower the price?
Discounts should be part of a conversation, not a default. A respectful exchange. A shared recognition of value on both sides. I’m learning to stand by that more firmly the deeper I get into this work.
Because giving a discount may feel like an easy win. But building trust in your value? That’s what leads to the deals that last.
Lesson Summary
Discounts aren’t bad—but they need a purpose. When offered too soon, they undermine your product’s value and your business’s integrity. Use them strategically, in moments of loyalty or mutual risk, not as a shortcut to close.